Qualitative content analysis
Qualitative content analysis can, to some extent, be incorporated within or conducted
simultaneously with quantitative content analysis. For instance, positive and negative words
and phrases can be analysed to identify the tone of text. Also, analysts can record notations
during coding in relation to contextual factors
However, in many cases, in-depth analysis of selected content using qualitative research
methods is required to fully understand the potential meanings (manifest and latent) for
audiences and likely effects of texts.
Qualitative message analysis methods applicable to analysis of media content include text
analysis, narrative analysis, rhetorical analysis, discourse analysis, interpretative analysis and
semiotic analysis, as well as some of the techniques used in literary studies such as critical
analysis, according to Hijams (