multivariateContent analysis should

multivariate


Content analysis should involve examination of multiple variables (i.e.
analysis) – not be a simplistic rating of a single variable such as positive, negative or
neutral which is univariate and tells us little about the likely meaning and effects of a text.
The primary units of content analysis (variables) are messages expressed as words or
phrases – e.g. ‘violent’, ‘leader’, ‘funding should be increased’, etc. The Coding List
should establish all the messages (both positive and negative) that are relevant. In
addition, the Coding List may establish certain categories of issues or topics, and may
further identify names of certain sources (individuals or organizations) to be analysed in
association with issues or messages