How to regularly update your content plan using a content matrix

CONTENT ANALYSIS,
quantitative analysis of texts and text arrays for the purpose of subsequent meaningful interpretation of identified numerical patterns.
Also on the topic:
LINGUISTICS (LANGUAGE, LINGUISTICS)

The basic idea of ​​content analysis is simple and intuitive. When perceiving a text and especially large text streams, we feel quite well that different formal and substantive components are represented in them to varying degrees, and this degree is at least partly measurable: its measure is the place that they occupy in the total volume, and /or frequency of their occurrence. The theme Y runs through all of X’s performances.

;
X constantly addressed problem Y in his speech
;
He did not miss a single opportunity so as not to kick Z
;
Well, I blew my trumpet
- all these expressions, the number of which can easily be increased, testify to our awareness of such a phenomenon as the presence in the information flow pouring out on us of some persistently repeated themes, images, references to problems, assessments, statements (
Carthage should be destroyed
or
the Russian economy is suffocating without investment
), arguments, formal constructions, specific names, etc. Moreover, just as in the world of mechanics we feel acceleration rather than speed, so when perceiving a text we are especially well aware of the dynamics of the content - those cases when, for example, someone suddenly stops or begins to be scolded, or when in texts suddenly some new topic appears.

The idea of ​​content analysis is to systematize these intuitive sensations, make them visual and verifiable, and develop a methodology for the targeted collection of those textual evidence on which these sensations are based. At the same time, it is assumed that a researcher armed with such a technique will be able not only to organize his feelings and make his conclusions more justified, but even learn more from the text than its author wanted to say, because, say, the persistent repetition of certain topics in the text or the use of certain Some characteristic formal elements or constructions may not be recognized by the author, but are discovered and interpreted in a certain way by the researcher - hence the half-joking definition of content analysis belonging to sociologist A.G. Zdravomyslov as “a scientifically based method of reading between the lines.”

In fact, the main distinguishing feature of content analysis is not its “systematicity” and “objectivity” declared in many definitions (these features are also inherent in other methods of text analysis), but its quantitative nature. Content analysis is primarily a quantitative method that involves a numerical assessment of some components of the text, which can also be supplemented by various qualitative classifications and the identification of certain structural patterns. Therefore, the most successful definition of content analysis can be considered the one recorded in the relatively recent book by Mannheim and Rich: content analysis is the systematic numerical processing, evaluation and interpretation of the form and content of an information source.

From the point of view of linguists and computer scientists, content analysis is a typical example of applied information analysis of a text, which boils down to extracting from the entire variety of information available in it some components that are specifically of interest to the researcher and presenting them in a form convenient for perception and subsequent analysis. Numerous specific variations of content analysis vary depending on what these components are and what exactly is meant by the text.

The specific application goals of content analysis also vary widely. Back in 1952, the American researcher B. Berelson formulated 17 goals, which have since been reproduced in textbooks on content analysis; among them - a description of trends in changes in the content of communication processes; description of differences in the content of communication processes in different countries; comparison of different media; identification of propaganda techniques used; determining the intentions and other characteristics of communication participants; determination of the psychological state of individuals and/or groups; identification of attitudes, interests and values ​​(and, more broadly, belief systems and “models of the world”) of various population groups and public institutions; identifying the focus of attention of individuals, groups and social institutions, etc.

Historically, content analysis is the earliest systematic approach to studying text. The very first content-analytical experiment mentioned in the literature (the applied purpose of which seems very recognizable) was carried out in Sweden in the 18th century. analysis of a collection of 90 church hymns that passed state censorship and gained great popularity, but were accused of non-compliance with religious dogmas. The presence or absence of such a correspondence was determined by counting religious symbols in the texts of these hymns and comparing them with other religious texts, in particular the texts of the “Moravian brothers” prohibited by the church. At the end of the 19th - beginning of the 20th centuries. The first content-analytical studies of mass media texts appeared in the United States. Their motivation looks surprisingly familiar: the authors set out to demonstrate the unfortunate “yellowing” of the then New York press. In the 1930s–1940s, studies were carried out that are now recognized as classics of content analysis, primarily the work of G. Lasswell, whose work continued in the post-war years. During the Second World War, perhaps the most famous episode in the history of content analysis took place - the prediction by British analysts of the time when Germany would begin to use V-1 cruise missiles and V-2 ballistic missiles against Great Britain, made on the basis of an analysis of ( together with the Americans) internal propaganda campaigns in Germany.

Since the 1950s, content analysis as a research method has been actively used in almost all sciences that in one way or another practice the analysis of text sources - in the theory of mass communication, in sociology, political science, history and source studies, in cultural studies, literary studies, applied linguistics, psychology and psychiatry. The variety of specific projects implemented over the approximately 70-year history of intensive use of content analysis is very large. Among the interesting projects carried out in recent years in Russia are the study of images and metaphors used in 1996–1997 during the discussion about the national idea that was then unfolding in the Russian press, as well as the analysis of texts of the left-nationalist opposition carried out in the same period. Local content analytical projects are periodically implemented during various kinds of sociological monitoring – national and regional.

Content analysis is most widely used in the theory of mass communication, political science and sociology. This partly explains the fact that sometimes this term is used as a general term for all methods of systematic and purporting to be objective analysis of political texts and texts circulating in channels of mass communication. However, such a broad understanding of content analysis is not justified, since there are a number of research methods either specifically designed for the analysis of political texts (for example, the cognitive mapping method), or applicable and applied for this purpose (for example, the semantic differential method or various approaches involving the study of structure text and the mechanisms of its impact) - which cannot be reduced to standard content analysis even with its broadest understanding.

Nevertheless, content analysis does occupy a special place among analytical methods due to the fact that it is the most technologically advanced among them and therefore most suitable for systematic monitoring of large information flows. In addition, content analysis is flexible enough so that a very diverse range of specific types of research can be successfully “fitted” into its framework. Finally, being fundamentally a quantitative method (albeit containing a considerable qualitative component), content analysis is to a certain extent amenable to formalization and computerization.

TYPES OF INFORMATION ARRAYS AND UNITS OF CONTENT ANALYSIS

The basis of content analysis is counting the occurrence of certain components in the analyzed information array, supplemented by identifying statistical relationships and analyzing structural connections between them, as well as providing them with certain quantitative or qualitative characteristics. It is clear from this that the main premise of content analysis is figuring out what to count; in other words, defining the units of analysis.

These units, depending on the purposes of the analysis, the type of information array, as well as a number of additional reasons, can be (and actually are) very diverse. They are subject to two natural, but, unfortunately, usually poorly compatible requirements. On the one hand, they should be easily and, if possible, unambiguously identified in the text; Ideally, I would like their identification to be algorithmic at all. It is clear that this requirement is best satisfied by formal elements of the text or elements that have clearly defined and unambiguous formal correspondences, for example words.

On the other hand, units of content analysis most often require a certain subjective, and also context-dependent, significance that makes their distribution and the dynamics of such distribution diagnostic for identifying changes in individual and social consciousness, belief systems, etc. – in other words, the units must be interesting for subsequent (political science, cultural studies, sociological, etc.) interpretation. Meanwhile, such units (for example, topics) are of a purely meaningful nature, and their mention in the text can be carried out in many different ways. Their identification in the general case involves semantic analysis of the text, the problem of automation of which, despite many years of efforts by linguists and programmers, is far from being solved.

The characteristics of the units of content analysis must be preceded by a brief consideration of the nature of the analyzed information array. There is nothing in the very definition of the content analysis method that prevents its application to a single text; Moreover, examples of such analysis are known. Nevertheless, there are a number of reasons why the object of content analytical projects is usually not a single text, even a significant one, but an information array or information flow consisting of a large number of texts. Firstly, statistical patterns appear more clearly the larger the sample size. Secondly, most of the goals of content analysis predetermine its tendency towards comparativeness; Analysts are most often interested not in one-time snapshots, but in the dynamics of change, and if they do have slices, then, as a rule, they are “variegated” ones, reflecting, for example, different media or the consciousness of different social groups. Finally, with all the variety of content analysis units discussed below, the most popular are various macro-units: themes and/or problems, propositions, images and ideologemes. There are usually few of these in individual texts and especially in small media texts, and new macro-units do not appear so often, so their dynamics can only be assessed over a long time period or with a broad “horizontal comparison.”

Thus, the idea of ​​content analysis involves the analysis of large information arrays; on the other hand, its relative low cost and manufacturability make such an analysis fundamentally possible. Therefore, it is not surprising that in the history of content analysis there are such projects as the analysis of 427 school textbooks, 481 private conversations, 4022 advertising slogans, 8039 (in 1938) and 19,533 (in 1952) editorial articles, or 15,000 characters in 1,000 hours of television airtime.

The specific variety of content analysis units is almost limitless, but several main types can be distinguished among them. (The classification given below is based on K. Krippendorff’s typology, but differs from it quite significantly.)

Example of a content matrix: Instagram

And in this section we will look at how a content matrix is ​​created for social networks, namely Instagram. In the future, this matrix will be used when writing a content plan.

Let's say we need to make a matrix for a company that produces doors. From sources we know that the client often buys interior wooden or glass doors for the bathroom and bedroom, as well as metal entrance doors with thermal insulation.

Target audience of the company:

• End consumers - 70%.
• Designers - 20%.
• Dealers - 10%.

The main segment is men and women, married couples.

• Average age is 40-43 years.
• There are 1-2 children in a family.
• Income: average or above average.
• They live in an apartment up to 80 sq.m.
• Own a car.
• They travel up to twice a year.
• On weekends they go to the country or to nature with their children.
• When choosing a door, it is important to have an authoritative opinion, the presence of quality certificates from the company, and the popularity of the brand in the market.
• Men choose based on cost, product quality and manufacturer reliability. Women are more inclined to trust emotions - the beauty and design of the door, customization options.

The purpose of our content is to attract new users, as well as to engage those who are interested in the product. For clients, you can offer related products - fittings, a service for replacing a wooden surface with a glass one. This will attract the buyer to make a repeat purchase in the store.

For the Instagram social network, we need high-quality photographs of the product and production process, as well as cases with reviews and estimates. The main content is posts, collections, videos in the feed and IGTV, as well as stories.

We proceed to the formation of a content matrix based on the information received.

From left to right in the columns we add business areas and information on target audience segments. At the top we indicate content formats: case, selection and post, which we additionally describe according to the stages of the client’s journey - involving, useful, selling and motivating. Next, we begin to fill out the table - we write down ideas, key phrases, information processed after studying competitors, and so on.

Example of a content matrix for a door manufacturer

A. “Physical” units.

These are understood as entities with clearly defined physical, geometric or temporal boundaries, such as, say, copies of a book, newspaper issues, copies of posters or leaflets, photographs, etc. Identifying and counting them is not particularly difficult, but the need for such a count arises quite rarely; Counting, say, leaflets or books is most often carried out with the aim of assessing the representation of some topic or assessment, i.e. units of other, characterized below types of units are actually used - usually conceptual, propositional or thematic.

B. Structural-semiotic units.

By these we mean the basic elements of semiotic systems ( see

. SEMIOTICS). In the case of natural language this is:

– vocabulary of the language (words and their equivalents, for example the expression railway

or the term
content analysis
, i.e. what is recorded in dictionaries) and

– grammatical indicators (for example, negative particles or indicators of categories such as, say, verbal names).

Quantitative calculation of the occurrence of words in a text is perhaps the simplest version of content analysis, which, however, can often produce interesting results. Most often, of course, “interesting” or “key” words and/or phrases are counted, for example, the names of value categories such as freedom

,
stability
,
trust
,
territorial integrity
;
scenarios such as betrayal
or
disappointment
;
fairly unambiguous designations of certain socially significant phenomena, for example, corruption
,
crime
or
terrorism
;
significant attributes like tough
,
decisive
;
emotionally charged evaluative vocabulary such as destructive, uncontrollable, vile, nightmarish, misanthropic
;
password words (also often emotionally charged) such as patriots
,
communofascists
,
mondialists
or
white idiots
;
words that were strongly activated at a particular point in time, like “Family” or “Mabetex” in the early autumn of 1999 or the same “Family” and “Media-Most” at the end of spring 2000 in Russia, terrorism
in many countries of the world in the autumn of 2001, etc. .d.

Content analysis of grammatical categories is a rather rare research endeavor, the impetus for which is the hypothesis (very plausible) that the use of grammatical forms, to a lesser extent than the use of vocabulary, is controlled by the author of the text and therefore can serve as a source of information about him that he himself had no intention of making it available to his readers. In political psychology, there is a special research methodology, the so-called analysis of cognitive complexity, which, based on an actual content-analytic procedure, allows one to draw conclusions about how simple (or, on the contrary, complex) the author of the text’s vision of the political situation is and how it changes over time. The units of content analysis underlying the assessment of cognitive complexity are, for example, categorical quantifiers such as always

,
never
,
every
, which are opposed by quantifiers like
sometimes
,
some
, etc.;
categorical (like the famous unequivocally
) assessments of truth, as opposed to cautious ones,
it is possible
or
not excluded that
;
linguistic means of differentiated consideration of a situation like on the one hand... on the other hand
;
mentions of interaction
,
balance
,
interdependence
,
compromise
, etc.

There are also known examples of content analysis of purely grammatical means, for example, studies of the relationship of verb forms, denoting, respectively, processes and results, the study of nominalized ones (with verbal names such as construction

,
strengthening
, etc.) constructions in the language of party documents of the Brezhnev era, negation in a political text, etc.

Since the objects of content analysis can be not only verbal (natural language) texts, but also other types of texts (for example, cartoons, photographs, advertising clips), visual and audio (most often musical) can be present among the structural-semiotic units of content analysis. images and symbols that can be analyzed on the same basis as units of natural language.

What is a content matrix

A content matrix is ​​one of the planning tools in content marketing, which is a table or diagram where the categories of your business area and target audience segments are recorded, after which the cells are filled in with keywords and ideas for writing posts, blog texts, articles and publications for site.

The matrix is ​​used by SMM specialists, targetologists, content marketers and copywriters. It reflects business categories and types of content - they are used to analyze the keys that provide ideas and associations for writing text.

We recommend reading! Check out our article on how and where to look for blog topics.

The content matrix is ​​used together with the content plan - these two documents complement each other:

• The content plan has a clear and strict structure - dates, headings, authors and the text itself.
• The content matrix is ​​a more creative tool: all elements can be moved, summarized, mixed topics, as well as crossed out or supplemented. For example, draw a bright mind map and hang it in the office or send it to all team members to generate ideas.

B. Conceptual and thematic units.

In most cases, a content analyst is not interested in words as such, and certainly not in grammatical categories, but in the concepts, themes, and problems that are significant to him behind the words - in other words, in what can be called conceptual-thematic units. A researcher interested in what place, say, the problem of crime occupies in the public consciousness is obliged to take into account not only the presence of the word crime

, but also mentions
of contract
and all sorts of other
murders
,
gangster lawlessness
, “
roof
”, “
brothers
”,
authorities
,
criminal power
, etc.
Anyone concerned with the problem of freedom must respond in his analysis to mentions of pressure on the press
,
bureaucratic arbitrariness
,
media control
,
access to the Internet
, etc. Anyone interested in the attitude of public consciousness to some realities must take into account the widest range of positive, negative and some more specific assessments that can be given to these realities, and these assessments do not necessarily have to be present in the form of value judgments.

D. Referential and quasi-referential units.

Referential, or more precisely, specific referential units include designations of real personalities (both modern and historical figures), events, cities, countries, organizations, etc.; this is, so to speak, an “encyclopedic” block of units of analysis. This block, especially in terms of personalities, is very important and diagnostic, since it allows one to determine personal ratings and, what is no less important, to evaluate ideological systems from the point of view of the referent “sign” figures present in them, a kind of “ideological heroes”. An example of an interesting study of the role of referent figures in the Russian opposition discourse of 1996–1997 is the work of A.V. Duka. Methods of designating specific figures in the text may vary ( V.V. Zhirinovsky

,
Vladimir Volfovich
,
Volfych
,
Zhirik
,
the son of a lawyer
,
leader of the LDPR
,
the most pro-Oriental Russian politician
,
the main liberal democrat
,
liberalissimo
), however, the concrete referent unit is the same in all cases.
Quasi-referential units in political texts are most often represented by designations of all kinds of “forces” - collective actors of the political scene, the reference of which can range from the real (such as the Communist Party of the Russian Federation
) through the generalized (
communists
,
liberals
,
the West, Islamists
) to the openly mythologized (
the world behind the scenes
). Regardless of their reference, all these characters are present in the ideological space, actions and assessments can be attributed to them, and the attitude towards them is an important political and ideological factor. The line between quasi-referential and certain types of conceptual-thematic units is blurred due to the fact that some political concepts are capable and even prone (for example, crime) to metaphorical personification.

D. Propositional units and evaluations.

Their examples were given above - Carthage must be destroyed

or
Russia is suffocating without investment
.
Strictly speaking, these are examples of statements that are based on propositions - descriptions of specific states of affairs (situations) regardless of their modality (in the first example - a requirement, in the second - a statement). Along with propositions, assessments can be (and very often are) of great interest for content analysis ( This is a very dangerous decision
). From a logical point of view, they have important differences from propositions, however, for the purposes of content analysis, both the proposition itself and the evaluation can be considered as the result of associating some object with some attribute. The study of the dynamics of value judgments expressed towards certain persons, events, institutions is a very common type of content analytical research.

E. Macrostructural units.

Macrostructural units are understood as rather complex conceptual structures that form the “upper floors” of human ideas about the world and, in particular, ideological systems. These constructions, as a rule, are in the nature of scenarios and describe stereotypical models of development, which are associated with expectations of the future, considerations of the past, emotional associations, etc. Often these designs have literary or folklore prototypes, which is reflected in their names. All of them make very strong claims to explain reality.

The term “ideologeme” is most often used to denote such constructions; in various disciplines they also talk about mythologems, nomadic images, etc. Among such constructions that are present in the public consciousness of modern Russia (and distributed, sometimes bizarrely, according to different ideological systems), there are, for example, the following: Conspiracy, Orgy of Corruption / Criminal Revolution / Mayhem, Robbery / Conversion of power into property, Country of Fools / City of Foolov, “No, guys, it’s not like that,” “Return to Civilization,” etc. Some recently significant ideologemes (say, the Struggle for Power, Natural Decay, or Total Incompetence) have been abandoned in the last one and a half to two years for various reasons. focus of attention of the media, and partly of the population.

How to design a content matrix

You can create a content matrix using online services.

Google Sheets or Excel

To create a matrix, use tables - Google Spreadsheets or Excel. The first option is convenient because you can give access to team members who can add their work and ideas to your table.

Recommended reading! Learn about all the useful features of Google Docs.

Below is an example of designing a content matrix in Google Sheets for a marketing agency involved in the creation and promotion of websites.

Example of a content matrix in Google Sheets
Pros:

• Free tool.
• There is online and offline access to documents.
• Suitable for working with a team.
• It has the same functionality as Excel - design of tables and text.
• It is possible to see the authors of the changes made.

Minuses:

• There is no functionality for creating beautiful infographics.

Miro

This format is suitable for those who love beautiful tables and infographics, and are also willing to spend time creating an unusual content matrix.

Miro is an online service for maintaining interactive whiteboards for various purposes. Here you can create a content plan, draw up an outline for an article, throw together ideas with your team, create portraits of users and show their path to making a transaction.

And here is an example of the design of a matrix with a coordinate system - four “emotional” directions with content options.

Content matrix - an example of a coordinate system created in the Miro service
Pros:

• Large selection of ready-made templates.
• Convenient service for working with a team.
• A wide selection of tools and visual effects for designing diagrams, graphs and tables.

Minuses:

• It may seem complicated due to the large number of options.
• Service in English.
• To create a large number of boards you need to subscribe. Free access is given for 3 projects.

G. Units representing the results of conceptual operations.

There are quite a few of them, but the greatest interest for content analysis are metaphors, examples and analogies, which in general terms have already been described above.

Some of the metaphors are actively used in political texts, and their use is considered diagnostic for characterizing both the individual consciousness of the author of the text and the state of public consciousness. For example, in political texts the referenced “military metaphor” is often found in the variant POLITICAL CONFRONTATION IS WAR, manifested in such expressions as the war on poverty

,
a blow to the governor
,
an attack from the opposition
,
a devastating publication
, etc.
When using such a metaphor, political confrontation, regardless of the form in which it is actually waged, is experienced as war, which, by the way, can have consequences for real forms of political interaction. Meanwhile, the “military metaphor” is not the only way to describe the political process (and, more broadly, life in general); they can be described using, for example, a “transport metaphor” and/or the related “path metaphor” ( We have all embarked on a difficult road together
), an “architectural metaphor” (
state building, building a power vertical
) and a number of others. The metaphors of political texts were studied in sufficient detail by J. Lakoff and his followers, including within the framework of content analytical methodology (the work of A.N. Baranov); it has been shown that, for example, an increase in the frequency of military metaphors is one of the correlates of increased tension in society.

No less diagnostic can be the study of the dynamics of examples and analogies - for example, in Russian political texts, until recently, an analogy (owned by V. Yanov) was persistently repeated, within the framework of which Russia was compared with the Weimar Republic.

Types of content matrices

The matrix can be designed as a coordinate system or a table.

Coordinate system

This type of matrix is ​​a branched system. The content matrix contains three dimensions - immersion, expansion and generalization .

• X-axis - above zero is called "expansion". In it we write down ideas that expand our topic, below - “immersion” - and here we indicate key phrases that help the audience delve into the study of how the client’s business and its production works.
• The Y axis is “generalization” or “similarity.” In this block we write down keys related to our topic - this will give a general understanding of the picture and refresh your blog.
• The zero mark is the name of the product or business with which we will work.

Throughout the area we write down themes and keys corresponding to the directions.

Below is an example on the topic “Fitness” with different categories and directions of content development: from the specific we come to the general - “Lifestyle”, in the block of details, or dives - we study types of exercises and individual classes, you can also add reviews from those who used the services.

An example of a content matrix formatted in a coordinate system

There is another version of the coordinate system - “ emotional” directions . It will be useful for those who create engaging content and storytelling.

Two coordinates are also used:

• Horizontal “Awareness - Purchase”.
• Vertical “Emotionality - Rationality”.

Only the field is now divided into four blocks: entertainment, suggestion, training and persuasion.

You can entertain with competitions, teach with useful materials, convince with the help of cases and reviews, inspire with reviews and speeches of experts and opinion leaders.

On the field you need to place content options and create a chain of the customer’s journey: entertain the user - engage in the process - bring to completion of the transaction.

Below is the structure of the content matrix with “emotional” directions, which presents content options for each block. The coordinate system in this case goes to more detailed information about the product and business.

An example of a coordinate system with “emotional” directions. Source

Table

The tabular version describes business categories and types of posts, and can also indicate segments of the target audience. In this case, the table will be detailed - for each client portrait.

In a tabular version, you can reflect the customer’s journey and collect content based on it: the problems he encounters when making a purchase or using a product.

Below is an example of a matrix that outlines the services of a hotel complex and content options that help make decisions at all stages of the client’s journey: where to start attracting a client, how to involve him and interest him, where to start selling and how to motivate him.

An example of a matrix in a tabular version with a customer journey plan

Another example of a content matrix is ​​a series of materials that immerses the reader in business processes, leads him to a purchase and allows him to find out the interests of the audience. It’s called a funnel matrix, or a “how to turn a user into a brand advocate” guide.

An example of such a matrix is ​​shown below. At the top horizontally, users are described at different stages of acquaintance with the brand, on the left are content options, or what to write about for casual readers, clients, dissatisfied consumers and brand advocates.

We have created a short table, but you should get a large matrix in which key phrases and ideas for articles and posts on each topic will be listed.

Example of a content matrix by funnel stages

Units, categories and characteristics.

Despite the fact that content analysis is basically a quantitative method, as already mentioned, it almost always has a significant qualitative component. In principle, this is true insofar as the units of content analysis, as can be seen from the previous section, are most often still meaningful and their identification is based on semantic (notional) criteria; many of the units represent generalized categories (this applies primarily to themes and ideologemes). In other words, a content analyst engages in quantitative analysis of qualitative categories. But the matter does not end there. In many content analytical projects, not only the degree of representation of certain units in the text is assessed, but also the simultaneous assessment of these units according to certain graduated qualitative scales. In particular, these could be the scales of abstractness (in fact, difficulties for perception) of one or another content proposed by Charles Osgood; distance to the individual (some content components may directly concern the reader or readers, while others may be of only idle interest). In combination with the results of the content analysis itself, the assessment of the used units of analysis (thematic) on the indicated scales gives a three-dimensional scheme of the type, for example, the one proposed by the French cultural scientist A. Mol .

Obviously, other scales can be used in the analysis, in addition, units of content analysis can be combined into various broader categories.

Where else to analyze content on social networks

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“Front” and “raid” content analysis.

Content analytical research can be divided into two large classes, which, using the above-mentioned “military metaphor,” can be called frontal and raid. The task of frontal content analytical research is to compile the most complete picture of the information flow - either at a momentary snapshot or over a certain period in order to assess the dynamics. This, so to speak, is an attempt to get an objectified answer to the question “What is being written?” The units of such analysis, in principle, can be anything, but most often they are either thematic units or keywords, less often assessments and propositions, and even less often macrostructural units.

Such analysis is usually of a purely applied nature and is carried out in monitoring mode. Since its goal is to formulate a general idea of ​​the content of the media and, through it, of the public consciousness, it should ideally strive for the widest possible coverage of the information flow. In practice, however, full coverage is most often impossible and often unnecessary. Thus, the problem of compiling a representative sample appears on the agenda of content analytical research - a traditional problem of empirical sociological research, which, if unsuccessfully solved, can completely discredit its results. It is solved in the case of content analysis using traditional sociological methods.

Raid analysis, in contrast to frontal analysis, is focused on solving particular and sometimes quite exotic problems, arising, as a rule, from some research rather than applied interests, and in relation to it the sampling problem is solved in connection with the formulation of these research goals and the definition of units of analysis . The sampling is justified taking into account standard sociological criteria, but may also allow for their violation; it is only important that the fact of this violation is recognized and the need for the violation is justified in a special way.

Further actions

Once the categories have been formulated, it is necessary to select an appropriate unit of analysis, such as a piece of content or a linguistic component of speech, that is an indicator of the phenomenon of interest. In many examples of content analysis research, the phenomena under study are most often represented by a word, a simple sentence, a judgment, a topic, an author, a character, a situation in society, a message as a whole, etc.

Complex types of analytical research use not one, but several units. Isolated elements of consideration can be misinterpreted, so they are analyzed as part of expanded linguistic structures that determine the nature of the division of the text within which units of context are identified. For a single word, a sentence is a component of a passage united by a common meaning.

Now you need to set the unit of account. The most commonly used temporal and spatial categories are the number of lines, area, broadcast time, and the frequency of appearance of features in the material.

A prerequisite is the development of a summary table of the content being studied: the main research document, the appearance of which depends on the type of analysis. For example, content analysis in psychology uses a table, which is a system of coordinated and subordinated analytical categories. This is a kind of questionnaire, where each question requires a number of answers that determine the essence of the text.

Using the coding matrix, the results of the analysis are recorded. If the sample size exceeds 100 units, then matrix sheet notebooks are used. When the number of subjects is less than 100, bivariate or multivariate analysis is sufficient. For each text you need to use your own coding matrix, which requires painstaking and time-consuming work. If the sample size exceeds the permissible norm, then a comparison of the key characteristics of the analysis is carried out on a computer.