What is the primary goal of content analysis in research?

The primary goal of content analysis in research is to analyze communication artifacts and media. Content analysis is a systematic and objective method that researchers use to quantify and evaluate the content of various forms of communication, such as texts, audio, video, and other media. This technique allows researchers to identify patterns, themes, or trends within the data, making it particularly useful for understanding the presence, meanings, and implications of specific concepts or messages within media and communication.

By focusing on the content itself rather than personal opinions or experiences, researchers can gain insights into how particular topics are represented in media and how these representations might influence public perception or behavior. This method is instrumental in fields such as psychology, sociology, communication studies, and media studies, where understanding the nuances of communication can provide valuable information about cultural and social dynamics.