Research Methods in Librarianship - Techniques and Interpretation . Academic Press, 1980.
Content analysis is a research tool focused on the actual content and internal features of media.
It is used to determine the presence of certain words, concepts, themes, phrases, characters, or sentences within texts or sets of texts and to quantify this presence in an objective manner. Texts can be defined broadly as books, book chapters, essays, interviews, discussions, newspaper headlines and articles, historical documents, speeches, conversations, advertising, theater, informal conversation, or really any occurrence of communicative language. For example, Content Analysis can indicate pertinent features such as comprehensiveness of coverage or the intentions, biases, prejudices, and oversights of authors, publishers, as well as all other persons responsible for the content of materials. Content analysis is a product of the electronic age. Uses of Content Analysis Due to the fact that it can be applied to examine any piece of writing or occurrence of recorded communication, content analysis is used in large number of fields, ranging from marketing and media studies, to literature and rhetoric, ethnography and cultural studies, gender and age issues, sociology and political science, psychology and cognitive science, as well as other fields of inquiry.