The Microscope and the Moving Target: The Challenge of Applying Content Analysis to the World Wide Web

Abstract

Analysis of nineteen studies that apply content analysis techniques to the World Wide Web found that this stable research technique can be applied to a dynamic environment. However, the rapid growth and change of Web-based content present some unique challenges. Nevertheless, researchers are now using content analysis to examine themes such as diversity, commercialization, and utilization of technology on the World Wide Web. Suggestions are offered for how researchers can apply content analysis to the Web with primary focus on formulating research questions/hypotheses, sampling, data collection and coding, training/reliability of coders, and analyzing/interpreting data.