The text itself can be in the form of written and oral. As content analysis involves a large number of data, therefore in analyzing the data, it is common to have data
reduction. The process of reducing the data is called coding in which the researchers classify the data into fewer classifications. Through these
classifications a particular pattern of data being analyzed will appear as the result. The result is called as manifest content. Meanwhile, when the researcher analyzes
the meaning behind the manifest content, the results of the analysis is called as latent content. In short, it can be stated that manifest content focuses solely on the
surface, whereas latent content deals with deeper meaning. However, it must be noted that
“both manifest and latent content still require interpretation but the interpretation vary in depth and level abstraction
” Graneheim and Lundman, 2004 in Rose, Spinks and Canhoto, 2015: 1.
b. Types
Content analysis, in terms of types, can be broadly categorized into quantitative and qualitative Rose, Spinks and Canhoto, 2015: 1. It can be seen
through the procedure of how the analysis is carried out. Quantitative content analysis according to Rose, Spinks and Canhoto 2015: 3 shares many common
characteristics of quantitative research in general. As with other quantitative approach, quantitative content analysis also involves hypothesis formulation as
the response to the research question. Moreover, the most visible characteristic of quantitative approach is that the analysis process applies statistical or numerical
calculation. Nevertheless, quantitative content analysis has a distinctive characteristic as well. What makes it different is the existence of a step called
developing coding scheme. It is a process of developing classification to classify the data so that more understandable information can be achieved Rose, Spinks
and Canhoto, 2015. Furthermore, Neuendorf 2002: 14 mentions that “the goal
of any quantitative content analysis is to produce counts of key categories, measurements of the amounts of other variables”. It is clear that quantitative
content analysis emphasizes its focus on implementing measurement technique in order to provide clear results. Hence, the presentation of analysis results involves
numerical explanation. By doing so, more accurate interpretation can be drawn. The result of this quantitative content analysis can be stated as the manifest
content. Qualitative content analysis, on the other hand, retains the strengths of
quantitative content analysis Mayring, 2014. Like quantitative content analysis, developing coding scheme also exists in this qualitative content analysis.
However, according to Rose, Spinks and Canhoto 2015 there is no statistical analysis involved in this approach. The goal of qualitative content analysis
according to Mayring 2014 is to provide rich and deep meaning of a text. This is considered as the latent content. In terms of presentation, the analysis result is
usually displayed verbally. In addition, the use of both quantitative and qualitative techniques in
content analysis has become more common. According to Drisko and Maschi 2016 the basic of content analysis involves both qualitative and quantitative
techniques. The qualitative technique can be seen through a step called coding unstructured data. Meanwhile the quantitative technique can be seen through the
