Bits versus brains in content analysis. Comparing the advantages and disadvantages of manual and automated methods for content analysis

摘要

In general there are two different types of content analysis methods that are used in communication science, namely manual methods (using human coders) and automated methods (using computer software to assist in the coding process). Both types of methods have proponents and critics regarding their suitability for use in scientific research. Often proponents and critics use claims about the supposed advantages and disadvantages of these types of methods to state their case. For example, Evans, Mclntosh, Lin, and Cates (2007, p. 1008) and Matthes and Kohring (2008, p. 261) argue that automated methods hold several advantages over the more traditional manual methods: They are said to be a) more reliable, b) more objective, and c) save much time and effort.