Using a Mixed Approach to Content Analysis

Abstract

Abstract This chapter demonstrates the process and utility of an approach to content analysis that blends computer‐assisted content analysis (CCA) with traditional manual coding. It does so in the context of modern presidential rhetoric, shedding light on presidents' use of apologetic rhetoric in their public communications to audiences abroad over the past eight decades. We outline the steps that are necessary to undertake a mixed approach to content analysis, and discuss the advantages and disadvantages of such a method. We argue that although CCA represents a useful tool to process large quantities of text, its use can sometimes obscure important nuances in the discourse. Conducting a complementary manual coding can highlight many of these nuances, making the mixed approach a fruitful technique in many cases.

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