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Computational Tools
More generally, content analysis is research using the categorization and classification of speech, written text, interviews, images, or other forms of communication. In its beginnings, using the first newspapers at the end of the 19th century, analysis was done manually by measuring the number of columns given a subject. The approach can also be traced back to a university student studying patterns in Shakespeare's literature in 1893.

Computer-assisted analysis can help with large, electronic data sets by cutting out time and eliminating the need for multiple human coders to establish inter-coder reliability. However, human coders can still be employed for content analysis, as they are often more able to pick out nuanced and latent meanings in text. A study conducted by Mike Conway found that human coders were able to evaluate a broader range and make inferences based on latent meanings.

Latent and Manifest Content
Manifest content is readily understandable at its face value. It's meaning is direct. Latent content is not as overt, and requires interpretation to uncover the meaning or implication.

Qualitative and Quantitative Content Analysis
Quantitative content analysis highlights frequency counts and objective analysis of these coded frequencies. Additionally, quantitative content analysis begins with a framed hypothesis with coding decided on before the analysis begins. These coding categories are strictly relevant to the researcher's hypothesis. Quantitative analysis also takes a deductive approach.

Kracaeuer provides a critique of quantitative analysis, asserting that it oversimplifies complex communications in order to be more reliable. On the other hand, qualitative analysis deals with the intricacies of latent interpretations, whereas quantitative has a focus on manifest meanings. He also acknowledges an "overlap" of qualitative and quantitative content analysis. Patterns are looked at more closely in qualitative analysis, and based on the latent meanings that the researcher may find, the course of the research could be changed. It is inductive and begins with open research questions, as opposed to a hypothesis.