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Content Analysis

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Three men watching woman walk past
Colin Hawkins/The Image Bank/Getty Images
Definition: Content analysis is a research method used to analyze social life by interpreting words and images from documents, film, art, music, and other cultural products and media. It has been used extensively to examine the place of women in society. In advertising, for example, women tend to be portrayed as subordinate, often through their lower physical positioning in relation to the males or the unassertive nature of their poses or gestures.

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