 Students, now we are about to finish this research design content analysis, we have studied the definition of content analysis, merits and demerits of the content analysis, basic features of the content analysis, then types of the content analysis, then how content analysis differs from thematic analysis or discourse analysis. Now we are going to talk about content analysis in 21st century. To me, as a researcher, content analysis is one of the mostly used research design of quantitative research in 21st century. When I am saying it, what are the reasons behind it? This is the era of the internet, the era of the media. And you communicate a lot with people through these mediums, through social media, through the internet. And your entertainment is media, your source of information is electronic media, or digital newspaper. So, most of the reactions you get on this are now coming. That is, now you have provided a platform for social media where you can simply express yourself. So, whenever there is an event, a global or national incident, a mishap, or a policy comes, or a news of joy comes, then the first thing you do as an individual, you go on the social media and express yourself. You go on WhatsApp, on LinkedIn, on Twitter, on social media platforms, on Facebook, etc. and express yourself in words, in pictures, through political memes, whatsoever. So, now how can they be analysed? So, for that, you cannot do survey research. For that, you cannot design experimental studies. So, the basic research design of quantitative research, to study such things, is content analysis itself. You see, the hashtags that are running at this time are so popular. What kind of population is popular? Is a hashtag popular in youth? If it is popular in youth, is it male youth or female youth? Which area is it from? Is it from Punjab or Balochistan? How are they reacting to that? Are they doing it positively or negatively? Or if they are informing the policy makers, how are they doing it? Similarly, you see that on electronic media, entertainment, you see how content is being shown. And what is the impact of that on individuals? For instance, today, we see that the electronic media, the drama that is going on, is challenging the traditional gender roles and redefining gender roles. How are they redefining husband-wife relationships? How are they redefining mother and daughter relationships? Similarly, how are they redefining son and father relationships? To understand this, content analysis is a better research design. For this, you cannot survey. Similarly, if there is any political news, if you want to see people's reactions and how people react, they will only see it through social media. And for that, you will do hashtag analysis. That is a form of content analysis. When we look at content analysis, the scope of content analysis is linked to survey research. When you are doing survey research, you can mix up content analysis in it. You can ask such questions in survey research, open-endedly, which you can codify later. Now, content analysis is not purely an academic research design. It is used for applied research. As I told you, hashtag analysis is useful for people's needs. Content analysis is useful for people's needs. Content analysis is useful for people's needs. Content analysis is a useful research design, keeping in view the virtual world. In experimental research, content analysis is used. And with this, some emerging designs are being developed. For example, you show content on the media. After that, you can see its effect. That effect is not only behavioral, it is also verbal. You can also see it. Now, some of this is also developing emerging designs. You can now make content analysis a part of MMR, also in mixed-method research. Basically, when it comes to mixed-method research, we say that we did survey research, and on the other hand, we conducted some interviews in qualitative research. Now, we did survey or interviews, or both were parallel. These are the three basic designs. But now, mixed-method research is also coming forward, where interviews are not only coming with survey, but also with content analysis, a qualitative part is coming, and it is being seen. So, in mixed-method research, there can be a useful contribution if you do content analysis in it. So, this is an overview of how content analysis is being used today, and why its significance is increasing day by day in the research methodology of social science, particularly quantitative research methodology as a research design.