 Students, now we are going to talk about the components of content analysis. Let's see what are the components of the content analysis. As I said earlier, that content analysis is a systematic and objective research design. So we follow all the standards of the scientific method. The first component of the content analysis is objectivity. Like qualitative research in which we believe that reality is socially constructed and the messages are socially meaningful and we have to understand the messages within the given social context. In content analysis, we view the messages as an objective matter and we try to make a criteria in order to understand a particular message. And whenever we conduct content analysis, we go with the a priori design. That is, we have already decided that what is the definition of our conceptions, what is the definition of our variables, what is our research question and what are our objectives and hypotheses. This is not like qualitative research in which you first analyze the data and make themes and then you address your research questions according to them. First of all, you will have all these framing of the objectives and hypotheses of the research question. You will take the data according to it. Reliability, in content analysis, we also check the reliability of our design. We also check the validity of the data whenever we are performing content analysis. And content analysis is a research design that ensures generalizability of the results. Whenever we are doing content analysis, we select the samples of our messages so that they are also generalizable to the results. And applicability of the findings. We link this with previous literature and see how consistent our findings and content analysis are with the literature. And in content analysis, we also test the hypothesis which are constructed on the basis of theory or theoretical assumptions. So, it is not like there is no hypothesis testing in content analysis. Content analysis may be hypothesis testing.