The Continuing Education Unit at the College of Mass Communication organized a specialized scientific workshop titled “Content Analysis in Public Relations Research,” presented by Dr. Ali Sadiq, as part of its ongoing program to develop professional capacities and enhance research skills.
During the workshop, Dr. Sadiq provided a comprehensive overview of content analysis, describing it as a systematic and disciplined scientific method for describing and analyzing media content—whether written, audio, or visual—according to precise standards that ensure accuracy and objectivity in public relations studies.
The session examined in detail the characteristics of this methodology and its various applications, which enable institutions to understand audience trends and evaluate their public image.
The lecturer also presented a step-by-step explanation of the analysis process, starting from formulating research questions and defining the research population, through selecting samples and classifying units and categories of analysis, and concluding with interpreting results and extracting scientific indicators.
To enhance the practical dimension of the workshop, Dr. Sadiq presented illustrative examples showing how to construct main and sub-categories of analysis, while also discussing the methodological strengths of the approach, its limitations, and how to overcome them to ensure rigorous scientific research.
The outcomes of the workshop align with the Sustainable Development Goals, particularly Goal 4 (Quality Education) and Goal 9 (Industry, Innovation and Infrastructure), which support high-quality scientific research and innovation.
