Content analysis is a systematic coding and objective recording of data, guided by some rationale, to identify patterns and themes within communication. This research method is used to analyse the content of various forms of communication, such as texts, images, audio, and video. The process involves developing a coding scheme to categorise the content based on specific variables or themes of interest to the researcher. The data is then systematically analysed to quantify the frequency and relationships between these categories. Content analysis can be used to study a wide range of topics, including media representations, political discourse, cultural trends, and social interactions. Its strength lies in its ability to provide a quantitative and objective analysis of qualitative data, allowing researchers to draw conclusions based on empirical evidence.