1. The intro, which tells why you were motivated by this particular issue or problem to analyse it.
2. Literature search: What did the literature say about your topic and was their broad agreement or controversy of the theories? Critically analyse.
3. Outline your theory of what is going on there (for ex. one corporate website has a focus on social responsibility while another focuses on international issues or a campaign by the government to accompany dietary guideless was angled to suit the readership of the magazines where it occurred).
4. From this theory come up with your the hypotheses of what you expect to find (this can also be written as a research question).
5. Code and collect your data, making sure that the codes you use are clear and unique (meaning they don’t ask for two things at once when only one may be true). Decide whether to code for existence or frequency of a concept. When coding for existence, the word”gypsy ” or ‘chav’ would only be counted once, no matter how many times it appeared. This might be because you are just looking for different words used to describe something. It would give the researcher a very limited perspective of the text. However, the number of times the term appears in a text might show how important it is. Sometimes a number of terms can go under one umbrella such as the variety of terms for travellers (another word for those who might be gypsys or Irish tinkers).
6. Analyse your data. Once the coding is done, examine the data and attempt to draw conclusions. Remember to stick to the data, rather than suppose anything, though you can say that if chav is used 100 times, and traveller 10, it’s fair to assume that the writer had a racist approach to travellers. It is possible to see trends, that point to much larger ideas.