Interpretive Content Analysis as a Meth-od for Organizational Studies:

A Handbook for Analytical Operationalization

Authors

DOI:

https://doi.org/10.51359/1679-1827.2026.268990

Keywords:

Content Analysis, Interpretative Content Analysis, Organizational Studies, Methodological Essay

Abstract

Purpose: This methodological essay aims to present a systematization of Interpretivist Content Analysis as a robust approach for studies that focus on contemporary social phenomena in the field of Administration and Organizational Studies.

Method/approach: Starting from a historical contextualization, the article explores the evolution of content analysis from its quantitative and descriptive origins; highlights the most widespread qualitative formulations, such as Bardin's; presents the alternative of Interpretivist Content Analysis, articulating it with ethnographic and semiological approaches; and discusses the implications of its use through software and artificial intelligence.

Theoretical/practical/social contributions: The essay conceives an operationalization of Interpretivist Content Analysis, in order to instruct future researchers who choose to adopt this method of qualitative data analysis. Originality/Relevance: This concept represents the essay's contribution, designed to indicate that the conscious adoption of the interpretative approach to content analysis enriches organizational research, allowing for a deeper and more contextualized understanding of social practices.

Author Biographies

Bruno Melo Moura, Centro Universitário Brasileiro; Universidade Federal de Pernambuco

Unibra/ UFPE

André Luiz Maranhão de Souza-Leão, Universidade Federal de Pernambuco

Doutor em Administração pela Universidade Federal de Pernambuco, onde é professor associado do Departamento de Administração (DCA/UFPE) e membro do corpo docente do Programa de Pós-Graduação em Administração (Propad/UFPE). É bolsista de pesquisa do Conselho Nacional de Desenvolvimento Científico e Tecnológico (CNPq), consultor ad hoc do CNPq e da Capes - Coordenação de Aperfeiçoamento de Pessoal de Nível Superior, revisor de artigos para diversos periódicos e congressos científicos e coordenador de projetos financiados por agências de fomento à pesquisa. Suas publicações são principalmente sobre marcas e cultura de consumo. A pesquisa atual concentra-se na indústria do entretenimento, considerando tanto os produtos midiáticos quanto as atividades e produções de seus fãs, sob uma perspectiva pós-estruturalista, seguindo a agenda dos Akafans: Coletivo de Estudos de Fãs, Mídia e Entretenimento.

Diogo Henrique Helal, Universidade Federal de Pernambuco

Fundaj/ UFPE

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Published

2026-01-26

Issue

Vol. 24 (2026)

Section

Artigos

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