Thematic Proximity in Content Analysis

This article explains how to calculate thematic proximity within a mixed methods content analysis approach. Thematic proximity of two themes can indicate the presence of meta-themes. Meta-themes are themes which acquire their meaning through the systematic co-occurrence of two or more other themes. By combining qualitative and quantitative techniques of content analysis, the researcher can reveal these latent text patterns. Using a study on Jihadi media as a showcase, the article describes how to detect meta-themes through content analysis. To this end, the article introduces a novel theme-correlation coefficient that adds valuable information to traditional theme relation metrics. It enables researchers to make new empirical observations in text data.