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Break the video into "units of analysis"—these could be specific scenes, sentences, or even non-verbal cues like body language.

: Identify "manifest content"—the literal elements seen and heard, such as specific dialogue, music, or visual metaphors like lighting and color psychology. 2. Identify and Extract Meaning Units

Group your codes into broader categories based on similarities.

To conduct a "deep content" analysis of a file like , you can follow a systematic Qualitative Content Analysis (QCA) framework. This method allows you to go beyond simple observations to uncover latent meanings, patterns, and underlying themes within the video. 1. Establish an Overview (Familiarization)

: Assign descriptive labels to these units. For example, if the video shows a person working, you might code it as "professional activity" or "social interaction".

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