摘要：Having the basis for a better, deeper and sustained discussion over a selected content and problem is one of the challenges one may face when a traditional research technique, such as content analysis, is applied in a less common approach as is ethnographic content analysis. The objective of this paper is to undertake a critical discussion about ethnographic content analysis, a specific approach that combines various technical resources, enabling new measures to achieving intriguing and rich results and in-depth discussion, considering a content corpus or data selected. This paper aims at contributing to a critical review of ethnographic content analysis, its advantages and limitations, as well as its potential as an alternative focus and strategy. The type of results expected from the implementation of this feature is either textual or statistical nature, which allows a more comprehensive approach and focuses on multiple details of the construction categorical process.
关键词：Content Analysis;Ethnographic Content Analysis;Communication.;Análise de Conteúdo;Análise de Conteúdo Etnográfica;Comunicação.
