Media Analysis - media analysis

Media analysis is a clear analysis of a society's media image , personality , or topic. It is based on a detailed summary of all reports on the analyzed topic published in controlled media during the period that was the subject of the analysis. Various formal and substantive parameters are taken into account, both quantitative (for example, the number of articles, the type of media, the most active authors, etc.) and qualitative (especially the identification of the main cases, the thematic focus of articles and the assessment of the value of contributions - tonality).


The purpose of media analysis is to classify and clarify information from the media, draw attention to trends and contexts, and compare the frequency of publication of articles with the results of the competition. Media analysis can provide information on whether a topic is presented in the media in a positive, neutral or negative spirit. It can be used to identify facts that negatively affect the image of an object or, conversely, improve it. From a longer-term perspective, it is also possible to observe the attitude of individual media outlets towards the subject or topic of monitoring.

Media analysis also allows you to capture the context in which individuals, companies, authorities, or other institutions are represented in the media. He can answer the question of whether some topics are ignored in the media or, conversely, they are not given excessive attention. Through media analysis, it is possible to show which media outlets are showing the most interest in the monitored company, institution, or individual, and to determine an assessment of the real "interference" of readers or listeners with the published information.

Periodicity
Media analysis can be performed once, usually in connection with a certain media-significant event, or regularly - weekly, monthly, quarterly, annually. Some companies that focus on the media market and systematically expand their news archive offer their clients the opportunity to conduct media analysis even a few years ago. In this case, it is possible to track and compare the development of the subject's media image over a relatively long period of time.

Media image
The subject of media analysis is the media image of the monitoring object (institution, personality) or topic. It is a collective term for a general news report published by the media about a topic or event. The general media image may consist of such sub-indicators as the number of messages, their value, the distribution of messages over time and in different types of media, the structure of subtopics or cases, etc. The media image is considered an important tool by which to assess the response in the media to the activities of the monitored object. Therefore, a number of companies, institutions and individuals operating in the public, non-governmental or private sector constantly monitor, evaluate and compare their image in the media with other organizations through media analysis.

The analysis may also include the so-called statement analysis, where accurate quotations of statements, for example, politicians, are recorded in the media, and based on them, an analysis of their development over time can be performed, sorted by individual topics, etc. Huge Partners affiliates