Media Analysis is a methodology in the social sciences for studying the content of media communication. It defines the process that studies the news media and their reliability, their effect on identified audiences and the associated trends. It is an essential element to apply the two-way approach to communications and continuously adapt communication strategy and plans to the achieved results.
The media analysis process includes:
- identification of media of interest, their capabilities, affiliations, bias, circulation, impact on target audiences
- a media monitoring service that provides documentation, analysis, or copies of media content of interest
- content analysis by counting various aspects of the content to enable a more objective evaluation; results include specific assessment of correspondence between communicated messages and news reporting
- assesment of the organization's exposure (usually rated using a number of pre-designated criteria commonly including tonal value and presence of key messages)
- assessment of the relative effectiveness and costs of using the various media includng their use in an advertising campaign
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