Why Analyze Media

What is in the media and what is not?

Our main reason for analyzing the content of opinion leading media is to create transparency in the reporting of the media. Furthermore, we try to understand whether this media content has an impact on public behavior or not .

The Media Tenor Institute for Media Content Analysis was founded as the first institute to provide highly qualitative international media analysis on a daily and up-to-date basis. The main reason for the institute was to find answers that pollsters could not find in their poll results. Since media analysis is available before polling results, media content analysis has become a powerful instrument for impact analysis, reputation management and early warning systems.

Who influences whom?

Media Content Analysis and Impact Research assist to answer questions such as where people plan to spend their holidays, how foreign investment will occur, what the future of certain stocks will be, what products are going to be purchased, what people think about job markets and the economic situation, who they plan to vote for as the next president, what they worry about, what they think about other nations and religions, which universities they want their children to attend, what newspapers are they going to buy, and last but not least, who they trust.

Some of the reasons for conducting media content analysis include:

For Institutions

♦ Measurement of success in Public Relations & Marketing

♦ Early warning system for reputation risk

♦ Tracking media effects on share price

♦ Commercial purposes: encouraging donations, tourism, foreign investments, sales and product awareness, improving consumer perception about the company, undertaking a successful IPO, etc.

For Media:

♦ Success & performance measurement

♦ Improving media quality and reporting standards

♦ Increasing citations and, as a result, sales

For Communications Scientists:

♦ Understanding the impact of the media

♦ Testing hypotheses and theories on media effects

♦ Agenda Setting Research

♦ Exploring the causal relationship between media exposure and public perception

♦ Journalism research from an international perspective

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Media Content Analysis >>