Local, national, and global media (Print, TV, Radio, Online Media, Newsgroups, Blogs) are collected overnight and prepared for coding. Media Tenor uses original print copy and broadcasting (no transcripts) in order to ensure high data quality. Electronic papers are used only when they correspond 100 percent to their print versions - this is generally not the case and so, electronic sources are not used very often.
Thanks to our Agenda Setting Approach, we have defined for each country a set of opinion-leading media in order to be able to examine the impact of those media outlets on public perception
Media Tenor uses for the entire process of media content analysis professionally-trained, human analysts who are native speakers, hold degrees and possess analytical experience. Using media analysts only to rate the positive or negative tone of a content, then letting software analyse the content itself, minimizes costs but does not generate data accurate enough for media analysis, early warning systems for reputation risks, or Agenda Setting research.
The Codebook is the basic document for media content analysis. The Media Tenor codebook is not merely based on topics, protagonists, or sources that appear in the media but, rather reflects all of reality. The Media Tenor Codebook was developed by the scientific community to reflect all issues, topics, and protagonists that are involved in politics, the economy, and society. The Codebook was developed in 1993 and, due to daily updates, has now reached the stage where it contains more than 115,000 codes, each organized in logical categories that reflect reality and media content.
Analysts are trained on a daily basis, using media content analysis manuals, and personal trainers, to ensure immediate implementation of new topics that appear in media content. Therefore, Media Tenor provides very high-quality assurance on the market today.
Every analyst must pass a validity test with a minimum score in 87 percent accuracy before providing media content analysis. Validity tests ensure that the coder understands the coding methodology and is qualified to analyze the text using the codebook framework. Such validity tests are conducted regularly to ensure that the ongoing training of analysts is successful.
Inter-coder reliability tests measure whether all variables are encoded in the same way by all coders. All analysts code a number of the same texts and the results are then compared. These results are published in the Media Tenor Research Journal. With accuracy of 87 percent, Media Tenor’s inter-coder reliability (accuracy of data) is well above the accepted standards. This level of accuracy is reached thanks to a coding system aimed at minimizing the potential effects of personal opinion on the data. Drawing qualitative conclusions based scientific bases and quantitative information, Media Tenor’s research in the fields of agenda setting, agenda cutting, and agenda surfing is internationally recognized for its transparency and reliability.
Sample Quality Tests measure the quality of everyday work. Articles are selected from analysts’ daily work, are encoded again, and the results are then compared by the head of the training department.
The research and training department prepares daily updates on new issues and topics that ensure strong flexibility and quick implementation of changes to analysis.
Analyst remuneration is based on these tests results and for that reason analysts are strongly motivated to reach maximum data accuracy.
Various training materials are used in order to ensure the accuracy and transparency of coding in all offices:
- A media content analysis Training book
- A Dictionary of codes
- Customized Client/Project training books are specifically designed for each client or project to ensure that the coder clearly understands the objectives and goals of the project.
The research team statistically evaluates data from media analysts to determine what reality is shown (Agenda Setting) in the media and what reality has been ignored by media outlets (Agenda Cutting). Researchers compare these results with external statistics (poll results, consumer behavior reports, various business and consumer indexes, share prices, tourist statistics, etc.) and conduct further research into the media’s effects on public perception and behavior. The research and analysis departments are very closely linked but represent two separate teams, since these positions require different skills and types of experience. More
Every report is finalized and presented by senior consultants who lead their research team. Our senior consultants use their 15 years of experience in strategic media intelligence and are available for you at all times, 7 days a week, 24 hours a day, 365 days a year. More