Media Tenor’s research team statistically evaluates media data that is unique to Media Tenor in order to determine what reality is reflected (Agenda Setting) in the media and what reality is not selected or reflected in the media (Agenda Cutting). Researchers compare these results with external statistics (poll results, consumer behaviour reports, various indexes including the business consumer index, consumer confidence index, share prices, tourist statistics, etc.) and further research the media’s effects on public perception and behaviour.
Our studies and client reports are not standardised statistical evaluations of media outcomes, but each researcher instead handles specific cases with individual approaches and deploys multiple comparative analyses and models in order to provide strategic media intelligence and research.
Media Tenor has conducted research studies in many areas including AIDS, malaria, election campaigns, CSR, public diplomacy, reputation risk, issue monitoring, war reporting, improving journalism, democracy, and anti-Americanism. Our latest public research findings are available in the Media Tenor Research Journal. Members of our Agenda Setting Network have access to the findings of the institute. Studies such as Improving Journalism, AIDS, Public Diplomacy, Image of Middle East, Anti-Americanism, and Media Diversity are available for cooperative initiatives with external institutes and universities. More
Media Tenor has developed certain indicators to help to identify tipping points in media coverage. With these instruments, Media Tenor empowers its partners to achieve strategic media intelligence:
|1. Determining what represents reality (Politics, Economy, Society)|
|The Media Tenor Codebook is not based on simple search words representing topics, protagonists, or sources that appear in the media, but instead reflects the complexity and nuance of all of reality. The Media Tenor Codebook was developed in cooperation with the scientific community, guaranteeing a comprehensive, interdisciplinary approach.||Codebooks used for media analysis that are based only on semantic topics or protagonists identified on the basis of existing media content cannot answer the question of what is in the media in comparison to what is not. Codebooks of this type cannot determine the effects of Agenda Setting and Agenda Cutting.|
|2. Selecting opinion leading media|
|One of the methodologies in selecting opinion leading media is to use media that are quoted most frequently and that have the biggest importance and influence within the selected country, while taking care to ensure that the selected media basket represents all parts of society.||Selecting media according to online availability rather then importance, limiting research to English media rather then national opinion leading media of individual countries, using online versions of what are not predominantly online sources — none of these are sound approaches to reliable data.|
|3. Analysis of ALL texts in opinion leading media|
|Media Tenor analysts analyse opinion leading media and encode every single unit of information from all articles or new stories of more than 5 lines or seconds in print or broadcast (section news, business, politics). This is the correct way to account for 100 percent of the information flow.||Neither media analysis of a narrow selection of articles about certain industries, nor computer aided content analysis, nor semi-software analysis providing word counts, nor theme/issue-searches can account for the 100 percent of media content needed to identify the tipping points of change in public opinion.|
|4. Using professionally trained analysts for the entire coding process|
|Media Tenor uses professional human analysts for the entire process of media content analysis. These analysts are trained and checked on a daily basis. Personal trainers ensure immediate implementation of new topics as they appear in media||So long as billions of dollars continue to be spent every year in the ongoing attempt to develop software capable of understanding human-readable text, be wary of using such software for today’s research. Scientific standards aren’t met even if human analysts are used for rating media coverage (positive/negative) if software is still relied upon to do the rest|
|5. Research experience in Agenda Setting and communication science|
|Media Tenor’s research institute has long term experience in media impact studies in areas including customer behaviour, the tourism industry, investor relations (stock price), economics, and politics. The founders of Agenda Setting theory are members of the Advisory Board and Media Tenor Network.||Expertise in Agenda Setting does not guarantee realistic results so long as the body of data in use is incomplete. Not every correlation is a manifestation of the Agenda Setting, Cutting, or Surfing effects.|