Independent media intelligence since 1994
Understand what shapes the world.
Behind every reputation, market and public debate is a narrative. We reveal how those narratives take shape – and what they mean for your next decision.
1994
Our research story begins
30+ years
Studying media and perception
One focus
Evidence for better decisions
Latest analysis
New from Media Tenor
It is for Trump to lose rather than the Democrats to win
Vienna, October 29, 2026. For months, we’ve been watching the same play: fairy tales remain fairy tales, and no matter how lavishly staged, the audience eventually unmasks them…
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News & perspectives
Research meets the public conversation
Two Conservative Media Systems – What sharply different coverage of Trump and the White House means for the 2026 midterms
According to a Reuters/Ipsos poll, the cost of living, democratic values, and immigration are voters’ key concerns. The… Read more
10 years SDGs: Sustainability Impact Index 2025/2026
The Sustainability Impact Index is a response to the growing political controversy in recent years over the extent… Read more
Pre-Primary News Coverage of the 2016 Presidential Race: Trump’s Rise, Sanders’ Emergence, Clinton’s Struggle
Thomas E. Patterson, Shorenstein Center on Media, Politics and Public Policy, June 2016 Herunterladen: Pre-Primary News Coverage of… Read more
Intelligence that matters
See the forces. Make the decisions.
For leaders navigating reputation, institutions shaping public debate, and researchers exploring how information influences the world.
01 / Corporate leaders
Reputation & leadership
Understand the gap between the story you intend to tell and the picture your stakeholders encounter.
02 / Public institutions
Policy & public perception
Explore how media attention frames political choices, social issues and the institutions that serve society.
03 / Research & media
Evidence & editorial insight
Bring systematic media analysis to academic enquiry and a clearer view of editorial positioning.
The Media Tenor approach
Headlines are the beginning. Context is the value.
Rooted in journalism and communication research, our work examines who receives attention, how they are portrayed and which perspectives remain outside the frame.
01 Define the question
Start with the decision. Set the entities, issues, markets and media universe relevant to the brief.
02 Examine the coverage
Systematic analysis of who is reported on, in which context and with which tone – statement by statement.
03 Put the findings in context
Compare coverage with benchmarks, time series and real-world indicators to separate noise from signal.
04 Connect evidence to action
Turn the findings into clear implications for communication, strategy and public dialogue.
Ideas backed by evidence
A deeper reading of the world
Reputation and Its Risks
Robert G. Eccles, Scott C. Newquist, and Roland Schatz, February 2007 Herunterladen: Reputation and Its Risks Read more
SCR 500 2023: SDG Commitment in Annual Reports Documents Long-Term Outperformance
Which of the world's largest listed companies are most committed to the Sustainable Development Goals – and does… Read more
Asymmetric Perceptions of the Economy: Media, Firms, Consumers, and Experts
Kholodilin, K, C. Kolmer, T. Thomas, D. Ulbricht (2015). DIW Discussion Paper No. 1490, Deutsches Institut für Wirtschaftsforschung… Read more
Speakers Corner
Voices on media, dialogue and responsibility
An institute with a point of view
Three decades of asking the consequential questions.
What gets attention shapes what gets understood. What gets left out matters too.
Media Tenor brings a research perspective to the intersection of communication, business and society, with a published body of work spanning reputation, economics and public debate.
Founded by Roland Schatz
Established in 1994, Media Tenor grew from a commitment to systematic media analysis. Its research connects the study of news coverage with the questions facing leaders and institutions.
From evidence to wider debate
Media Tenor in research
Media Tenor in the media
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Tell us about the reputation challenge, research question or public narrative you want to examine – our team will get back to you.