Media Tenor compares the relationship between Reality and the Media's description of Reality or Public perception of this reality as described by these media. Its applied Agenda Setting research has proved that media shapes peoples' minds, especially those with no direct connection to reality. Consequently, topics not discussed in the media have proved to beirrelevant or less relevant by public.
Public opinion and even more important human behaviour tends to follow media reporting. Ongoing up-to-date media content analysis represents the first step of Agenda Setting Research. Media Tenor's approach of analysing all texts published in opinion leading media allows it to define 100% of all news reaching the people. Correlating this with public opinion polls or behaviour, Media Tenor can define how many reports are needed to make people change their opinion or behaviour.
The Media Tenor research is conducted in two steps:
1. Everyday, media analysts encode every single information unit from all articles or new stories of more than 5 lines/seconds in print or broadcast texts from the opinion leading media of the selected country under analysis. The Media Tenor codebook are not based on topics, protagonists, or sources appearing in the media but rather reflects reality. The MT Codebook has developed over the last 13 years and has, due to daily updates, now reached the stage where it contains more than 100 000 codes each organised in logic categories reflecting the reality and the media content.
2. Researchers then take this data and describe what was written in the opinion leading print media or broadcast on screen in TV News. This data, which is unique to Media Tenor, is then correlated with public opinion polls, and voting results to determine what reality is shown (Agenda Setting) in the media and what reality is not shown (Agenda Cutting) and to compare these results with external statistics (poll results, consumer behaviour reports, various indexes like business consumer index, consumer confidence index, share price, tourist statistics, etc) and further research the media effects on public perception and behaviour.
The ICA=CH Model is the basis of Media Tenor's research: the classic stimulus-response model is not sufficient for measuring media effects. When predicting how many reports are necessary to realize behavior change (CH) in consumers/voters etc., an organization must not only take into account the volume of coverage (I) but also the structure of information, based on various reputation management criteria (i), such as financial soundness, environment, corporate appeal etc. The quality and volume of all the reports on competitors (C) must also be measured.
In addition, an organization should engage in Agenda Surfing i.e. leveraging trends in media coverage (A) many of which cannot be identified without the granular level of Media Tenor's research. Media Tenor sets itself apart from typical media monitoring organizations by providing organizations with detailed knowledge about all political, social, and economic issues in opinion leading media. Media Tenor is the only research organization that engages in this process.
The results of C and A give a clear indicator as to how much media coverage is required to break through the AwarenessThreshold.
At The 7th International Agenda Setting Conference new trends and results in Agenda Setting Research will be presented in 10 workshops, in groups of no more than 20 people. Part of the workshop will focus on developing new models in communication science. The workshops are split ino the following categories: Investor Relation, Corporate Communication, Issue Management, NGO' and Initiatives, CEO Communication, Economics, Public Diplomacy, Election Campaigning, Publisher's Image, TV Media, Agenda Setting Theory.
Conference is taking yearly in October.
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