What is considered International Best Practice in media analysis?
There are many criteria to achieve International Best Practice in media analysis. Some of the key ones are: • Multiple variables in each editorial media article that determine its impact should be analysed – such as audience reach (does it reach your target audience?); positioning (page number or position in a broadcast); placement (where you appear in an article); share of voice compared with any other sources quoted in the article and messages communicated (positive and negative) • It should use a systematic objective coding and scoring method based on pre-determined values for each variable – not someone’s personal rating or interpretation • It should include qualitative analysis such as tone, messages, etc drawing on semiotics – not only quantitative factors • It should use rigorous quality control measures such as more than one analyst reading articles to reduce subjectivity, strict Coding Guidelines and employ intercoder reliability assessment to check variance between coders. Do
