MEMO 98

WE DO: Media Monitoring on numerous aspects of media performance

added: 7. 12. 2009

The primary objective of our monitoring is to evaluate the range of political diversity in the mass media. Our monitoring methodology has been developed over time and is based on our concrete experiences, practices and lessons learned. In general, our monitoring could be divided into two main categories: election and nonelection. Election-related media monitoring is an effective tool to measure how the state and political contestants treat the media and how the media treat contestants. It is designed according to a specific kind of election taking place: y y y y Presidential Parliamentary Local and Regional Referendum

The following criteria are taken into consideration when deciding on the media outlets to be monitored y y y Ownership Impact and geographical coverage Other sources of information available

Depending on various factors, the following types of programs could be included into the monitoring: y y News programs Current Affairs programs o Talk shows o TV debates o Other programs Free airtime Paid political advertisement Voter education (Public Service Announcements)

y y y

Our non-election monitoring has developed over time it is based on 11 years of practical experience. First of all, we conducted a comprehensive daily monitoring of the Slovak media scene for seven years (from 1998 till 2004), focusing on a number of different variables, topics and issues. We have developed a user-friendly database which provides for very efficient data storage, enabling us to check any period of monitoring at any time. The system also provides for important safeguards to avoid systematic or accidental errors. The most important aspect of our methodology is the credibility of our monitoring results. As such, we pay special attention to the process of selecting our monitors and give them a very comprehensive training, consisting of a theoretical and practical part. The training includes tests on reliability of monitors including the accuracy of time measurement, the ability to evaluate deviations from a norm, the ability to do qualitative assessment of media contents etc. Throughout any monitoring, we conduct periodic checks on the quality of monitoring conducted by media monitors. These checks are an essential part of media monitoring routines in order to avoid systematic or accidental errors. The monitoring also focuses on the structure of the news programs, indicating how much time was devoted to general topics and issues such as domestic politics, international affairs, police, crime, regional affairs, etc. Similarly, we could follow the coverage of any chosen topic e.g. corruption in the proper context and make an overall evaluation if the media fulfil their role in focusing on issues important for the whole society.

Media Monitoring Methodology Quantitative analysis The quantitative component of the monitoring consists of a content analysis of a representative sample of media outlets. Media monitors measure the total amount of time and space devoted to selected monitored subjects (e.g. candidates, political parties, government, president etc.) as well as to selected monitored topics (e.g. integration, corruption, crime, violence etc.) To monitor the broadcast media, monitors use stopwatches (a DVD/VCRs timer could also be used for television) to measure the actual direct appearance time of previously selected subjects. They also separately record each instance where a subject is mentioned indirectly (e.g. by a news presenter or by someone else) as a reference. For newspapers, monitors measure the space dedicated to relevant subjects - in square centimetres (cm2). As for the indirect references in the print media, monitors record them as remarks. The quantitative analysis for the newspaper coverage is categorized according to a page number on which an article relevant for the monitoring appears. The format of the news coverage is also categorized based on: headlines, article, editorials, photos, paid/free advertisement, cartoons, commentaries, news item and news report.

Qualitative analysis Qualitative measurements can be subdivided into two major categories: 1. Monitors evaluate the tone in which the relevant subjects are portrayed positive, neutral or negative (see below). These data is recorded for all stories and presented graphically to illustrate differences between outlets and differences over time. 2. Important additional comments relating to a content-based analysis that illustrate basic journalistic principles and standards such as balance, fairness, accuracy, clarity, timely, matter-of-fact, relevance, variety, transparency or attempts at manipulation. These data offer more insights than simple positive and negative measurements. These trends are systematically documented to provide compelling evidence about media conduct. It is important to keep in mind that it is the behaviour of media outlets that is being assessed, not the monitored subjects. Positive and negative ratings refer to whether or not a viewer is offered a positive or negative impression of the subject or topic. Monitors give an evaluation mark to all subjects, in addition to space and reference, to provide information on how the subject was portrayed by a media outlet. The evaluation mark is thus attached to all monitored subjects to determine whether the subject was presented in positive, negative, or neutral light. The description of the five-level evaluation scale is as follows: Grade 1 and 2 mean that a certain monitored subject was presented in a very positive or positive light respectively; in both instances the news coverage is favourable. Grade 3 is a neutral mark, with the coverage being solely factual, without positive or negative connotations. Grades 4 or 5 signify that a subject was presented in a negative or very negative light respectively. Such coverage has negative connotations, accusations or onesided criticism of a subject portrayed in an item or story. It is always important to consider the actual evaluation (judgement) on the monitored subject and also the context of the story or item. As for the content-based analysis, monitors will report about lies, distortions, unbalanced coverage, unfairness, inaccuracy, bias and anything else that is important to presenting the quality of media reporting. These data is reported separately, but is integrated in the comments and conclusions of the narrative reports. Data collection For each program on a channel or each issue of a publication, monitors complete a monitoring form. This form is then reviewed by a data enterer who enters the data into a special monitoring programme (database) created by MEMO 98. For each monitoring project, MEMO 98 adapts and develops special forms and a database and ensures their uniform use through the monitoring team trainings.

www.memo98.sk MEMO 98, Martinengova 8, 811 02 Bratislava; tel./fax: (02) 6280 1199