Independent Media

Media monitoring methodology

Monitoring tries to quantify and qualify time dedicated to candidates and political parties by the media. However, not all forms of the media coverage could be evaluated either quantitatively or qualitatively. Therefore, a special category was established for such events of manipulations and bias from the side of the media, which are called media effects. Results of quantitative and qualitative analysis and specific examples of media effects used by the media are important elements that serve for the general public as information on whether the information about political contestant by the media is fair and balanced.

Media monitors are specially trained to conduct qualitative and quantitative analysis of electronic and print media coverage to see whether it correlates with the basic rules of balanced and fair journalism. They fill out specially designed monitoring forms and consequently a data collector inputs all the monitored data into computer. All the recorded data and newspapers are stored in archives for any future checks or control if the results should be questioned by anyone. Data collector controls the monitored sheets and inputs them into a computer. Therefore, it is important that monitors write clearly and agree on any acronyms for the selected political subjects in advance to avoid misunderstanding or incomplete results.

Quantitative analysis

Quantitative analysis measures the total amount of space and time devoted for coverage of selected monitored subjects or topics (e.g. elections) by the media. In broadcast media, the monitors use stopwatches (or VCR timer) to measure the actual time of appearance of selected political subjects on camera as well as when they are mentioned or quoted by someone else. In newspapers, an area dedicated to the political entities is measured in cm2. The monitoring also covers all the instances when varies relevant subjects are mentioned by someone else indirectly (e.g. by a news presenter or political opponent) and they receive so-called reference or remark (1 cm2) which are also included into both the quantitative and qualitative charts.

Qualitative analysis

Qualitative analysis evaluates whether the information about selected monitored subjects is positive, negative, or neutral in its content. An evaluation mark is also attached to all subjects, in addition to space and reference, which provides information on how was the subject portrayed. It is attached to all monitored subjects to determine whether the subject was presented in negative, positive or neutral light. The evaluation scale consists of 5 grades. Grade 1/2 means that a certain political subject was presented in a very positive or positive light respectively and the news coverage was favourable. For example, it means that the subject was praised or admired and the presentation includes positive feeling and emotions. Grade 3 is a neutral mark. It means that the coverage of a political entity was matter-of-fact, without expressive or emotional charge. Coverage marked 4 or 5 means that a political entity was presented in a negative or very negative light respectively. Usually, it means that negative emotions, accusations or one-sided criticisms are dominating such item. The five-grade scale is designed to provide monitors with a larger scale of choice they are to make in evaluating the presentation of political entities. Balanced news coverage means that a media outlet attempts to cover events in a balanced, fair and objective manner by offering time or space to all subjects of a certain item to present their views. Such news item is purely informative and does not contain any one-sided evaluating standpoints or criticism.

Media effects is a special category used for those occasions, which are not possible to monitor neither quantitatively or qualitatively, as they simply do not fall into any of these categories. Another words, these are all stories or items presented with a specific intent to manipulate or affect the public. The reason for creating this category was the obvious absence of basic journalistic principles and standards. Each story, which does not meet the basic requirements for a non-biased story falls into the category of media effects. The main criteria for such evaluation are set as those stories missing: relevance, exactness, transparency, matter-of-fact, balance, variety, timely and clarity.