Presentation Media Regulatory Methodologies Tania Soares VII Debate Lisbon 2011


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Sob o tema “Avaliação de Comunicação: o que para além do AVE?”, o VII Debate Regional EACD Lisboa realizou-se a 19 de Maio, com o patrocínio da Galp Energia, destinado a profissionais de comunicação sobretudo in-house, reúne 4 especialistas da área empresarial e académica de âmbito internacional e nacional nos temas de Avaliação da Gestão e Estratégias de Comunicação e Reputação. A Coordenação Nacional da EACD trouxe a Portugal os coordenadores dos grupos de trabalho da EACD de Avaliação, Louis Schorlemer, e de Social Media, Philippe Borremans, que conjuntamente com Tânia Soares, da Entidade Reguladora de Comunicação Social (ERC) e Paula Nobre, da Escola Superior de Comunicação Social, debateram metodologias, instrumentos e casos práticos de Avaliação off e online da Comunicação, um dos temas mais relevantes da Gestão da Reputação corporativa uma vez que sem mensurar não é possível gerir, e sem gerir não é possível planear nem alcançar resultados.

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Presentation Media Regulatory Methodologies Tania Soares VII Debate Lisbon 2011

  1. 1. European Association of Communication Directors (EACD)<br /> Evaluating, monitoring and supervising media activity in Portugal - methods and tools <br />Communication Evaluation: What is Beyond AVE? Lisbon, May 19th<br /> <br />TÂNIA de MORAIS SOARES*<br />ERC and ISCTE<br />Lisbon , May 19th, 2011<br />
  2. 2. ERC’s regulatory mission<br />Portuguese Media RegulatoryAuthority (ERC)<br /> ERC's main functions and powers are to regulate and supervise the Portuguese media. <br /> In performing its functions, ERC is responsible for ensuring constitutional and legal rights and duties, among others, freedom of press, right to information, independence from political and economical powers and the confrontation of different points of view, checking compliance with the standards for media and broadcast contents and promoting the regular and effective functioning of the market in which it operates.<br /> ERC was therefore created as a guarantee of respect and protection of the public, particularly the younger and more sensitive ones; and to ensure individual rights, liberties and guarantees, impartiality and transparency in the media.<br />Source:<br />
  3. 3. To ensure an effective evaluation and monitoring of the media under its supervision, has implemented a comprehensive set of methods and tools for content analysis and verification of media legal obligations whose results can be found on its Web site (<br /> Television Radio <br /> Print Press Online media<br />
  4. 4. Process of Investigation (<br />
  5. 5. Citizens Input <br /> <br /><ul><li>Individuals - right to reply and complaints</li></ul> <br /><ul><li>Institutions - right to reply, political reply and complaints</li></ul>Main subjects:  <br /><ul><li>Political Pluralism
  6. 6. Political Independence
  7. 7. Humor
  8. 8. Religion
  9. 9. Football
  10. 10. Violence
  11. 11. Sensationalism
  12. 12. Protection of Minors
  13. 13. Discrimination
  14. 14. Image and Reputation </li></ul>Source:<br />
  15. 15.
  16. 16. Regulated media input <br /><ul><li>Companies - records, permissions and complaints </li></ul> <br /><ul><li>Journalists - complaints</li></ul> <br />Source:<br />Main subjects:<br />Rights of journalists:<br />free access to information sources <br />political or economical pressures<br /><ul><li>Unfair Competition
  17. 17. Advertising
  18. 18. Registration
  19. 19. Licenses</li></ul>(Source:<br />
  20. 20. Regulated media – Pluralism <br />No concentration of media ownership<br />Media Ownership Transparency Portal <br />The information contained on the website <br />Media Ownership Transparency Portal <br />are those that were available to the Portuguese Media Regulation Authority (ERC) by covered entities.<br />Data currently available on the Portal does not, yet, include all media operators and owners. The groups and the media presented were selected because of their size or importance, either nationally or regionally. The Portal will include in the near future, all media recorded at ERC.<br />It is therefore accessible to all interested parties a range of information on the ownership of the portuguese media.<br />Source:<br /> <br />
  21. 21.
  22. 22. Regulated media – Pluralism <br />No concentration of media ownership<br /> <br />
  23. 23. Internal Initiative - Decision of the Regulatory Board:<br />Sorce:<br />Verification of media legal obligations:<br /> <br /><ul><li>Advertisement of TV programming – schedule - respect for broadcasting ethics</li></ul> <br /><ul><li>Defense of the Portuguese Language</li></ul> <br /><ul><li>European and Independent Production</li></ul> <br /><ul><li>Advertising Insertion on TV</li></ul>Source:<br />
  24. 24. Internal Initiative <br /> <br /> <br />Content monitoring and Media statistics:<br /> <br /> <br /><ul><li>Pluralism, diversity and journalism accuracy and ethics on TV channels (online and offline)
  25. 25. Pluralism, diversity and journalism accuracy and ethics on Radio frequencies (online and offline)
  26. 26. Pluralism, diversity and journalism accuracy and ethics in Press - print editions (online and offline)</li></ul>Area Supervisor: Estrela Serrano<br />Area Coordinator: Tânia de Morais Soares<br />Source:<br /> <br />
  27. 27.  Content monitoring and Media statistics:<br /> <br /> Main subjects:<br /><ul><li>Political Pluralism
  28. 28. Political independence
  29. 29. Economical independence
  30. 30. Journalism accuracy
  31. 31. Journalism ethics
  32. 32. Protection of minors – Children‘s media exposure
  33. 33. Violence - victim’s media exposure – innocence presumption
  34. 34. Discrimination (religious, political or generated bycolor, ethnic or national origin, gender or sexual orientation)
  35. 35. Image and reputation
  36. 36. Intimacy and privacy reserve
  37. 37. Media literacy
  38. 38. Media Reception – audiences and public profile</li></ul> <br /> <br />Source:<br />
  39. 39. Internal Initiative – methods and tools<br /> <br /> <br />Content monitoring and Media statistics: comprehensive set of methods and tools<br /> <br /><ul><li>Main content source: Marktest/ Mediamonitor – Telenews
  40. 40. Telenews - News - audiovisual contents
  41. 41. SPSS software – data analysis</li></ul>Source:<br />
  42. 42. Telenews - News - audiovisual contents<br />
  43. 43. Telenews - News - audiovisual contents<br />
  44. 44. Telenews - News - audiovisual contents<br />
  45. 45. SPSS software – data analysis<br /> <br /> Main groups of variables:<br /> <br /><ul><li>News Subjects
  46. 46. News Players
  47. 47. Information Sources
  48. 48. Hierarchy – rankings
  49. 49. Children’s media coverage
  50. 50. Immigration and ethnic group’s media coverage
  51. 51. Disabled media coverage
  52. 52. Violent content
  53. 53. Sexual content
  54. 54. Advertorials and self-promotion</li></ul> <br />Others that identify legislation transgressions<br />Source:<br /> <br />
  55. 55. Content monitoring and Media statistics:PresentationResults<br /><ul><li>Decisions, recommendations and guidelines of the Regulatory Board
  56. 56. Research and publications
  57. 57. Annual Political Pluralism Reports
  58. 58. Annual Regulation Reports – and market indicators</li></ul>Source:<br />
  59. 59.
  60. 60.
  61. 61.
  62. 62. Thanks to:<br /> <br /> <br />EuropeanAssociationofCommunicationDirectors (EACD);<br />EACD Regional Coordinator for Portugal, Rui Martins;<br />ERC RegulatoryBoard, Azeredo Lopes and Estrela Serrano;<br />Media Monitoring and Statistics Unit, team members.<br />Lisbon, May 19th, 2011<br />
  63. 63. Communication Evaluation: What is Beyond AVE? Lisbon, May 19th<br />European Association of Communication Directors (EACD)<br />Theopinionsandinformationcontainedherein are bindingonlyontheauthor<br />*Tânia de Morais Soares ERC/ISCTE-IUL<br />Sociologist. Head of Division of the Media Monitoring and Statistics Unit, in the Portuguese Media Regulation Authority (ERC). Doctoral student and invited lecturer at ISCTE-IUL. Master in Communication, Culture and Information Technology. Previously was Researcher in Sociology of Communication at ISCTE-IUL and lecturer at the following Portuguese universities: PIAGET, INP, ESCS and ISCTE-IUL.<br />Contact:<br />Please respect presentationCopyright <br /> <br /> Evaluating, monitoring and supervising media activity in Portugal - methods and tools  <br />