• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Media Analysis of Coverage on Singapore Budget 2012
 

Media Analysis of Coverage on Singapore Budget 2012

on

  • 611 views

Media Monitors analysed opinion expressed in the media on the Singapore Budget 2012 between Friday, 17 February 2012 (the date of the announcement) and Wednesday, 22 February 2012 in Singapore-based ...

Media Monitors analysed opinion expressed in the media on the Singapore Budget 2012 between Friday, 17 February 2012 (the date of the announcement) and Wednesday, 22 February 2012 in Singapore-based print media, blogs and forums monitored by Media Monitors.

This report is also a Media Monitors’ initiative to create awareness on the influence of media as well as provide insights into the all-media analysis’ findings to the sentiments around the announcement.

Statistics

Views

Total Views
611
Views on SlideShare
611
Embed Views
0

Actions

Likes
0
Downloads
8
Comments
0

0 Embeds 0

No embeds

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Media Analysis of Coverage on Singapore Budget 2012 Media Analysis of Coverage on Singapore Budget 2012 Presentation Transcript

    • Media Analysis Report17–22 February 2012Prepared forSingapore Budget 2012
    • ContentsINTRODUCTION 3 LEADING MEDIA 10EXECUTIVE SUMMARY 4 LEADING SPOKESPEOPLE/COMMENTATORS 11ARTICLE TYPE 6 TREND 12LEADING TOPICS 7 METHODOLOGY 13LEADING MESSAGES 8
    • Introduction The sample, derived from print and internet monitoringThis document presents the results NOTE by Media Monitors, included the following media: MEDIA MONITORS’of media analysis of coverage of the Print MEDIA ANALYSIS > Berita Harian/Berita Minggu REPORTS USE THEBudget 2012 between Friday 17 > Business Times CARMA® > Lianhe Wanbao METHODOLOGY – FORFebruary and Wednesday 22 > Lianhe.Zaobao MORE INFORMATION, > My Paper SEE PAGE 13.February 2012. > Shin Min Daily News > Tamil Murasu > The New PaperThe objective of this media analysis was to measure > The Straits Timesmedia response to the FY2012 budget announcement > Today/Weekend Todayin terms of favourability. This study identifies keytopics and messages that were communicated in the Onlinemedia discussion. > Aware.org.sgThe sample analysed consisted of print and internet > VR-zonemedia reports, as well as user-generated content > Musings from the Lion City(blogs and forums), that were published during the > Hardware Zone Singaporeperiod, and that contained opinion about the FY2012 > Martin Lee @ SgBudget. The Budget was announced on Friday,17 > My AutoblogFebruary 2012 by Deputy Prime Minister and Finance > Sam’s Alfresco CoffeeMinister, Tharman Shanmugaratnam. > Singapore Notes > Singapore Sojourn > Singapore News Alternative > Singapore Surf > SPUG Forums > The Online Citizen For analysis of forums, one page of posts was considered to be equivalent to one media report.DISCLAIMER: While Media Monitors endeavours to provide accurate, reliable and complete information, Media Monitors makes no representations in relation to the accuracy, reliability or completeness of theinformation contained in this report. To the extent permitted by law, Media Monitors excludes all conditions, warranties and other obligations in relation to the supply of this report and otherwise limits its liability to theamount paid by the recipient for the report. In no circumstances will Media Monitors be liable to the recipient or to any third party for any consequential loss or damage, including loss of profit, in connection with thesupply of this report.SINGAPORE BUDGET 2012 / MEDIA ANALYSIS REPORT / 17 – 22 FEBRUARY 2012 PAGE / 3
    • Executive SummaryKey FindingsTable 1 heavily reliant on foreign labour; and on the other, an appreciation of the longer term benefits of reducing reliance on foreign workers. Key arguments againstKEY METRICS the use of foreign labour that were cited included Singaporean demographics,TOTAL VOLUME 84 as well as competition for employment. In the case of the latter, some coverage distinguished between foreign workers who are engaged in low-skilled work thatAVERAGE FAVOURABILITY 55.4 was unattractive to Singaporean nationals, and skilled foreign employees.LEADING STORY FOCUS (REPORTS) PUBLIC ISSUES (51) > Relating to this, SMEs were prominently discussed in the analysed coverage,LEADING MESSAGE (MENTIONS) HAS THE PEOPLE’S INTEREST AT HEART (26) often in the context of the tightened labour market (23 mentions of SMEs, making it the fifth leading topic). Although concerns were frequently raisedLEADING SPOKESPERSON THARMAN SHANMUGARATNAM, DEPUTY PRIME about SMEs in relation to foreign labour cuts, coverage of this topic was the(MENTIONS) MINISTER & FINANCE MINISTER (13) second most favourable of the eight leading topics (61.1 average rating). The relatively high favourability of this reporting was due to positive discussion of theLEADING MEDIA (REPORTS) THE STRAITS TIMES (13) S$5,000 cash grant and other subsidies to support SMEs in the Budget, such as the Productivity and Innovation Credit scheme, the SPRING and IE Singapore> A total of 84 print and online media reports collated between 17 and 22 productivity grants, subsidised training, the Renovation and Refurbishment February 2012 were identified as containing opinion on the FY2012 Singapore Deduction scheme, and Special Employment Credit (SEC). Budget. Overall, this media coverage was moderately favourable in tone, with > Senior citizens were also very commonly mentioned in the analysed coverage an average rating of 55.4 (see page 13 for further discussion of the CARMA as key beneficiaries of the 2012 Budget. Of the eight most frequently discussed favourability scale, where 50.0 is neutral and 60.0 is highly favourable). topics, six related to seniors, namely: individual tax and subsidies, ageing> Stories relating to the Singapore public were the most common (61% of the total population, CPF, public healthcare, older/disabled workers and housing. Some analysed coverage), followed by stories on the overall economy (21%) and the of the discussed incentives that catered for seniors were subsidies for families private sector (14%). Only 4% of the analysed reporting focused on the public and homes that care for the elderly, the MediShield allocation, the Silver sector, and these reports discussed the defence ministry allocation or Housing bonus, increased CPF contribution rates for older workers, and prominently featured views on the Budget from government officials. incentives for employers who hire seniors.> With the bulk of reports focusing on the Singapore public, the topic that was > On average, housing was the least favourably discussed of the leading topics most favourably and frequently discussed was individual tax and subsidies (21 mentions, 52.1 average rating). While half of the coverage of this issue was (46% of the coverage analysed mentioned this topic, and these reports had an average rating of 60.0). This reporting frequently acknowledged those benefits proposed for lower-income families, the disabled and the elderly (see chart 2).> The second most frequently mentioned topic was foreign labour. Although 34% of the analysed reports on this subject were unfavourable in tone, the overall → SIX OUT OF THE EIGHT LEADING average rating of this coverage was favourable (56.1 average rating). Media TOPICS IN THE ANALYSED MEDIA discussion about the lowered dependency ratio ceilings (DRCs) was polarised between two different subjects: on the one hand, concern expressed by COVERAGE RELATED TO SENIORS businesses – particularly small and medium enterprises (SMEs) – that areSINGAPORE BUDGET 2012 / MEDIA ANALYSIS REPORT / 17 – 22 FEBRUARY 2012 PAGE / 4
    • favourable and related to the Silver Housing Bonus, reporting also cited prominent criticism of housing affordability, which decreased the favourability of coverage of the subject. WHAT MEDIA SAYS> The top five leading messages to appear in reporting were favourable, followed “POLICY WONKS MUST BE HONEST AND by three unfavourable messages. The most prominent favourable messages COURAGEOUS ENOUGH TO ADMIT THAT THE SINGLE were has the people’s interest at heart (26 mentions), is focused on the long BIGGEST MISMANAGED ECONOMIC FACTOR THAT term (20 mentions) and is focused on increasing productivity (19 mentions). These messages were conveyed in reporting about the benefits proposed in the HAS BROUGHT US OUR DISMAL POPULATION Budget for different stakeholders, as previously discussed, as well as in reports FIGURES TODAY ARE THE SKY-HIGH LAND AND on economic restructuring, particularly with regard to labour and productivity. PROPERTY PRICES”> The three most prominent unfavourable messages were is not inclusive (ten Law Kim Hwee, The Straits Times, 18 February 2012 mentions), does not benefit stakeholders (eight mentions) and is not focused on the short term (seven mentions). An equal number of reports communicated the reverse of the first message relating to the inclusiveness of the Budget (see (six forum pages, 44.2 average rating) and Hardwarezone.com (five forum chart 3); however, much of the criticism pertained to the exclusion of middle pages, 49.0 average rating). Although these sites were considerably less income earners, of women of different age groups, of singles and young adults favourable than the analysed print media, the least favourable of the leading including single parents. The message that the Budget does not benefit internet media was still only moderately unfavourable on average (Sam’s stakeholders was often conveyed in coverage about inflation, high living costs Alfresco Coffee, 44.2 average rating) (see chart 4 for Leading Media). or housing affordability, as well as in discussion of the low birth rate – core issues that the Budget was not seen to effectively address. Reports that > A total of six articles/forum pages that included comment on the Budget were focused on the overall economy typically pointed out that the Budget seemed to posted on analysed blogs and forums on the day of the announcement (17 neglect imminent short-term challenges; these communicated that the Budget is February), and these were moderately negative overall (44.2 average rating). not focused on the short term. However, a few of the same reports additionally Reporting peaked on the day following the Budget announcement, with wider suggested that the government had reserves upon which it could draw if a crisis print coverage in addition to online (24 total reports on 18 February, 60.6 did break out (see examples in the Leading Messages section). average rating). The favourability of opinion coverage steadily declined over the subsequent three days. Opinion coverage spiked again on 21 February, when> The leading spokespeople to be quoted in coverage of the Budget comprised a discussion of the Budget was both critical and balanced (19 articles that had an mix of government spokespeople and third-party commentators. The most average rating of 51.1, very close to neutral). This included four opinion articles prominent spokespeople were the Deputy Prime Minister/Finance Minister (13 by columnists, three letters-to-the-editor, an editorial and two blog posts. reports, 66.5 average rating) and the Minister of State for Community Coverage that expressed opinions about the Budget dropped drastically on 22 Development, Youth and Sports (six reports, 69.2 average rating; see chart 5). February to a total of five reports (see chart 6 for Trend).> Of the analysed print media, The Straits Times led opinion reporting on the > Although there was active media debate about the social dynamics between the Budget (13 reports, 57.3 average favourability), followed by Lianhe Zaobao ageing population, foreign labour, rising living costs and the low birth rate, (nine reports, 61.1 average rating) and Today (eight reports, 55.6 average analysed coverage did not explicitly discuss the fact that the population rating). A third of the articles from Lianhe Zaobao were slightly to moderately challenges facing Singapore are similar to those faced by other developed unfavourable towards the Budget, discussing challenges that the Budget posed Asian countries such as Japan and South Korea. This comparative approach to businesses; however, four out of the nine reports by the Chinese-language may better contextualise the Budget recommendations in light of the aims to media were highly favourable (70.0 or higher rating), and praised the support preserve the country’s culture and sustain its growth. that was proposed for vulnerable groups. The most prominent online sites were The Online Citizen (seven reports, 52.1 average rating), Sam’s Alfresco CoffeeSINGAPORE BUDGET 2012 / MEDIA ANALYSIS REPORT / 17 – 22 FEBRUARY 2012 PAGE / 5
    • Article TypeChart 1 NOTE 80 70 65.7 THIS CHART SHOWS THE TYPES OF ARTICLES IN ANALYSED PRINT AND ONLINE MEDIA. NEWS, 58.8 59.1 OPINION, LETTERS-TO-THE-EDITOR AND 60 60 EDITORIALS WERE FROM PRINT MEDIA OR FAVOURABILITY WERE ONLINE VERSIONS OF PRINT. THESE VOLUME 37 47.9 INCLUDE ONLINE VERSIONS OF ARTICLES THAT 40 50 45.0 WERE SYNDICATED ON BLOGS. 9 3 21 BLOGS AND FORUMS HERE REFER TO USER- 20 11 40 GENERATED CONTENT AS OPPOSED TO MEDIA- 11 8 25 7 GENERATED COVERAGE. 4 8 7 5 6 0 30 NEWS BLOGS & FORUMS OPINION LETTER-TO-EDITOR EDITORIAL FAV NEU UNFAV AVG FAVSINGAPORE BUDGET 2012 / MEDIA ANALYSIS REPORT / 17 – 22 FEBRUARY 2012 PAGE / 6
    • Leading TopicsChart 2 80 70 60.7 61.1 61.4 60.0 58.6 60 57.5 60 56.1 FAVOURABILITY 52.1 VOLUME 39 40 32 50 6 28 4 26 23 22 21 21 11 4 5 20 5 40 6 4 3 7 29 21 4 19 15 17 15 15 10 0 30 INDIVIDUAL TAX FOREIGN LABOUR AGEING CPF SME PUBLIC OLDER/ DISABLED HOUSING AND SUBSIDIES POPULATION HEALTHCARE WORKERS FAV NEU UNFAV AVG FAV NOTE THE CHART ABOVE SHOWS THE TOPICS DISCUSSED MOST FREQUENTLY IN RELATION TO THE SINGAPORE 2012 BUDGET, BY VOLUME OF COVERAGE AND THE FAVOURABILITY OF THEIR MEDIA DISCUSSION.SINGAPORE BUDGET 2012 / MEDIA ANALYSIS REPORT / 17 – 22 FEBRUARY 2012 PAGE / 7
    • Leading MessagesChart 3 NOTE VOLUME THIS CHART SHOWS THE EIGHT MESSAGES 0 5 10 15 20 25 30 THAT WERE MOST FREQUENTLY HAS THE PEOPLES INTEREST AT HEART 26 COMMUNICATED IN THE ANALYSED COVERAGE. IS FOCUSED ON THE LONG TERM 20 IS FOCUSED ON INCREASING PRODUCTIVITY 19 BENEFITS STAKEHOLDERS 15 IS INCLUSIVE 10 IS NOT INCLUSIVE 10 DOES NOT BENEFIT STAKEHOLDERS 8 IS NOT FOCUSED ON THE SHORT TERM 7 FAV UNFAV initiatives that will leave a more lasting effect” (The Straits Times, 18 FebruaryHAS THE PEOPLE’S INTEREST AT HEART 2012).> “[Dr Amy Khor, chairman of government portal REACH] said the Budget will help manage key challenges like slower economic growth, income inequality IS FOCUSED ON INCREASING PRODUCTIVITY and the ageing population. She said: ‘It is also a Budget with a heart because it > “Small and medium enterprises (SMEs) were given a Budget that had a clear has got targeted schemes to help the elderly, low income and disabled, as well message: Shape up by raising productivity, or face the risk of being shipped out. as local companies to help them restructure.’ She also noted the ‘stepped-up Using a carrot and stick approach to spur firms to raise efficiency levels, Deputy efforts to give social support assurance to vulnerable groups’ such as the Prime Minister Tharman Shanmugaratnam yesterday announced that the elderly, the low income and the disabled” (Today, 20 February 2012). government will double the maximum cash payout to firms that tap into the Productivity and Innovation Credit (PIG) scheme” (The Business Times, 18IS FOCUSED ON THE LONG TERM February 2012).> “Seen in that light, Mr Tharman’s unwavering stance on foreign workers (and indeed his move to tighten the supply further in some sectors) is really tough BENEFITS STAKEHOLDERS love. So, too, are the measures announced to help small and medium-sized > “[The Budget] reinforces the government’s determination to buttress, and where enterprises, a group that has been crying out for more attention as business necessary, remodel economic and social foundations to give individuals and costs rise. Instead of taking the easy option of handing out rental and other businesses alike the means to cope and overcome global economic rebates, the Finance Minister has put his money into grants and schemes that uncertainties that still lie ahead. The Budget also addresses concerns from a will modernise their operations and upgrade the skills of their workers – population that has griped about the growing number of foreign workers, theSINGAPORE BUDGET 2012 / MEDIA ANALYSIS REPORT / 17 – 22 FEBRUARY 2012 PAGE / 8
    • DOES NOT BENEFIT STAKEHOLDERS squeeze on buses and other modes of the public transport system, and worries > “Instead of redundant, to be more exact I will say I find this budget announced – especially among the lower-income – about not having enough to get by on as by Deputy Prime Minister and Finance Minister Tharman Shanmugaratnam to Singaporeans work and live longer” (The Straits Times, 18 February 2012). be very strange. It is as if the Singapore government knows what is needed by Singaporeans but is unsure how much to push to give the benefits needed byIS INCLUSIVE the disadvantaged. So the budget is filled with half-hearted measures that don’t do enough. More than anything, I find that disappointing” (Musings from the Lion> “However, [Finance Minister and Deputy Prime Minister Tharman City, 20 February 2012). Shanmugaratnam] might have surprised people by the extent of measures to boost inclusiveness and social equity – themes that have not traditionally IS NOT FOCUSED ON THE SHORT TERM dominated budgets in Singapore, but which have come to occupy an increasingly prominent place on the government’s agenda” (The Business > “[It] is imperative to note that the government has not taken too kindly to Times, 18 February 2012). stimulus measures, opting instead, to invest on a long term basis. However astute as it might be, this leaves the short and medium term vulnerable toIS NOT INCLUSIVE exposure to an external shock … Being an export driven economy, we are often faced with upheavals in the economic and financial market. In particular, any> “Association of Women for Action and Research (Aware) expressed concern shock factors experienced in the US market is felt exponentially here in that the government paid little attention to women at the Budget statement Singapore” (The Online Citizen, 21 February 2012). recently … Measures only benefit those who work or are willing to return to employment. Aware drew attention to the fact that most older women no longer work. Last year, only 55.1 percent of women between 55 and 59 were in employment compared to 85.7 percent of men in the same age group. Most women stop working to be housewives and that it is not easy for them to find work in formal sectors, said Aware” (Berita Minggu, 19 February 2012). WHAT MEDIA SAYS [FINANCE MINISTER AND DEPUTY PRIME MINISTER THARMAN SHANMUGARATNAM] MIGHT HAVE SURPRISED PEOPLE BY THE EXTENT OF MEASURES TO BOOST INCLUSIVENESS AND SOCIAL EQUITY – THEMES THAT HAVE NOT TRADITIONALLY DOMINATED BUDGETS IN SINGAPORE, BUT WHICH HAVE COME TO OCCUPY AN INCREASINGLY PROMINENT PLACE ON THE GOVERNMENT’S AGENDA. The Business Times, 18 February 2012SINGAPORE BUDGET 2012 / MEDIA ANALYSIS REPORT / 17 – 22 FEBRUARY 2012 PAGE / 9
    • Leading MediaChart 4 32 70 61.1 24 57.3 60 55.6 FAVOURABILITY 55.0 53.3 52.1 VOLUME 49.0 16 13 50 44.2 3 9 8 2 7 8 6 6 6 40 3 2 5 2 2 2 8 2 4 3 6 5 3 3 4 0 30 THE STRAITS LIANHE TODAY THE ONLINE BERITA HARIAN SAMS ALFRESCO BUSINESS TIMES HARDWAREZONE. TIMES ZAOBAO CITIZEN COFFEE COM FAV NEU UNFAV AVG FAV NOTE THE CHART ABOVE SHOWS THE EIGHT PRINT AND ONLINE MEDIA THAT PROVIDED OPINION MOST FREQUENTLY ON THE BUDGET 2012. FORUMS WERE ANALYSED AS ONE PAGE OF POSTS BEING EQUIVALENT TO ONE MEDIA REPORT.SINGAPORE BUDGET 2012 / MEDIA ANALYSIS REPORT / 17 – 22 FEBRUARY 2012 PAGE / 10
    • Leading Spokespeople/CommentatorsChart 5 NOTE 24 90 THIS CHART SHOWS THE GOVERNMENT 75.0 SPOKESPEOPLE AND OTHER COMMENTATORS 66.5 69.2 ON THE BUDGET WHO WERE CITED MOST 18 61.7 70 FREQUENTLY IN THE ANALYSED COVERAGE. FAVOURABILITY 13 50.0 THE AVERAGE FAVOURABILITY RATINGS HERE VOLUME 46.7 12 2 50 INDICATE THE AVERAGE TONE OF THE OVERALL 35.0 MEDIA REPORTS THAT MENTIONED THE 6 SOURCE – NOT THE FAVOURABILITY OF 6 11 30 3 3 COMMENTS BY THE INDIVIDUAL SPOKESPEOPLE 2 2 2 6 3 3 2 2 AND COMMENTATORS. 0 10 THARMAN HALIMAH YACOB, MANU BHASKARAN, HAZEL POA, KIT WEI ZHENG, SELENA LING, HENG SWEE KEAT, SHANMUGARATNAM, MINISTER OF CENTENNIAL ASIA NSP CANDIDATE CITI ECONOMIST OCBC HEAD OF MINISTER OF DEPUTY PRIME STATE FOR CONSULTING CEO FOR TREASURY EDUCATION MINISTER & COMMUNITY CHUA CHU KANG RESEARCH & FINANCE MINISTER DEVELOPMENT, GRC STRATEGY YOUTH & SPORTS FAV COMMENT NEU COMMENT UNFAV COMMENT AVG FAV WHAT MEDIA SAYS “MINISTER OF STATE FOR COMMUNITY DEVELOPMENT, YOUTH AND SPORTS HALIMAH YACOB FELT IT IS ‘NOT A BUDGET FOR [THE] SHORT- TERM’. ‘IT IS INVESTMENT IN THE LONG TERM IN OUR CHILDREN, YOUNG PEOPLE, TEACHERS, SYSTEM, AND ALSO INVESTMENT IN OUR LOW INCOME FAMILIES WHICH IS THE KEY TO SOCIAL MOBILITY.” Today on Sunday, 19 February 2012SINGAPORE BUDGET 2012 / MEDIA ANALYSIS REPORT / 17 – 22 FEBRUARY 2012 PAGE / 11
    • TrendChart 6 NOTE 48 70 THIS CHART SHOWS THE TREND IN VOLUME AND FAVOURABILITY OF MEDIA REPORTS THAT 60.6 58.1 PROVIDED OPINION ABOUT THE BUDGET 2012 36 60 BETWEEN FRIDAY 17 FEBRUARY AND FAVOURABILITY 54.3 54.0 WEDNESDAY 22 FEBRUARY 2012. 51.1 VOLUME 24 24 50 5 19 44.2 16 14 4 8 12 2 4 40 6 18 2 4 5 3 10 8 7 2 4 0 30 17/02/2012 18/02/2012 19/02/2012 20/02/2012 21/02/2012 22/02/2012 FAV NEU UNFAV AVG FAVSINGAPORE BUDGET 2012 / MEDIA ANALYSIS REPORT / 17–22 FEBRUARY 2012 PAGE / 12
    • MethodologyBest-Practice Media AnalysisMedia Monitors’ best-practice media analysis uses a An aggregate score is calculated based on these key issues and attitudes that appear in the media,systematic approach to turn media content into multiple variables and presented on a 0–100 scale answer clients’ key questions, and, where relevant,meaningful data. This approach analyses media where 50 is neutral. This is an overall rating of the provide recommendations for further action.content both quantitatively and qualitatively. favourability of each media report towards the client The consistency of analysis is ensured in three key organisation (and, if relevant, other organisations orMedia Monitors uses the CARMA® media content ways: competitors). This aggregate score is called theanalysis methodology, which is internationally CARMA® Favourability Rating. > Most of the variables analysed are objectiverecognised as one of the leading commercial systems criteria (such as media name, positioning,available. CARMA® (Computer Aided Research and The average favourability is the aggregated rating of sources’ names);Media Analysis) uses advanced technology to the media coverage analysed. This can identify thequantify media content, and human intelligence to potential impact of media reporting, and can be used > The somewhat more subjective topics andprovide qualitative insight and analysis. to identify trends and establish benchmarks for future messages are identified by either exact phrasing data. or acceptable alternatives, provided to researchersMedia Monitors uses the CARMA® methodology to before analysis begins; andqualitatively analyse media coverage by taking into The criteria for analysis (such as topics and specificaccount multiple variables. These include the: key messages) are set up uniquely for each individual > Media Monitors uses multiple researchers on client by a team of media analysis experts. These projects to minimise individual subjectivity.> Placement of media reports (front page or lead experts bring their industry knowledge to identify item in broadcast media and websites);> Positioning of organisation discussion (headline, Average Favourability Explained prominent mentions, passing mentions);> Image (photos, illustrations, charts, cartoons, or the image content of video);> Topics discussed in the media and their relative importance to the client organisation;> Messages, both favourable and unfavourable, communicated in media reports;> Sources quoted (both organisation representatives and other individuals who make relevant comments in the media); and> Tone of content (extreme language, adjectives and adverbs, metaphors or similes and other figures of speech).SINGAPORE BUDGET 2012 / MEDIA ANALYSIS REPORT / 17–22 FEBRUARY 2012 PAGE / 13
    • AMEC Membership Media Monitors’ Award-WinningMedia Monitors is a member of the Association for Media Analysis and EvaluationMeasurement and Evaluation of Communication(AMEC), the leading international organisation for AMEC Communication Effectiveness Awards 2010communication and media research based in the UK > Gold – Best use of communication measurement:and fully complies with its strict standards (see public sectorwww.amecorg.com). > Gold – Best use of measurement for a single event > Silver – Best use of communication measurement: business-to-consumer > Bronze – Best use of communication measurement: not-for-profit