Media Analysis

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Media Analysis

  1. 1. MEDIA ANALYSIS<br />
  2. 2. KEY POINTS<br />Culture and language work together to generate meaning<br />We can analyse media messages to discern mediated presentation<br />Media analysis helps uncover bias, power sites, persuasion, identity and non-identity<br />
  3. 3. SPORT MEDIA <br />Sport has general presenters, non-sport specialists, sport specialists<br />Dominated by male sport<br />Shape perceptions of what sport is, how it is run, who is important, what is newsworthy...<br />
  4. 4. CONTENT ANALYSIS<br />Common method of analysis<br />Can use a historical approach<br />Can use a comparative approach<br />Need to define terms operationally<br />
  5. 5. Have measurable scoring units<br />Measuring instruments include: number of words, column inches (space), number of minutes<br />Need consistency in analytical methods<br />
  6. 6. QUESTIONS TO ASSIST<br />Where does the message come from?<br />How does it get attention?<br />Where is it located?<br />What is its purpose?<br />What values and attitudes are in this?<br />
  7. 7. Why are the images, words, headings used?<br />How does the headline link with content?<br />Who writes the by-lines?<br />Which section of the media is the item in?<br />
  8. 8. OPERATIONAL TERMS<br />Be consistent and clear e.g. sport violence.<br />individual (to/from) <br />verbal violence <br />violence against authorities <br />penalised violence<br />
  9. 9. violence in play & out of play<br />violence by players or staff or spectators <br />racial violence<br />violence by the sport’s laws<br />
  10. 10. ONE TOPIC – TWO MEDIA<br />Headlines?<br />Approach?<br />Key words?<br />Emotion generated?<br />What do you expect in content? <br />
  11. 11. ANOTHER MODE OF ANALYSIS <br />SITUATED WHERE?<br />SEQUENCE?<br />STRUCTURE? <br />SCOPE?<br />
  12. 12. STYLE?<br />SLANT?<br />SPONSOR?<br />SPOKESPERSON?<br />
  13. 13. COMMERCIAL ANALYSTS<br />Press Clippings<br />Broadcast Monitoring<br />Internet Monitoring<br />News Summaries<br />Match analysts<br />
  14. 14. MEDIA RESEARCH FIRMS<br />Outline media approach & presentation to issues<br />Help prepare for interviews, press releases, media conferences and interaction<br />Monitor frequency, volume, rival organisation images<br />Monitor strength of organisation media campaign <br />
  15. 15. WOMEN & THE MEDIA<br />Exploited in sport media<br />Symbolic annihilation<br />Marginalised<br />Infantilised<br />
  16. 16. Presented in personal terms<br />Compounded for minority groups<br />Honey shots or beauty shots<br />Unrepresentative of population<br />
  17. 17. ANALYSING NEWSPAPER SPORT 1.<br />Which sport (ARL, NRL, Super 14) had the most pictures?<br />Which sport had the most column inches for articles and reports?<br />Which sport had the most photographs?<br />Compare the number of male and female sport photos<br />
  18. 18. ANALYSING NEWSPAPER SPORT 2. <br />What sponsor names are evident?<br />How much space is given to horse racing?<br />If there is a results summary section, which sports have results from overseas?<br />Compare space for male and female sports<br />
  19. 19. SUMMARY<br />1. What do you want to find out?<br />2. Why? What is the value of the findings?<br />3. Operational definitions?<br />4. Basis for selecting samples?<br />5. What unit of analysis?<br />
  20. 20. 6. Classification system (categories)<br />7. Coding system<br />8. Analyse sample(s) <br />9. Check consistency. <br />10. Interpret and compare<br />

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