Media Analysis
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Media Analysis

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Media Analysis Media Analysis Presentation Transcript

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