Methodology

What makes the difference?

The Media Tenor Institute for Media Content Analysis is the world’s leading provider of international media content analysis (print, TV, radio, online, blogs, newsgroups) on a continuous and wide-ranging basis. Every day more than 240 analysts meticulously monitor global trends in more than 700 media outlets worldwide (not including online sources, blogs, and newsgroups).

Since its foundation Media Tenor has cooperated closely with universities and the scientific community. Media Tenor’s research methodology was developed in cooperation with experts from the Universities of Berlin, Leipzig, London, Mainz, Munich, New York University, Oxford and other partner institutes that belong to the International Media Tenor Association. We thank all of these parties for the great contribution and guidance that have resulted in the precise codebook and methodology standards.

Media Tenor uses professionally trained analysts, not software solutions, for the entire process of media content analysis. Analysts identify and categorize each report, sentence by sentence and issue by issue, according to a set of more than 700 defined criteria. Each report’s content is then appropriately coded and entered into a globally linked database. Analyst remuneration is based on the results of inter-coder reliability, validity and sample check tests. These tests are published in Media Tenor Research Journal. Software vs Human coding

Simplified example of coding

	Media. . . . . . . . . . . . . . . . . Page/Placement . . . . . . . Section . . . . . . . . . . . . . . . Time . . . . . . . . . . . . . . . . . Source. . . . . . . . . . . . . . . . Style . . . . . . . . . . . . . . . . . . Area . . . . . . . . . . . . . . . . . . Rating explicit . . . . . . . . . Rating contextual . . . . . . Company . . . . . . . . . . . . . Coded aspects . . . . . . . .	Wall Street Journal 14/5 Business section (12) Past and present (5) Journalist (1) Up to 10 cm (1) UK, London (1000) None (0) Negative (5) British Airways (700026) Relationship towards
	customers (315610) Strike within the company (317070) Product / Services (313800) Personal management, other aspect (317099)

Why encode all articles?

Only the ongoing and continuous analysis of every text printed or broadcasted in opinion-leading media guarantees a clear understanding of how much coverage it takes to get your message across and to change public perception.

By using Media Tenor’s unique methodology and its ICA=CH model it is possible to determine AwarenessThresholds for companies, politicians, NGOs, and scientists. This unique position enables Media Tenor to serve clients with highly qualified, in–depth analysis from an international perspective.

Every single message counts

Search: All articles in print or broadcast media in which an organization or a subsidiary is described for at least five lines or for five seconds are analyzed. Media Tenor collects and distills data and translates them into strategic and tactical instructions.

Understand: Each bit of printed or broadcast information is evaluated on the message level. All information given about the company or its senior executives is coded as a new and individual statement.

Analyze/code: Each coded statement contains: a person or company, the line of business they are in, the topic at hand, a positive or negative rating, and the source of the statement or rating. As the data is analyzed, if any part of a statement changes (for instance, if a new topic is introduced), a new statement is coded.

To receive the full methodology, please email Wadim Schreiner