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Media analysis

Media monitoring became essential. The qualitative and quantitative analysis of the media is based on the respect of articles 19 and 21 of the Universal Declaration of Human Rights. Media monitoring also takes into account the legal framework, the media landscape and assesses the fair access of political actors to the mass media.

International Institutions such as the EU, OSCE and national media regulatory organs of the media include a media monitoring team within their operating structure.
The monitoring of a media sample, printed press and audiovisual has the aim to produce quantitative and qualitative statistical evaluations.

However, qualitative media monitoring will identify and underline the constraints limiting the freedom of the media, while taking into account country specific variables. Restrained access of the media to the advertising market, the exhaustive customs duties on raw materials such as paper and ink, the limited access to printing facilities and to sources of information, the repressive legal provisions for the representatives of the press, financial penalties, excessive direct or indirect taxation, and the abusive governmental control of Internet, social media networks are some examples of limitations impacting on the freedom of the media.

Three recognized media monitoring intuitions worth quoting:
the Pavie observatorio in Italy www.osservatorio.it;
the European Media Institute in Dusseldorf Germany;
Memo 98 in Slovakia www.memo98.sk

With the recent growth in influence of the social media in civil society and the rise of the use of public display campaigns, EMC developed two methodologies. The first of these allows one to assess the quantitative impact of public display. The second analyses and estimates the influence of the social media on their audience.