Media Monitoring and Analysis

The purpose of the discipline is to acquaint students with the main methods, technologies and tools for monitoring and analyzing the information space and performing media measurements.

Specialty Journalism (Web Journalism)
Semester 5
Credits 2
Total hours
 90
Classroom hours
 34
Lectures 8 hours
Seminars and workshops
 24 hours
Guided self-study
 2 hours
Evaluation Exam

Course learning goals

1. Teach students the basics of media monitoring;

2. To inculcate basic skills of information and analytical work, to teach methods and techniques of media analytics;

3. To acquaint students with the theory and practice of media measurement, methodology for calculating ratings;

4. To review current methods of media (communication) research, forecasting the development of the media industry and the sphere of mass communication;

5. To give an idea of the media expert community in Belarus and the forms of interaction with it.

Curriculum

  • Topic 1. Monitoring of the Information Space

    Methods, technologies, tools for monitoring media and Internet resources.

    Media monitoring: basic concepts (information field, agenda, object of interest, news trend etc.), goals, stages. Foreign and Belarusian markets of media monitoring. Specificity of monitoring organization for the needs of the editorial staff, PR-structure. Peculiarities of monitoring different types of media, web resources. Monitoring toolkit. Review of automated monitoring systems. Sampling of sources (ratings, media databases, Deep Web resources). Search query. Determination of qualitative and quantitative parameters of monitoring. Creation of a monitoring report: methods and technologies of data visualization, information processing (summarization, annotation), popular formats of monitoring documents (clipping, digest, review, summary, dashboard).

    Lectures: 2 hours
    Seminars and workshops: 6 hours
    Guided self-study: 2 hours
    Assignment: report

    Lecture 1 

  • Topic 2. Media Analysis

    Applied information and analytical studies of the media and Internet resources.

    Information and analytical documents (dossier, reference, analytical note): general methods of creation, basic formal and substantive requirements, popular formats. Tools of an analyst. Quantitative and qualitative parameters used in media analysis. Methods for calculating complex indicators, indices and coefficients. Analysis of the reputation of the object of interest in the media. Analysis of media coverage (PR effectiveness in a competitive environment). Analysis of the media information agenda. Analysis of the main trends of the information field.

    Lectures: 2 hours
    Seminars and workshops: 6 hours
    Assignment: presentation

    Lecture 2

  • Topic 3. Mediametry and Mass Media Ratings

    Theory and practice media measurements.

    Mediametry in the media system. Foreign and Belarusian media measurement markets: history of development, key companies, legal framework of their activities. Features of the media measurements of online media, social media, blogs. Quantitative and qualitative methods of mediametry (polls, interviews, traffic analysis, online panels, etc.). Key indicators and indices. Popular ratings of media and web resources: data sources, technologies for their collection and processing, calculation methodology.

    Lectures: 2 hours
    Seminars and workshops: 6 hours
    Assignment: presentation

    Lecture 3  

  • Topic 4. Applied Research of the Mass Media

    Techniques and methods for studying media technologies in the interests of science and business.

    Methods of media (communication) research. Data sources for analyzing the media industry (statistics, official documents, information databases, etc.). Media marketing research: analysis of the media market, determination of target groups and consumer behavior, audit of editorial quality, competitive analysis. Risk analysis techniques. Methods and techniques for forecasting the development of the sphere of mass communications (SWOT, PEST, modeling, scripting, expertise, etc.). Media expert community in Belarus: personalia, organizations, forms of interaction.


    Lectures    : 2 hours
    Seminars and workshops: 6 hours
    Assignment: report

    Lecture 4 

Course Requirements

Required reading

  1. Земляная, Ю. Мониторинг и аналитика СМИ. От теории к практике [Электронный ресурс] / Ю. Земляная. – Режим доступа: http://www.slideshare.net/SCAN_IF/ss-58704992. – Дата доступа: 01.09.2018.
  2. Ларионов, Е. Краткое руководство по медиаанализу и оценке эффективности PR [Электронный ресурс]/ Е. Ларионов. – АКОС, 2015. – 34 с.
  3. Левкин, И.М., Микадзе, С.Ю. Добывание и обработка информации в деловой разведке / И.М. Левкин, С.Ю. Микадзе. – СПб.: Университет ИТМО, 2015. – 460 с.
  4. Политический анализ и прогнозирование. Учебное пособие. Стандарт третьего поколения. Для бакалавров / под ред. В. Семенова, В. Колесникова. – СПб.: Питер, 2014. – 432 с.
  5. Продвинутый поиск в Гугл [Электронный ресурс] / Hackware. – Режим доступа: http://hackware.ru/?p=5996. – Дата доступа: 01.09.2018.
  6. Продвинутый поиск в Яндекс [Электронный ресурс] / Hackware. – Режим доступа: https://hackware.ru/?p=6045. – Дата доступа: 01.09.2018.
  7. Райхман, И. Практика медиа измерений: аудит, отчетность, оценка эффективности PR / И. Райхман. – М.: Альпина Паблишер, 2013. – 432 с.
  8. Республика Беларусь в зеркале социологии: сборник материалов социологических исследований за 2015 год / под общ. ред. А.П. Дербина. – Минск: ИАЦ, 2016. – C. 109–167.
  9. Скобелев, В.Д. Медиаметрия: учебное пособие / В.Д. Скобелев. – СПб., изд. СПбГИКиТ, 2018. – 156 с.
  10. Справочно-аналитическая информация о деятельности отрасли СМИ и печати в 2017 году. Ведомственное издание. – Минск.: Министерство информации Республики Беларусь, 2017. – 154 с.
  11. Универсальная журналистика: Учебник для вузов / под ред. Л.П. Шестеркиной. – М.: Издательство «Аспект Пресс», 2016. – 480 с.
  12. Халилов, Д. Маркетинг в социальных сетях / Д. Халилов. – М.: Манн, Иванов и Фербер, 2013. – 240 с.
  13. Ющук, Е. Конкурентная разведка: учеб. пособие / под ред. Е.Л. Ющука, А.А. Мальцева. – Екатеринбург: Изд-во Урал.гос. экон. ун-та, 2016. – Ч.2. – 224 c.

Additional reading

  1. Андрусенко, А. Операторы поисковых систем Google и Яндекс[Электронный ресурс] / А. Андрусенко. – Режим доступа: https://livepage.pro/knowledge-base/google-yandex-search-operators.html. – Дата доступа: 01.09.2018.
  2. Баранова, Е.В. Социология массовой коммуникации: учеб. пособие / Е.В. Баранова. – Минск: Выш. шк., 2012. – 174 с.
  3. Воскресенская, Н.Г. Медиаметрические исследования целевой аудитории: методика количественного анализа: Учебно-методическое пособие / Н.Г. Воскресенская, Е.Г. Фирулина. – Нижний Новгород: Нижегородский госуниверситет, 2014. – 66 с.
  4. Дмитриев, Е. Социология журналистики. Конспект лекций / Е. Дмитриев. – Мн.: БГУ, 2001. – 150 с.
  5. Ефимова, Н.В. Практикум по контент-анализу: учебно-методическое пособие / Н.В. Ефимова. – Мн.: БГУ, 2015. – 135 с.
  6. Исследования СМИ: методология, подходы, методы: учебно-методическое пособие / под ред. И. Фомичевой. – М.: Изд-во Моск. ун-та, 2011. – 236 с.
  7. Какие радиостанции популярны в Минске и областных городах: исследование ГЕВС за 1 полугодие 2018 года [Электронный ресурс] – Режим доступа: http://marketing.by/analitika/kakie-radiostantsii-populyarny-v-minske-i-oblastnykh-gorodakh-issledovanie-gevs-za-1-polugodie-2018-/. – Дата доступа: 15.10.2018.
  8. Кузнецов, И. Информация: сбор, защита, анализ: учебник по информационно-аналитической работе. – М.: ООО Изд. Яуза, 2001. – 320 с.
  9. Литвинович, В.М. Мировая практика и отечественный опыт применения метода телефонного интервью по технологии CATI / В.М. Литвинович //Социология: научно-теоретический журнал, Белорусский государственный университет. – 2014. – № 2. – С.121–129.
  10. Малхотра, Нэреш К. Маркетинговые исследования. Практическое руководство, 3-е издание. / К. Нэреш Малхотра. – М.: Издательский дом «Вильямс», 2002. – 960 с.
  11. Масленкова, Е. Маркетинговые исследования: учеб.-метод. пособие / Е. Масленкова. – Мн.: МИТСО, 2006. – 76 с.
  12. Медиаисследования. Основные показатели [Электронный ресурс] – Режим доступа: http://alkasar.by/media-glossary/. – Дата доступа: 15.10.2018.
  13. Назаров, М. Массовая коммуникация и общество: введение в теорию и исследования. Изд. 4-е, перераб. и доп. – М.: Книжный дом «Либроком», 2010. – 360 с.
  14. Фомичева, И. Индустрия рейтингов. Введение в медиаметрию: учеб.пособие / И. Фомичева. – М.: Аспект Пресс, 2004. – 156 с.
  15. Черчилль Г., Маркетинговые исследования. 5-е изд. / Пер. с англ. под ред. Г.Л. Багиева / Г. Черчилль, Т. Браун. – СПб.: Питер, 2007. – 704 с.
  16. Что смотрят беларусы разных возрастов на ТВ. ТОП популярных программ и сериалов по итогам января-апреля 2018 года[Электронный ресурс] – Режим доступа: http://marketing.by/analitika/chto-smotryat-belarusy-raznykh-vozrastov-na-tv-top-populyarnykh-programm-i-serialov-po-itogam-yanvar/. – Дата доступа: 15.10.2018.
  17. Ющук, Е. Интернет-разведка. Руководство к действию / Е. Ющук. – М.: Вершина, 2007. – 256 с.
  18. Wimmer, Roger D. Mass Media Research: Introduction 9th edition / Roger D. Wimmer, Joseph R. Dominick. – USA, Boston: CL, 2010. – 464 p.

Assignments

Assignments, tests and exercises are available for registered users of the Belarusian State University distance learning platform.

Essay topics

  1. OSINT: concepts, examples, tools
  2. Automated systems for information space monitoring: the market review
  3. Methods to study public opinion
  4. Market research: concepts, examples, tools
  5. Competitive analysis in the mass media
  6. The media expert community in Belarus: identities, organizations, forms of engagement
  7. Qualitative methods for media research
  8. Data sources for the analysis of the media sector in Belarus
  9. Methods and techniques to project the development in the field of mass communications

Exam questions

1. Media monitoring: tasks, phases of the preparation, terminology.
2. Conducting monitoring of information space. The market of monitoring studies in Belarus and abroad.
3. Basic monitoring tools. The review of leading automated systems and their capabilities.
4. Rules for forming a search query. Google and Yandex key search operators.
5. Qualitative and quantitative parameters of monitoring.
6. Methods and techniques for processing, visualization of data for reports.
7. Types and features of monitoring reports.
8. Information and analytical reports formats (dossier, analytical summary, analytical note etc.). The basic requirements to the format and the content.
9. The review of the main methods and techniques of a media analyst’s work.
10. Quantitative and qualitative parameters used in the media analysis.
11. Integrated indicators, indices and coefficients in the media analysis.
12. Reputation analysis in mass media: modalities for implementation.
13. The analysis of media coverage: modalities for implementation.
14. The analysis of a mass media agenda: modalities for implementation.
15. The analysis of the major trends in the informational field: modalities for implementation.
16. Mediametry in Belarus and abroad: concepts, principles, approaches, key players in the market.
17. Quantitative and qualitative Mediametry approaches, their strengths and weaknesses.
18. Key indicators and indices used in Mediametry.
19. Rating of mass media and online resources: data sources, processing technology, methodology for calculating.
20. Review of the methods of media studies.
21. The main data sources for applied media research.
22. The analysis of the media market via tools for market research.
23. Competitive analysis in the mass media. The quality audit of work of an editorial office.
24. Forecasting the development of mass communications: methods and approaches.
25. The media expert community in Belarus: identities, organizations, forms of engagement.

Course Schedule

10 - 16 May, 2021
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