Media monitoring is the activity of monitoring the output of the print, online and broadcast media. It is based on analyzing a diverse range of media platforms in order to identify trends that can be used for a variety of reasons such as political, commercial and scientific purposes.
It can be conducted in a systematic way by comparing the content presented in the media with external sources, in an attempt of
fact-checking
Fact-checking is the process of verifying the factual accuracy of questioned reporting and statements. Fact-checking can be conducted before or after the text or content is published or otherwise disseminated. Internal fact-checking is such che ...
, or in a less formal and time demanding manner by independent groups and media critics that aim to check the quality of what is available on the media, especially related to press freedom and focusing on the concept of responsibilizing the media organizations. In general, media monitoring focuses on developing insights, in various fields, of what is actually occurring while finding the balance to not overanalyze certain factors.
In business
In the commercial sphere, media monitoring is usually carried out in-house or by a
media monitoring service company that can provide such services on a
subscription basis.
The services that media monitoring companies provide typically include the systematic recording of radio and television broadcasts, social media, web-TV, the collection of press clippings from print media publications and the collection of data from online information sources. The material collected usually consists of any media output that makes reference to the client, its activities and its designated topics of interests. The monitoring of online consumer sources such as
blogs
A blog (a Clipping (morphology), truncation of "weblog") is an informational website consisting of discrete, often informal diary-style text entries also known as posts. Posts are typically displayed in Reverse chronology, reverse chronologic ...
,
forums and
social networks
A social network is a social structure consisting of a set of social actors (such as individuals or organizations), networks of dyadic ties, and other social interactions between actors. The social network perspective provides a set of meth ...
is more specifically known as
buzz monitoring which informs the company of how its service or product is perceived by users.
Most media monitoring is done within private public relations agencies or businesses in house public relations sectors. Publicists will track the number of times the company was mentioned within different platforms, including magazines, newspapers, blogs, and social media. These entries are referred to as “clippings” and are compiled into monthly reports by the Public Relations firm and then presented to the client along with the circulation and impressions from these platforms. Circulation is how many subscribers or viewers the platform has, and impressions are calculated by multiplying the circulation by three. Impressions are only calculated for print media because it is assumed print media will be circulated past the original subscribers. These figures are calculated to show the client approximately how many people their message has reached.
In social sciences
Media monitoring is often deployed by social scientists to look at how something is presented in different media all over the globe. They often look for common biases in how an event is portrayed in the many different types of media. The use of large-scale monitoring techniques by computer scientists enabled the exploration of different aspects of the media system such as the visualisation of the media-sphere, the sentimental and objectivity analysis of news content.
In 2021, media monitoring proved to be useful in the COVID-19 vaccine rollout, as it allowed social scientists to analyze the sentiment surrounding vaccines among the populace. They collected information from various articles and posts on social media from around the internet related to vaccines, which helped them capture and compile people's various complex opinions on vaccinations. Social media interactivity, such as likes, comments, and retweets, also contributed to the study, as they helped indicate whether or not a post was in agreement with the opinion of the general population.
Technologies involved
Media monitoring is practically achieved by a combination of technologies—including audio and video recording,
high speed text scanners and text recognition software—and human readers and analysts. The automation of the process is highly desirable and can be partially achieved by deploying
data mining
Data mining is the process of extracting and finding patterns in massive data sets involving methods at the intersection of machine learning, statistics, and database systems. Data mining is an interdisciplinary subfield of computer science and ...
and
machine learning
Machine learning (ML) is a field of study in artificial intelligence concerned with the development and study of Computational statistics, statistical algorithms that can learn from data and generalise to unseen data, and thus perform Task ( ...
techniques. These technologies compile and index data from all types of online media sites, such as Twitter, Instagram, and Reddit, which allows for a user to search for specific data on these sites, such as brands, mentions, and opinions, in a more streamlined, simple way.
See also
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Media monitoring service
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Social media measurement
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Literature review
A literature review is an overview of previously published works on a particular topic. The term can refer to a full scholarly paper or a section of a scholarly work such as books or articles. Either way, a literature review provides the rese ...
*
Media intelligence
References
{{DEFAULTSORT:Media Monitoring
Mass media
Social information processing