Media insights

This paper analyzes respondents’ free answers by utilizing text mining to clarify the influence of the rapid changes in media environment on consumers’ media perceptions.

Media Insights

Re-assessment, based on the text mining approach, of the role of media in a rapidly changing environment

Hiroki Noda, Naoko Katayama and Shu Akahane Dentsu Inc.

Introduction

The recent rapid progress of digital technology has brought dramatic changes to the media environment. For example, TV broadcasting has diversified with the launch of BS digital broadcasts...

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