Public opinion measurement. A method to analyse trends in international media coverage

This paper presents the way in which content analysis of the Europe-wide written press and television can be applied to study trends in public opinion and in market development, and to evaluate the success of communication policies.

Public opinion measurement. A method to analyse trends in international media coverage

Ton Broeders Report International, Belgium andAnna Melich European Commission, Belgium

INTRODUCTION

In this contribution to the conference, a method will be presented to study developments and trends in the content of European media. An application will be shown, demonstrating the use of the method in the context of public opinion research.

In an attempt to briefly summarise what international media analysis is about, three points should be mentioned. It is:

  1. measurement of the volume of international press coverage ...

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