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Directions: Read the following passage carefully and answer the questions given below: Jim McNamara, talking on the free publicity received in the media known as 'measurement by kilogram', opines that a quantifiable method does not indicate the quality of coverage. It also does not take into account whether the intended target audience was exposed to that and if yes, whether the impact of their attitude towards the company was the intended one. Media measurement is defined as a standardized system for evaluating the effectiveness of communication between two or more organizations and their designated stakeholders through various media channels, through predetermined parameters that would encompass quantity, quality, positioning of news, its tone of coverage, etc. Analysts often analyse the clippings on the basis of positive, negative, and neutral terms. It is considered positive, if it favours the company's point of view, it is negative, if it is critical; and it is neutral, if it has raised the necessary awareness without taking a positive or negative stand. McNamara argues that this simple method of analysis runs into three major challenges to its validity and value. The simple positive, negative, and neutral categorization of media articles run into the degree of subjectivity. Usually, evaluations are made casually and are based on personal judgement. Secondly, the method is crude, as it is possible that a story may have all the elements in it; then, how it is to be categorized . Th irdly, and m ost importantly, categorizing editorial articles as positive, negative, and neutral is a simplistic method of qualitative assessment, as it is possible that the so-called positive may not necessarily contain the key message or thrust of the company's viewpoint. Therefore, the article may be categorized as positive, but may not be strategically significant. Globally, many consultancy firms and media monitoring agencies commonly use this method of media content analysis. In the US, PR researcher Delahaye and the Reputation Institute have been conducting research on free media coverage and their net positive impact on the reputation of companies in their yearly survey. The survey findings are placed on the public domain, which obviously has wider access and use. Besides media measurement is also done in a number of itemscum- centimetres, positioning after every media interface, such as press conferences, facility visits, etc., by the corporate communication managers, for their management's consumption. 91. Why does the author doubt the positive category of media measurement?

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1700+ communication & journalism questions.The UGC NET Mass Communication and Journalism syllabus consists of 10 units: Communication & Journalism  Role of media in society, Demographic & sociological impact of media, effects Journalism- role & responsibilities, Indian constitution Magazines, Press Commission, Small Newspaper, Press Councils, Development of Radio after independence, Development of Television, Committees in broadcasting, Communication & theories of social change, Role of media in social change, and Cinema Dominant paradigm & alternative conception Administrative &... Show more

Directions: <em>Read the following</em> <em>passage carefully and answer the questions given</em> <em>below:</em> Jim McNamara, talking on the free publicity received in the media known as 'measurement by kilogram', opines that a quantifiable method does not indicate the quality of coverage. It also does not take into account whether the intended target audience was exposed to that and if yes, whether the impact of their attitude towards the company was the intended one. Media measurement is defined as a standardized system for evaluating the effectiveness of communication between two or more organizations and their designated stakeholders through various media channels, through predetermined parameters that would encompass quantity, quality, positioning of news, its tone of coverage, etc. Analysts often analyse the clippings on the basis of positive, negative, and neutral terms. It is considered positive, if it favours the company's point of view, it is negative, if it is critical; and it is neutral, if it has raised the necessary awareness without taking a positive or negative stand. McNamara argues that this simple method of analysis runs into three major challenges to its validity and value. The simple positive, negative, and neutral categorization of media articles run into the degree of subjectivity. Usually, evaluations are made casually and are based on personal judgement. Secondly, the method is crude, as it is possible that a story may have all the elements in it; then, how it is to be categorized . Th irdly, and m ost importantly, categorizing editorial articles as positive, negative, and neutral is a simplistic method of qualitative assessment, as it is possible that the so-called positive may not necessarily contain the key message or thrust of the company's viewpoint. Therefore, the article may be categorized as positive, but may not be strategically significant. Globally, many consultancy firms and media monitoring agencies commonly use this method of media content analysis. In the US, PR researcher Delahaye and the Reputation Institute have been conducting research on free media coverage and their net positive impact on the reputation of companies in their yearly survey. The survey findings are placed on the public domain, which obviously has wider access and use. Besides media measurement is also done in a number of itemscum- centimetres, positioning after every media interface, such as press conferences, facility visits, etc., by the corporate communication managers, for their management's consumption.<br /> 91. Why does the author doubt the positive category of media measurement?






 
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