Abstract:

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. The first part describes what media analysis is and what a typical project looks like, especially in an international context. Apart from showing a number of application areas, the paper concentrates on methodological issues. The second part of the study shows the use of this method by the European Commission. Both quantitative and qualitative analyses are demonstrated, concerning the written press, but also television. Although content analysis as such has already existed a long time, applied media analysis is presented as a relatively new area in which methodological standards are still in development. Accepted market research standards can be considered as helpful in that development.