Politics

No Need To Gamble

Election Campaignings are a question of media awareness

Media Tenor has been analyzing major elections for the past ten years. As a result Media Tenor
has acquired unique expertise on what drives elections and what appeals to voters. Media Tenor’s extensive analysis of American, British, Czech, German and South African general elections have provided signifi cant insights into the election process. For example, voters are more infl uenced by issues like unemployment, health care etc. than spin doctors tend to believe. Also by having up-to-date issue monitoring of both the traditional media and the Internet, negative last minute swings can be avoided.

Media Tenor actively works with international political parties on media election strategies and crisis management on both national and local level. By monitoring topics on the media’s agenda, benchmarking candidates and comparing media profi les, a new level of strategic–decision making has arisen.

In 2002, Media Tenor introduced a new tool for measuring live TV debates. By analyzing candidate performances in real time, Media Tenor has developed a platform that clearly captures the content of candidate platforms, providing an objective benchmark for comparison with pundit analyses and media reporting.

TV trend moved away from Kerry just before Election Day

Rating of candidates - ABC, CBS, NBC news, 10/1-11/1/04. Difference between share of positive and negative evaluation of both Bush and Kerry.

Governments Need Continuous Reporting

Being understood at home and abroad

Media coverage is decreasing in regard to topical issues such as government or parliament decisions affecting schools, taxes, environment, health, etc; instead, media focus is on infotainment. Consequently, the public is decreasingly aware of how it is governed, while politics (and journalism in the long run) are
becoming the worst perceived profession in the eyes of the very public they attemp to serve.

Media content analysis is an effective tool to measure credibility and to prevent a crisis regarding a government’s public image. Through monitoring and analysis of up-to-date data, it is possible to evaluate how certain members of government are being portrayed by the media, which issues are raised and more importantly, which are above or below the AwarenessThreshold.

Through media monitoring, Media Tenor can generate reliable predictions of public opinion three weeks ahead of public poll results. With early knowledge of public sentiment, there is a wide window of opportunity for politicians to correct or strengthen their media image. Media Tenor clients have access to this data, there is no other research organization that can provide such information.

Thabo Mbeki: Issues related to the President June 2003

During this month, Mbeki had difficulties with his image regarding the coverage of internal affairs and crime. The current coverage on these issues led to an internal popularity crisis. The message the public received was clear: the president was not taking care of security.

Be Aware Of Your Country/City Image

Perceptin is a double edged sword

Tourist and investment decisions on where to spend money depend largely on the reputation that a country or city convey. Before allocating large budgets to advertising and image campaigns, it is advantageous to know the current state of your media image. Knowing which impressions have already been created by the media, and which have not, saves time and money.

Media Tenor projects that have involved the image of countries and cities include, the image of the mining town Ostrava in the Czech Republic; the impact of the Bach Festival on the media image of the city of Leipzig; the image of cities bidding to host the 2012 Olympic Games; the impact of negative reports about
Israel on tourism and the image of Saudi Arabia.