Monitoring and evaluation
Media Monitoring Africa’s approach is that media monitoring is not simply the capture and analysis of data on media performance. Rather, it is a form of advocacy where data capture and analysis forms the first step towards active and ongoing engagement with media and related civil society organisations to improve the quality of reporting on identified issues. As a human- rights and democracy driven NGO, MMA develops its methodology according to this framework. MMA’s engagement with media and civil society is also informed by this framework.
Media monitoring is a content analysis based research technique. It can be used in support of media advocacy campaigns. In a single action:
It provides invaluable data on media practice to advocate for better coverage of human rights issues, and It offers concrete figures to monitor and evaluate the performance of media; and media campaigns.
The beauty of media monitoring is that you can do it again as it allows you to track changes over time by comparing separate time periods. Media monitoring is one of the best ways of providing accurate balanced information about your media’s content.
We were on the planning committee and the data analyst of the 2005 Global Media Monitoring Project. 76 countries participated by monitoring the media 76 countries participated by monitoring the media for a day, MMA conducted all the analysis from these organisations situated around the globe. In addition, we acted to develop the methodology in a number of cooperative regional projects, such as, the 2000 Gender Media Baseline Study and the 2005 Media Action Plan on HIV/AIDS. Both of these Southern African Projects have sought to challenge media representation of different key human rights issues.
Our approach to media monitoring is tailored to address the challenges of the issue at hand and contribute to an overarching strategy, which generally goes beyond media.
As with all monitoring projects conducted by MMA, the process for this project will be to develop and contextualise the methodology. This is often done together with the partners specialised in the issue, informed by past research.
Monitors are selected and put through an intense training programme to prepare them to monitor accurately and consistently.
Once the monitoring begins, MMA will be in regular contact with monitors and partners to ensure that any problems and challenges can be speedily addressed.
The process of the monitoring will highlight some of the key issues in media coverage, and MMA will ensure that key observations by monitors during the monitoring will be captured in order to inform the analysis of media coverage.
Based on the monitoring results, project needs, the overarching goals of MMA and in-country partners, a strategy is tailored to improve coverage. MMA’s successful experience in engaging and working with media suggests that lasting change comes about as a result of applying a comprehensive strategy.
Media Monitoring Africa will design and implement a monitoring solution tailored to your needs. Whether you wish to capacitate people in your organisation, or just receive periodic results. We are able to organise monitoring, not only locally, but in various regions through our Southern African and African media monitoring partners.
Contact us to see what we can do for you on .
Media monitoring projects can be tricky to implement, but as it’s our everyday business, we can provide assistance to you. If you need a statistically-accurate methodology, just some advice or a customised database designed, we can do it for you.
MMA not only monitors the impact of media campaigns, we can also examine how prominent people or organisations are covered in the media. Over a certain time period we can ascertain the kind of coverage received by an entity, the dominant media messages surrounding that entity and whether expectations created by that entity are being fulfilled or not.
We do not offer a print clipping service, but as of September 2006, we are able to search 12 of South Africa’s biggest radio stations for key words over 18 hours of broadcasting daily. MMA is uniquely positioned to provide information on the media coverage of any human rights topic or organisation. Should you want a programme either current or from the last two months, please contact us.
Contact us for copies of programmes from:
- 702 Talk Radio;
- Classic FM;
- Highveld Stereo;
- Kaya FM;
- Lesedi FM (Sesotho);
- Metro FM;
- Motsweding FM (Tswana);
- Radio Sonder Grense (Afrikaans);
- Thobela FM (Sepedi);
- Ukhozi FM (IsiZulu); and
- Umhlobo Wenene (IsiXhosa).
Policy, complaints commission and editorial code formulation
MMA has a great deal of experience in policy formulation. We help ensure that editorial codes and media policies are inline with the constitutional values of South Africa’s democracy as well as international conventions. MMA has experience in a broad range of media policies, from issues relating to local content and regional television, to draft editorial policies.
Training / skills development
MMA offers training on media literacy, monitoring, and media relations for NGOs, civil society and government. We also offer training to media practitioners on human rights issues including reporting on gender, children, race, and poverty. We are the only organisation which can back up our skills development interventions with facts and figures noting changes in the media after training. We not only train media practitioners, we act to change media practice!
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