JAK ISTOTNYM TEMATEM W DYSKURSIE MEDIALNYM JEST DANA ORGANIZACJA? O METODACH ANALIZY TREŚCI POD KĄTEM FORMALNEJ EKSPOZYCYJNOŚCI PUBLIKACJI W ŚRODKACH MASOWEGO PRZEKAZU
HOW SIGNIFICANT A TOPIC IS A GIVEN ORGANISATION IN MEDIA DISCOURSE? ON METHODS OF CONTENT ANALYSIS IN TERMS OF THE FORMAL PROMINENCE OF PUBLICATIONS IN THE MASS MEDIA

Summary/Abstract: The article presents selected methods of media content analysis in terms of the formal prominence of individual materials. The text presents not only solutions used by media scholars that make it possible to indicate the level of attractiveness of issues from the perspective of journalists and press publishers, but also methods that can be successfully applied in electronic media such as television. Several indicators are described here, including the so-called attention score developed by Richard W. Budd and its modified version presented by Władysław Masłowski. The Formal Exposure Index created by Marek Kłosiński is also presented, applicable to the analysis of the informational content of television programmes. The methods discussed in this article serve to indicate which news items publishers decided to give high or low rank relative to other information in a given edition of a newspaper or news programme. Although methods of assessing the formal prominence of journalistic materials have a long tradition, they are not widely known outside the narrow and specialised media-studies discourse devoted to media content analysis. It is therefore all the more worthwhile to popularise this type of method, as it may prove very helpful in other fields of science, including management and quality sciences.

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