Научно-публицистический журнал “Центр и периферия”
The scientific journal “Center and Periphery”
UDK 070:378.1
EDN DAPCTQ
Аgeevа G. М.
Abstract
The topic of media analytics, media research and media monitoring is attractive foremost for its applied potential — the ability to present visually the development results of a particular direction mainly in quantitative manifestations and, therefore, to identify problematic and promising points, areas of improvement, as well as the scale of involvement in scientific work not only of scientists (sociologists, philosophers, culturologists), but also practitioners (journalists, analysts) and students. The article discusses the capabilities of analytical tools used for researching the media space based on the example of an automated system for real time media and social media monitoring “Medialogy”; comprehends the results of the mini-study “Mordovia University in the media environment”, held in 2022 by students of the direction of training “Media Communication” of the National Research Ogarev Mordovia State University. Numerical results of the response of the Medialogy system to the query about the Mordovia University (the period from May 29, 2021 to May 29, 2022) indicate the activation of the PR campaign of the university compared to the previous similar time period and its success. The study of the subject themes and the “tonality” of the most resonant and cited messages revealed the most interesting materials for the society related to the university, and their emotional background. The analysis of the methodological component and functionality of the Medialogy system made it possible to highly appreciate its research tools and draw conclusions about the prospects of media analytics and its attractiveness for student scientific research.
Keywords: media, media analytics, media research, media monitoring, media resources, media technologies
Acknowledgments: the author thanks the company “Medialogy” for demo access to the monitoring and analysis system for mass media and social media of the same name.
For citation: Аgeevа GМ. Media analytics tools: usage potential in higher education: (On the example of Ogarev Mordovia State University). Center and Periphery. 2023;18(2):38—45. EDN DAPCTQ
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Information about the author:
Galina M. Ageeva, Professor of the Department of Cultural Studies and Library and Information Resources of the National Research Ogarev Mordovia State University (68 Bolshevistskaya Str., Saransk 430005, Russia), Doctor of Cultural Studies, Associate Professor, ORCID: https://orcid.org/0000-0001-9135-3765, ageevagm@rambler.ru
Conflict of interests: the author declares no conflict of interests.
The author has read and approved the final version of the manuscript.
The article was submitted 09.01.2023; approved after reviewing 01.03.2023; accepted for publication 07.03.2023.