CIBAR Conference 2016
8th – 11th May
Hosted by Deutsche Welle at the Seehotel Zeuthen
Registration form and invitation letter are available to members. Login
Monday, 9th May
Research on video and TV
You had me at first swipe: a BBG/DW joint journey into using DW’s VideoMetrics app for qualitative research in Russia – Anna Hofmann (DW), Sonja Gloeckle (IBB)
The BBG and DW conducted a joint research study in Russia to find out more about the news consumption habits and the media literacy of our Russian target groups. In this (to our knowledge) first fully collaborative qualitative study among international broadcasters, three TV services for the Russian speaking market using DW’s new real-time assessment App VideoMetrics were evaluated. This App allows participants to watch programs on a mobile device and give spontaneous feedback using an on-screen slider. Simple multiple choice questions can be integrated, collecting reactions to a specific scene. Among other things, VideoMetrics provides comparable results for one or different shows, it is a time and place independent solution and adapts TV research to the way people watch TV today. DW and BBG would like to discuss the benefits and challenges of doing qualitative research jointly with another broadcaster, as well as the benefits of VideoMetrics.
From social video to social impact: a case study – Beata Grzelak (RFE/RL)
Online videos are currently a high-profile and extremely well received content type for news organizations. There is a wide range of information available regarding the technical characteristics of a good video. However, only a limited amount of research has been done on methods to measure whether a particular video has achieved an impact. The number of views is not necessarily the most appropriate indicator to use to determine the success of a video.
At Radio Free Europe/Radio Liberty, we regularly post successful video content that is not only widely viewed but also shared across different digital platforms and among multiple language services. Many of these videos make a significant impact on our target audiences. In my case study example, I seek to discuss how we measure the engagement and the impact of our video content. Additionally, I will explore how we translate the numeric results into real action to help journalists create engaging video content that will be both popular and impactful.
Cultural identity under fire: youth TV viewing in Pakistan – Hugh Hope-Stone (HHR)
For young educated urban TV viewers in Pakistan there is a perceived triple attack on their sense of their own identity and their country from the West, India and their own domestic media. The presentation explores the drivers of these of attitudes what alternatives they seek that more closely align with their own values. It will describe the mind-set of young people in Pakistan who are open to international cultural yet suspicious of broadcast media’s motives. Based on recent (2015) research for the BBG in Pakistan looking at the potential for a youth orientated TV channel it will explore the challenges of using soft diplomacy through the media.
Social media content strategies of international broadcasters – Johanna Wergen (DW)
What is the Social Media Agenda of International Broadcasters? Which topics are reported about and what regions are covered in the news? Which formats are used? What can one say about the diction? Are there certain factors that inevitably lead to more user engagement?
To answer these questions DW conducted a content analysis of Arabic, Spanish & English language Facebook and Twitter profiles of international broadcasters. In order to identify different strategies and success models, the posts and tweets were analyzed based on several content categories and combined with usage metrics. The presentation will give an insight in the main findings of the studies and the methodological challenges.
El Kul: an online news platform for Libyans – Rosaline Sullivan (BBC Media Action)
Lacking sources of independent or impartial information, many Libyans rely on Facebook, Twitter and word of mouth for their information. With social media a growing source of up-to-date news and information, BBC Media Action implemented the online news page ‘El Kul’.
El Kul aims to provide Libyans with vital access to impartial, accurate and timely news and information as well as a platform for discussion. It is hosted on Facebook.
This presentation will discuss the findings of research with our Libyan online audience, exploring whether El Kul has been effective at providing impartial and relevant news, covering a range of views and viewpoints, whether it engages Libyans in dialogue and whether it has had an impact on Libyan’s knowledge of peace initiatives and other important political and social issues.
The presentation will also aim to contribute to a discussion on how to effectively measure social media content.
MENA Digital Trends – Athanas Jamo (Ipsos Connect)
Consumers in MENA today are using technology more than ever; on average for each person there are two connected things. This massive growth in connection was mostly driven by smartphone devices. In fact, the smartphone market in MENA grew exponentially over the past few years and the usage is also on the rise. To keep close tabs on consumption habits and trends, Athanas will present the digital consumption behavior and penetration in the MENA region, this include internet , smartphone, devices used, social networks, media and entertainment. Also we will have a sneak peek on online video consumption across the region – Results from “Tech Tracker”, a study conducted by Ipsos on a yearly basis.
Exploring the role of social media with digital ethnography – Dawn Royal (Gallup)
Ethnographic studies have proven insightful to see how people act in the real world, and are often used to understand shopping behaviours through observations of actual store interactions and even how household use TV and radio in the home. Can a similar approach be used to understand social media and online usage and sharing interactions? Gallup shares results from a digital media experiment where respondents allowed Gallup monitoring access to their online interactions, including email, texting and social media. The presentation will explore both the passive and active observations undertaken and provide insights into what worked well and potential changes that could make this methodology useful in the digital world.
Creating an audience ratings system in South Sudan – Hayley Umayam (Forcier)
Audience ratings are an essential piece of media development and are the bedrock of successful media markets. Forcier Consulting is developing the first ever audience ratings system (ARS) in South Sudan, with a long-term goal of promoting freer and fairer media for the sector as a whole. This presentation highlights the process of creating an ARS including the trials and triumphs of developing a validated and sustainable methodology in a tough research environment, grappling with a fragmented media sector, and establishing credibility and buy-in among stakeholders and end users.
Measuring international broadcaster awareness in Africa through mobile surveys – Cathy Vonderhaar (GeoPoll)
As television viewership in emerging markets grows, it is increasingly important for international broadcasters to have accurate audience data. But there are challenges in measuring audiences in countries such as Ghana: set-top-boxes are expensive, and many individuals consume media outside of their homes. In order to conduct an assessment of viewership of broadcasters including BBC, CNN, and Deutsche Welle in Ghana, GeoPoll conducted quarterly, cross-sectional mobile surveys. GeoPoll utilized SMS survey methodology to collect data from its database of respondents, gathering 1,500 survey responses each quarter. In this paper we will discuss challenges of collecting audience data in Africa, and how the mobile phone can be utilized as a valuable data collection device for broadcasters.
Where are the missing respondents? – Dawn Royal, Rajesh Srinivasan (Gallup)
Recent national media studies in multiple markets have found a decline in “ever used” media. And since ever used should be additive (you can’t unsee or unlisten to something you previously used) Gallup looked to explore the whys behind this phenomenon. The presentation will review possible explanations such as situational sensitivity, shift in respondents’ frame of reference, misunderstandings of wording and desire to keep the interview short.
The importance of audience research for media development MERL – Susan Abbott (consultant)
Research: Systematic enquiry made public. How can you give non-researchers access to data and findings to ensure they are used? – Anna Colom (BBC Media Action)
BBC Media Action will showcase their plans for a data portal and the new Research and Insight section of the BBC Media Action Website. They will also give examples of how research data has been used by non-researchers to develop communications.
Two years ago BBC Media Action developed a data portal for Climate Asia which gave non researchers access to the 33,000 interviews conducted across 7 countries for that project. This data has been used by non-researchers to develop communications. In this presentation BBC Media Action can give examples of how data has been used.
This data portal is now being re-versioned to house the majority of our survey data and will enable users to look at data under broad themes of media, resilience, governance and health and also search by country. Users will be able to cut data by key demographics e.g. gender, location, age.
The portal is aimed to enable non researchers to use this data in their work. Overall insights from the data, and data visualisations taking people through the data, will aid this. The media data will be of particular interest to the CIBAR group and will include data on access, consumption habits and trust in information sources. We are also developing Research and Insight website to facilitate research uptake and evidence based discussions on the role and impact of media in development. For the conference we should have some web pages for both sites to share.
Measuring media and information literacy: a case study from the Palestinian Territories – Dennis Reineck, Mona Naggar, Verena Wendisch, Jan Lublinski (DW Academy)
A test for Critical Media and Information Literacy (CMIL) was conducted in the Palestinian Territories (PT) to both test the test and evaluate the effectiveness of the MIL courses DW Akademie has been offering in the PT. A quasi-experimental design compared the results of pupils from schools that had taken part in MIL courses with results from comparable pupils that had not. The results proved the test, which utilizes information examples from the participants’ media environment, is viable and showed that CMIL levels were higher for pupils that had taken part in the MIL courses.
Tuesday, 10th May
Miscellany of recent research
Journalistic output on news websites – Claudia Laubach, Anna Hofmann (Deutsche Welle)
In cooperation with a German university, DW developed a data wrapping tool that systematically browses news websites to get structured data on the online output. Among other things, the crawler provides insights on how much journalistic content is published in a specific time period, how many videos, pictures and audios are integrated, which topics are covered and how fast we react on news events. Challenges and possibilities of the tool/method as well as first results will be presented.
Giving journalists fast audience feedback on their stories: How can research best help? – Bill Bell (BBG)
Journalists working in the digital space have come to rely on virtually instantaneous analytics to see what stories are resonating with audiences and make real-time tweaks to maximize impact. For most CIBAR members, however, the bulk of the audience is still reached by broadcast and relying on analytics to measure audience response may be misleading. But with conventional qualitative research happening no more than once a year at best, how can we researchers give journalists faster and more granular feedback on what’s working and what isn’t. To address this conundrum, BBG designed an experimental panel project that was intended to give our journalists “day-after” feedback from audiences on individual stories. This presentation recounts our experience with this project – what worked and what didn’t – and implications for the future
Media usage and attitudes across the world – Rajesh Srinivasan (Gallup)
The Gallup World Poll covers attitudes and opinions of adults in over 140 countries annually. The inclusion of a media usage module on the World Poll presents a unique opportunity to understand attitudes and opinions across different cross-sections of media usage : heavy users vs light users, new media vs traditional media. In this presentation, we will focus on countries in Sub-Saharan Africa and Latin America in particular.
Reach: How well is it working in a multi-platform environment?
The BBC’s Claire Rooney and Santanu Chakrabarti will lead a session which addresses a seemingly simple question: what is reach? It works well as a metric for TV and radio, but how do we think about reach in a non-broadcast environment? What does ‘reach’ mean when we are talking about Facebook, WhatsApp or Snapchat? How should it be measured? How can it be compared to and aggregated with ‘traditional’ reach data? These are just some of the questions the session will address.
Santanu will outline how the BBC is addressing this question, and other broadcasters will have the opportunity to explain how they are dealing with the issue. The topic will then be opened up to the floor for discussion with the aim of moving towards a consensus on how best to move forward.
Culture, Identity and Conflict in Europe: Media, Migration and Radicalisation
The 2015 refugee crisis brought to breaking point a series of interlocking tensions within Europe and the European Union concerning its culture and identity. Longstanding anxieties about identity and difference, precarity and exclusion, have been unified by collective alarm that (a) Europe cannot manage (politically, economically or socially) an influx of ethnically and religiously different refugees and migrants, (b) incoming individuals may include radicalized agents of ISIS, and (c) all of this is being played out in public through mass and social media in ways that only feed that alarm. Each of these constitutes a cycle of insecurity, whereby media panic feeds social panic driving policy panic creating adverse reactions to those deemed to be causing the panic (refugees, radicals, irresponsible journalists) which only sparks another, more intense cycle. This panel presents a set of original research projects that map and explain different dimensions of these intersecting cycles:
Mapping refugee media journeys: smart phones and social media networks – Marie Gillespie (Open University), Claire Marous-Guivarch (FMM), Margie Cheesman (Open University)
This project tracks the media journeys of refugees during the current ‘migrant crisis’. It documents the media and informational resources that refugees use from the point of departure, during their journeys across different borders and states, and upon arrival if they reach their desired destination. By identifying the news and information resources used by refugees, and where they experience gaps, we make recommendations for international news organisations about what resources might they might provide to help refugees make better-informed decisions. We will also explore the value of creating an app that can be used to help plug some of the information and news media gaps. This is a collaborative project between The Open University and France Medias Monde (FMM), BBC Media Action, Deutsche Welle and British Telecom.
Moral panics and the cycle of antagonism in #PrayforParis and #PrayforSyria – Ben O’Loughlin (Royal Holloway College, University of London)
This study examines public responses on social media to the 13 November 2015 attacks by Islamic State on Paris. We analyse over 2 million tweets containing the hashtags #prayforparis and #prayforsyria in the days after the attack. In the event’s aftermath, debates raged about whether news media and sites like Facebook offer disproportionate attention to casualties in Paris when catastrophes were unfolding simultaneously in Lebanon, Japan and elsewhere. Social media users shared reports of a massacre in Nigeria as live news despite the event occurring the previous April. Such debates condition immediate public and policy responses – the backlash – but also shape how our public sphere functions in the long term. We test the hypothesis that the reply function on Twitter is more conducive to antagonistic comments than the retweet function. This small distinction has large significance for media organisation. First, should mainstream and social media organisations like Twitter design the affordances of their social media spaces to encourage certain forms of transnational public deliberation? Second, journalists, celebrities and other high profile figures take on a particular burden during global media events. If antagonism, racism and threats of violence are erupting in the replies ‘below’ their social media posts, do they bear responsibility?
Wednesday, 11th May
Research in difficult areas
But what is our impact? Behaviour change research in a complex health environment: Lessons learnt from Ethiopia – Lois Aspinall (BBC Media Action)
Ethiopia has gone through dramatic changes on its health system, with intensive government investment and health service provision, including improved training for 38,000 Health Extension Workers (HEWs). In this context, BBC Media Action has produced two weekly radio magazine programmes on maternal and child health, reaching over 8 million listeners.
What role can media play in such context? Is it different to the other information Ethiopians receive from government, health workers and NGOs? Can we measure and isolate the specific contribution of the media programmes on improving health practices?
This presentation will answer these questions and open a discussion on how to conduct research to unpack the role media can play in such contexts.
We’re still listening: A survey of the media landscape in the accessible areas of South Sudan in 2015 – Hayley Umayam (Forcier)
In April 2015, Forcier Consulting conducted the first detailed survey of the media landscape in South Sudan since wide-scale conflict began in late 2013. As ongoing insecurity renders national representation impossible, this survey employed a conflict-sensitive methodology to achieve representation of as much of the country as possible. Beyond the logistical and methodological challenges of conducting large-scale surveys in conflict settings, this presentation will discuss the findings of this audience survey and the difficult but essential task of achieving media sector endorsements in an environment where access to information can be highly politicized.