Mediadekning

Mediadekning refers to the presence and visibility of a subject in news and other media outlets. It captures how often a topic is reported, through which channels, and with what tone or framing. Mediadekning can be descriptive, measuring volume and reach, as well as qualitative, capturing editorial emphasis, framing, and context. The scope typically includes traditional media such as newspapers, radio, and television, as well as digital media, news websites, blogs, and social platforms.

Measuring mediadekning involves media monitoring and analysis. Common metrics include the volume of coverage, reach or impressions, and share of voice relative to competitors. Additional indicators cover sentiment or tone, topic distribution, and the mix of media types (print, broadcast, online, social). Methods combine automated text mining with human coding to assess relevance, prominence, and framing. Data sources span editorial content, press releases, transcripts, and user-generated media.

Mediadekning is used by public relations, corporate communications, marketing, and political communication to gauge reputation, monitor campaigns, and allocate resources. It supports risk assessment and strategic planning, and it helps researchers study phenomena such as agenda-setting and media influence. Interpretation should consider limitations: metrics measure exposure rather than impact, tone classification can be imperfect, online metrics may be affected by manipulation, and results can be sensitive to language and regional differences.

In practice, mediadekning provides a structured overview of how a topic circulates in the media landscape, informing decision-making and enabling comparisons over time or against benchmarks.