Normative media indicators: content analysis of media sustainability Index reports on Russia from 2001 until 2012

Abstract

There are lots of methods and tools worldwide that are measuring and evaluating variety of fields and standings. The most prominent tool is an index that indicates or measures certain values, producing a discourse in a given field. This is a normative approach, establishing a standard by stating relating or deriving norm. The current thesis sets its focus on Media Sustainability Index (MSI) reports on Russia from 2001 until 2012. The aim of the thesis was to investigate how this particular index influences and controls the production of discourse in 21st century global world with specific focus on how human factor, panelists and moderators have an influence on the final outcomes. The research assumes that an index is a utility tool that enables to promote Western values and stabilize hegemony struggles. The research is following Post-Structuralism paradigm, therefore at first it is important to examine the object itself and then the systems of knowledge that produced the specific object. In order to examine the object and the knowledge of MSI reports on Russia, the research conducted content analysis with 215 markers that registered actors, actions, panelists, citations, highlights, contexts, tonality, and temporal spatial division. Findings from content analysis were divided among three modules that distinguish structural and contextual characteristics, which describe and interpret production and dynamics of MSI reports on Russia from 2001 until 2012. The third module focuses on the citations and highlights that are textual tools, which most clearly depict panelists and moderators input for the final outcome. The research is concluding that content and context of MSI reports promote Western values like rule of law and freedom of speech by the norm how it is perceived in the US.