Sociological tools in the dimensions of media content

Abstract

The article is devoted to the problems of measuring the media space, which in this case means the content of mass media and Internet resources equated to them affecting the consumer. The author analyzes the sociological measurement tools – traditional and innovative systems of methodological and technical operations, procedures designed to track the effectiveness of media support of projects in various fields. It is noted that the previously existing measurements were mainly descriptive and fixing in nature, but now the task is to directly use media research for managerial purposes – to develop a strategy for information presence and strengthen the position of a certain object in the media space. The fundamental methods of specific sociological research and new approaches to media measurements, the possibility of applying quantitative and qualitative indicators in them are compared; the characteristics of information audit with access to a media portrait are given, the KPI is described as a way to assess the publication activity of an interested subject. The article is intended to broaden the theoretical horizons and offer guidelines for applied measurements to students, teachers, practitioners.