Heuristic potential of media analysis in the researching of international relations (on the example of regional integration associations)
DOI:
https://doi.org/10.21638/spbu06.2024.305Abstract
The analysis presented in the article possesses a methodological essence — it is dedicated to the evaluation and portrayal of the potential of media analysis in the exploration of international relations. The need for a comprehensive analysis of the impact of the journalistic community, social networks, and traditional media on global processes is supported by the concept of “meditization of society”. Media analysis is suggested as a suitable instrument for addressing this research objective, a technique predominantly utilized in the corporate realm — in fields such as marketing and public relations — to ascertain the positioning of a specific brand within the information domain. The primary goal of the article is to conceptualize the successful practical application of studying the media portrayal of the Eurasian Economic Union (EAEU) through the methodology of media analysis for the examination of other components of worldwide relations. In pursuit of this aim, the article presents an original definition of media analysis within international relations, a variety of global relations themes that can be explored through the medium of media analysis, a compilation of essential elements of media activity crucial in the examination of worldwide relations utilizing media analysis, and a systematic procedure for implementing media analysis in the study of international relations. The efficacy of media analysis is exemplified through the case study of the “Eurasian Media Index” research project, conducted by the author of the article from 2017 to 2021 — the project’s objective was to analyze the media portrayal of the Eurasian Economic Union over a period of time. Drawing from this experience, the article provides insights into the potential of employing such a supplementary method for the examination of alternative facets of global politics. Noteworthy applications of media analysis within international relations include monitoring media patterns that mirror political shifts; managing information flows to mitigate political vulnerabilities in cross-border relations; promptly addressing emerging media challenges; delineating a thorough media representation of an international entity or process to devise an apt communication strategy; and evaluating the impact of global developments on the perception and image of an international entity or process.
Keywords:
Mediatization, mass-media, social networks, Eurasian media-index, international relations, Eurasian Economic Union, regional integration associations, international organizations
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