Mathematical Models and Methods of Mediametrics

Posted In: Social Marketing . By dens

By: Vladimir Mosin

The idea of the book is measuring of effectiveness of mediate communication, which we consider as transmitting and receiving of some message, realizing by any technology and in any genre.

A message has form and content, accordingly, we can estimate its effectiveness from two points of view. In the first approach the meaning of the message is considered central, in this case we measure the content. In the second approach the image is considered central, and in this case we measure form. Concrete psychological experiments, clarifying of perception indexes, are the basis of measuring methods. Information of these indexes allows showing ways of their increasing that in turn increases communicational effectiveness.

The book does not contain practical recommendations on development of effective media messages. Its goal is showing of measuring methods and mathematical analysis of measuring result.

Target audience

The book intend for scientists, specializing in the area of mass communications: sociologists, psychologists, media experts etc. And with it its content is simple for students. Understanding of foundations of experimental psychology and mathematical statistics is only required.

Book structure

The book consists of two parts: "Measuring of meaning and" "Measuring of image" which is development of articles "Measuring of visual design by the method of semantic differential" and "Content analysis of visual design" correspondingly. First part is devoted to measuring of semantic perception of media message content. The second part considers measuring of image perception of message form. Both parts have similar structure: at first we model mathematically a perception phenomenon, then consider the measuring methods and, at last, propose methods of statistical analysis of experimental data.

We use two basic examples one of them relates to measuring of meaning, and second relates to measuring of image. In the end of each chapter we address to the example to illustrate ideas, which given above.

Chapter i. Media

Part I. Measuring of meaning

Chapter ii. Primary message

Chapter iii. Methods of measuring

Chapter iv. Statistical analysis of experimental data

Chapter v. Cognitive congruence of primary and media message

Part II. Measuring of image

Chapter vi. Space of attitude

Chapter vii. Methods of measuring

Chapter viii. Statistical analysis of experimental data

Resume

Acknowledges

The author acknowledges all people who help him in writing this book. Special thanks my students which took part in all experiments.

Distribution

Phone chair of mathematics of Samara State University of Architecture and Civil Engineering, say the secretary your address and the book will be sent you.

Country code: 7 (Russia), phone: 846-339-14-72.

Distribution is free of charge before 2008.06.30. For more information consult author.