Good Media Analysis is Both Statistical and Empirical
Should intelligence be derived from statistical information alone?
Of course not. But it also shouldn’t be excluded entirely.
In my opinion, good media analysis combines statistical data with empirical data. It uses both methods where they make sense, and in most cases that combination communicates an accurate picture of the situation.
In his blog posting, The stupidity of metrics, David Churbuck takes issue with the practice of measurement. More specifically, the practice of trying to measure subjective information.
Although I agree with David’s point that some people have a tendency to get tunnel vision when measuring statistical data, I disagree with his suggestion that reporting on statistical information is a futile exercise.
Furthermore, for those of us who actively engage in media analysis and develop tools to help make it more meaningful, I can attest that one of the main roles of media analysis tools is help identify issues or trends more effectively, so we can be more effective on the empirical side.
In David’s blog, he uses a metaphor of a plane accident to highlight the danger of relying on instruments as opposed to simply looking out the window of your cockpit to survey the situation. Fair enough.
However, there is a reason why airplanes have instruments. Sometimes conditions don’t allow you to visually navigate your aircraft. To use David’s analogy of flying an aircraft, when you need know where you’re going at 40,000 feet, sometimes your instruments are the only thing you have. And when you are analyzing media, sometimes you need to look at it from the “40,000 foot” point of view.
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