"The findings from this research reveal the complexity of delivering journalism training and the challenges involved in capturing evidence of impact. Content analysis is a useful tool for measuring change in media output. It can both inform training delivery and provide evidence of improvements to o
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utput after training has taken place. The detailed and systematic collection and analysis of data can detect subtle changes in content, presentation of output and production elements that might not be captured by other research techniques. Although content analysis provides evidence that the output has changed it may not necessarily be a direct result of the intervention. Content analysis records media output - it does not measure the situation under which the news is produced. For example, during the training period managers might have introduced editorial guidelines or style guides to the organisation independently of the training intervention. Changes in output might be attributable to the actions of management rather than the training experience. Content analysis is also limited to measuring changes to output only – not to the skills acquired by particular trainees. For example, a trainer worked with the news room team to produce a radio package - at the last minute the management refused to broadcast the piece due to editorial policy. Although the improved content was not broadcast, and therefore not included in the content analysis, journalists acquired skills in the production process." (Research learnings, page 8)
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"The symposium Measuring Change. Planning, Monitoring, Evaluation in Media Development focused on the utilisation aspect of evaluation1: The adding of “Planning” to “Monitoring and Evaluation” in the subtitle indicates that emphasis was laid on learning from monitoring and evaluation experie
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nces, to facilitate the improvement of existing projects and programmes at all levels, from planning to implementation and follow-up." (Executive Summary)
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