MASS-MEDIA PRODUCT ANALYSIS WITHIN PUBLIC RELATIONS PRACTICE

This study wants to understand the analysis and diagnosis process for the media information that regard an organization ( institution or private company), starting from the methodological issues rosed by the topic of study up to the way in which these analyses are used to serve the goals for which they were projected. The study does not want to offer a universal solution but to show a portofolio of methods and techniques that can be used according to the interest of the organization. So, the assumed objectives are: a) presenting in short the epistemological presupositions common foe the social sciences on which the analysis is based on; b) analysing a few theories and models from various sciences that can serve to describing an integrated paradigm for communication analysis; c) presenting different kinds of mass-media analysis materials that can be used in research in the public relations departments, from the simplest, synthetical type, to the most complex ( image complex analysis, media construction charts) one that apply these methods and principles.