Content uploaded by Mariam Gersamia
Author content
All content in this area was uploaded by Mariam Gersamia on Aug 31, 2015
Content may be subject to copyright.
Humanities and Social Sciences Review,
CD-ROM. ISSN: 2165-6258 :: 01(02):253–263 (2012)
Copyright c
2012 by UniversityPublications.net
PATTERN OF JOURNALISTIC ANALYSIS IN MEDIA-TEXT: MAJOR
AND MINOR ELEMENTS
Mariam Gersamia
Tbilisi State University, Georgia
Every seasoned journalist has an agenda and uses various puzzle pieces to construct and present their
analysis properly, but even when the story seems reader-oriented, it might still leave the reader with a
sense that something is missing from the analysis. In essence, this something is identifiable in media-
text and actually consists of specific missing pieces. There have concrete definitions, such as
explanation, background, statistics, quotes, argument, fact-based prognosis, and evaluation. The survey
seeks to demonstrate what’s missing from analysis in two periodicals. As this paper has shown, the
missing elements in the abovementioned Georgian media-outlet are “explanation” and “evaluation”.
The research goals are to identify: Elements of journalistic analysis in media-text and categorize them
as Major and Minor elements; What the pattern of well-structured analysis looks like according to The
Economist (UK) and Tabula Magazine (Geo). A comparison of the patterns of The Economist (UK) and
Tabula Magazine (Geo) shows what is missing from analysis.
Keywords: Media-text, Pattern of analysis, Major and minor elements.
Introduction
Every seasoned journalist has an agenda and uses various puzzle pieces to construct and present their
analysis properly, but even when the story seems reader-oriented, it might still leave the reader with a
sense that: something is missing from the analysis… In essence, this something is identifiable in media-
text and actually consists of specific missing pieces. They have concrete definitions, such as explanation,
background, statistics, quotes, argument, perspective, evaluation, etc.
The research goals of the paper are to identify:
x Elements of journalistic analysis in media-text and categorize them as Major and Minor elements;
x What the pattern of well-structured analysis looks like (according to The Economist (UK) and Tabula
Magazine (Geo);
x Compare the patterns of The Economist (UK) and Tabula Magazine (Geo) and find out what is missing
from analysis.
Even at first glance, we can see that there are similarities between these magazines. Even more,
Tabulai tries to take after The Economist.iiThe structure of Tabula is almost the same as The Economist’s.
For the first months, Tabula’s articles were not signed by authors (just like in The Economist), but soon it
changed this approach and begin to introduce A-list Journalists to its readers. The Economist was
established in 1943 (head office is in London, England); Circulation: over 1.4m, more than four-fifths of it
outside Britain. The American circulation accounts for over half of the total www.economist.com (2012).
Tabula magazine was established in March, 2010 (head office is in Tbilisi, Georgia); Circulation: 20, 000.
www.tabula.ge (2012).
253
254 Mariam Gersamia
Let me provide you with some additional information about Tabula Magazine and The economist.
According to the assessment of press freedom, Georgia ranks in at a partly free position (104 in ranking)
with noticeable problems, whereas UK is (28 in ranking) has a free media environment and satisfactory
situation (2011-2012)iii. That gives the idea that some differences are caused by the media environment as
well.
In the fundamental study of Agenda-setting Function of Mass Media, Maxwell E. McCombs and
Donald L. Shaw divided media news content into “major” and “minor” levels “to see whether there was
any substantial difference in mass media emphasis across topics” [McCombs, Shaw, 1972]. That theory
and approach gave me an idea, that there might be “major” and “minor” elements of analysis in media-
text. The journalist might use the elements of analysis to set the agenda for the reader.
Journalists use specific elements for constructing their analysis and these elements are linked in a
very formulaic way. So, I agree with the conclusion that, “Analyzing is surprisingly formulaic”
[Rosenwasser, Stephen, 2009, p.4]. In this respect, it’s worth to take into consideration the following
suggestions of the authors: “If we break things down as we analyze, we do so to search for meaningful
patterns, or to uncover what we had not seen at first glance – or just to understand more closely how and
why the separate parts work as they do” [Rosenwasser, Stephen, 2009, p. 4]. This research is focused on
looking for patterns.
The sequence of elements is another topic for discussion. That issue is mentioned in Melvin
Mencher’s "Basic Media Studies”, where he introduces the single-element story structure. In such type of
structure, lead is followed by explanation (best quote or incident) and background material, then both can
be followed by additional explanation of lead (supporting facts, quotes, incidents, illustrations and
anecdotes, and then it comes to secondary themes (supporting facts) [Mencher, 1993, p. 115].
Several years ago, David Michaelson and Toni L. Griffin [2005, p. 2] introduced a new model of
content analysis, that is partly considered in the study. They suggest that content analysis should be based
on four key factors: “correct information, incorrect information, misleading information and omitted
information”iv.
Research Hypothesis:
x Specific particles/elements in media-text are mandatory for constructing good analysis (H1);
x There might be Major and Minor elements of analysis in media-text (H2);
x Different media-outlets construct analysis in a specific way, they use different patterns; (H3)
Research Questions:
x Which are the Top, The Major (mandatory) and Minor (secondary) elements of analysis in media-
text?
x Which are mostly and rarely used elements of analysis in different media-outlets?
x What the pattern of analysis looks like in different media-outlets (e.g. The Economist and
Tabula)?
x What is missing from analysis?
Methodological Framework
The data obtained from content analysis have been processed in a Statistical Program for Social Sciences
(SPSS); More than 130 stories in Georgia’s Tabula magazine and Britain’s The Economist, (research
period: 2011) have been analyzed, compared to each other and then, frequency of using these elements for
constructing analysis has been observed (the themes vary from Euro crisis to Arab spring revolutions,
from World Politics to S&T). Top items (130 stories from cover pages, editorials, etc.) have been chosen
for analysis. In edition all stories about Georgia (covered in Economist) has been included to that list.
For identifying and categorizing elements of analysis, quantitative and content-based analyses have
been used;
Pattern of Journalistic Analysis in Media-Text: Major and Minor Elements 255
During the research, the challenge was to find out the right methodology and steps for designing the
pattern of analysis. For drawing the pattern of analysis I’ve followed several steps and calculated:
1) Existence of the elements in the articles;
2) Frequency of the elements in the articles;
3) Placement of the elements in the articles;
4) Sequence of elements in the articles;
Then,
5) Pattern of every single element in the stories has been drawn (see tables 1-4);
6) All data about major elements has been combined in one pattern (see tables 9-10).
7) The design of the patterns (of both periodicals) have been outlined and compared to each other.
Another challenge was to find out what’s missing from analysis according to comparative analysis of
two periodicals. After drawing the patterns, it became clear which element was missing and where the
gaps appear in the text.
To find out if magazines follow similar patterns we observed the amount and place of every major
element used in the articles (see examples on tables: 1-4); Indeed, they follow almost nearly the same
pattern while constructing analysis. Here we present only two major elements. In this respect, a
distinguished element is explanation, which is dominating in all parts of text (lead, nut graph, body,
ending) in The Economist and only in nut graph and body in Tabula.
Table 1. Evaluation in the media text (The Economist).
Elements lead Nut graph Body Ending
EVALUATION
0%
0%
16.9%
0%
1.5%
12.3%
10.8%
1.5%
3.1%
7.7%
1.5%
0%
1.5%
18.5%
NONE – 4.6%
Table 2. Evaluation in the media text (Tabula).
Elements lead Nut graph Body Ending
EVALUATION
0%
1.5%
46.2%
4.6%
10%
1.5%
o%
7.7%
0%
256 Mariam Gersamia
1.5%
0%
0%
0%
10.8%
NONE – 23.1%
Table 3. Explanation in the media text (The Economist).
Elements lead Nut graph Body Ending
EXLANATION
3.1%
0%
24.6%
0%
4.6%
13.8%
13.8%
1.5%
26.2%
1.5%
0%
0%
0%
6.2%
Table4. Explanation in the media text (Tabula).
Elements lead Nut graph Body Ending
EXPLANATION
0%
4.6%
36.9%
0%
0%
9.2%
3.1%
20.0%
3.1%
1.5%
0%
0%
0%
4.6%
NONE – 4.6%
Research
Both periodicals cover a wide range of topics. The research is not focused on one particular topic or case
and therefore, in 130 articles topics are distributed as follows in Table 5. Politics are dominant (by 38.5%)
in Tabula, while international news and analysis are dominant in the Economist (by 32.3%).
Pattern of Journalistic Analysis in Media-Text: Major and Minor Elements 257
Table 5. Describes thematic overview of articles in Economist and Tabula. Trends are highlighted.
Topics in
Periodicals
Frequency Percent
Tabula The
Economist
Tabula The
Economist
Politics 25 15 38.5 23.1
International
news & analysis
5 21 7.7 32.3
Economy 9 13 13.8 20.0
S&T 7 6 10.8 9.2
Society 13 3 20.0 4.6
Media 4 2 6.2 3.1
Education 1 2 1.5 3.1
Health &
Medicine
1 1 1.5 1.5
Culture 0 1 0 1.5
Sport 0 1 0 1.5
Total 65 65 100.0 100.0
1. Elements of Analysis: MAJORs and MINORs
According to the research, 17 elements of journalistic analysis have been detected in the media-text.
These elements are as follows: explanation, background, evaluation, examples, comparison, conclusion,
fact-based prognosis, statistics, quotation, hypothesis, well-defined problem, well-formulated main
question, argument, counterarguments, recommendation, opinion and context.
Among them some are MAJOR and some - MINOR. One cannot build journalistic analysis using a
single element, just background or explanation. Still, it’s not necessary to force them all into the text. As
our research has revealed, at least 6 of the abovementioned elements are unavoidable for building the
basement of plain analysis. Table 6 shows the frequency and existence of using these elements in both
periodicals. It also defines the variations between them.
Table 6. Existence and frequency of elements in the articles of Economist and Tabula; Trends are highlighted.
Elements
Existence Frequency Percent
Tabula The
Economist
Tabula The
Economist
Explanation exist 61 65 93.8 100.0
Doesn’t exist 4 0 6.2 0.0
total 65 65 100.0 100.0
Evaluation exist 50 62 76.9 95.4
Doesn’t exist 15 3 23.1 4.6
total 65 65 100.0 100.0
Background exist 57 59 87.7 90.8
Doesn’t exist 8 6 12.3 9.2
total 65 65 100.0 100.0
fact-based
prognosis
exist 30 54 46.2 83.1
Doesn’t exist 35 11 53.8 16.9
total 65 65 100.0 100.0
Examples exist 48 53 73.8 81.5
Doesn’t exist 17 12 26.2 18.5
total 65 65 100.0 100.0
Comparison exist 42 49 64.6 75.4
Doesn’t exist 23 16 35.4 24.6
total 65 65 100.0 100.0
258 Mariam Gersamia
Statistics exist 36 46 55.4 70.8
Doesn’t exist 29 19 44.6 29.2
total 65 65 100.0 100.0
Quotation exist 42 39 64.6 60.0
Doesn’t exist 23 26 35.4 40.0
total 65 65 100.0 100.0
Conclusion exist 47 38 72.3 58.5
Doesn’t exist 18 27 27.7 41.5
total 65 65 100.0 100.0
Hypothesis exist 31 34 47.7 52.3
Doesn’t exist 34 31 52.3 47.7
total 65 65 100.0 100.0
Argument exist 25 32 38.5 49.2
Doesn’t exist 40 33 61.6 50.8
total 65 65 100.0 100.0
Well-formulated
question
exist 32 29 49.2 44.6
Doesn’t exist 33 36 50.8 55.4
total 65 65 100.0 100.0
Recommendation exist 21 25 32.3 38.5
Doesn’t exist 44 40 67.7 61.5
total 65 65 100.0 100.0
Opinion exist 23 20 35.4 30.8
Doesn’t exist 42 45 64.6 69.2
total 65 65 100.0 100.0
Counter argument exist 19 16 29.2 24.6
Doesn’t exist 46 49 70.8 75.4
total 65 65 100.0 100.0
Well-defined
problem
exist 11 15 16.9 23.1
Doesn’t exist 54 50 83.1 76.9
total 65 65 100.0 100.0
Context exist 10 15 15.4 23.1
Doesn’t exist 55 50 84.6 76.9
total 65 65 100.0 100.0
2. Main Findings in Statistical Analysis:
x There are 17 elements of analysis in media-text. Among them, the top component is explanation
(exists in 100% of articles in The Economist and 96.2 % in Tabula). At least 6 elements are used
in every article for constructing analysis.
x Analysis in The Economist is more prognosis-oriented and draws future perspective, predicts
development of the story in 83.1% of articles, while in Tabula this element is detected only in
46.2%.
x Mostly used nine elements of analysis in both periodicals are: explanation (96.2 %), background
(89.2%), evaluation (86.2%), examples (77.7%), comparison (68.5 %), conclusion (65.9%), fact-
based prognosis (total: 64.6%), statistics (63.1%), and quotation (62.3%). These are the Major
elements of analysis. The Economist uses all of the abovementioned elements more frequently,
than Tabula. The exceptions are quotes (Tabula: 64.6%, The Economist: 60.0%) and conclusion
(Tabula: 73.3%, The Economist: 59.4%). Correlation between the Major elements is very high.
x Minor elements are: Hypothesis (50.0%), well-formulated main question (46.2%), argument
(44.2%), recommendation (34.6%), counterarguments (26.9%), opinion (33.1%), well-defined
problem (20.0%), and context (19.2%).
x At least 6, but not more than 14 elements are used in one article for constructing analysis.
Pattern of Journalistic Analysis in Media-Text: Major and Minor Elements 259
x The base number of elements used in one article is almost similar in both magazines (9 elements
in Tabula, 10 in The Economist).
x Obscure sources, such as: some say; some think - exist in both periodicals (Tabula: 26.2 %; The
Economist: 18.5%).
x In one article some elements might be used several times. In The Economist most frequently used
element in one article are: explanation (element exists 4 times in 24.6% of articles, from 1 to 6
times in 87.7%); and evaluation (element exists 5 times in 18.5%; from 2 to 6 times in 66.1%);
x In a single article some elements might be used several times, so here we’ve found repetition. In
The Economist most frequently used element in one article are: explanation (element exists 4
times in 24.6% of articles, from 1 to 6 times in 87.7%); and evaluation (element exists 5 times in
18.5%; from 2 to 6 times in 66.1%); then comes background: exists in 90.8% (from 1 to 4 times
in 80% of articles).
x In one article some elements might be used several times. In Tabula most frequently used element
in one article are: explanation (element exists 3 times in 20.0% of articles, from 2 to 6 times in
70.8%); next is background (exists in 86.2%). This element exists from 1 to 3 times in 47.7% of
articles; and finally, evaluation exists in 78.5% of articles(from 1 or 2 times in 46.2% of articles)
and does not exist at all in 21.5%;
3. The Position of Elements: Primary, Secondary and Third Place Elements
The pattern of analysis describes the cycle of creating and constructing the media-text. Some elements
tend to be positioned mostly in the same place in media-text. We began not only to discern a pattern, but
have found that there are elements dominating in the beginning, in the middle/body or in the ending of the
story; Its determined in the paper which elements are dominating in the beginning (we called them Initial
elements) of the article and which are dominant in the following paragraphs (Secondary and third place
elements) and finally figured out what the pattern looks like in a sequential way:
x The Primary element is that which dominates in the beginning (in lead and nut graph). That of
which is background and dominates in 10.8% of leads and 3.1 % of nut graphs (in Tabula) and in
16.9% of leads and 1.5 % of nut graphs (in Economist); the function of this element is mostly to
describe and/or draws the exposition of the story. No one or another element has such a high
index in the beginning.
x The Secondary elements are dominant in the body of analysis. These are: statistics, explanation
and evaluation. Statistics are dominant in the body (30.8 % of the body in Tabula and 33,8 % in
Economist); explanation is concentrated compactly in the body (24.6 % in Tabula and 36,9 % in
Economist); evaluation is also concentrated compactly in the body (46.2 % in Tabula and 16.9 %
in Economist);
x Third place element dominant in the ending of analysis is conclusion (36.9 % in Tabula and 29.2
% in Economist);
It is worth noting that the abovementioned elements and others ARE NOT dominant ONLY in the
beginning, the body or ending.
4. The Correlation Between Major Elements
The Pearson’s R between Major elements is positive in the Economist. The positive correlation exists
between evaluation and background, explanation and evaluation and explanation and background. There
is a statistically significant correlation between these variables (see Tables: 7, 8) in the text. It’s
interesting to note, that the positive correlation in Tabula exists only between the following elements:
background and evaluation (see table 7-8).
260 Mariam Gersamia
Table 7. correlation between 2 major elements: Evaluation and Background (The Economist).
evaluation background
evaluation Pearson Correlation 1 .447**
Sig. (2-tailed) .000
background
Pearson Correlation .447** 1
Sig. (2-tailed) .000
N 65 65
**. Correlation is significant at the 0.01 level (2-tailed).
Table 8. correlation between 2 major elements: Evaluation and Background (Tabula).
background evaluation
background Pearson Correlation 1 .285*
Sig. (2-tailed) .021
evaluation
Pearson Correlation .285* 1
Sig. (2-tailed) .021
N 65 65
*. Correlation is significant at the 0.05 level (2-tailed).
5. Content Analysis: Obscure Sources in the Text
David Michaelson and Toni L. Griffin [2005, p.2] introduced a new model of content analysis. As it was
mentioned above, they suggest that content analysis should be based on four key factors: “correct
information, incorrect information, misleading information and omitted information”. We suggest that in
incomplete information we can imply obscure sources mentioned in the media-text, such as: some think,
that; analysts concluded, many governments have, most observers say, one of the organizations
mentioned, that; in most people’s opinion, etc.
In this respect, incomplete information represented by obscure sources exists in both periodicals
(Tabula: 26.2 %; The Economist: 18.5%).
Obscure sources appear in 26.2% of analyzed media-texts in Tabula. Here are some examples: some
think, that; some say that, one of the organizations mentioned, that; some like it; in most people’s
opinion, etc. In such extracts it’s not clear for the reader who is meant under “some”. Even if the reader is
very well-informed, it’s preferable to identify sources or quote them. In The Economist such examples
appear more recently, but still exist in 18.5%. Here are some examples: some analysts think, analysts
concluded, many governments have, most observers say, etc.
6. Structuring the Journalistic Pattern of Analysis: What does it Look Like?
The research suggests that a unique combination of details and elements play a significant role in forming
of different patterns. David Rosenwasser, Jill Stephen [2009. p.9] has defined the questions which helped
us to dive deep into the various patterns of details during analysis. The focal point of these questions
about nature of details leads us to a suggestion that particular details exist and give the make-up to the
elements of analysis. Even more, the particular details can make unique content and diversity.
While analyzing dozens of patterns, we found dominant (major) and secondary (minor) elements. By
transforming the media-text into different genres and types, the element could be presented as minor in
one article, while it may be viewed as Major in another one. Thus it is broadly analyzed and gives a
dominant color to the pattern. Such Patterns show not only the structure, but the author’s style used in the
analysis, i.e. how the particular authors tend to structure the analysis.
According to the research, a unique pattern of analysis has been drawn in The Economist and Tabula.
We’ve compared the pattern of journalistic analysis in both periodicals and have found resemblance and
differences in pattern they follow.
Pattern of Journalistic Analysis in Media-Text: Major and Minor Elements 261
Pattern of analysis has been constructed on following Major elements: background, explanation,
evaluation, statistics, explanation, evaluation, explanation, fact-based prognosis and Conclusion. Before
drawing the pattern we determined the mostly used positions of elements in the text. In Tabula’s pattern
Explanation is used 4 times, Evaluation - 5 times, Background - 3 times; In the Economist’s pattern
Explanation is used 3 times, Background - 2 times and Evaluation - 2 times; Numbers and colors in the
pattern (see tables 9 and 10) indicate the particular element;
number element
1 Background
2 Explanation
3 Evaluation
4 Statistics
5 Fact-based prognosis
6 Conclusion.
Table 9. Pattern of analysis in the Economist.
lead Nut graph Body ending
1 2 3 1 2 3 1 2 3 4 3 5 6 2 3 5 6
REPETITIONS IN THE PATTERN
1 1 1 6 6
2 2 2 5 2 5
3 3 3 3 3
4
Table 10. Pattern of analysis in the Tabula.
lead Nut graph Body ending
1 1 2 1 2 3 4 3 5 6 5 6
REPETITIONS IN THE PATTERN
1 1 1 6 6
2 2 5 5
3 3
4
7. Recommendations:
Some recommendations have been delivered for Tabula Magazine:
x Preferable to use more explanation in analysis, especially when writing about economy, where a
lot of statistics appear in the text; in other words, Statistics should be followed by explanation;
x It’s essential to avoid obscure sources, preferable to always identify them; if not, the reader will
consider it as uninformative. Even if the reader is very well-informed, it’s preferable to identify
sources or quote them.
262 Mariam Gersamia
x Preferable not put the elements in text in a chaotic way, but find a positive correlation between
them and connect them logically.
A single recommendation has been delivered for the Economist:
x Avoid obscure sources and identify them;
Conclusions and Discussions
The research will assist journalists and editors to produce well-structuring journalistic analysis;
The survey has found Major (mandatory) and Minor (secondary) elements of analysis in media-text.
With the chosen methodological approach, a pattern of analysis has been drawn, that shows the structure
of analysis for different media-outlets.
According to comparative analysis of two periodicals, the survey seeks to demonstrate what’s
missing from analysis. In other words, it became clear what particular element was missing in the text and
where the gaps appear in the analysis. As this paper has shown, the missing elements in abovementioned
Georgian media-outlet are “explanation” and “evaluation”.
Using content and quantitative analysis Major (mandatory) and Minor (secondary) elements have
been detected, but still it leads to another, essential question: which elements do the reader highlight as
“major” or “minor” attributes? That seems to be the future perspective of the study.
Endnotes
i Editor in chief of Tabula Magazine Tamar Chergoleishvili recently (26.12.2011) wrote in her editor’s column (in
Georgian): “Today, it is considered, that if you want to be in line with contemporary life, you should read The
Economist. Tabula has already chosen this strategy – it has a plain editorial policy and offers to the reader fact-
based analysis, protection of professional standards and specific position - our magazine supports personal
freedoms, liberal market, small government, arranging secular State, integration with West as the guarantee of
country’s independence. From the existing political powers it agrees most with ruling party’s perspectives - though,
it does not like the government’s expenditure politics, is skeptical about recently made changes in education system,
does not agree with steps in agriculture sphere, is not satisfied with level of communication between governance
and people (trans.) see more about magazine from the official web-site www.en.tabula.ge(2012);
ii From the official web-site of The Economist www.economist.com (2012) about editorial policy: “The
Economist considers itself the enemy of privilege, pomposity and predictability. It has backed conservatives such as
Ronald Reagan and Margaret Thatcher. It has supported the Americans in Vietnam. But it has also endorsed
Harold Wilson and Bill Clinton, and espoused a variety of liberal causes: opposing capital punishment from its
earliest days, while favoring penal reform and decolonization, as well as—more recently—gun control and gay
marriage”, “… in addition to offering analysis and opinion, it tries in each issue to cover the main events—business
and political—of the week. It goes to press on Thursdays and, printed simultaneously in six countries, is available in
most of the world's main cities the following day or soon after”.
iii Reporters Without Borders, Press Freedom Index, http://en.rsf.org/press-freedom-index-2011-2012,1043.html,
(2012)
References
1. John Chancellor, Walter R. Merce, TheNew News Business, USA, 1995.
2. Edward Jay Friedlander, John Lee, Feature Writing for Newspapers and Magazines, the Pursuit of Excellence,
University of Memphis, 2008.
3. Mariam Gersamia, Elementary Particles in Journalism, TSU, Georgia, 2011.
Pattern of Journalistic Analysis in Media-Text: Major and Minor Elements 263
4. Maxwell E. McCombs, Donald Shaw, The Agenda-Setting Function of Mass Media, 1972.
5. Maxwell E. McCombs, Setting the Agenda, the mass media and public opinion, 2011, by polity press.
6. David Michaelson and Toni L. Griffin, A New Model of Content Analysis, Institute for Public Relations, 2005.
7. Melvin Mencher, Basic Media Writing, fourth edition, Columbia University, 1993.
8. Moyes Norman B, Journalism, Ginn and Company, USA, 1984, p. 209–213.
9. David Rosenwasser, Jill Stephen, Writing Analytically, Fifth Edition, USA, 2009.
10. James Glen Stovall, Journalism, Who, What, When, Where, Why and How, University of Alabama, 2005.
