Media Content Analysis, Western Balkans

Media for All is funded by the UK's Foreign and Commonwealth Office (FCO) and delivered by a consortium of organisations led by the British Council. The project aims to contribute to a positive shift in citizens' engagement with independent media in the Western Balkans. The long-term outcomes of the project are: • Project-supported media outlets are more financially resilient and working in accordance with adopted policies, including on gender in the workplace. • Project supported media outlets and media professionals produce quality, relevant, gender-sensitive content that attracts and engages new audiences, including women and marginalised groups. The project is delivered across six countries in the Western Balkans (Albania, Bosnia and Herzegovina, Kosovo, Montenegro, North Macedonia and Serbia) and will provide grants and technical assistance to a range of media outlets.

- The purpose of undertaking content analysis is to provide a baseline and endline structured qualitative analysis of content produced by selected media outlets. - The aim is to understand whether the supported media outlets have changed the nature of their content, and what was the contribution of the project, if any, to such change. - Content analysis relates to the following long term and intermediate outcomes as defined in the project Theory of Change: - Project supported media outlets produce quality, relevant, gender-sensitive, context-sensitive content. (long term outcome 2) - More men and women in media produce quality, ethical, gender sensitive content that challenges prevailing gender norms and stereotypes. (intermediate outcome 3) - Editorial decisions of local media outlets increasingly reflect citizens' priorities and interests, including those of women and marginalized groups (intermediate outcome 4).

Additional information: Please note: The project is delivered across six countries in the Western Balkans (Albania, Bosnia and Herzegovina, Kosovo, Montenegro, North Macedonia and Serbia) and will provide grants and technical assistance to a range of media outlets.

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