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International Journal of Public Opinion Research Advance Access published online on November 9, 2009
International Journal of Public Opinion Research, doi:10.1093/ijpor/edp014
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© The Author 2009. Published by Oxford University Press on behalf of The World Association for Public Opinion Research. All rights reserved.

Quality of Media Use Measurement

Lluís Coromina and Willem E. Saris

Address correspondence to Lluís Coromina, Faculty of Economics, University of Girona, 17071 Campus Montilivi, Girona, Spain. E-mail: lluis.coromina{at}udg.edu

Given the importance of the media in all societies, the Central Coordinating Team of the European Social Survey (ESS) asked Ken Newton to propose a module for Media use that could be used in the core questionnaire of the ESS. Together with the Central Coordinating Team of the ESS, a module for media use has been developed. This module allows the measurement of the "total time spent on the traditional media" (TV, radio, and newspapers), "the total time spent on political issues and current affairs in the media", and "the total time spent for other purposes in the media". These three measures are evaluated in this article. The questions asked are: How are these concepts operationalized? Can these measures be compared across countries? How should we compute the total time? How good are these measures and do we need these aggregated variables or should we rely on the separate measures of the use of different media?


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