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Aspects of media cases to present and evaluation criteria
Detailed evaluation matrix
The ten examples of good practice were evaluated to in order to deepen the analysis
of the current state of sustainability in the media and to draw out potential
opportunities for action in Germany/NRW. The 10 good practice examples were
described with respect to (1) general characteristics, and (2) an evaluation according
to pre-determined success criteria.
The description of general characteristics of each case was based on the following:
1a: Country/region and media genre
1b: The role of any formal campaign or project guiding the initiative, any goals
or objectives, and roles for government and/or other organisations.
1c: Background to the case and its recognition among media consumers.
1d: Underlying sustainability promotion strategy (e.g. tools/activities,
design/language, presentation of content).
1e: Institutions and partners/stakeholders and their roles and tasks.
1f: Underlying framework conditions influencing the media initiative, including
legislation and other conditions related to the media system.
Where relevant contacts were available, the following aspects of the cases were also
explored respecting the target audience:
1g: Target group (sex, age, educational background etc.) and number of
media users reached.
1h: Role (if any) for studies or research in examining the impact on media
users.
An evaluation analysis was conducted following this technical/descriptive research
phase. This analysis was a critical step given that a primary objective of the project
was to identify innovative ideas and success parameters for implementation of media
sustainability initiatives.
To develop an evaluation methodology, the project group undertook a detailed
investigation of current academic research to gain an understanding of both findings
and methodologies applied in communication science and social psychology in the
context of the media. Of particular value to this project were Health Styles 2002/2005,
Reusswig et al. 2004, Singhal et al. 2004, Singhal/Rogers 1999, and Kaiser family