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foundation 2008. Chapter 2.2.3 summarised results of the studies deemed by the
project team to be of particular relevance. Importantly, the purpose of the literature
review was to provide a basis for developing the framework within which the media
cases would be explored and is not intended to present a comprehensive review of the
literature of the topic of media sustainability literature. The framework developed by
the research team is as follows:
a. Coverage: What was the coverage of the media initiative? Is/was it judged
successful in getting the messages through to the target media users?
Does/did it ‘move the masses’?
b. Emotionality: Were messages effectively embedded within the required
emotional context (humour, shock, fear etc.)?
c. Credibility: Was the media format judged credible in the eyes of the intended
target group?
d. Understandability: Was the content understood by the target audience such
that core messages were effectively communicated?
e. Change potential: Significance of the ‘user value’ among the target audience
and potential for changing attitudes and behaviour.
Each of the ten examples were evaluated according to the above criteria by a
subjective ranking of one to three ‘plus signs’ (+; ++ and + + +) to provide an easy to
understand ranking. Table 2 below presents the detailed analysis grid as it was
applied in the evaluation.