Methodology for Measuring Multimedia Effectiveness and Communicative Competence in Journalism

Abstract

The development of information, communication, and multimedia technologies created conditions for a qualitatively new architecture of the media text. Enriching it with visual, vocal, and verbal elements, integrating different communication channels and means with the creative use of appropriate modalities, is becoming a communication norm. This leads to greater efficiency in the attempt to achieve the desired emotional and cognitive effect in communication and guarantees the success of the journalistic text. The main purpose of this report is to present the author’s development of a methodology for measuring the communicative effectiveness of a multimedia text in journalism and evaluating the communicative competence of the author of the text. The method is based on conceptual and analytical scientific research dedicated to measuring and evaluating communication effectiveness. The basis is the concept of performance and the “Balance ScoreCards” (BSCs) developed on its basis, successfully used to measure valuable results and behavior in business and other areas – politics, journalism, PR , advertisement, presentation.