The project revolves around an annual report that surveys media products (TV, radio, press, advertising campaigns) and measures
LGBT-related attitudes, gauging each media’s social impact in Italy.
2B has been involved in the qualitative analysis. To ascertain relevance, researchers put in place a permanent monitoring mechanism, collecting data on LGBT-related topics in movies, radio programmes, advertising campaigns, tv series, etc.
Every product undergoes a socio-semiotic analysis, and each team evaluates every product using a protocol that has been shared and validated by the Scientific Board.
This evaluation aims at gauging whether the media message is positive or negative, respectful and fair. It also aims at evaluating the message’s effectiveness, i.e. whether it is able to engage the audience in a positive way.