Qualitative (valuable data about messages and competitors) and quantitative (deep insights into the way the brand is perceived in the media).
Both approaches have their own strengths. The best approach is a combination of quantitative and qualitative analysis.
This blog space is meant for your first blogging activities. Your task is to collect ideas for a potential news article analysis (flashlight) and background research.
Aspects to consider:
1) What is/are the main issues tackled/discussed in the article? Provide a short summary of one paragraph. What stance does the NYT take on these issues. Provide evidence for your evaluation!
2) What are major themes? Make a list.
3) What would you need to research and how? Make a list.