Context Analysis Step by Step

Let’s dive into your campaigns. Get ready to do a step-by-step context analysis!

Step 1: HISTORICAL / LAWS & REGULATIONS

A historical context analysis is about looking back at what has happened in history that is related to our issue at hand. By examining the timeline of the issue, identifying key events, policies or societal changes we can identify where to act and how to do so. Historical events often influence the development of legislation and the shaping of social norms. By identifying these influences, you can uncover the roots of existing policies and societal attitudes related to the problem.

This understanding is crucial for framing your campaign within the broader historical landscape. Recognizing the historical backdrop helps campaigners anticipate challenges, comprehend the evolution of societal attitudes, and strategically position their advocacy within the broader narrative.

Use Credible Sources and Cross Reference: When delving into historical aspects, it’s essential to rely on credible sources. Cross-referencing information from multiple trustworthy sources helps ensure accuracy and reliability. This approach contributes to a more nuanced and well-informed understanding of the historical context.
Consult Experts and Peer Reviewed Articles: Engaging with experts on the topic or reading critical articles that examine the intersection of the problem with historical events adds depth to your research. Experts can provide valuable insights, and critical articles offer nuanced perspectives that may not be apparent in mainstream narratives.

A tip we suggest is having some guiding questions for your research, otherwise you will take a dive into the internet and feel pretty overwhelmed, build them and refine them as you choose! Some of the key questions that we propose to guide your research are:

What are the significant historical events or milestones related to our issue?
How have past policies or legislation influenced the current state of affairs?
Are there specific cultural or social norms that have emerged from historical events and continue to impact the issue?
How extensively have politicians discussed the issue?
Which civil society organizations actively work on addressing the issue?
Has the issue consistently been on the public agenda in recent years?
How widely is the issue known among the general population?
Historically, was the issue considered taboo or stigmatized?
Over the years, has the situation regarding the issue worsened or improved?

Step 1

Using the tools we have provided, perform a Historical Context Analysis and complete the Actor Mapping with a focus on mapping relevant actors who can support your research (political institutions, organizations, research institutions)

Step 2: SOCIO-CULTURAL

Understanding the beliefs of different perspectives related to the problem is crucial for conducting a comprehensive context analysis of social norms. The main objective is to identify the NARRATIVES around the social issue. There are many ways of researching this, including reviewing relevant research already conducted. However, specially for this section, going to the source might be your best solution. Here are some suggestions:

Surveys & Interviews: Try using both structured surveys and open-ended interviews to allow for a more grounded understanding of the problem and a systematic review of the data collected. Sources: Link to article on Interviews in the social sciences
Review Media Coverage: Analysing media coverage related to the problem helps identify the narratives, biases, and framing that influence public opinion. Skim through news articles, opinion pieces, and editorials, you can discern dominant discourses and highlight biased perspectives.
Review Academic Research.
Monitor Social Media Platforms: Monitoring discussions, comments, and trends on social media, and forums to uncover the range of beliefs held by different segments of the population.

MONITORING SOCIAL MEDIA

Whether it’s support from allies or challenges from opposition, understanding the nature of conversations surrounding your topic is crucial. Stay attuned to the diverse discussions unfolding across social platforms. Some key tips for you to follow are:

Define Cultural Relevance: Clearly define the cultural aspects you want to analyse. Whether it’s attitudes, beliefs, or cultural practices, understanding the cultural context is crucial for effective social media monitoring.
Identify Cultural Keywords: Choose keywords and hashtags that are culturally relevant to your analysis. These should reflect terms commonly used in discussions related to your campaign’s socio-cultural context.
Diversify Platforms: Ensure that your social media monitoring covers a range of platforms popular within the cultural context you’re studying. Different demographics may prefer specific platforms, so a diverse approach is essential
Do research with keywords used by the opposition
Monitor how public opinion leaders (politicians, social media influencers, public figures) are addressing the issue.
Read how young people are commenting and discussing

Step 2

Define what data collection points your campaign needs. Consider: What different methods will you use for researching sociocultural context on the issue? Who do you need to focus on? Which platforms will you use? Go back to your actor mapping and from your context analysis identify relevant actors. Think about how people are talking about the issue, the emotions and opinions, we will come back to them later.

Step 3: MEDIA COVERAGE

Mapping the media landscape provides a comprehensive understanding of how the social issue is portrayed, discussed, and disseminated across various channels. This analysis informs the campaign strategy by identifying opportunities for media engagement, potential challenges, and areas for intervention or advocacy. It’s important to distinguish that in reviewing media coverage the most important part is to identify actors (allies or opposition) so focus on what are the official media narratives and the actors behind them.

KEY STEPS

1. Identify Key Media Outlets:

Traditional Media: Identify prominent newspapers, magazines, television channels, and radio stations. Consider both national and local outlets. Note their reach, readership, or viewership.
- Online Media: Explore influential online media platforms, news websites, and digital publications. Take note of their audience demographics and engagement levels.

2. Coverage of the Social Issue:

Content Analysis: Conduct a content analysis of media coverage related to the social issue. Examine news articles, features, opinion pieces, and editorials. Identify recurring themes, narratives, and framing.
- Tone and Framing: Assess the tone of media coverage—whether it is supportive, critical, or neutral. Analyse how the social issue is framed in terms of language, imagery, and emphasis.
- Visibility of the Issue: Evaluate the visibility of the social issue across different media channels. Consider whether it receives sufficient coverage or if it’s marginalized or sensationalized.

3. Media Ownership and Bias:

Ownership Structures: Investigate the ownership structures of major media outlets. Understanding ownership can provide insights into potential biases or editorial perspectives.
- Political and Commercial Influences: Examine the potential political or commercial influences on media coverage. Identify instances where political affiliations or economic interests may shape narratives.

4. Media Audience:

Audiences: Analyse the audiences of different media outlets. Consider the demographic characteristics and preferences of audiences reached by various platforms.
- Audience Engagement: Explore how audiences engage with media content related to the social issue. Assess comments, shares, and reactions on social media to gauge public sentiment.

Step 3

Use Google Scholar or other peer-reviewed tools to identify the media landscape analysis of your context. Make a list of media outlets that have covered the topic and skim through different opinions. Research articles that refer to your topic on social media to determine some beliefs or biases.