MEASURING MEDIA IMPACT:THE SECOND SURVEY

The paper concerns the assessment of the impact of the media on knowledge about the event, the analysis of the ways in which people put the information to use, their learning strategies, and the characteris- tics of the various segments of the population which participated in the survey. To achieve those results, after a descriptive analysis treatment, answer trees technique is applied to identify the "knowledge profiles". The tree allows to identify the most interesting profiles rapidly. A second aim of this work is to know what information is communicated, how the media treat demographic information, the balance given to articles and broadcasts, how deeply questions are probed.