“Not See the Forest for the Trees.” The Significance of Context in Media Monitoring Capabilities from a Comparative Perspective

This article presents the upgraded Organic Multilevel Model 2.0 (OMM2) initially proposed by Oller in 2016. OMM2 underlines organic analysis principles, focusing on dynamic, comparative and diverse perspectives. It offers a methodology tailored for studying communication and media in developing nations, especially those with evolving intermedia journalistic cultures, emerging or fragile democracies, and autocratic governance. Particularly applicable to nations recently joining the EU, like those in Southern, Central, and Eastern Europe (SCEE), OMM2 aids in analyzing journalism, media monitoring, and political communication in these regions. These countries, often characterized by political upheaval and historical events like colonialism (e.g., Eastern Bloc), are the focus of the MEDIADELCOM project. Media assessment entities in these areas are part of a larger network encompassing diverse societal facets. In the SCEE context, deliberative communication signifies collective decision-making through public discourse, recognizing diverse opinions. Utilizing OMM2 for a comparative study of media monitoring is crucial to comprehend deliberative discussions in these EU-associated European democracies.