TORONTO, May 24, 2013 /CNW/ - A recent study of global media coverage of
Toronto indicates that the latest crisis involving Mayor Rob Ford has
had little impact on the city's reputation. The study of 29 major
newspapers from North America, Europe and Asia ranks the Rob Ford video
story ninth among events in Toronto that have attracted global media
attention over the last year, and the Mayor is mentioned in only one
per cent of the city's total profile.
"There's no question that the Rob Ford video story has attracted
international media attention, but it's a stretch to claim, as some
have, that Toronto's reputation has been seriously hurt by it," argues
Dr. Andrew Laing, director of Cormex Research's MediaLAB project and
author of the study. "Many Canadians don't realize the extent that
Toronto is in the news globally every day," Dr. Laing added, "and in
terms of impact, the Rob Ford scandal is neither the city's biggest
story, nor its most negative story."
The study measured results based on the number of people likely to have
viewed a news story about Toronto in the last twelve months, concluding
that the Toronto International Film Festival was, by far, the city's
biggest source of global exposure, generating almost 30% of the city's
media profile, followed by the University of Toronto. The most negative
story for the city in the past year was the VIA Rail train terrorist
plot. Almost 75% of the coverage of the city was favourable, compared
to only 13% negative.
"Mostly what people see about Toronto is pretty good, with its arts
scene and universities leading the way," Dr. Laing added, noting that
46% of Toronto's coverage involves arts and entertainment, while a
further 15% concerns research and education.
The study is among the first issued by Cormex MediaLAB, a public,
nonpartisan project that conducts research into how the media cover
top-of-mind issues. Some of its recent reports include a global review
of the language used to describe of Canada's bitumen sands resource in
other countries, and a report on the return of the term "Trudeaumania"
used by some members of the Canadian media to frame the new federal
Liberal leader Justin Trudeau.
A link to the full study, Measuring the Global Media Profile of Toronto, can be found at www.cormex.com/medialab_reports/MAY2013_TORONTO.PDF.
For more information about MediaLAB, visit the website at www.cormex.com/medialab.
Cormex Research is Canada's leading media content measurement and
analysis firm, serving the country's top private, public and non-profit
organizations since 1989.
PDF available at: http://stream1.newswire.ca/media/2013/05/24/20130524_C9927_DOC_EN_27045.pdf
SOURCE: Cormex Research
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