What is meant by Actor Role?

Actor Role is a way to measure the degree of control of the subject of analysis and is typically used in qualitative media analyses conducted by our media analysts at Retriever. The variable can thus be utilized as a metric for the subject's ability to disseminate its message and influence the content/media portrayal of the publicity. The options are main actor, secondary actor, and non-actor/mentioned. Typically:

  • The main actor is behind the publicity and/or dominates the article with lengthy/numerous quotes.
  • The secondary actor is not the driving force but one of several actors who are quoted.
  • Non-actors are mentioned but without being quoted.