Intellectual Capital (IC) Measurement in the Mass Media Context

Abstract

Mass media is the key influencer of public opinion. The influence is not only limited to political and social, but also relates to organisational and economical reputation and brands. Within public opinion, organisations must manage how they are represented competitively within mass media so that they can develop their brand strategically to grow and compete in the current global knowledge economy. This is where the link to Intellectual Capital (IC) Measurement is significant. IC, as the sum of all an organisation's intangible assets drives a company's presence and value within the media, albeit related to human, structural or relational capital attributes. The measurement, therefore, of IC in the mass media context is invaluable to understand how a company is placed strategically and competitively in the external space, and how this links to internal activities, goals and outcomes. This paper is an attempt to address some of the issues related to IC measurements in the mass media context by suggesting a framework that provides a multi-disciplinary and holistic approach to the understanding and contextualising of the organisation's presence in the public space.