The Osservatorio di Pavia is engaged in the analysis of new and old media, communication studies, media law and policies. The services provided target public institutions, private companies, press offices, branding experts.


The Osservatorio disposes of a wide range of monitoring tools able to combine the study of traditional media (TV, radio, press) and new media (websites, online press, blogs and social network sites). These tools are able to define in a precise and complete manner the trend and scenarios within which individual or collective actors, firms, institutions, brands and products operate. Media monitoring outputs and reports represent key instruments to identify strengths and weaknesses of communication strategies, manage crisis and elaborate communication plans and programmes, evaluate trends and characteristics of communication.


The Osservatorio carries out in-depth analysis on media image and online/offline reputation of brands, products, services, issues, public figures, institutions. The tools adopted for cross-media analysis allow to obtain punctual and systematised in formation on brand and corporate reputation, lexical profile, thematic contexts, values, connotations, consumers’ insight, competitors and stakeholders profile.


The Osservatorio carries out studies on social media content. Online conversations are analysed so to provide relevant information measuring content effectiveness, identify trends, and inform communication strategies.


The Osservatorio is engaged in a number of research and advocacy projects at national and international level. Key themes of interest include political and social pluralism, gender, multiculturalism, hate speech, public and institutional communication, minors’ protection. The results of the different projects are circulated and amplified through a number of public outreach activities such as awareness campaigns, seminars, workshops, roundtables, media production, digital PR and on-line campaigns.


The Osservatorio is engaged in training activities aimed at fostering media literacy of students and other targeted audiences. The training focuses on the understanding of media systems and its messages as well as on the promotion of informed consumption of media products


The Osservatorio is engaged in educational activities at various levels – practical, vocational, academic – on a variety of topics including inter alia: methodologies for media analysis, media regulation, communication and media studies, gender studies, public and institutional communication.


The Osservatorio’s tools offer the possibility to monitor in real time old and new media allowing institutions and firms to tune their strategies on the basis of the specific context and emerging challenges.  Osservatorio di Pavia offers the possibility to monitor in real-time TV, print, web and social media.