Specific program: Citizenship

Project objective: Multilinguism

Research team:

• Josu Amezaga Albizu (Principal Investigator) 
• Libe Mimenza Castillo 

Partner entities:

• Hekimen Euskal Hedabideen Elkartea (Project Leader)
• Universidad del País Vasco/Euskal Herriko Unibertsitatea

Total budget: 60,000.00 € (UPV/EHU: 18,000.00 €)

Funding amount:  30,000.00 € (UPV/EHU: 0.00 €)

Start date:  07/01/2021

End date: 31/10/2022

Project duration in months: 16 

Project Summary: BEHA seeks to evaluate the digital audience measurement system of the Basque media, on the one hand, and to update it, on the other. To this end, the Google Analytics 4 (GA4) tool launched in 2020 will be adapted and implemented. In fact, according to this global agent, this tool will replace the systems that have existed so far, and the changes that are taking place in cookie measurements will also rewrite the rules of the game. This change is intended to prepare the Basque media. It is actually a two-phase project, in which this document contains the first phase (pilot), while laying the foundations for the second.

The socialization of the digital environment has caused a major shock in the Basque communication ecosystem, and the crisis that has reached the media with digitisation has accelerated more strongly in recent years. Moreover, citizens "consumption habits have changed dramatically, especially in the last syndemic year:" This year has been the year of acceleration for transformation into a fully digital future "(Digital News Report, 2020). In this context, too, the digital measurement framework poses new challenges: on the one hand, the updating of the new version of the measuring system (GA4) used in October 2020, which involves marketing and expanding it (both in terms of software and variable characteristics), and on the other hand, the end of the cookie tracking system used so far (which will be the source of modification). It is therefore of the utmost importance to undertake the updating of the digital measurement of the Basque communication space, because the time demands it, but above all it will make it possible to know the entire Basque cross-border audience. The work will be based on knowledge of the situation, then on updating the system, and finally on reflection.

More information on the program:

Eurorégion Nouvelle-Aquitaine, Euskadi, Navarre (euroregion-naen.eu)