Overview

Audience and media analytics is more important now than ever, and this latest volume in the cutting-edge BEA Electronic Media Research Series collects some of the top scholars working with big data and analytics today. These chapters describe the development and help define media analytics as an academic discipline and professional practice. Understanding audiences is integral to creating and distributing media messages and the study of media analytics requires knowing a range of skills including research methods, the necessary tools available, familiarity with statistical procedures, and a mindset to provide insights and apply findings. This book summarizes the insights of analytics practitioners regarding the current state of legacy media analysis and social media analytics. Topics covered include the evolution of media technologies, the teaching of media measurement and analytics, the transition taking place in media research, and the use of media analytics to answer meaningful questions, drive content creation, and engage with audiences.

Full Product Details

Author:   Don Grady ,  Ann Hollifield (University of Georgia, USA) ,  Amanda Sturgill
Publisher:   Taylor & Francis Ltd
Imprint:   Routledge
Weight:   0.530kg
ISBN:  

9780367227913

ISBN 10:   0367227916
Pages:   278
Publication Date:   28 November 2019
Audience:   College/higher education ,  Professional and scholarly ,  Tertiary & Higher Education ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Active
Availability:   In Print  
This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us.

Table of Contents

Preface Acknowledgements Series Editor's Foreword Part I Media Analytics: Study and Practice 1. Media Analytics and Audiences Don A. Grady 2. The New Age of Media Analytics Lee Rainie Part II Curriculum and Instruction: Teaching Legacy and Social Media Analytics 3. The Pioneers of Media Analytics in Higher Education C. Ann Hollifield 4. Cultivating Analytics Proficiency in Communication Undergraduates: A Sequence of Social Media Active Learning Experiences in an Applied Research Class Jennifer Robinette 5. Equipping the Media Analytics Toolbox: A Study of the Skills Required for Entry and Mid-Level Media Analytics Jobs Kathleen Stansberry and Madison MacKenzie 6. Integrating Digital Analytics across the Journalism and Mass Communication Curricula: Metrics, Tools, and Service Learning Miao Guo 7. The Data Backstory: Thoughts on Data Visualization Teaching Content Dianne Finch Part III Applied Data-driven Decision Making in the Real World of Local Media 8. Research Data in the Real World of Local Media Don A. Grady; Panelists: Dan McDonald, Billy McDowell, and Ed Cohen 9. Media Research in Transition: Applying Micro-Level Audience Data to Macro-Level Decision-Making Kathleen Stansberry; Panelists: Jack MacKenzie, Patricia Marsden, Jamal Salmon, and Vincent Bruzzese Part IV Analysis and Interpretation: Researching Content and Audiences using Media Analytics 10. Prevalence of Media Analytics Content in Accredited Colleges and Universities Jane O’Boyle and Amanda Sturgill 11. Measurement Uncertainty in the Pursuit of Audience Engagement Jacob L. Nelson 12. Engagement Metrics that Matter Dale Blasingame 13. Winning over Fans: How Sports Teams Use Live-Tweeting to Maximize Engagement Bryan Anderson and Qian Xu 14. A Gentle Introduction to R for Numerical Analysis and Visualization Byung Lee Part V Media Analytics: Undergraduate Research 15. Learning about Audiences In-depth: Complementing Analytics with other Research Amanda Sturgill 16. Using Analytics to Assess the AltGov vs. Official Government on Twitter Andrew J. Scott 17. Comparing Type 1 and Type 2 Diabetes Online Communities: A Natural Language Processing Study Rachyl E Jackson 18. #ThisIsWe: A Content Analysis of Live Tweets of This is Us Madeline Hagy, Ansley Hamilton, and Caroline Miller Contributors Index

Reviews

Author Information

"Don A. Grady, Ph.D., is an Associate Dean and Associate Professor in the School of Communications at Elon University. He served as chair of the BEA Research Symposium (""The Golden Age of Data: Big Data and Media Analytics"") in April 2018, and panel chair for the BEA Media Analytics Roundtable (""Media Analytics: Tracking Audiences in an Evolving Media Landscape"") in April 2016. He has numerous years of administrative leadership, teaching, and professional experience in broadcast journalism, radio, and television. He regularly teaches a senior capstone research course, oversees the publication of an online undergraduate research journal, and helped to guide the development of an undergraduate major in media analytics. He has given numerous workshops and presentations, and regularly published articles on the assessment of student learning. Grady is a former twice elected representative on the Accrediting Council on Education in Journalism and Mass Communications. He has a M.A. in Communication and the Ph.D. in Mass Communication Research from UNC-Chapel Hill."

Tab Content 6

Author Website:  

Customer Reviews

Recent Reviews

No review item found!

Add your own review!

Countries Available

All regions