This book summarizes 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, and the use of media analytics to answer meaningful questions, drive content creation, and engage with audiences, and more.
This book summarizes 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, and the use of media analytics to answer meaningful questions, drive content creation, and engage with audiences, and more.
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.
Inhaltsangabe
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
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
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