The Golden Age of Data
Media Analytics in Study & Practice
1st Edition
Published on 30. September 2021
Book
Paperback/Softback
300 pages
978-1-032-17643-7 (ISBN)
Description
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.
More details
Series
Language
English
Place of publication
London
United Kingdom
Publishing group
Taylor & Francis Ltd
Target group
College/higher education
Professional and scholarly
Postgraduate and Professional
Illustrations
63 s/w Abbildungen
63 Illustrations, black and white
Dimensions
Height: 229 mm
Width: 152 mm
Thickness: 16 mm
Weight
438 gr
ISBN-13
978-1-032-17643-7 (9781032176437)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Additional editions
Book
11/2019
1st Edition
Routledge
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E-Book
11/2019
1st Edition
Routledge
€60.49
Available for download
E-Book
11/2019
1st Edition
Routledge
€60.49
Available for download
Person
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.
Content
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
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