ABSTRACT
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.
TABLE OF CONTENTS
part I|2 pages
Media Analytics
part II|2 pages
Curriculum and Instruction
chapter 4|15 pages
Cultivating Analytics Proficiency in Communication Undergraduates
chapter 5|14 pages
Equipping the Media Analytics Toolbox
chapter 6|18 pages
Integrating Digital Analytics across the Journalism and Mass Communication Curricula
part III|2 pages
Applied Data-driven Decision Making in the Real World of Local Media
chapter 9|10 pages
Media Research in Transition
part IV|2 pages
Analysis and Interpretation
part V|2 pages
Media Analytics