1st Edition

The Golden Age of Data Media Analytics in Study & Practice

Edited By Don Grady Copyright 2020
    300 Pages 63 B/W Illustrations
    by Routledge

    298 Pages 63 B/W Illustrations
    by Routledge

    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.



    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




    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.