The Golden Age of Data: Media Analytics in Study & Practice, 1st Edition (Hardback) book cover

The Golden Age of Data

Media Analytics in Study & Practice, 1st Edition

Edited by Don Grady


258 pages | 65 B/W Illus.

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Hardback: 9780367227913
pub: 2019-10-15
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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 - Media Analytics: Study and Practice

1. Understanding Audiences and an Age of Media Analytics, Don A. Grady, Elon University; Chair, BEA Research Symposium

2. The New Age of Media Analytics, Lee Rainie, Director, Internet, Science, Technology, Pew Research Center

Part II - Curriculum and Instruction: Teaching Legacy and Social Media Analytics

3. Teaching Legacy and Social Media Analytics, Ann Hollifield, University of Georgia

4. Cultivating Analytics Proficiency in Communication Undergraduates: A Sequence of Social Media Active Learning Experiences in an Applied Research Class, Jennifer Robinette, Marist College

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, Elon University

6. Integrating media Analytics across the Journalism and Mass Communication Curriculums: Digital and Social Opportunities, Miao Guo, BallState University

7. The Back Story: Thoughts on Data Visualization Teaching Content, Dianne Finch, Data Visualization Consultant

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, Elon University

Panelists: Dan McDonald, Vice President for Research, National Association of Broadcasters; Bill McDowell, Past Vice President for Research, Raycom Media Inc.; Ed Cohen, Vice President for Ratings and Research, Cumulus Media

9. Media Research in Transition: Applying Micro-Level Audience Data to Macro-Level Decision-Making, Kathleen Stansberry, Elon University

Panelists: Jack MacKenzie, Executive Vice President and Market Lead, Media & Entertainment Group, PSB Research; Patricia Marsden, Enterprise Research and Insights Manager, U.S. Bank; Jamal Salmon, Vice President, Research & Analytics Marketing, Paramount Pictures; Vincent Bruzzese, Head of Marketing and Strategy, Solstice Studio

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, Elon University

11. Measurement Uncertainty in the Pursuit of Audience Engagement, Jacob Nelson, Arizona State University

12. Engagement Metrics that Matter, Dale Blasingame, Texas State University

13. Winning over Fans: How Sports Teams Use Live-Tweeting to Maximize Engagement, Bryan Anderson and Qian Xu, Elon University

14. A Gentle Introduction to R for Numerical Analysis and Visualization, Byung Lee, Elon University

Part V Media Analytics: Undergraduate Research

15. Using multiple aspects of data to contextualize findings from analytics: Lessons from student work, Amanda Sturgill, Elon University

16. Using Analytics to Assess the AltGov vs. Official Government on Twitter, Drew Scott, Elon University

17. Comparing Type 1 and Type 2 Diabetes Online Communities: A Natural Language Processing Study, Rachyl Jackson, Elon University

18. #ThisIsWe: a content analysis of live tweets of This is Us, Madeline Hagy, Ansley Hamilton and Caroline Miller, Elon University

Part V - Contributors


About the Editor

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, 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.

Subject Categories

BISAC Subject Codes/Headings:
LANGUAGE ARTS & DISCIPLINES / Communication Studies