The Golden Age of Data: Media Analytics in Study Practice [Hardcover]

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.

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

JelCå