Flipping the Audience Script An Activity That Integrates Research and Audience Analysis

This article describes a flipped classroom activity that requires students to integrate research and audience analysis. The activity uses Twitter as a data source. In the activity, students identify a sample, collect customer tweets, and analyze the language of the tweets in an effort to construct k...

Full description

Saved in:
Bibliographic Details
Published inBusiness and professional communication quarterly Vol. 79; no. 1; pp. 28 - 53
Main Authors Lam, Chris, Hannah, Mark A.
Format Journal Article
LanguageEnglish
Published Los Angeles, CA SAGE Publications 01.03.2016
Subjects
Audience Analysis
Business Communication
Class Activities
Computer Mediated Communication
Content Analysis
Curriculum Implementation
Data Analysis
Educational Practices
Integrated Activities
Profiles
Social Media
Teaching Methods
Transcripts (Written Records)
Tutorial Programs
flipped classroom
Twitter
data analysis
audience analysis
social media
research
Online AccessGet full text

Cover

More Information
Summary:This article describes a flipped classroom activity that requires students to integrate research and audience analysis. The activity uses Twitter as a data source. In the activity, students identify a sample, collect customer tweets, and analyze the language of the tweets in an effort to construct knowledge about an audience’s values, needs, and attitudes. The article first presents an overview of audience analysis frameworks. It then presents a step-by-step tutorial for integrating the activity. The authors also provide business communication instructors with resources for implementing the activity including video lectures, handouts, and instructional guides.
ISSN:2329-4906
2329-4922
2329-4922
DOI:10.1177/2329490615593372