ERIC Number: EJ1094123
Record Type: Journal
Publication Date: 2016-Mar
Abstractor: As Provided
Flipping the Audience Script: An Activity That Integrates Research and Audience Analysis
Lam, Chris; Hannah, Mark A.
Business and Professional Communication Quarterly, v79 n1 p28-53 Mar 2016
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.
Descriptors: Audience Analysis, Integrated Activities, Class Activities, Transcripts (Written Records), Computer Mediated Communication, Social Media, Content Analysis, Tutorial Programs, Business Communication, Profiles, Teaching Methods, Curriculum Implementation, Educational Practices, Data Analysis
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Publication Type: Journal Articles; Reports - Descriptive; Tests/Questionnaires
Education Level: N/A
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