Abstract
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.
Original language | English (US) |
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Pages (from-to) | 28-53 |
Number of pages | 26 |
Journal | Business and Professional Communication Quarterly |
Volume | 79 |
Issue number | 1 |
DOIs | |
State | Published - Mar 2016 |
Keywords
- Audience analysis
- Data analysis
- Flipped classroom
- Research
- Social media
ASJC Scopus subject areas
- Business and International Management
- Business, Management and Accounting (miscellaneous)
- Arts and Humanities (miscellaneous)
- Economics, Econometrics and Finance (miscellaneous)