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Audience research and social media data : Opportunities and challenges

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proctor2015participations470.pdf (631.0Kb)
Date
05/2015
Author
Procter, Rob
Voss, Alexander
Lvov, Ilia
Keywords
Audience research methods
Social media
Big social data
Twitter
QA75 Electronic computers. Computer science
H Social Sciences
T-NDAS
Metadata
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Abstract
The widespread adoption of social media platforms and other information and communication technology innovations not only pose new challenges for audience researchers but also provide exciting opportunities to re-invigorate audience research as an academic topic as well as a practical pursuit. In this paper, we outline some general methodological issues that arise when seeking to exploit these opportunities, drawing on our experiences of using Twitter as a resource for measuring audience engagement with the BBC World Service (BBCWS) in the context of global media events, specifically the London Olympic and Paralympic Games in 2012 and the Sochi Winter Olympic Games in 2014. We conclude by arguing that social media are not simply a new source of data about audiences but a new forum for unprecedented interaction and collaboration with the audience and, in this respect, they are phenomena to be studied in their own right.
Citation
Procter , R , Voss , A & Lvov , I 2015 , ' Audience research and social media data : Opportunities and challenges ' , Participations: Journal of Audience Reception Studies , vol. 12 , no. 1 , pp. 470-493 .
Publication
Participations: Journal of Audience Reception Studies
Status
Peer reviewed
ISSN
1749-8716
Type
Journal article
Rights
Copyright The Authors 2015. This article is published open access at Participations http://www.participations.org/index.htm
Collections
  • University of St Andrews Research
URL
http://www.participations.org/Volume%2012/Issue%201/29.pdf
URI
http://hdl.handle.net/10023/6961

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