Analyzing Blending Social and Mass Media Audiences through the Lens of Computer-Mediated Discourse

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Author(s): Asta Zelenkauskaite (Drexel University, USA)
Copyright: 2014
Pages: 23
Source title: Innovative Methods and Technologies for Electronic Discourse Analysis
Source Author(s)/Editor(s): Hwee Ling Lim (The Petroleum Institute-Abu Dhabi, UAE)and Fay Sudweeks (Murdoch University, Australia)
DOI: 10.4018/978-1-4666-4426-7.ch014

Keywords: Digital Communications / Information Science Reference / Literacy and Language Studies / Media & Communications

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Abstract

This study illustrates advantages and applications of a mixed-method approach that includes quantitative computer-mediated discourse analysis (CMDA) and automated analysis of content frequency. To evaluate these methodologies, audience comments consisting of Facebook comments and SMS mobile texting to Italian radio-TV station RTL 102.5 were analyzed. Blended media contents through computer-mediated discourse analysis expand horizons for theoretical and methodological audience analysis research in parallel to established audience analysis metrics.

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Analyzing Blending Social and Mass Media Audiences through the Lens of Computer-Mediated Discourse

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