Business and Professional Communication Quarterly Mar 2016

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

Chris Lam University of North Texas ; Mark A. Hannah Arizona State University

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.

Journal
Business and Professional Communication Quarterly
Published
2016-03-01
DOI
10.1177/2329490615593372
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Open Access
Closed
Topics
professional writing social media
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Citation Context

Cited by in this index (7)

  1. Sharma et al. (2025)
    A Decade of Business and Professional Communication Quarterly : A PRISMA Guided…
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  5. Robles et al. (2019)
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CrossRef global citation count: 10 View in citation network → Build reading path →

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