Business and Professional Communication Quarterly Mar 2016

Flipping the Audience Script

Chris Lam ; Mark A. Hannah

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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Topics
social media

Citation Context

Cited by in this index (6)

  1. Sharma et al. (2025)
    A Decade of <i>Business and Professional Communication Quarterly</i…
    Business and Professional Communication Quarterly
  2. Reinsch (2024)
    Teaching Audience Adaptation With Value Frameworks
    Business and Professional Communication Quarterly
  3. Tomlinson (2023)
    Feature on Teaching: Bringing an Entrepreneurial Lens to the Business Communica…
    Business and Professional Communication Quarterly
  4. Miller et al. (2020)
    Social media in professional, technical, and scientific communication programs
    Communication Design Quarterly
  5. Witte (2017)
    Tackling the Survey: A Learning-by-Induction Design
    Business and Professional Communication Quarterly
Show all 6 →
  1. Lam et al. (2017)
    The social help desk
    Communication Design Quarterly

Cites in this index (3)

  1. Albers (2003)
    Multidimensional Audience Analysis for Dynamic Information
    Journal of Technical Writing and Communication
  2. Hovde (2000)
    Tactics for Building Images of Audience in Organizational Contexts
    Journal of Business and Technical Communication
  3. BOCCHI (1991)
    Forming Constructs of Audience
    Journal of Business and Technical Communication
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CrossRef global citation count: 10 View in citation network →

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