The advent of Information and Communication Technologies (ICT) has created new realities for the media as well as other organizations around the globe. The traditional ways of production, distribution and consumption of contents, especially news, are constantly being reshaped- redefined. Media as well as other organizations around the globe now have a critical need for connecting with audiences on digital platforms to increase impact in literally everything- be it sales or community cohesion. As such, knowing the answers to the following questions have become mandatory to all media organizations: (1) Who are the people who make up digital audiences? (2) How do digital audiences behave? (3) Why is it important to research, identify and monitor digital audiences and their engagement with your organization?
The course covers the very essence of the digital audience, exploring how community, consumer, social psychology and theory converge on digital platforms and social networks. Through interactive discussions and case-study analyses, the course teaches how audiences differ across industries and platforms, the elements that engage or dissuade users, and how media organizations use audience data to manipulate growth strategies. The students are required to submit a case study related to digital audience in Bangladesh.- Teacher: Mr. Andalib Rubayat