This course introduces students to the theories and techniques of data analysis for monitoring and understanding media behavior and public opinion. While theories of statistics, communication, media effects, and public opinion will be reviewed, the emphasis is on hands-on analysis and presentation of data. The objectives are two-folds 1) facilitate data-based policy making and decision making in government and cooperate settings; 2) facilitate data-based theory building in both applied and academic settings.

CILO-1: Explain cutting-edge theories and techniques related to big and natural data analysis in media and opinion studies. CILO-2: Apply analytics tools and methods to identify and explain the patterns of real media data. CILO-3: Complete a term project by the end of the course, which he or she may develop further into the master’s project for graduation.