What Do Employers Expect for Jobs Requiring Media Analytics? A Semantic Network Analysis of Job Descriptions of In-Person and Remote Positions During the COVID-19 Pandemic. (March 2023)

• Record Type: Journal Article
• Authors: Jiang, Ke; Xu, Qian; Afromsky, Ashleigh
• Is Part Of: Journalism & mass communication educator. Volume 78:Number 1(2023)
• Page Start: 5
• Page End: 24
• Publication Date: 2023-03
• Subjects: media analytics -- remote -- in-person -- semantic network analysis; Communication -- Study and teaching (Higher) -- United States -- Periodicals; Journalism -- Study and teaching (Higher) -- United States -- Periodicals; Mass media -- Study and teaching (Higher) -- United States -- Periodicals; 070.07
• DOI: 10.1177/10776958221135969
• Languages: English
• ISSNs: 1077-6958

Abstract

Using text mining and semantic network analysis, this study analyzed the job descriptions of 34, 787 positions about media analytics from Indeed.com to compare how the in-person and remote jobs differ to inform educators about integrating analytics in the media and communications curriculum. We found that the in-person positions emphasized more on the skills of verbal, interpersonal, and organizational communication, whereas the remote positions asked more for written communication. While the in-person positions had higher expectations of using general data management and analysis tools, the remote positions emphasized more on the use of social media analytics and digital marketing tools.