Communication in American Universit ies. A Communication Audit with Web and Content Analyses Cale Homuth North Dakota State University. Situation. Digital communication is progressive and innovative
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A Communication Audit
with Web and Content Analyses
North Dakota State University
Digital communication is progressive and innovative
American Universities use a multitude of communication tools to tell their stories
New Social Media
Limited research exists
American Universities may be theaters for communication use, but limited empirical and critical studies of their communicative tools’ development exists
To understand how American colleges employ and adopt digital communication
Utilize a case study of the Fargo-Moorhead area’s Tri-College to appraise effectiveness of communicative tools in American Colleges
To understand the nature of traditional and new social media communication in the Tri-College University through a communication audit
To understand/determine/assess the relative weight the Tri-College institutions place on the traditional and new social media
To examine how well the institutions make use of websites through an empirical and critical content analysis of their websites
What is the nature of traditional and
new social media communication uses of the Tri-College?
What is the relative weight placed on the new social media utilized by the Tri-College?
How well has the Tri-College made use of websites? (Through content analysis of each institution’s website)
Review of pre-existing research and application of communication audits as a legitimate form of content analysis for research
Evaluate any research conducted as a communication audit or content analysis of digital communication tools in the American Colleges
Content Analysis - Quantitative
Content Analysis – Critical Qualitiative
http://www.concordiacollege.eduCaptured 4/19/14Concordia College
Although results have not been gathered just yet as the data collection strategies are still occurring,
literature review shed light on categories to grade media by to measure which work best for what tasks to characterize communication in the American College system.
Further deductions will require results being analyzed and verified through triangulation and both reliable and valid measures.
i.) Data Collection
1.) In-Depth Interviews
2.) Focus Groups
3.) Quantitative/Qualitative Content Analyses (Web Analysis)
ii.) Literature Review
iii.) Drawing Warrants and Conclusions upon Results
iv.) Publishing and Applying New Knowledge