Reaching Audiences: Exploring Opportunities in Hispanic Media and Market Research

Asta Zelenkauskaite is Assistant Professor of Communication at Drexel University. Her research includes the intersection between social media and mass media. Dr. Zelenkauskaite's research focuses on understanding online user behaviors user-generated content contribution, content selection practices, and value extraction by utilizing theoretical frameworks of interactivity, gatekeeping, and Big Data. Her research focuses on providing critical position regarding data abundance and social media to users, listeners, audiences and citizens to advocate for the users' emergent practices rather than mere monetization of Big Data. To do so, she has researched the emergent user interaction practices in cross-platform social media settings and us content contributions radio and television. She is currently working on theoretical frameworks on the interplay between user empowerment and gatekeeping processes in the context of social media and its integration in mass media. Hercollaborative research includes studies that focus on user-centric approach to Big Data, comparative social media platform analysis of user interaction, among others.

Given her expertise in the intersection of communication, information science, and linguistics Dr. Zelenkauskaite utilizes a multi-method approach to analyze changes that social media bring to mass media landscape – the content, audiences, and media companies.

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