Big data and audience studies

In this course, you’ll dive into cutting-edge audience research, uncovering the shift from mass audiences to algorithmic ones — and what it means for media practices and business strategies. You’ll learn practical methods for analyzing audience data and engagement, while critically examining bias, sampling, and interpretation. Through real-world cases in social media, platform logic, and algorithmic systems, you’ll discover how audiences are shaped, measured, and valued in today’s media markets. With a strong focus on ethics, democracy, and sustainability, the course equips you to navigate the responsibilities of media entrepreneurship in a data-driven world.