Find out how editors use web stats on audiences to set news content tomorrow here at…

“The Office of Research and Publication

invites you to the


Analyzing Web Analytics: How Newsrooms Use Web Metrics in News Construction and Why

By Edson C. Tandoc

Ph.D. Candidate and Fulbright Fellow
Missouri School of Journalism

UP CMC Auditorium, UP College of Mass Communication

08 January 2013, 4:30-5:30 PM


             “Online news is changing not only how users interact with the news for it has also provided journalists with new ways of learning more about the audience. Through web analytics, news organizations can collect and analyze the footprints that news users leave behind, offering immediate access to an unprecedented wealth of audience information. But how do journalists use this information about their audiences? Using the framework of field theory and the gatekeeping theory of news construction, I focus on how web analytics influences journalists’ conception of their audiences and how this conception influences their news work. A preliminary study I conducted in this area—a survey of news editors in the US—found that how much influence web metrics exert on the gatekeeping process depends on work practices and the role conceptions that news organizations embrace.



      “Edson C. Tandoc Jr. is a Fulbright Scholar and a PhD candidate at the Missouri School of Journalism where he has taught courses on news reporting (undergraduate), introduction to mass media (master’s), and qualitative research methods (master’s). His research is generally focused on the sociology of message production, particularly on the construction of news and social media messages. Since he started his doctoral studies in August 2010, he has given at least 24 conference presentations and won three top student paper awards. His research has appeared in the following journals: Cyberpsychology, Behavior and Social Networking; Asian Journal of Communication; Journal of Information, Technology and Politics; Social Indicators Research; Howard Journal of Communications; and Journalism Practice. He earned his undergraduate journalism degree from the University of the Philippines in 2003 and his master of mass communication degree from the Nanyang Technological University in Singapore where he was awarded the Media Development Authority Book Award in 2008. He also worked as a national reporter for the Philippine Daily Inquirer for six years.”


(Photo: avatar of Edson Tandoc, posterized by blog) 


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