Semarang, 29 April 2026 – The Information and Public Relations Study Programme at the Vocational School of Diponegoro University has once again organised the third Undip Global Classroom (UGC) online via the Zoom platform. This UGC event is a collaborative, international learning initiative aimed at creating a learning experience at the University of Diponegoro. The event featured a lecturer from Universiti Malaysia Sabah (UMS), Dr Intan Soliha Ibrahim. The event focused on the theme “Audience Research in the Digital Era: Understanding Social Media Behaviour and Engagement” and was attended by 189 students and members of the academic community.
This activity aimed to broaden students’ understanding of audience research, which has evolved significantly in the digital era, particularly in analyzing social media user behavior and engagement levels. In her presentation, Dr. Intan explained that audience research today no longer focuses solely on the number of audiences, but also on their characteristics, behaviors, and motivations in interacting with digital content.
“In the digital era, audience research also helps us measure engagement more accurately and design more targeted approaches,” said Dr. Intan Soliha Ibrahim.
In addition, it was highlighted that technological advancements have transformed research methods from conventional approaches to data-driven digital analysis, enabling real-time observation. Audiences are now seen as active participants who not only consume content but also contribute to and create content across various digital platforms. The session also discussed various research methodologies and relevant theories, such as culture and engagement theory, encouraging students to understand the role of social media as a space for interaction and for shaping identity and community.
Rachela Belinda Fatharani, M.I.Kom, the moderator, stated that this event serves as an important platform for students to understand developments in audience research in the digital age.
“Audience research in the digital age no longer focuses solely on numbers, but on a deeper understanding of audience characteristics. Through this event, students are expected to utilize this understanding and apply it to develop communication strategies and content that are more targeted and relevant,” said Rachela Belinda Fatharani, M.I.Kom.
Through this activity, the Vocational School of UNDIP hopes to enhance students’ understanding of the importance of audience research in supporting communication strategies, content creation, branding, and policy-making in the digital era.