Atlas Lab About

About the Lab

The Atlas Lab at the University of Florida College of Journalism and Communications is a recognition that digital media has become a primary channel for our civic and commercial dialogue, and a powerful communications platform in advertising, news and public relations.

Fueled by sophisticated, AI-driven digital media analysis tools, the lab provides students with invaluable, real-world experience in data analytics, researchers with a treasure trove of data to develop new insights for industry, and best-in-class tools to help our immersion venues provide additional value to customers and the community.

Students, faculty and staff will be able to:

  • Analyze social media, print and digital global news, eCommerce reviews, customer feedback landscapes, financial-market data, and first-party data integrations across platforms
  • Identify emerging social, political and cultural trends
  • Monitor and analyze media coverage on an unlimited number of topics
  • Track the health and perception of brands
  • Identify the influencers who are driving message dissemination
  • Test product and message concepts and approaches

About the Director

Dr. Nathan Carpenter

Lab Director Nathan Carpenter, Ph.D., is responsible for leading the lab’s operations, insights/analysis, and engagement with key stakeholders. He facilitates research, instruction and immersion opportunities, external partnerships around social media listening and engagement, and grant funding. Carpenter also provides thought leadership around social media listening data collection and strategy to academic and professional communities.

Prior to his role as Atlas Lab director, Carpenter was  director of Convergent Media for the School of Communication at Illinois State University, where he created and directed the University’s Social Media Analytics Command Center.