Considers the way audiences are researched and positioned by media organisations and texts. Students study competing theories regarding the different ways audiences relate to media products and texts to meet individual needs, and the needs of producers and the media industries. Students will also explore specific instances of text/reader relationships as they apply to film, radio, popular music, print media and television and the Internet.
Availability2018 Course Timetables
- Trimester 1 - 2018 (Singapore)
- Trimester 2 - 2018 (Singapore)
- Semester 1 - 2018
On successful completion of the course students will be able to:
1. Explain the role of the audience in the communication process.
2. Outline differing theoretical approaches to the study of audiences and explain certain types of analytic frameworks available for the critical investigation of audiences and audience/text relationships.
3. Explain the differences between quantitative and qualitative audience measurements.
4. Describe various relationships that can occur between text/s and audiences.
- Audience Studies outlines differing theoretical approaches to the concept of what audience means in a range of social, cultural and mediated contexts.
- Analytic frameworks in which the notion of audience has been traditionally considered including quantitative and qualitative research methodologies.
- Current trends in audience research using contemporary media products and environments.
- Relationships between theoretical assumptions, production processes and cultural texts.
Specific topics include: mass and niche audiences, measuring audiences, media effects, soap operas, romance and audience, special interest audiences, audiences for the internet and multimedia.
CMNS1234 or an equivalent understanding of media theory and production.
Journal: Learning journal
Presentation: Presentation: Discussion leadership
Written Assignment: Tutorial paper
Callaghan and PSB Singapore
Face to Face On Campus 1 hour(s) per Week for Full Term
Face to Face On Campus 2 hour(s) per Week for 12 Weeks