The University of Newcastle, Australia
Available in 2020

Course handbook


The onset of media convergence and the rapid uptake of new media platforms such as streaming services, has changed the way audiences interact with traditional media platforms such as television and radio. This course will examine 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.

Availability2020 Course Timetables


  • Semester 1 - 2020

PSB Singapore

  • Trimester 3 - 2020 (Singapore)

Learning outcomes

On successful completion of the course students will be able to:

1. Explain the role of the audience in the communication process.

2. Evaluate the theoretical approaches to the study of audiences.

3. Explain the differences between quantitative and qualitative audience measurements.

4. Describe various relationships that can occur between text/s and audiences.


Students will be introduced to the changing dynamics of audiences and content production through:

  1. Examining and critiquing differing theoretical approaches to the concept of what audience means in a range of social, cultural and mediated contexts.
  2. Interpreting analytic frameworks in which the notion of audience has been traditionally considered including quantitative and qualitative research methodologies.
  3. Investigate current trends in audience research using contemporary media products and environments.
  4. Recognise 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.
  5. Organise and compile an interview using current technological platforms such as smartphones

Assumed knowledge

CMNS1234 or an equivalent understanding of media theory and production.

Assessment items

Journal: Learning journal (40%)

Presentation: Presentation: Recorded Interview (25%)

Written Assignment: Tutorial paper (25%)

Participation: Participation (10%)

Contact hours

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 starting in week 2