Available in 2022
Course code



10 units


6000 level

Course handbook


Examines cultural issues relating to communication networks and interactive multimedia, from both historical and contemporary perspectives. It also 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 operating within cultural frameworks. Students will examine these issues by engaging with digital media production and analysis.



  • Trimester 1 - 2022

Learning outcomes

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

1. Outline traditional communication theories relative to an understanding of the study of audiences;

2. Explain the differences between quantitative and qualitative audience measurements;

3. Describe the production of digital media texts within culturally specific frameworks;

4. Gain an advanced understanding of the role of audience contribution to e-culture environments;

5. Utilise written, verbal and visual communication through new and emerging digital technologies.


  1. Traditional audience theories.
  2. Research methods for audience study.
  3. Cultural, philosophical and social frameworks for audience study.
  4. Digital media and audience analysis.
  5. Network currency and audiences.
  6. Popular media and audience participation.
  7. Media texts and audience effects.
  8. Special interest audiences.  

Assumed knowledge

The course will assume that students have no previous knowledge of this field of study; however, it is assumed that students have a basic level of computer literacy.

Assessment items

Journal: Journal - 40%

Written Assignment: Reading Critique and Theoretical Application - 30%

Presentation: Critical Analysis of Website Participation - 30%

Contact hours


Self-Directed Learning

Online 3 hour(s) per Week for Full Term

The University of Newcastle acknowledges the traditional custodians of the lands within our footprint areas: Awabakal, Darkinjung, Biripai, Worimi, Wonnarua, and Eora Nations. We also pay respect to the wisdom of our Elders past and present.