Learning outcomes

After completing the course students will understand:
• Essential knowledge about audience research today
• How audiences of various kinds in different locations perceive and use media content and services
• Characteristic change in the way media are managed by audiences
• Implications for managers of media firms

Contents

Students learn about how people are using media goods and services today, and how that is both the same and different in the historic
context. Lectures also highlight changing perceptions of media, emphasising what that implies for meeting expectations and accommodating variation in preferences. Coursework encourages developing more nuanced understandings in a comparative framework that offers contrasts between legacy media and new media, audiences and users in key segments (e.g. younger versus older, men versus women), and in different countries (i.e. international comparison).

Teaching methods

Teaching method	Contact	Online
Lectures	21 h	0 h

There will be guest lectures from the industry.

Teaching language

English

Evaluation and evaluation criteria

Numeric 1-5.
Class attendance (1 ECTS), readings and term paper (2 ECTS), team-based project (2 ECTS).

Study materials

• Napoli, Phillip (2010) Audience Evolution: New Technologies and the Transformation of Media Audiences. NY: Columbia University Press. 

• Sullivan, John L. (2012) Media Audiences: Effects, Uses, Institutions and Power. Thousand Oaks, CA: SAGE Publications. 
• Packet of contemporary readings from academic journals and books, trade press sources, international news magazines, and on-line reports.

Belongs to following study modules