2019/20 Taught Postgraduate Module Catalogue
COMM5260M Understanding the Audience
30 creditsClass Size: 32
Module manager: Dr. Nancy Thumim
Taught: Semester 1 View Timetable
Year running 2019/20
This module is not approved as an Elective
Module summaryThis module looks at the field of audience studies, considering both its history and contemporary debates about changing audience practices. Lecture topics will include: Audiences and the popular, audiences from a political economy perspective and multiplatform convergence and its implications for studying audiences. Seminars will consist of activities and discussions developed to ensure students’ understanding of lecture material and assigned readings.
ObjectivesThe course introduces students to the main approaches to understanding the relationship between audiences/users and media.
We will consider critically the development of the concept audience, exploring empirical research and theoretical arguments from a range of perspectives including how scholars have conceptualised the audience, how media industries view the audience, as well as, addressing contemporary debates about the usefulness of the category ‘audience’ in the contemporary media context.
On completion of the module students should be able to:
1. Critically evaluate audience research and audience data from a range of sources – both academic and practice-based
2. Demonstrate advanced understanding of the key concepts, issues and research practices associated with audience studies
3. Critically engage with key texts from the field of audience studies in the context of writing about media audiences.
4. Describe and contribute to debates about media audiences
|Delivery type||Number||Length hours||Student hours|
|Private study hours||280.00|
|Total Contact hours||20.00|
|Total hours (100hr per 10 credits)||300.00|
Private studyStudents will use private study time for independent studying, seminar preparation, reading, researching and preparing for the assessments
Weekly reading/seminar preparation: 68 hours
Research and planning for assessments: 212 hours
Opportunities for Formative FeedbackOffice hours will be available for students to come and discuss the module and assessment (e.g. essay plans) throughout the semester. Progress will also be monitored by performance in seminars and assessment preparation material.
Methods of assessment
|Assessment type||Notes||% of formal assessment|
|Essay||2500-3000 word essay||50.00|
|Essay||1 x 5000 word essay||50.00|
|Total percentage (Assessment Coursework)||100.00|
Normally resits will be assessed by the same methodology as the first attempt, unless otherwise stated
Reading listThere is no reading list for this module
Last updated: 11/09/2019
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