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2022/23 Undergraduate Module Catalogue

COMM3260 Understanding the Audience

20 creditsClass Size: 48

Module manager: Dr Nancy Thumim

Taught: Semester 1 (Sep to Jan) View Timetable

Year running 2022/23

This module is not approved as a discovery module


The 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.

Learning outcomes
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 understanding of the key concepts, issues and research practices associated with audience studies
3. Make reference to key texts from the field of audience studies to discuss and write about media audiences.
4. Describe and contribute to debates about media audiences


Lecture will address the history of the field audience studies, as well as contemporary debates. Lecture topics will include audiences and the popular, audiences from a political economy perspective and multi-platform convergence: implications for
Studying audiences. Seminars will consist of activities and discussions developed to ensure students’ understanding of lecture material and assigned readings.

Teaching methods

Delivery typeNumberLength hoursStudent hours
Private study hours180.00
Total Contact hours20.00
Total hours (100hr per 10 credits)200.00

Private study

Private study time should be used for seminar preparation, researching, preparing and writing the written assignments.
70 hours assessment preparation
110 – reading, critical discussion in groups, following up materials in databases

Opportunities for Formative Feedback

Attendance will be monitored at lectures and seminars. Office 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 essay outlines submitted in advance of the assessed essays.

Methods of assessment

Assessment typeNotes% of formal assessment
Essay1 x 2,500 - 3000 words50.00
Essay1 x 2,500 - 3,000 words50.00
Total percentage (Assessment Coursework)100.00

Normally resits will be assessed by the same methodology as the first attempt, unless otherwise stated

Reading list

There is no reading list for this module

Last updated: 29/04/2022 15:23:01


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