2022/23 Taught Postgraduate Module Catalogue
COMM5260M Understanding the Audience
30 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 an Elective
Module summaryThe module looks at the field of audience studies, considering both its history and contemporary debates about changing audience practices. Lecture topics include: Audiences and the popular, audiences from a political economy perspective, convergence and datafication implications for audiences. Seminars consist of activities and discussions developed to ensure students’ understanding of lecture material and assigned readings.
ObjectivesThe module 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.
1. Critically evaluate audience research and audience data from a range of sources and approaches, 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 critical debates about media audiences.
Lectures will address the history of the field of audience studies, as well as contemporary debates. Lecture topics will include audiences and the popular, audiences from a political economy perspective and implications of convergence and datafication for audiences
Seminars will consist of activities and discussions to ensure students’ understanding of lecture material and assigned readings.
|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 studyPrivate study time should be used for seminar preparation, researching, preparing and writing the written assignments.
Opportunities for Formative FeedbackIn weekly seminars – required.
In office hours – optional.
Via assessment 1 which is returned with feedback before the submission of assessment 2.
Methods of assessment
|Assessment type||Notes||% of formal assessment|
|Reflective log||1500-2000 words||40.00|
|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: 03/10/2022
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