Media Audiences (KSK_157)
About Study Course
Objective
The content and structure of the course was created with the aim of promoting understanding of the use of artificial intelligence-based language technologies in media audience research.. Main aims are as follows: to familiarise students with communication interaction processes between the message of media, public relations and advertising audience, emphasising among communication theories the media uses and gratifications theory, which explains the use of media and regularities in audience behaviour. During the course, understanding of formation and transformation of the audience of social networking platforms, the concept of mass audience will be studied, methods and approaches to audience research will be reviewed, with the help of which the efficiency of journalism, public relations and advertising can be determined. The study course offers a wide analysis of modern communication environment processes, evaluating traditional media, social media, the impact of algorithms, commercial and socially significant information from the audience's point of view.
Prerequisites
The course “Introduction to studies and speciality” has been mastered.
Learning outcomes
As a result of successful mastering of the study course students:
• Will describe the nature, typology, theoretical approaches to analysis of media and social media.
• Will tell and characterise the history and modern development processes of media audience.
• Will understand the media function and interaction within the audience.
• Will state goals and methods of media audience research in different areas of communication.
• Will state the use of language technologies un media sociology.
• Will understand concepts of media audience activity and passivity, interactivity.
As a result of successful mastering of the study course students will have obtained:
• Skill to evaluate and analyse types of media audience.
• Skill to differentiate and use media audience research methods.
• Skill to differentiate and evaluate the behaviour of multimedia audience.
• Skill to differentiate interactivity levels and functions in multimedia communication.
• Skill to analyse media audience research and approaches, including language technologies.
• Skills to interpret media use habits and their reasons.
• Skills to integrate understanding of modern audience in the process of multimedia communication.
As a result of successful mastering of the study course students will have obtained:
• Competence to evaluate the reality using information to evaluate media audience to achieve different goals of communication.
• Responsibility for the quality of information collected and provided for the evaluation of media audience, value and compliance of sources of information, as well as its eventual effects.
• Critical attitude to media audience research methods, content and form.
• Self-critical attitude to the value of information included in media audience data and its compliance with the needs of communication.
• Responsible, knowledge-based use of technologies in the process of evaluation and reaching media audiences.
