Skip to main content

Media Audiences

Study Course Description

Course Description Statuss:Approved
Course Description Version:6.00
Study Course Accepted:26.10.2020
Study Course Information
Course Code:KSK_157LQF level:Level 6
Credit Points:2.00ECTS:3.00
Branch of Science:Communication Sciences; Communication TheoryTarget Audience:Communication Science
Study Course Supervisor
Course Supervisor:Anda Rožukalne
Study Course Implementer
Structural Unit:Faculty of Communication
The Head of Structural Unit:Anda Rožukalne
Contacts:Riga, 16 Dzirciema Street, kfkoatrsu[pnkts]lv, +371 67409183
Study Course Planning
Full-Time - Semester No.1
Lectures (count)8Lecture Length (academic hours)2Total Contact Hours of Lectures16
Classes (count)4Class Length (academic hours)2Total Contact Hours of Classes8
Total Contact Hours24
Part-Time - Semester No.1
Lectures (count)5Lecture Length (academic hours)2Total Contact Hours of Lectures10
Classes (count)3Class Length (academic hours)2Total Contact Hours of Classes6
Total Contact Hours16
Study course description
Preliminary Knowledge:
The course “Introduction to communication theories” has been mastered.
Objective:
To familiarise students with communication interaction processes between the message of media, public relations and advertising audience, emphasizing 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.
Topic Layout (Full-Time)
No.TopicType of ImplementationNumberVenue
1Concept of audience. Regularities of formation of audience.Lectures1.00auditorium
2Types of audience. Mass audience and changes in it.Lectures1.00auditorium
3Activity and passivity of audience. Audience of social media. New internet audience effect theories. Emotions of audience in social media.Lectures1.00auditorium
4Behaviour of audience in the process of use of audience. Media uses and gratifications theory, its meaning in the functionalism of media.Lectures1.00auditorium
5Use of media. Audiences of different media.Lectures1.00auditorium
6Phenomenon of interactivity. Virtual communities.Lectures1.00auditorium
7Approaches to audience research. Audience research methods, goals and data.Lectures1.00auditorium
8Innovative audience research methods. Audience research in Latvia and in the EU.Lectures1.00auditorium
9Analysis of media use using the “Media Day” format.Classes1.00auditorium
10Analysis of audience research in Latvia and in the EU, discussion about goals, data, results of research.Classes1.00auditorium
11Analysis, presentation of interviews of audience representatives.Classes1.00auditorium
12Reaching audience in social media, presentation of a project.Classes1.00auditorium
Topic Layout (Part-Time)
No.TopicType of ImplementationNumberVenue
1Concept of audience. Regularities of formation of audience.Lectures1.00auditorium
3Activity and passivity of audience. Audience of social media. New internet audience effect theories. Emotions of audience in social media.Lectures1.00auditorium
4Behaviour of audience in the process of use of audience. Media uses and gratifications theory, its meaning in the functionalism of media.Lectures1.00auditorium
6Phenomenon of interactivity. Virtual communities.Lectures1.00auditorium
7Approaches to audience research. Audience research methods, goals and data.Lectures1.00auditorium
10Analysis of audience research in Latvia and in the EU, discussion about goals, data, results of research.Classes1.00auditorium
11Analysis, presentation of interviews of audience representatives.Classes1.00auditorium
12Reaching audience in social media, presentation of a project.Classes1.00auditorium
Assessment
Unaided Work:
Seminar task 1: To prepare a presentation (7 – 10 minutes), which summarizes one media use day and media use trends, in a group (3 – 4 people) analyzing them in the context of global trends. Seminar task 2: Independently find and analyze various Latvian media and advertising audience researches (each seminar group should include research on press, TV, radio, Internet audience). Divide into groups (2 - 3 students), present the results of the research and analyze it in context with the acquired theoretical material. Each presentation includes the following sections: authors of the study, objectives, methods, structure of the study, main conclusions, correlation of the research data with other studies, analysis of the research data in the context of theoretical knowledge about media audiences. Each group is preparing a different research presentation !!! So groups have to coordinate their presentations with each other. Seminar task 3: 1) Each student carries out 3 interviews with different people in parallel to the course lectures and other lessons (list of questions in a separate file), summarizes his / her results and draws conclusions based on theoretical conclusions about media audiences (2000 words). 2) In groups (3 to 4 people), students summarize their interview results and present them, as well as analytical conclusions during the seminar, offering 5 to 10 insights into contemporary audience behavior paradoxes. Deadline for submitting seminar papers - before each seminar (there should be 4 seminar papers and presentations; requirements: to analyze the text of the theoretical literature, comparing it with processes in Latvia, practical works of the seminar are presented during the seminar). Seminar task 4: How do I reach my audience on social media? Task: Divide into groups to communicate with current (!) Student media broadcasts, rubrics, formats, platforms, ethereal personalities. Prepare 5 communication units (recordings, pictures, info-graphics, video) for each student to achieve social media communication goals. In the workshop, groups present and analyze their own content, evaluating communication goals, channel, target audience, frequency of communication. During the seminar, content is selected for communication in social media. The group presentation of the findings and success of the student's media communication in social media is part of the exam.
Assessment Criteria:
Requirements to summaries and seminars: In the written seminar work students should demonstrate their understanding of the provided material, including also an analysis, a comparison with other knowledge and the Latvian situation. Attendance of seminars and preparation of presentations for seminars is mandatory. The presentation includes a summary of group work, while each student should submit for the seminar the material, based on which his/her individual contribution to the group work can be assessed, it should be appended to seminar abstracts. The student is not allowed to pass the examination, if he/she has more than one unattended or failed seminars (sickness or other extraordinary cases are considered individually, informing about problems before the final examination in a timely manner). Seminars can be worked out only before the examination during university lecturer’s consultations, only seminars with justified absence can be worked out. The final mark is the sum of all marks. Knowledge will be assessed using 10-point grading system. Seminar classes will be organised as a discussion – exchange of thoughts, the purpose of which is to teach to think about media audiences. Attendance of lectures and visiting lectures – 20%. Attendance and participation in seminars (activity, written seminar works and quality of answers) – 30%. Course project (interviews with audience representatives) – 25%. Examination – 25%.
Final Examination (Full-Time):Exam (Written)
Final Examination (Part-Time):Exam (Written)
Learning Outcomes
Knowledge: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 media use sociology. • Will understand concepts of media audience activity and passivity, interactivity.
Skills: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. • Skills to interpret media use habits and their reasons. • Skills to integrate understanding of modern audience in the process of multimedia communication.
Competencies: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.
Bibliography
No.Reference
Required Reading
1Neil Thurman, Judith Moeller, Natali Helberger & Damian Trilling (2019) My Friends, Editors, Algorithms, and I, Digital Journalism, 7:4, 447-469, DOI: 10.1080/21670811.2018.1493936
2Brooker, W., & Jermyn, D. (2003). The audience studies reader. London; New York: Routledge.
3CKleut J, Pavlíčková T, Picone I, et al. (2018) Small acts of engagement and interruptions in content flows. In: Das R and Ytre-Arne B (eds) The Future of Audiences. A Foresight Analysis of Interfaces and Engagement. London: Palgrave Macmillan, 123–1
4S. Elizabeth Bird (2011) ARE WE ALL PRODUSERS NOW?, Cultural Studies, 25:4-5, 502-516, DOI: 10.1080/09502386.2011.600532
5Carpentier, N. The BBC’s Video Nation as a participatory media practice. Signifying everyday life, cultural diversity and participation in an online community, International Journal of Cultural Studies, 2003, SAGE Publications (London, Thousand Oaks, CA and New Delhi) Volume 6(4): 425–447.
6Das, R. (2011). Converging perspectives in audience studies and digital literacies: Youthful interpretations of an online genre. European Journal of Communication, 26(4), 343–360. https://doi.org/10.1177/0267323111423379
7Press, A, Livingstone, S (2006) Taking audience research into the age of new media: Old problems and new challenges. In: White, M, Schwoch, J (eds) Questions of Method in Cultural Studies. Oxford: Blackwell, 175–200.
8Gauntlett, D. Media, Gender and Identity. An introduction. London: Routledge, 2002.
9Gray, J., New audience, new textualities. Anti fans and non- fans, International Journal of Cultural Studies, Sage Publication, London, Thousand Oaks.,Vol. 6 (1), 2003. 64 – 81.
10Jenkins H., Convergence Culture: where old and new media collide, New York and London: New York University Press, 2008. P. 353.
11Livingstone, S., The Challenge of Changing Audiences Or, What is the Audience Researcher to do in the Age of the Internet?, European Journal of Communication, 2004, SAGE Publications (London, Thousand Oaks, CA and New Delhi), Vol 19(1): 75–86.
12Jenkins H., Fans, Bloggers and Gamers, New York and London: New York University Press, 2006. P.279
13Wohn, Y.D., & Bowe, B.J. (2016). Micro Agenda Setters: The Effect of Social Media on Young Adults’ Exposure to and Attitude Toward News. Social Media +Society, January-March, 1-12.
14Papacharissi, Z (2009) The virtual geographies of social networks: A comparative analysis of Facebook, LinkedIn and ASmallWorld. New Media and Society 11(1/2): 199–221.
15McQuail, D. McQuails’ Mass Communication Theory. 4th ed. London: SAGE Publications, 2000.
16Nithingale, Virginia, Ross, Karen. Critical readings: Media and the Audiences, England: Open University Press, 2003.
17McQuail D. Audience Analysis. London: Sage Publications, 1997.
18Dilliplane, Susanna, Seth K. Goldman and Diana C. Mutz. 2013. Televised exposure to politics: New measures for a fragmented media environment. American Journal of Political Science 57:236–248.
19Wahl-Jorgensen, K. (2018) Media coverage of shifting emotional regimes: Donald Trump’s angry populism. Media, Culture & Society, 40(5), 766–778.
20Wang, X., & Hickerson, A. (2016). The Role of Presumed Influence and Emotions on Audience Evaluation of The Credibility of Media Content and Behavioural Tendencies. Journal of Creative Communications, 11(1). 1-11.
21Dean, J. (2017). Politicising fandom. The British Journal of Politics and International Relations, 19(2) ,408–424.
22Rožukalne, A. 2011.Kas?Kur?Kāda? Mūsdienu mediju auditorija. Rīga: Turība.
Additional Reading
1Siapera, E., From couch potatoes to cybernauts? The expanding notion of the audience on TV channels’ websites, New Media&Society, 2004, SAGE Publications London, Thousand Oaks, CA and New Delhi, Vol.6 (2):155–172.
2Kalsnes B and Larsson OA (2018) Understanding news sharing across social media. Journalism Studies 19: 1669–1688.
3Reuters Institute Digital News Report 2019.
4Syvertsen, T., Between Broadcasters and Their Publics Citizens, Audiences, Customers and Players: A Conceptual Discussion of the Relationship, European Journal of Cultural Studies, 2004, SAGE Publications London, Thousand Oaks, CA and New Delhi; Vol 7(3): 363 – 380.
5Marwick A, Fontaine C and boyd d (2017) “Nobody sees it, nobody gets mad”: social media, privacy and personal responsibility among low-SES youth. New Media & Society 3: 1–14.
6Keightley E and Downey J (2018) The intermediate time of news consumption. Journalism 19(1): 93–110
7The Uses of mass communications: current perspectives on gratifications research / Jay G. Blumler and Elihu Katz, Beverly Hills : Sage Publications, 1974.
8Wandebesch, H., Research note: A Captive Audience? The Media Use of Prisoners, European Journal of Communication, 2000, 15 (4): 529. – 544.
9Cho, Jaeho. 2011. The geography of political communication: Effects of regional variations in campaign advertising on citizen communication. Human Communication Research 37:434–462.
10Cieciuch, Jan, Eldad Davidov, Peter Schmidt and René Algesheimer. 2019. How to obtain comparable measures for cross-national comparisons. In Cross-national comparative research – analytical strategies, results and explanations. Sonderheft Kölner Zeit