Media Audiences

Study Course Description

Course Description Statuss:Approved

Course Description Version:13.00

Study Course Accepted:02.02.2024 12:25:28

Study Course Information
Course Code:		KSK_157		LQF level:		Level 6
Credit Points:		2.00		ECTS:		3.00
Branch of Science:		Communication Sciences; Communication Theory		Target Audience:		Marketing and Advertising; Communication Science; Information and Communication Science
Study Course Supervisor
Course Supervisor:		Anda Rožukalne
Study Course Implementer
Structural Unit:		Faculty of Social Sciences
The Head of Structural Unit:
Contacts:		Dzirciema street 16, Rīga, szfrsu[pnkts]lv
Study Course Planning
Full-Time - Semester No.1
Lectures (count)		8	Lecture Length (academic hours)		2	Total Contact Hours of Lectures		16
Classes (count)		4	Class Length (academic hours)		2	Total Contact Hours of Classes		8
Total Contact Hours								24
Part-Time - Semester No.1
Lectures (count)		5	Lecture Length (academic hours)		2	Total Contact Hours of Lectures		10
Classes (count)		3	Class Length (academic hours)		2	Total Contact Hours of Classes		6
Total Contact Hours								16
Study course description
Preliminary Knowledge:
The course “Introduction to studies and speciality” has been mastered.
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.
Topic Layout (Full-Time)
No.	Topic			Type of Implementation		Number	Venue
1	The concept of audience. Regularities of audience formation. Audience types. Mass audience and its changes.			Lectures		1.00	auditorium
2	Audience activity and passivity.			Lectures		1.00	auditorium
3	Qualitative audience research. Media usage practices. Attributing meaning to media texts. Public perceptions and attitudes related to media and journalism.			Lectures		1.00	auditorium
4	Audience behavior in the media consumption process. Audience research and language. Media use and gratification theory.			Lectures		1.00	auditorium
5	Use of media. Audiences of different media. Interactivity. Virtual communities. Algorithms and audiences.			Lectures		1.00	auditorium
6	Media Audience Research: Objectives, Data, and Methods. Language technologies for audience research.			Lectures		1.00	auditorium
7	Social media audiences. New social networking based media effects theories and language technologies.			Lectures		1.00	auditorium
8	The index of Internet Aggressiveness. Emotions and audiences. Language technologies.			Lectures		1.00	auditorium
9	Media usage diary. Research on family media day.			Classes		1.00	auditorium
10	Analysis of media audience research and current data, its presentation.			Classes		1.00	auditorium
11	A study of media perception. Interviews with audience representatives, data analysis, presentation. Discussion of results.			Classes		1.00	auditorium
12	Language technology research task for audience research: preparation of training material for the needs of an artificial intelligence tool.			Classes		1.00	auditorium
Topic Layout (Part-Time)
No.	Topic			Type of Implementation		Number	Venue
1	The concept of audience. Regularities of audience formation. Audience types. Mass audience and its changes.			Lectures		0.50	auditorium
2	Audience activity and passivity.			Lectures		0.50	auditorium
3	Qualitative audience research. Media usage practices. Attributing meaning to media texts. Public perceptions and attitudes related to media and journalism.			Lectures		0.50	auditorium
4	Audience behavior in the media consumption process. Audience research and language. Media use and gratification theory.			Lectures		0.50	auditorium
5	Use of media. Audiences of different media. Interactivity. Virtual communities. Algorithms and audiences.			Lectures		0.50	auditorium
6	Media Audience Research: Objectives, Data, and Methods. Language technologies for audience research.			Lectures		0.50	auditorium
7	Social media audiences. New social networking based media effects theories and language technologies.			Lectures		1.00	auditorium
8	The index of Internet Aggressiveness. Emotions and audiences. Language technologies.			Lectures		1.00	auditorium
9	Media usage diary. Research on family media day.			Classes		0.50	auditorium
10	Analysis of media audience research and current data, its presentation.			Classes		0.50	auditorium
11	A study of media perception. Interviews with audience representatives, data analysis, presentation. Discussion of results.			Classes		1.00	auditorium
12	Language technology research task for audience research: preparation of training material for the needs of an artificial intelligence tool.			Classes		1.00	auditorium
Assessment
Unaided Work:
Task of the 1st seminar: Keeping a family media use diary Task: Following the instructions of the study and its design, conduct a study of media use in your own or another well-known family, collect and analyze data, draw conclusions. Divided into groups (3-4 people), collect your results, compare them and analyze them in the context of others' results. Study instructions are available in a separate file in the e-study environment. 2nd seminar. Independently find and analyze 2 different sources: media audience studies (on which an essay must be submitted) and Latvian media and advertising audience studies. Dividing into groups (2-3 students), present the results of these studies and analyze them in the context of the learned theoretical material. Each presentation includes the following sections: authors of the study, objectives, methods, structure of the study, main conclusions, correlation of the study data with other studies, analysis of the study data in the context of theoretical knowledge about media audiences. which research questions have been answered, which 3 new research questions should be raised based on the analysis carried out. Each group prepares a different research presentation!!! So the groups have to coordinate their presentations with each other. Task of the 3rd seminar: 1) In parallel with course lectures and other lessons, each student conducts 3 interviews with different people (list of questions in a separate file in e-studies), summarizes their results and draws conclusions based on theoretical knowledge about media audiences (2000 words). 2) Dividing into groups (3-4 people), students collect the results of their interviews and present them, as well as analytical conclusions during the seminar, offering 5-10 insights about the paradoxes of modern audience behavior. Task of the 4th seminar: 1) Each student receives a data file intended for the development of the AI tool and analyzes it according to the given methodology (instructions are available in the e-study environment). 2) Dividing into groups (3-4 people), students collect their results and present them, as well as analytical conclusions about the progress of data analysis. The deadline for the submission of seminar papers is before each seminar (there must be a total of 4 seminar papers and presentations; one essay on research, one data file. Additional information. In order to better understand the content of the course, students may be asked to complete small tasks during the lessons. During remote studies, tests will be held to self-examine what you have learned. Please fill in the evaluation questionnaires after the course. Literary studies: Independently find and analyze various media and advertising audience studies. The presentation of each analytical essay includes the following sections: authors of the study, objectives, methods, structure of the study, main conclusions, correlation of the study data with other studies, analysis of the study data in the context of theoretical knowledge about media audiences. Each student must choose one of the texts in the literature list and write an essay analyzing the insights contained in the specific text in the context of media audience research in Latvia and other facts related to the audience of Latvian journalism, public relations, photography and multimedia communication messages (1000 words); In order to cover the widest field of literature, the given literature should be reviewed in advance and a list should be created in each group so that the studies do not overlap. The essay must be submitted on November 30. In order to better understand the current issues and research methods of audience studies, as well as to prepare essays, students should attend the communication research section of the RSU conference PLACES, as well as the presentations of other sections. It is part of this study course, participation in the conference is mandatory.
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 use of language technologies un media 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, 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.
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
1	Rožukalne, A. (2011). Kas?Kur?Kāda? Mūsdienu mediju auditorija. Rīga: Turība.
2	Digital News Report. (2020). Reuters Institute.
3	Thurman, N., Moeller, J., Helberger, N. & Damian Trilling (2019). My Friends, Editors, Algorithms, and I, Digital Journalism, 7:4, 447-469, DOI: 10.1080/21670811.2018.1493936
4	Rožukalne, A. (2020). Perception of Media and Information Literacy among Representatives of Mid–Age and Older Generations: the Case of Latvia. ESSACHESS. Journal for Communication Studies, 13, 2(26)/2020, 207-232. eISSN 1775-352X
5	Brooker, W., & Jermyn, D. (2003). The audience studies reader. London; New York: Routledge.
6	CKleut, 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
7	Bird, S. Elizabeth. (2011). Are we all produsers now? Cultural Studies, 25:4-5, 502-516, DOI: 10.1080/09502386.2011.600532
8	Carpentier, N. (2003). 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. London: SAGE Publications. Volume 6(4): 425–447.
9	Das, R. (2011). Converging perspectives in audience studies and digital literacies: Youthful interpretations of an online genre. European Journal of Communication, 26(4), 343–360.
10	Press, 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.
11	Gray, J. (2003). New audience, new textualities. Anti fans and non- fans, International Journal of Cultural Studies. London: Sage Publication. Vol. 6 (1). 64 – 81.
12	Jenkins, H. (2008). Convergence Culture: where old and new media collide. New York: University Press, P. 353.
13	Livingstone, S. (2004). The Challenge of Changing Audiences Or, What is the Audience Researcher to do in the Age of the Internet?, European Journal of Communication. London: SAGE Publications. Vol 19(1): 75–86.
14	Jenkins, H. (2006). Fans, Bloggers and Gamers. New York: University Press. P.279
15	Wohn, 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.
16	Papacharissi, 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.
17	Nithingale, V., Ross, K. (2003). Critical readings: Media and the Audiences. England: Open University Press.
18	McQuail, D. (1997). Audience Analysis. London: Sage Publications.
19	Dilliplane, S., 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.
20	Wahl-Jorgensen, K. (2018). Media coverage of shifting emotional regimes: Donald Trump’s angry populism. Media, Culture & Society, 40(5), 766–778.
21	Rožukalne, A. & Liepa, D. (2022). FROM “COVID IDIOTS” TO “COVIDSHOW AND “COVIDHYSTERIA”. ANALYSIS OF DIGITAL NEWS COMMENTERS’ VERBAL AGGRESSIVENESS AND MEANS OF LINGUISTICS CREATIVITY DURING COVID-19 PANDEMIC IN LATVIA (2020 – 2021). Media Studies, 3, 329 - 360.
22	Wang, 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.
23	Dean, J. (2017). Politicising fandom. The British Journal of Politics and International Relations, 19(2) ,408–424.
24	Digital News report 2022
25	Macnamara, J. (2021). New insights into crisis communication from an “inside” emic perspective during COVID-19. Public Relations Inquiry, 10(2), 237–262.
26	Rožukalne, A., Murinska, S., & Strode, I. (2022). From Lower Disease Risk Perception to Higher News Avoidance: Analysis of News Consumption and Attitude Toward COVID-19 News in Latvia. Online Journal of Communication and Media Technologies, 13(3), e202216.
27	Rožukalne, Anda, Vineta Kleinberga, Alise Tīfentāle, and Ieva Strode. (2022). What Is the Flag We Rally Around? Trust in Information Sources at the Outset of the COVID-19 Pandemic in Latvia. Social Sciences11: 123.
28	Rožukalne, A., Murinska, S. &Tīfentāle, A. (2021). Is Covid-19 an “Ordinary Flu” That Benefits Politicians? Perception of Pandemic Disinformation in Latvia. Communication Today, 12(2), 68-83.
29	Rožukalne, A., Kleinberga, V., Grūzītis, N. (2021). COVID-19 news and audience aggressiveness: Analysis of news content and audience reaction during the state of emergency in Latvia (2020–2021). Environment. Technology. Resources. Proceedings of the 13th International Scientific and Practical Conference, June 17 – 18, 2021, Vol. 2, 141 – 147.
Additional Reading
1	Rožukalne, A., Skulte, I., Stakle, A. (2020). Media education in the common interest: Public perceptions of media literacy policy in Latvia. Central European Communication Journal, 13(2), 202 -229.
2	Rožukalne, A. (2020). “MAX share this! Vote for us! Analysis of pre-election Facebook communication and audience reactions of Latvia’s populist party KPV LV leader Aldis Gobzems”, Informacijos mokslai, 870, pp. 52-71. doi: 10.15388/Im.2020.87.26.
3	Vogels, E. A. (2021). The State of Online Harassment. Pew Research Centre.
4	Kalsnes, B. and Larsson O. A. (2018). Understanding news sharing across social media. Journalism Studies 19: 1669–1688.
5	Social Media Facts Sheet. (2020). Pew.Research Center.
6	Reuters Institute Digital News Report 2019.
7	Syvertsen, T. (2004). Between Broadcasters and Their Publics Citizens, Audiences, Customers and Players: A Conceptual Discussion of the Relationship, European Journal of Cultural Studies. London: SAGE Publications. Vol 7(3): 363 – 380.
8	Marwick, 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.
9	Keightley, E. and Downey, J. (2018). The intermediate time of news consumption. Journalism 19(1): 93–110
10	Jay G. Blumler and Elihu Katz. (1974). The Uses of mass communications: current perspectives on gratifications research. Beverly Hills: Sage Publications.
11	Wandebesch, H. (2000). Research note: A Captive Audience? The Media Use of Prisoners, European Journal of Communication. 15 (4): 529. – 544.
12	Cho, Jaeho. (2011). The geography of political communication: Effects of regional variations in campaign advertising on citizen communication. Human Communication Research 37:434–462.
13	Cieciuch, J., Davidov, E., et.al. (2019). How to obtain comparable measures for cross-national comparisons. In Cross-national comparative research – analytical strategies, results and explanations. Sonderheft Kölner Zeit
14	Mak, AKY, and Song, A. O. (2019). Revisiting social-mediated crisis communication model: The Lancôme regenerative crisis after the Hong Kong Umbrella Movement. Public Relations Review 45(4): 101812.