Media Audiences (KF_021)
About Study Course
Objective
To motivate students to discuss theoretical views of different authors on the process of interaction between the media system and media audience. By evaluating the contribution and feasibility of normative media theories in understanding the phenomenon of the modern media environment, the media uses and gratifications theory, which explains the use of media and regularities in audience behaviour, will be emphasised among communication theories. By evaluating media audience research traditions and latest research methods, students will be able to select research methods and tools appropriate for their research goals.
Prerequisites
Course “Communication and Cultural Theories”.
Learning outcomes
1.After mastering the course students obtain knowledge on media audience formation models, transformation trends; understand media audience formation regularities, typology, theoretical approaches to audience analysis; media use sociology.
1.After mastering the course students critically evaluate theoretical approaches in evaluation of media audience and use them for the analysis and solution of problems in research and media practice; evaluate phenomena and effects of media audience; interpret media audience perception phenomena and research data; integrate media audience data in the communication process; conduct media audience research for the achievement of different communication goals.
1.After mastering the course students analyse media audiences to reach different communication goals; discuss the interaction between the media system and media audience; analyse media audience research results.
