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About Study Course

Credit points / ECTS:2 / 3
Course supervisor:Anda Rožukalne
Study type:Full time
Course level:Bachelor
Target audience:Communication Science
Language:English, Latvian
Branch of science:Communication Sciences; Communication Theory


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. 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.


The course “Introduction to communication theories” 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 media use 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.
• 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.

Study course planning

Planning period:Year 2022, Spring semester
Study programmeStudy semesterProgram levelStudy course categoryLecturersSchedule
Photography, FO4Bachelor’sLimited choiceLāsma Šķestere, Anda Rožukalne
Photography, FON2Bachelor’sLimited choiceAinārs Dimants
Multimedia Communication, MK2Bachelor’sRequiredLāsma Šķestere, Anda Rožukalne
Multimedia Communication, MKN2Bachelor’sRequiredAinārs Dimants
Public Relations, SA2Bachelor’sRequiredAnda Rožukalne, Lāsma Šķestere
Journalism, ZR2Bachelor’sRequiredLāsma Šķestere, Anda Rožukalne