TV and Videos, Radio Studios, Tape recorders, Media Lab, Library.

Alasuutari, P. (1999) Rethinking the Media Audience, London: Sage
Ang, I. (1991) Desperately Seeking the Audience, London: Routledge
Dickinson, R et al (1998) Approaches to Audiences, London: Arnold.
McQuail, D (1997) Audience Analysis, London: Sage.
Morley, D (1991) Television Audiences and Cultural Studies, London: Routledge
Neuman, W (1992) The Future of the Mass Audience, Cambridge University Press
Silverstone, R and Hirsch, E (1992) Consuming Technologies, London: Routledge

Seminar Presentation (Equivalent to 500 words) [Learning Outcomes 1,2,4]
Written report (based on research and seminar presentation) 2,000 words [Learing Outcomes 1,2]

Tutor -led lectures and seminars for group discussion. Seminars will include practical experience of new technologies, eg. use of Internet chatrooms. Independent learning and secondary research will be followed by presentations.

The location of your own experience is used as a central point of understanding to provide a meaningful position from which to analyse the historical conceptualisation and investigation of audiences in media and cultural studies. This module will provide an initial grounding in audience theory before case studies around film, TV, radio and new media raise questions regarding the meaningfulness and relevance of the audience concept as it faces dissolution under the impact of technological developments, new media forms and theoretical developments. The implications of new technologies for audience analysis are central to this module, particularly in the later part of the semester which focuses on the reconfigurations of audiences in light of globalisation processes. Audience dispersion and segmentation, changing patterns of consumption, production, and interaction with a diversity of converging media products are all examined as evidence of the changing relationships between audiences and media forms.