Computers for accessing Blackboard, electronic articles, websites.

Any study of media influence or power such as the approaches taken on this award, is incomplete without an account of the relation between the circulation of media content and its consumption. This module offers an advanced understanding of approaches to researching audiences in global context. The course material provides a critical introduction to the main paradigms in audience research from functionalist models of media effects research to ethnographic accounts of audience negotiation of meaning together with a discussion of associated qualitative and quantitative research methods. The theoretical and methodological framing of media consumption and reception will provide the context to consider the rhetorical construction of the concept of 'audience' by media industries and within media 'texts'; the construction of global and local cultural identities through the consumption of media texts; and ontological and epistemological issues in audience research arising from technological innovation and the convergence of media forms on the internet.

The focus is on self instruction, relying largely (but not exclusively) on materials provided. Students will work through self-instruction course material (delivered via Blackboard) which will provide the focus for reading key texts and papers and undertaking specific tasks set. The work is mainly undertaken on an individual basis but students are expected to interact and share material with other students and their tutor. This interaction will be also assessed. The module will run over 16 weeks, including four weeks for assessment.

Alasuutari, P. , (ed.), (1999), Rethinking the Media Audience:The New Agenda, Sage
Brooker, W. & Jermyn, D. (2003) The Audience Studies Reader, Routledge
Livingstone, S. (2005) Audiences and Publics: When Cultural Engagement Matters for the Public Sphere, Intellect
Morley, David and Robins, Kevin (1995) Spaces of Identity: global media, electronic landscapes and cultural boundaries, Routledge
Schroeder, K., Drotner, K., Kline, S., and Murray, C. (2003) Researching Audiences, Arnold.

The learning diary will require you to apply theoretical and methodological insights to an understanding of media change and consumption with particular reference to the role of the media as a global public sphere. [LO 1, 2 & 3]

The seminar (1,000 words) will require you to focus on a set topic and present it to the rest of the group. [LO 1,2 & 4]

The essay will require you to demonstrate a critical understanding of the conceptual framework of audience research. [LO 1 & 2]

You are required to participate in and contribute substantially to at least 5 weeks of the weekly discussions, in addition to the week in which you present your virtual seminar. [LO 1,2 & 4]