Media Audiences - 2018

Unit summary


  • Level of Study: Undergraduate Level 3
  • Study load: 0.125 EFTSL
  • Delivery method: Fully Online
  • Prerequisites: Yes
  • Duration: 13 weeks
  • Government loans available: FEE-HELP, HECS-HELP
  • Availability for 2017: SP2 , SP4
  • Availability for 2018: SP2 , SP4
  • Assessment: Assignment (40%) , Essay (60%)

Unit provided by

2018 Fees
Domestic 820.00
HECS 820.00
International 1,043.00

This unit introduces you to the ways in which audiences have been defined, researched and theorised. Particular emphasis is placed on competing conceptualisations, methodologies and outcomes of audience research. Unit content and assessment will assist you in developing skills in constructing and evaluating quantitative and qualitative audience research.

At the completion of this unit you will have the opportunity to: 

  1. gain an understanding of key concepts and debates raised in the media audience case studies and topic areas 
  2. explore and discuss key theoretical and methodological approaches
  3. appreciate critical links between research about media audiences and the use of that research in making decisions about policy and content 
  4. develop skills in analysis of products and practices of the media and cultural sphere.

More generally you should develop your skills in:

  1. locating and researching relevant material and using this material to inform written work
  2. analysing and debating ideas 
  3. applying knowledge articulately and effectively 
  4. researching and writing according to academic conventions.
  • Assignment (40%)
  • Essay (60%)

Recommended prerequisites

You are recommended to have completed the following unit(s) or have equivalent knowledge before starting this unit:

It is highly recommended that students have completed Level 1 and 2 Communication and/or Media Studies or equivalent.

This unit addresses the following topics.

1Media audiences
2Historical perspectives and paradigm shifts
3Case studies in audience research

This unit is delivered using the following methods and materials:

Instructional Methods

  • Discussion Forum/Discussion Board
  • Online assignment submission
  • Web links

Online materials

  • Printable format materials
  • Resources and Links

This unit is part of a major, minor, stream or specialisation in the following courses:

This unit may be eligible for credit towards other courses:

  1. Many undergraduate courses on offer through OUA include 'open elective' where any OUA unit can be credited to the course. You need to check the Award Requirements on the course page for the number of allowed open electives and any level limitations.
  2. In other cases, the content of this unit might be relevant to a course on offer through OUA or elsewhere. In order to receive credit for this unit in the course you will need to supply the provider institution with a copy of the Unit Profile in the approved format, which you can download here. Note that the Unit Profile is set at the start of the year, and if textbooks change this may not match the Co-Op textbook list.

Textbook information for this unit is currently being updated and will be available soon. Please check back regularly for updates. Alternatively, visit the The Co-op website and enter the unit details to search for available textbooks.

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