Subject details

At the completion of this subject 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.
  • Topics
    • Media audiences
    • Historical perspectives and paradigm shifts
    • Case studies in audience research
  • Study resources
    • Instructional Methods
      • Disscusion forum/Discussion Board
      • Online assignment submission
      • Web links
    • Online Materials
      • Printable format materials
      • Resources and Links

Entry Requirements

You are recommended to have completed the following subjects(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.

Special requirements

No special requirements

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. Subject content and assessment will assist you in developing skills in constructing and evaluating quantitative and qualitative audience research.

  • Assignment 1 - Essay (60%)
  • Assignment 2 - Assignment (40%)

Textbooks are subject to change within the academic year. Students are advised to purchase their books no earlier than one to two months before the start of a subject

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