Audiences, Users, Publics Communities
Area of Study
Broadcasting, Communication, Intercultural Communications, International Communications, Journalism, Mass Communications, Media and Journalism, Media Studies, Public Relations, Radio/Television/Film, Social Media
Taught In English
58226 Media, Mediation, PowerThese requisites may not apply to students in certain courses
Course Level Recommendations
ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.
Recommended U.S. Semester Credits5
Recommended U.S. Quarter Units7
Hours & Credits
OverviewDescriptionThis subject equips students to analyse changing concepts of the media audience and critically evaluate claims about the relationships between media and people individually and collectively. It explores magazines, newspapers, television and online and mobile media, their 'content' (such as programs, as information, as models for defining identity), the various ways they are used (such as memory supports, as agents of virtual travel, as archives, as networking tools), and considers how audiences as active 'readers' increasingly produce their own meanings from the resources the media provide. Students explore developments including 'virtual' communities, virtual publics and political online activism as examples of how audiences are evolving into dynamic meaning-makers and 'producers'. This subject provides an implicitly historical overview of changing theorisations of audiences. It gives students further experience in formulating and conducting their own research focused on people's actual relationships to diverse media.Subject objectivesa. Critically evaluate relevant media studies literature to identify key questionsb. Explain key theoretical concepts in media studies and the significance of mediated communications in historical contextc. Investigate the political and social importance of new (media) technologies using established media studies methods to analyse empirical datad. Discuss their research findings in the light of relevant media studies theory and previous literatureTeaching and learning strategiesThis subject will be delivered using a combination of lectures, tutorials and literature searching workshops. Lectures will introduce students to key concepts, research approaches, and historical movements in media audience research.Tutorials will include discussions of the significance of mediated communications through time, invite students to reflect on their own experiences as audiences, users, publics, and members of communities, and ?produsers?, and workshop students' individual research projects. Assisted by their tutor, students will design and conduct an original media studies research project as a pilot study for an honours proposal OR in response to a notional or real industry client.ContentTechnological changes are driving the evolution of people?s relationship with media. Once conceived of as mass audiences, people are now also recognised as users, publics and communities. This subject invites students to investigate the development over time of conceptions of people as audiences, users, publics and communities. The content will be divided into the following themes: mass audiences; audiences as individuals; audiences as communities (including diverse communities within society as well as virtual and imagined communities) and publics; audiences, celebrity and identity; people as users; people as media ?produsers?; audiences, users, publics and communities as markets; media users as activists (GetUp; Crikey; electioneering). We will explore the evolving concepts of audiences, users, publics and communities through a consideration of evolving interactivity and convergence of television, live entertainment, social media, Twitter, blogging, the internet and metamorphosing communication devices (including smartphones, iPads, smartTV and other interactive television ?return path? technologies such as telephone, mobile SMS (text messages), radio, broadband/digital subscriber lines (ADSL), cable). The program will include a lecture on ethical considerations in research.AssessmentAssessment task 1: Critical Appraisal and Research DesignObjective(s):aWeight: 30%Length:1,500 words (1,200 for critical appraisal, 300 for research design)Criteria:Clarity of written expressionClarity and strength of argumentRelevance of sources selected for annotationAccuracy of referencingSuitability of research methodologyRelevance of opinions expressedAssessment task 2: Progress Report on Research ProjectObjective(s):a, b and cWeight: 20%Length:1,000 words and five minutes oral presentationCriteria:Clarity and strength of argumentClarity of written expressionClarity of oral expressionRelevance of written sourcesAccuracy of referencingSuitability of research methodologyAssessment task 3: Researching Audiences, Users, Publics, CommunitiesObjective(s):a, b, c and dWeight: 50%Length:2,500 wordsCriteria:Clarity and strength of argumentClarity of written expressionRelevance of written sourcesSuitability of research methodologyDepth of analysisAccuracy and consistency of referencingRelevance of issues discussedRelevance of opinions expressed
Courses and course hours of instruction are subject to change.
Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.