Note: This is an archived Handbook entry from 2010.
|Dates & Locations:|| |
This subject has the following teaching availabilities in 2010:Semester 1, Parkville - Taught on campus.
Timetable can be viewed here. For information about these dates, click here.
|Time Commitment:||Contact Hours: 2 |
Total Time Commitment: 120
Students should be eligible for study at the 4th or 5th year level.
|Recommended Background Knowledge:||None|
|Non Allowed Subjects:||None|
|Core Participation Requirements:||None|
CoordinatorDr Umi Manickam Khattab
This subject examines diverse notions of audience power and introduces various research approaches to investigating forms of audience practices and patterns of consumption in an ever-changing mediascape. It provides a detailed understanding of the different ways in which questions of media impact and audience power have been theorised, conceptualised and examined across the history of mass communication research. Students will be encouraged to deepen their understanding of contemporary audience research methodologies from both administrative and critical points of views and to develop critical evaluation skills deployed in relation to these. Approaches examined will include early media effects studies rooted in the behavioural paradigm, and sociological studies of public beliefs and opinion formation, as well as political economy of globalisation and its (re)construction of audiences and more recent approaches inspired by cultural studies and varieties of feminism that explore audiences as culturally situated and as active sense makers. Students will consider different audiences, media and genres across the course and engage in focused study of selected audiences and processes of reception.
|Objectives:||Students who complete this subject will: |
|Assessment:||A written audience research proposal of 1000 words 25% (due mid-semester), a 15-minute oral presentation of audience research proposal 15% (due mid-semester), a written audience research report of 4000 words 60% (due at the end of semester). Students must attend 80% of classes to be eligible for assessment.|
|Prescribed Texts:|| |
A subject reader will be available.
|Breadth Options:|| |
This subject is not available as a breadth subject.
|Fees Information:||Subject EFTSL, Level, Discipline & Census Date|
|Generic Skills:||Students who successfully complete this subject will: |
Bachelor of Arts (Honours)(Media and Communications) |
Master of Arts (Science, Communication and Society)
Master of Global Media Communication
Master of Publishing and Communications
Postgraduate Diploma in Arts (Editing and Communications)
Postgraduate Diploma in Arts (Media and Communication)
Media and Communication |
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