Leader: Dr Susan Yell

Offered

Caulfield First semester 2008 (Day)
Gippsland First semester 2008 (Off-campus)

Synopsis

This unit examines media audiences in relation to globalisation and new media and communication technologies. It examines local, national and transnational audiences and their formation in relation to a globalised media industry. Students will be introduced to a range of techniques of audience research, including the use of new communication technologies to conduct research.

Objectives

On successful completion of this unit, students will be able to demonstrate:

1. an understanding of the relations between audiences, communication and media technologies, media industries and governments;
2. an awareness of the political, social, economic and cultural functions of audience formation;
3. the capacity to analyse trends in the development of ICTS and their impact on audiences and their formation;
4. the capacity to critically evaluate the importance of audiences in relation to various institutions and communities (the market, the public sphere, the nation, transnational communities);
5. the capacity to identify and evaluate a range of audience research theories, approaches and techniques;
6. highly developed skills in designing an audience research project, utilising the knowledge gained in Objective 5.

Assessment

Assignment 1 Research Essay (4000 words) : 40%
Assignment 2 Audience Research Design (5000 words) : 60%

Contact hours

2 hours (1 x 2 hour seminar) per week.

Off Campus Attendance Requirements

Students will be expected to participate for a minimum of one hour per fortnight in on-line discussion.

Prohibitions

COM5211