ATS2454 - Media audiences - 2017

6 points, SCA Band 1, 0.125 EFTSL

Undergraduate - Unit

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.



Organisational Unit

School of Media, Film and Journalism


Dr Susan Yell

Unit guides



  • First semester 2017 (Online)


Students need to contact the Arts Student ServicesArts Student Services ( desk to enrol in the unit.


This unit addresses the key issues of: media audiences and audience activity; the relations between media, citizenship and community; and the impact of new communication technologies. Most importantly, it makes available to you the techniques and theoretical frameworks for researching and analysing audience activity and interactivity. It also helps you learn how these frameworks can be deployed in research design. The unit is organized in three blocks: ways of being an audience, ways of theorizing audiences, and ways of researching audiences.


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

  1. demonstrate a basic grasp of the social conditions, material practices, products and outcomes of various media
  2. demonstrate an awareness of the connections between communications technologies and the formation of audiences, citizens and communities
  3. utilise the understandings in Objectives 1 and 2 to describe and analyse historical, current and likely future trends in audience formations
  4. identify and evaluate a range of theoretical approaches to understanding audiences 5)demonstrate basic knowledge of some audience research techniques, issues and choices

  5. utilize the understandings in Objectives 4 and 5 to design a basic research project.


Within semester assessment: 60% + Exam: 40%

Workload requirements

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. A unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

See also Unit timetable information

Chief examiner(s)

This unit applies to the following area(s) of study


Twelve credit points of first-year Arts units.


ATS3454, COM2423, COM3423, GSC3402, GSC3423