After completing the course students will understand: • Essential knowledge about audience research today • How audiences of various kinds in different locations perceive and use media content and services • Characteristic change in the way media are managed by audiences • Implications for managers of media firms
Contents
Students learn about how people are using media goods and services today, and how that is both the same and different in the historic context. Lectures also highlight changing perceptions of media, emphasising what that implies for meeting expectations and accommodating variation in preferences. Coursework encourages developing more nuanced understandings in a comparative framework that offers contrasts between legacy media and new media, audiences and users in key segments (e.g. younger versus older, men versus women), and in different countries (i.e. international comparison).
Teaching methods
Teaching method
Contact
Online
Lectures
18 h
0 h
Various instructors: by Skype, including Prof. Philip Napoli at Fordham University in the USA, Annette Hill at Lund University in Sweden, and Kim Schroder at Rothskilde University in Denmark. Other guest lectures are from Finland, including Erik Bäckman at Miltton Oy, former Yle Head of Audience Insight.
Teaching language
English
Modes of study
Option
1
Available for:
Degree Programme Students
Other Students
Open University Students
Doctoral Students
Exchange Students
Participation in course work
In
English
Lectures (18 hours), assigned readings, and a team-based project to analyse how two different segments perceive and use media in their respective domains.
About half of the total lecture material will be delivered via Skype interface with expert colleagues abroad. The rest will be delivered in the classroom either by Lowe or by invited domestic experts.
Evaluation
and evaluation criteria
Numeric 1-5.
Class attendance (1 ECTS), readings and term paper (2 ECTS), team-based project (2 ECTS).
Study materials
A packet of contemporary readings from academic journals and books, trade press sources, international news magazines, and on-line reports.