Audience research underpins work in promotional media. To reach an audience, you must know your audience. This module teaches you methods to research audiences in a systematic manner, in order to examine how audiences engage with media texts, technologies, practices, and institutions. You will develop a theoretical understanding of how different audience cultures and practices have emerged, acknowledging the intersections of identity which play key roles in conceptualising and researching audiences. You will engage with a range of approaches and learn to apply practical research and methodological skills to collect, analyse and evaluate data – in a variety of settings and circumstances. Your practical application of research skills will be grounded in your critical reflection on ethical research practice. By the end of the module, you will have developed skills to manage your own audience research project, analyse research data and produce recommendations.
LecSem 16, Workshop 16
3000 words Extended writing. Assessment Details: Essay worth 60%.
2000 words (or equivalent) Portfolio . Assessment Details: Series of practical tasks worth 40%.
Reassessment Method: Like-for-like
On successfully completing the module, students will be able to:
Appraise the social, cultural, economic, and political histories and contexts from which different audience cultures and practices have emerged.
Use a variety of sources, methods, and methodologies relevant in audience research.
Critically assess the ways in which disability, class, ethnicity, gender, religion, nationality, sexuality, and other social divisions play key roles in conceptualising and researching audiences.
Draw upon and bring together advanced ideas from multidisciplinary sources of knowledge, and use them creatively, reflexively, and ethically in their own audience research and enquiry.
Apply skills in audience research to analyse and critically evaluate data.
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