*******************
***********
UNIVERSITY OF DAR-ES-SALAAM
School of
Journalism and Mass Communication
Semester I – 2015/16
CO 301: AUDIENCE RESEARCH COURSE OUTLINE
Course
Units: 3
Lecturer: Mr. Alex Benson
Course Description
The course
introduces students to core components of media audience studies. It explores
key concepts, types, theories and approaches to media audience studies. Students
will be able to examine media text, audience composition, audience use of
media, as well as determining the connections between changes in media and
changes in audience’s media experiences. The course orients students to quantitative
and qualitative techniques and methodologies pertaining audience research.
Course Objectives
The overall aim
of this course is to evaluate the significance of empirical and theoretical
audience studies for strengthening media industry and communication research in
Tanzania. Therefore, at the end of this course students will be able to:-
1.
describe
the relationship between media text and audiences in Tanzania;
2.
describe
components of media audience research;
3.
outline
differing theoretical approaches to the study of media audiences;
4.
employ
research procedures investigation of
audiences and audience/text relationships;
Course Content
Module 1:
Conceptualizing Media Audience and Audience research
· -
Key
concepts on media audiences;
· - Audience
formation: mass & niche audience; passive & active audience
· - Media
text and audience use
· - Audience
research and its rationale
Module 2:
Audience Studies, theories and Approaches
·
- Media
audience research: reception and effect studies;
·
- Media
audience theories and approaches;
· -
Relationships
between theoretical assumptions, audience and media texts
Module 3:
Research methods applied in Audience research
·
- Conceptualizing
research methods in audience studies
·
- Qualitative
research methods
·
- Quantitative
research methods
· -
Measuring
media audiences and effects
Module 4:
Research processes in Audience studies
·
- Problem
identification and definition
·
- Formulating
research objectives, research questions/hypotheses
· - Reviewing
literature
·
- Selecting
the research design and methodology in qualitative and quantitative audience
studies
·
- Data
collection, analysis and reporting the key findings
Mode of delivery
The teaching
consists of lectures, written and practical assignments, discussions and group
presentations. During class presentations students are expected to present the
methodologies and findings of audience research projects they conducted.
Time allocation:
2 lecture hours and 1 seminar hour per week.
Course Assessment
The course is
graded out of 100% in which Coursework constitute 40% and the final University
Examination carries 60%.
Coursework
Assessment involves the following class works:
·
- Summarizing
book chapters. (5%)
·
- Academic
paper (10%).
·
- Mid-semester
test. (10%)
·
- Research
project. (15%)
Course policy:
·
- Zero
tolerance to plagiarism and academic dishonesty of any kind;
·
- Student
absconding classes without prior official notice will face 2 marks deduction in
each session missed;
·
- Every
student must participate fully in all assigned class works;
·
- Late
submission of assignments are subjected to penalties;
References
Lowery,
S. A. and DeFleur (1---), Milestones in Mass Communication: Media Effects, 3rd
ed., New York, Longman
McQuail,
D. (2010), McQuail’s Introduction to Mass Communication Theory, 6th
ed., London, Sage publication
Mytton,
G. (2007), Handbook on Radio and Television Audience Research, Paris, UNICEF
and UNESCO
Rosenbery,
J. and Vicker, L. A. (2009), Applied Mass Communication Theory: A Guide for
Media Practitioners, New York, Pearson
Ruddock,
A. (2007), Investigating Audiences, London, Sage Publication
Williams,
K. (2003), Understanding Media Theory, London, Arnold [section 4: Theory of media effects and audience]
***$$$***
***$$$***
No comments:
Post a Comment