School Of Humanities And Communication Arts

Researching Media AudiencesWestern Sydney University Unit Code: 101053.2

Discipline: JOURNALISM

Student Contribution Band: 1

Level: 3

Credit Points: 10

Assumed Knowledge
Successful completion of all Level 1 units in the Bachelor of Communication, or by special approval of the Unit Coodinator.

Equivalent Units
63102 - Media Studies 2: Media Audiences

Unit Enrolment Restrictions
Successful completion of 80 credit points at Level 1.

About this Unit
In 2013 this unit replaced by 101931 - Media Memory. Researching Media Audiences (RMA) interrogates the changing nature of, and altered perspectives on, audiences and publics. Set in the context of emerging technologies of the self, the unit traverses media theory from the Frankfurt School to high-structuralist and postmodern approaches such as the ‘uses and gratification model’ and ‘ethnographic research’. Through an examination of mass audience, community, and markets, the unit also examines categories of public / audience consciousness and media typologies. There is reflection on news values and Australia’s regulatory framework for media is reviewed. As part of a broader consideration of active (rather than reactive) audiences, RMA investigates the formation and behaviour of ‘fandoms’ and the unit also reviews means and mechanisms for audience valuation.

2723.3Bachelor of Communication Studies/Bachelor of LawsCONTINUING


M1038.1Public RelationsCONTINUING
M1613MAP.1Media Arts ProductionCONTINUING
M1613PR.1Public RelationsCONTINUING

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