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Researching Audiences and Reception (MECM40003)
HonoursPoints: 12.5On Campus (Parkville)
About this subject
- Overview
- Eligibility and requirements
- Assessment
- Dates and times
- Further information
- Timetable(opens in new window)
Contact information
Semester 1
Overview
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This subject examines diverse understandings of audiences and introduces research approaches to investigating audience practices and patterns of consumption in a changing media landscape. It provides a detailed understanding of the different ways in which questions of media impact and audience power have been theorised, conceptualised and examined across the history of media research. Students will be encouraged to deepen their understanding of contemporary audience research methodologies from both administrative and critical points of views and to develop critical evaluation skills deployed in relation to these. Approaches examined will include early media effects studies rooted in the behavioural paradigm, and sociological studies of public beliefs and opinion formation, as well as political economy of globalisation and its (re)construction of audiences and approaches inspired by cultural studies that explore audiences as culturally situated and as active sense makers. Students will consider different audiences, media and genres across the course and engage in focused study of selected audiences and processes of reception.
Intended learning outcomes
On successful completion of this subject, students should be able to:
- demonstrate high level of understanding of key studies and major theoretical frameworks deployed in the analysis of media audiences and processes of reception;
- identify how changing frameworks of analysis and conceptualisation of 'audiences' prompt different questions and forms of analysis deployed in both industrial and academic research and how these have changed over time; and
- critically evaluate research-based studies of audiences that are inspired by different theoretical frameworks and approaches.
Generic skills
At the completion of this subject, students should gain the following generic skills:
- be able to understand diverse forms of cultural practices and interactions in relation to historical and social context;
- be able to demonstrate skills in research and critical evaluation;
- be able to present ideas in both verbal and written form and in conformity to conventions of academic presentation; and
- be able to apply effective cross-cultural communication skills in group discussions and everyday interactions.
Last updated: 3 November 2022
Eligibility and requirements
Prerequisites
None
Corequisites
None
Non-allowed subjects
None
Inherent requirements (core participation requirements)
The University of Melbourne is committed to providing students with reasonable adjustments to assessment and participation under the Disability Standards for Education (2005), and the Assessment and Results Policy (MPF1326). Students are expected to meet the core participation requirements for their course. These can be viewed under Entry and Participation Requirements for the course outlines in the Handbook.
Further details on how to seek academic adjustments can be found on the Student Equity and Disability Support website: http://services.unimelb.edu.au/student-equity/home
Last updated: 3 November 2022
Assessment
Additional details
- A written audience research proposal of 1,000 words (25%), due mid-semester
- A 15 minute oral presentation of audience research proposal (15%), due mid-semester
- A written audience research report of 4,000 words (60%), due in the examination period
- Hurdle: Students are required to attend a minimum of 80% (or 10 out of 12) classes in order to qualify to have their written work assessed. Any student who fails to meet this hurdle without valid reason will not be eligible to pass the subject. All required written work must be submitted in order to pass the subject. Essays submitted after the due date without an extension will be penalised 2% per day. Essays submitted after two weeks of the assessment due date without a formally approved application for special consideration or an extension will only be marked on a pass/fail basis if accepted.
Last updated: 3 November 2022
Dates & times
- Semester 1
Principal coordinator Ingrid Volkmer Mode of delivery On Campus (Parkville) Contact hours Total 24 hours: a 1-hour lecture and a 1-hour tutorial per week Total time commitment 170 hours Teaching period 26 February 2018 to 27 May 2018 Last self-enrol date 9 March 2018 Census date 31 March 2018 Last date to withdraw without fail 4 May 2018 Assessment period ends 22 June 2018 Semester 1 contact information
Time commitment details
170 hours
Last updated: 3 November 2022
Further information
- Texts
Prescribed texts
A subject reader will be available.
- Subject notes
Admission to the postgraduate diploma or fourth year honours in media and communication, or the Master of Global Media Communication.
- Related Handbook entries
This subject contributes to the following:
- Links to additional information
- Available through the Community Access Program
About the Community Access Program (CAP)
This subject is available through the Community Access Program (also called Single Subject Studies) which allows you to enrol in single subjects offered by the University of Melbourne, without the commitment required to complete a whole degree.
Entry requirements including prerequisites may apply. Please refer to the CAP applications page for further information.
Additional information for this subject
Subject coordinator approval required
- Available to Study Abroad and/or Study Exchange Students
This subject is available to students studying at the University from eligible overseas institutions on exchange and study abroad. Students are required to satisfy any listed requirements, such as pre- and co-requisites, for enrolment in the subject.
Last updated: 3 November 2022