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英国留学生论文需求:The Study of Mass Media Audienc

MS7003 – The Study of Mass Media Audiences 1
DEPARTMENT OF MEDIA AND COMMUNICATION INCORPORATING THE CENTRE FOR MASS COMMUNICATION RESEARCH The Study of Mass Media Audiences MS7003 Module Tutor: Natasha Whiteman MA Mass Communications 2009/2010
MS7003 – The Study of Mass Media Audiences 2
THE STUDY OF MASS MEDIA AUDIENCES
Course Tutor: Natasha Whiteman
(Email: new9@le.ac.uk)
英国留学生论文Course Description
Ideas about mass media audiences take a central place in debates about the role of the media in society. A popular view is of audience members as „couch potatoes‟ who passively consume whatever media fare is offered to them. Underpinning such a view are long standing assumptions that the mass of ordinary people are „cultural dopes‟ unable to resist the pervasive, and persuasive, power of media. More recently, others have argued for a more celebratory view of the media audience. In place of a naive and vulnerable audience (in the singular) we now encounter ideas about audiences (in the plural) who are able to resist media power in creative, pleasurable and meaningful ways. These conflicting accounts of the media audience(s) have attracted a great deal of attention not least because they take us to the heart of issues concerning the impact of media „effects‟. Yet despite decades of mass communication research there is little agreement on the nature and extent of mass media influence. This module puts the approaches to media audiences into their historical and theoretical context, and examines a number of case studies that exemplify the main audience research methods. This will give you a chance to explore the kinds of ideas and concepts that underpin the different questions that are asked about audiences, and the context in which such questions are produced.
Course Aims To provide an overview of the development of research about audiences from the beginning of the Twentieth century to the present;
To consider changing approaches to understanding media audiences alongside changing views of society;
To explore the debates surrounding mass media power and influence; and
To introduce research carried out by media academics and media organizations which attempt to measure and understand audiences.
Course Objectives/Learning Outcomes
By the end of the module, you should be able to demonstrate: Knowledge and understanding of theoretical approaches to the study of media audiences; and
Knowledge and understanding of the socio-historical context in which different questions about media audiences are produced.
An ability to summarise and evaluate both historical and contemporary currents in theories about media audiences.
MS7003 – The Study of Mass Media Audiences 3
Course Structure
Week 1
7 Oct
Introduction to Media Audiences
NW
Week 2



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