module specification

This module critically examines the history of media audience research focusing on theoretical, methodological and ethical issues underpinning it. Students study different ways of theorising and researching media reception and interpretation.  They evaluate and apply key theories and methods in designing and conducting their own piece of research.

In this module students will:

● develop a critical understanding of different historical and theoretical approaches to media reception and interpretation
● explore available strategies for researching audience reception and interpretation
● examine and evaluate existing research on audience reception, its history and context, and the methodologies that have informed it
● conceive, plan and conduct a short piece of research on media reception

The teaching strategy will consist of lectures introducing a topic combined with that enable students to engage in more in-depth work. Typically, the syllabus will cover the follow:
• Changing concepts of the audience (LO1)
• Participatory culture (LO1)
• Reception theories (LO1)
• Fandom (LO1)
• Research paradigms and methodologies (LO2)
• Research ethics (LO2)
• Examples of audience research, including media effects, uses and gratifications and screen theory (LO3)
• Designing, planning and conducting a research project (LO4)

Teaching methods include formal lectures, seminar discussion, screenings, library sessions and tutorials.  Students are expected to attend lectures and seminars: in the seminars they will at times work in small groups and be given practice in listening to each other’s contributions and offering constructive criticism, and in chairing and reporting discussion to the plenary seminar group. The teaching and learning strategy aims to encourage an inclusive and supportive learning environment that respects and values the contributions of individual students, and provides opportunities for individual intellectual development through a variety of learning opportunities.

The module booklet will be available online, as will lecture outlines and some readings. Weblearn or its equivalent will also be used for communication with students individually and as a cohort. In addition to guided reading, students are expected to read and to use variety of sources (primary and secondary) and use seminars and tutorials to raise issues, questions and seek feedback.

A blended learning strategy will be employed to enhance the learning experience, facilitate communication between students and tutors and develop collaboration among students. The Virtual Learning Environment (VLE) will be used as a platform to support online activities including on-line discussions, evaluation of online resources, and access to electronic reading packs. The VLE will also be used to facilitate formative assessment and related feedback, as well as a tool to integrate useful online learning materials provided by research institutions, academic publications, professional organisations and other relevant sources.

On completion of this module students will be able to:

1. compare and contrast different ways of conceptualising audience engagement with different media texts (LO1)
2. evaluate available research strategies for investigating media reception (LO2)
3. critically evaluate concrete examples of audience research and the theories, paradigms and methodologies that inform it (LO3)
4. apply some of the paradigms and methods studied in a short piece of research on audience reception and report on this in a written academic report (LO4)

https://rl.talis.com/3/londonmet/lists/B0B42B5C-557F-A4E9-30A4-5E0C90818E34.html?lang=en-GB&login=1