Audiences and Users
Examines the ways that audiences have been conceived, addressed, measured and empowered in the context of the history and technologies of communication media. Theories of reception to be studied include uses and gratifications models, consumer behaviourism, passive versus active audiences, the rise of the "prosumer", modes of engagement and fan discourses. Students will also learn about audience research methods.
COMMS 202: 15 points
60 points at Stage I in BA courses