Module overview
This module explores one of the most crucial aspects of film, television, and digital media—the audience. Who watches, why they watch, what it means to them, and how it influences them are key questions we will explore through both theory and hands-on research.
In our lectures, we’ll examine key audience theories, including Uses and Gratifications, Reception Theory, and Media Effects, seeing how they have been applied through relevant research examples. We’ll also investigate how audiences engage with film, television and digital media across different platforms and contexts, addressing ongoing debates about audience regulation and development.
But this module is not just about theory—you will also learn how to do your own audience research. In our interactive weekly workshops, you’ll gain hands-on experience with audience research methods such as surveys, focus groups, ethnography, and oral history. You’ll also develop essential data analysis skills, both quantitative and qualitative, preparing you for your own audience research project and future independent research, such as your final-year dissertation.
By the end of this module, you'll not only understand the social, cultural, and economic significance of audiences within screen cultures and industries, but also gain the methodological skills to study audiences and conduct other independent research projects.