MP5036 - Researching Audiences

You will learn through lectures, seminars/workshops, and group and independent research. The lectures will explore recent traditions and approaches within the field of this module, while the seminars and workshops will examine in more detail particular concepts and theories from these traditions, as well as providing you with the methodological/practical skills to be able to conduct your own piece of audience research. There will be a number of workshop sessions where you will be able to work in your small group on your audience study with support from the module tutor.
Outside of the taught sessions, you will be expected to engage with module-relevant reading in preparation for the sessions. An electronic reading list is supplied via the e-Learning Portal, which will guide you towards appropriate resources, although you are encouraged to explore the wider library catalogue to engage with additional sources too. During your independent working time, it is also expected that you will apply the ideas raised in the reading and the taught content to contemporary media examples beyond those cited in the lectures.
Where appropriate, additional materials will be supplied on the eLearning Portal. These independent activities will facilitate your development as you progress through the module, laying a foundation for your assessed work.

You will be supported by the module lead; they will introduce the module at the start of the semester and offer advice and guidance throughout. Your learning is mapped out via documentation on Blackboard Ultra, the Northumbria University online electronic learning portal; this is accessible online on and off campus. The e-Learning Portal will include guidance notes and key dates to help you organise and plan your time. It will also include teaching materials, announcements and updates, and detailed information on assessment. You will have a university email that we contact you through.
Support will include feedback from your tutor during seminars, workshops and tutorials. Your tutor will also respond to questions you may have regarding your group’s audience study via the module’s discussion board at the University’s eLearning Portal so that the whole student cohort can benefit.
Formative assessment is offered throughout the module, and summative assignments will receive written feedback within 20 working days of assignment submission. Every tutor has set weekly feedback and tutorial drop-in hours, wherein you can seek advice on your academic progress.

All modules at Northumbria include a range of reading materials that students are expected to engage with. The reading list for this module can be found at: http://readinglists.northumbria.ac.uk
(Reading List service online guide for academic staff this containing contact details for the Reading List team – http://library.northumbria.ac.uk/readinglists)

Knowledge & Understanding:
• KU1: You will develop detailed knowledge regarding recent traditions of researching media audiences and demonstrate your understanding of the historical context, theoretical foundations and underlying assumptions of these approaches
• KU2: You develop the detailed knowledge required to critically reflect on the processes and challenges involved in designing and carrying out audience research by conducting a small-scale group study

Intellectual / Professional skills & abilities:
• IPSA1: You will develop your skills in independently comparing and evaluating different research traditions and approaches
• IPSA2: You will develop skills in designing and conducting empirical research in groups, as well as reflecting on the strengths and weaknesses of those processes and how these valuable skills enhance employability in a range of applicable careers

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
• PVA1: You will develop ethical principles and standards within a practical research context.

FORMATIVE ASSESSMENT
To prepare you successfully to undertake the summative assessment(s) on this module, formative assessments will be set by the module team. These may take the form of in-class tasks or projects, developmental activities undertaken between classes, or learning exercises/activities set over a longer period. Feedback (written and/or oral) will be provided to help you learn from, reflect on, and develop in light of these formative assessments.

SUMMATIVE ASSESSMENT
1 x 3,000 word evaluation of a group-based research exercise (100%).

In this module, you will receive feedback on your ability to analyse research methods, theories and outcomes through class discussions and seminars. These discussions will challenge you to critically engage with the complexities of relationships between audiences and their chosen media texts and to demonstrate your understanding of the theoretical concepts presented in the lectures. You will also have the opportunity to collaborate with your peers and discuss your ideas, working together to find answers to theoretical problems, methodological issues and interpretation of data.

Typically, you will receive written feedback on your summative assignments within 20 working days after submission. The feedback will be delivered electronically as part of the ESAF process and will provide a comprehensive evaluation of your research and methodological skills, critical thinking, and communication abilities. It will also identify areas for improvement to support your future learning. If you would like additional verbal feedback, you can arrange a meeting with the module tutor.

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This module provides three opportunities for students. Firstly, it will introduce you to the main traditions in media audience studies, exploring how audiences interact with various media products, such as film, television, books, music, and more. Secondly, you will have the opportunity to read and evaluate actual audience research studies, rather than just reading about them in textbooks. Lastly, and most importantly, you will be able to participate in a hands-on experience by conducting your own small-scale audience research in a group setting with other classmates. Overall, Researching Audiences aims to deepen your understanding of the complex and dynamic relationships between media, audiences, and culture, and to explore the ways in which media shape and are shaped by people and communities.