Latest Module Specifications
Current Academic Year 2025 - 2026
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Description This module examines the role of media consumption in everyday life and the relationship between media technologies, texts and audiences. It argues for the importance of audience and consumption studies as a key component of media studies more generally. It aims to familiarise students with a broad range of theories and methods used in both an historical and contemporary context through engagement with a range of traditional broadcast media alongside new media including internet and mobile phone. In exploring the changing landscape of contemporary media use the module addresses issues of media effects and influences as well as meanings and pleasures. | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
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Learning Outcomes 1. Demonstrate an understanding of the key theoretical frameworks for studying media audiences. 2. Identify the range of relationships that exist between media and audiences. 3. Critically evaluate the range of theoretical and methodological approaches to the study of audiences. 4. Apply abstract knowledge of media audiences to the student's own media use, production and consumption. | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
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All module information is indicative and subject to change. For further information,students are advised to refer to the University's Marks and Standards and Programme Specific Regulations at: http://www.dcu.ie/registry/examinations/index.shtml |
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Indicative Content and Learning Activities
Ways of thinking about Media, Audiences and Consumption. This is an overview of the theoretical and methodological approaches to media audiences. Media Effects Mass society and early media effects theories; the hypodermic needle model; Payne Fund studies; propaganda; and studies on the effects of media violence Uses and Gratifications The evolution of the uses and gratifications approach; audience power Reception Studies The encoding and decoding model; the interpretation of texts as a function of class and gender New Media Technologies and Audience Transformation Consideration of the role of technology in shaping media consumption and of transforming cultural spaces. The Audience as Prod-user Produsage, and the blurring of distinction between producer, the audience and consumer Fandom, Identity and Celebrity Culture Considers the emergence and significance of fandom in audience studies and their influence on media production and consumption Global Media / Local Audiences Consideration of the role of technology in shaping media consumption and its impact in the transformation of cultural spaces Digital Media, Social Inclusion and Citizenship Looks at the ways in which audiences use digital media to engage with public issues and to participate in the public sphere | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
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Indicative Reading List Books:
Articles: None | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
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Other Resources None | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||