This module will examine digital media from the audience’s perspective. It will consider contemporary debates on the changing audience’s practices and the attention economy. Students will be introduced to the notions of the audience as a user and as a producer of media in the digital age. The module will focus on digital news audiences as well as the audience of entertainment platforms (like Netflix and Spotify). Different audience research methods like tracking data, surveys and focus groups will also be discussed.

This module is based on 2h weekly workshops, which will provide a mix of lectures and in-class activities, such as group activities, case studies, group discussions and hands-on social media analytics. The rationale behind the workshop model is to give more flexibility for lecturers to adapt each day of class to the content to be covered. It is anticipated that some weeks will require more time for theory-based lecturing and discussion, while others w ill be more focused on developing practical and analytical skills, therefore requiring more time to be dedicated to in-class activities.

(LO1) Students will gain a deep understanding of the ways in which digital media shape and influence audiences

(LO2) Students will be able to critically evaluate theories and empirical research about audiences in the digital age

(LO3) Students will gain understanding on the main trends in digital audience economics

(LO4) Students will gain understanding on the main trends in digital audience economics
Students will demonstrate knowledge about the most prominent methods to examine digital media audiences in the industry and in academia

(S1) Students will gain skills in critically analysing theories and empirical studies of digital media audiences

(S2) Students will gain skills in understanding analytics and methods used to examine digital media audiences

(S3) Students will gain presentation skills

(S4) Students will gain skills in producing advanced written material in the form of essays

Taking aside the first introductory week, which gives an overview of the module and sets out the assessments and expectations, the final week of classes, which will be dedicated to a recap and preparing students for their final assessment and the independent study week the remaining 9 weeks of classes will cover the following broad topics: Changing audiences (from analog to digital); The audience as a “produser” in the digital age; Social Media, Networked publics and imagined audiences; Audience economics 1: The battle for attention in the digital age; Audience economics 2: Digital advertising; Digital news audiences; Entertainment audiences in the digital age; Changing audiences and changes in news + entertainment products; Methods 1: Industry analytics; Methods 2: An overview of academic methods; The future of audiences.

Teaching method: Workshop
Description: Weekly lecture combined with hands-on application
Schedule directed student hours: 24
Unscheduled directed student hours: 126
Attendance recorded: YES
Notes:
Description of how self-directed learning hours may be used: reading in preparation for classes, reviewing workshop slides, participating in in-class activities preparing assignments.