Audience studies

Course plan, Aalborg University

BA/Communication & Danish
6. semester/spring term

Reception of mediated communication

Duration of course: 9 times 3 hours plus work shop

Course description:
Media content and media use is discussed from a sociological and cultural perspective. The course introduces
macro- and micro-sociological theories and methods within media research. Focus is on 1) Media use and
reception – qualitative and quantitative studies 2) Media industry – sociological definitions of audience and
power relations.

Qualitative and quantitative media sociology

A historical overview of research paradigms: Effect research, uses and gratifications, critical theory (Frankfurt School),
cultural studies. Discussion of active/passive audiences resulting in with qualitative media sociology and reception
analysis.
Literature:
D. McQuail (1997): Audience analysis, Sage, (pp. 1 – 47)
Supplementary
Ingun Hagen (1998): Medias publikum – Frå mottakar til brukar?”, Ad Notam Gyldendal

Reception analysis and semiotics

Umberto Eco’s contributions to reception theory are discussed in relation to literary reception aesthetics (Konstanz
Scool). Stuart Hall’s encoding/decoding model is reflected in 1) cultural studies theory and method 2) semiotics and
semiology as parallel paradigms.
Literature:
U. Eco (1981): ”Læserens rolle” in M. Olsen et al (ed): Værk og læser, Borgen
Stuart Hall (1980): ”Encoding/decoding” in S. Hall et al (ed): Culture, Media, Language, Hutchinson
J. F. Mikkelsen & B. Steffensen (1996): ”Hvad er receptionsteori?” in Nordicom-Information nr 3-4
Morris B. Holbrook (1987): ”The study of signs in consumer aesthetics: An egocentric view” in J.Umiker-Sebeok:
Marketing and semiotics, Mouton de Gruyter

The pragmatics of reception

Reception of information is discussed on the basis of television news studies. Senders’ intentionalities and the
recipients’ constructions of the news story are confronted. Focus is on pragmatic and text linguistic theories of mental
modelling and/or discourse analysis
Literature:
Klaus B. Jensen (1994): Nyheder til hverdag” in L. Højbjerg (ed): Reception af levende billeder, Akademisk forlag
R. Pittelkow (1985): ”Seernes tv-avis” in R. Pittelkow (ed): Analyser af tv, Medusa
J. F. Mikkelsen (1994): ”Pragmatisk receptionsteori” in L. Højbjerg (ed): Reception af levende billeder, Akademisk
forlag

Qualitative methodologies in media research

The use and abuse of qualitative interviewing and (participant) observation in reception analysis and media
ethnography. Validity and interpretation of different kinds of data are in focus.
Literature:
Mediekultur nr 21 1993 (Drotner, Rasmussen & Schrøder)
(topic on reception analysis and media ethnography)
Supplementary:
K. B. Jensen & N. Jankowski (ed) (1991): A handbook of qualitative methodologies for mass communication research,
Sage
Workshop:
Building upon the students’ knowledge of qualitative methodologies we discuss research aims and how to choose the
right method.
Literature:
T. R. Lindlof (1995): Qualitative communication research methods, Sage
Media and industry
Macro sociological perspectives on media ownership and concentration: Local and global examples and discussion of
consequences in respect to content and media use. Focus is on the institutionalised construction of audience.
Literature:
R. Lorimar (1994): ”The structure and role of ownership” in R. Lorimar: Mass Communications, Manchester (pp. 75 –
103)
Supplementary:
P. Jauert & O. Prehn (1997): ”Danish mass media: recent developments” in U. Carlsson & E. Harrie (ed): Media Trends
1997 in Denmark, Finland, Norway and Sweden, Nordicom

News between the ideals of journalism and everyday use

The structural and organisational relations of news-production are discussed 1) in relation to format and content 2) in
relation to the function and meaning of news in everyday life: Do we prefer ”new” news or ”old” news which may
confirm existing life values – and who are we?
Literature:
J. Poulsen (1996): At læse avis, Roskilde
Supplementary:
J. W. Carey (1992): A cultural approach to communication” in J. W. Carey: Communication as culture, New York (pp.
13 –36)

Advertising – a sociological perspective

Historically advertising and the different media are interdependent – technologically, economically and in sociological
terms. Focus is on power relations and the different actors on the media stage – is the receiver/customer placed in the
front or in the back regions of the game?
Literature:
M. Schudson (1984): Advertising – the uneasy persuasion, New York

The theoretical foundations of life style analysis

Life style as a concept has become central for the understanding of media use and for the production of campaigns -
both commercial and public. Focus is on the theoretical foundations of the life style concept: Phenomenology (Schutz),
social differentiation (Bourdieu, Douglas).
Literature:
H. Dahl (1997): Hvis din nabo var en bil. En bog om livsstil, København (pp. 7 – 82)
Supplementary:
P. Bourdieu (1997): ”Socialt og symbolsk rum” in P. Bourdieu: Af praktiske grunde, København
M. Douglas (1996): Thought styles. Critical essays on good taste, London (pp. 77 – 105)

Everyday life, media use and life style analysis

According to life style analysis, consumption and media use is not spontaneous but form genuine patterns of values and
attitudes for differentiated groups of people. Television use is discussed as an example of differentiation.
Literature:
H. Dahl (1997): Hvis din nabo var en bil. En bog om livsstil, København (pp.83 – 173)
Supplementary:
K. Schrøder (1995): Danskerne og medierne. Dagligdag og demokrati, Statens Information, København

Supplementary literature for the course as a whole:

P. Sepstrup (1999): Tilrettelæggelse af information, Systime
A. B. Lund (1996): Smitsomme sygdomme i dansk journalistik, Munksgaard
D. McQuail (1987): Mass communication theory – an introduction, Sage
L. Højbjerg (1994): Reception af levende billeder, Akademisk Forlag

The courses are in Danish. International programme in ”Media, Culture and Communication” is available for foreign
students. At Aalborg University studies are project-oriented. Within the thematic framework of ”mediated
communication”, students formulate relevant problems for investigation. The audience studies course is one out of 4
courses on mediated communication on the 6th semester, and in the project work, the students make their own choices
of problem formulation – empirical reception analysis may be part of the project but it is not a demand.