Module Information

Module Identifier
Module Title
Academic Year
Semester 1
Successful completion of Part 1

Course Delivery

Delivery Type Delivery length / details
Lecture Lecture 1 x 1 hour per week
Seminars / Tutorials Seminar 1 x 1 hour per week


Assessment Type Assessment length / details Proportion
Semester Assessment Essay (2000 words)  40%
Semester Assessment Critical Portfolio (3000 words)  60%

Learning Outcomes

Learning Outcomes:

Typically, upon completion of this module, students will be able to:
- demonstrate knowledge of range of recent qualitative audience researches;
- critically evaluate these researches from the point of view of their methods of research, their generalisability, and their implicit or explicit models of the relations of text to audience;
- demonstrate awareness of the different purposes of research (for production planning, for policy-purposes, and for critical academic understanding);
- think critically about the differences between quantitative and qualitative research;
- conduct in a group a small piece of research, and begin the process of designing a piece of their own research.


This module will combine a critical examination a range of qualitative researches carried out since 1980 into the ways audiences use and make sense of different media, a consideration of the implications of these researches for our commonsense understandings of audiences, for methodologies of research, and for policy, with designing, carrying out and evaluating of a test piece of research.


- to give students the opportunity of studying the ways audiences receive, respond to and use their experience of the media;
- to provide an introduction to contemporary research into media audiences, with particular reference to film and television;
- to consider the relevance of the findings of such research for production and programming, and policy-debates;
- to provide a platform of understanding of qualitative methods of research from which students could plan dissertations.

Module Skills

Skills Type Skills details
Communication Students¿ written communication skills will be developed over the two pieces of assessed work that they produce. They will be encouraged to produce arguments about the subject, using appropriate language and style and through structuring their argument and writing effectively. Students will develop their oral communication shills through seminar sessions which will encourage both individual contributions and group discussion, and, in some cases, will ask students to give brief presentations (in groups). Students will also be encouraged to answer and to ask questions in lectures.
Improving own Learning and Performance Students will develop their critical thinking skills, and their ability to apply, evaluate and compare contrasting theoretical and critical perspectives and methods. Through small group discussions in seminars, students will be given opportunities to develop an awareness of the opinions of others and reconsider initial ideas if necessary, to apply and test theoretical claims and arguments, and to articulate and communicate their ideas.
Information Technology Students will be given opportunities to develop their skills using electronic search and retrieval of sources. Students will develop their research and referencing skills when analysing, evaluating and referencing materials from the web and related sources, and will focus on the selection of materials appropriate to the task (seminar work and assessed work). E-mail and Blackboard will be the main forms of communication and information sharing in this module, so students will be encouraged to actively engage in these processes.
Personal Development and Career planning Students will be encouraged to take increasing responsibility for managing their own learning by preparing work independently for seminar sessions. Students will be encouraged to build upon the knowledge gained from lectures through developing skills in self study (supported by the general and specific reading lists and other resources distributed throughout the module). Students will be encouraged to develop their confidence in articulating and discussing their ideas (individually and in groups) in seminar sessions and lectures.
Problem solving Students should be able to identify tensions and debates in the field. They will be encouraged to engage with, compare and evaluate existing critical thought and theory, and to identify and select the most appropriate material (academic reading, films and reception materials) to use in their assessed work.
Research skills Students will be given the opportunity to develop their research skills and apply and test the research methods necessary for their assignments within seminar provision. Students will be encouraged to evaluate, analyse, interpret and reflect upon a variety of primary sources that they will use in their assessed work and in seminars.
Subject Specific Skills See QAA Subject Benchmark Statement Communication, media, film and cultural studies (2008)
Team work All seminar sessions will enable students to work within a small group, and discuss and compare ideas. Furthermore, some of the required pre-seminar preparation will ask students to engage in particular preparation tasks in small groups.

Reading List

Essential Reading
Barker, Martin & Kate Brooks (1998) Knowing Audiences: Judge Dredd, its Friends, Fans & Foes University of Luton Primo search Buckingham, David (1996) Moving Images: Understanding Children?s Emotional responses to Television Manchester University Press Primo search Buckingham, David (1985) Public Secrets: East Enders and its Audience BFI Primo search Corner, John, Natalie Fenton & Kay Richardson (1989) Nuclear Reactions John Libbey Primo search Hill, Annette (1997) Shocking Entertainment: Viewer Response to Violent Movies University of Luton Press Primo search Kuhn, Annette (2002) An Everyday Magic: Cinema and Cultural Memory London: IB Tauris Primo search Morley, David (1980) The Nationwide Audience: Structure and Decoding BFI Primo search Ruddock, Andy (2000) Understanding Audiences Sage Primo search Schlesinger, Philip et al (1998) Men Viewing Violence Broadcasting Standards Council Primo search Schlesinger, Philip et al (1992) Women Viewing Violence BFI Primo search Stacey, Jackie (1993) Star Gazing: Hollywood Cinema and Female Spectatorship Routledge Primo search Staiger, Janet (1992) Interpreting Films: Studies in the Historical Reception of American Film Princeton University Press Primo search Stokes, Melvyn & Richard Maltby (eds) (1999) Identifying Hollywood?s Audiences: Cultural Identity and the Movies BFI Primo search


This module is at CQFW Level 6