Audience studies: Sources and methods

In this unit you will be introduced to the variety of historical and ethnographic resources necessary to conduct audience research such as fan magazines, census data, fire insurance maps and personal interviews. You will be provided with an overview of methodological approaches that can be used to contextualise the primary material that you gather, alongside designing and delivering a research project centred on your chosen audience group. In the broadest sense, the projects will aim to either 1. reconstruct moviegoing of the past, or 2. investigate contemporary viewing practices in socially, nationally or ethnically-defined groups. Potential projects could, for instance, uncover the history of a specific movie theatre in KL, or to investigate the memories of moviegoing amongst elderly Chinese Malaysians. In planning your research, you will be given the opportunity to draw on your existing social networks and unique language skills.

Upon completion, you will develop a set of transferable skills related to project management, which will further enhance your employability in media, communication, advertising and public relation sectors. The unit will be delivered through a variety of teaching and learning approaches with a strong focus on student-led projects, inside and outside the classroom.

Case-based teaching

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.