Citizens and Consumers

summative essay of 3000words. follow instructions, use provided sources, observe quality

Students must use academic referencing and a bibliography in this essay (see the Postgraduate Student Handbook for more information and guidance on Referencing and Academic Honesty). The content includes introduction, main paragraph, case studies (examples), conclusion. I will provide relevant literatures and some information for the essay.

And the most important thing is to use as much literature as possible (almost 20). I will provide a reading list. Select your main readings from the “Reading List”, but also remember to draw on other additional relevant sources as part of your independent study.

Please read carefully the section in your Course Handbook on ‘Plagiarism and Referencing’, and remember that referencing of all source material should conform to the Harvard / APA referencing system. E.G. (In brackets aut hor surname only, year, page) – not endnotes, footnotes, bullet points or author surname followed by initial .

Lecture 10 The Media’s View of the Audience & Audiences as Citizens and Consumers

This lecture will examine the audience from the point of view of the media industries. It will examine why the media wish to carry out audience research and how this differs from the audience research carried out by academics. In particular it will explore the economic imperatives behind media audience research. The lecture will ask questions about audience power and examine this in the light of the audience as ‘produser’.

Key Reading Compulsory reading

1. Toynbee, J. (2006) ‘The Media’s View of The Audience’ in Hesmondhalgh, D Media Production

, Maidenhead Open University Press pp91-132 2. Ang, I (1991) ‘The Revolt of the Viewer’ in Desperately Seeking the Audience , London, Routledge(extract in Toynbee above)