Issues In Audience Management FTV5007

  • Academic Session: 2023-24
  • School: School of Culture and Creative Arts
  • Credits: 20
  • Level: Level 5 (SCQF level 11)
  • Typically Offered: Semester 2
  • Available to Visiting Students: No

Short Description

A critical introduction to the ways in which industries and public bodies have modelled, measured, marketed and engaged with the audience. Students will be expected to consider the impact of new technologies on the increasingly complex relationships between audiences, texts and media providers.


2 hour weekly meetings (Lectures and Seminars)

Requirements of Entry

Standard entry to Masters at College level

Excluded Courses





Two formally assessed written assignments: one critical analysis of a prior audience related study/report (2,000w) - 40%; one research essay (3,000w) exploring a key issue affecting audience management, in relation to a particular case - 60%.

Course Aims

This course aims to:


■ explore key contemporary issues in the changing relationships between media industries and audiences;

■ familiarise students with a range of methods used by industries, regulators and policy makers to model, measure, market and engage with audiences.

■ introduce students to examples of audience research, and enable them to develop the skills to engage critically with theories and studies drawn from academic, policy and industry sectors.

Intended Learning Outcomes of Course

By the end of this course students will be able to:

■ demonstrate a critical understanding of audience issues relevant to media management and explore topics and themes in detail, with reference to appropriate examples and evidence;

■ connect contemporary issues in audience management to broader academic concepts of audiences and publics;

■ analyse and evaluate the studies and statements about audiences emerging from a variety of contexts: academic, industry and policy related.

Minimum Requirement for Award of Credits

Students must submit at least 75% by weight of the components (including examinations) of the course's summative assessment.