Fall 2013 - Undergraduate Course Descriptions

McKinley, Deanna
Discipline and Number
COMM 3342 Section 501
MW Time 7:00 PM - 8:15 PM
Course Title
Media Audiences

Description of Course:


Traditional media outlets face competition for audience attention from emerging media. New content-delivery platforms – ranging from the internet to proliferating television channels to on-demand delivery – have fragmented the media environment. Media audiences enjoy increasing control over how, when and where they consume media, and they have new opportunities to create and distribute content. This course examines what these changes in the media environment mean for how we think about audiences, whether we commoditize audiences as markets, valorize them as publics, or empower them as resistant. We will discuss the implications of different conceptions of audiences and their behavior, paying particular attention to the opportunities and challenges posed by increasing audience fragmentation and autonomy.

Required Texts:


Course Requirements/Evaluation Criteria:

Class sessions blend lecture with discussion and activities. Assessment will emphasize written work, tentatively planned to include two small papers and a more substantial final paper.

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