52681 Understanding Digital Audiences
Warning: The information on this page is indicative. The subject outline for a
particular session, location and mode of offering is the authoritative source
of all information about the subject for that offering. Required texts, recommended texts and references in particular are likely to change. Students will be provided with a subject outline once they enrol in the subject.
Subject handbook information prior to 2024 is available in the Archives.
Credit points: 6 cp
Result type: Grade and marks
Anti-requisite(s): 54060 Understanding Digital Audiences AND 58337 Engagement, Participation, Gamification
Description
This subject guides students as they examine communication and cultural practices in the construction of audiences on digital platforms. Students are introduced to key media concepts used to research and understand digital audiences. They engage with and discuss key theories and concepts relating to digital audiences and gain knowledge of the history of audience studies. Students work individually and in groups to research and learn about the social, historical, cultural and economic aspects of digital sociality, and how digital and social media have impacted the ways we understand and work with audiences in a contemporary media landscape. They develop skills in essay writing, collaborative work, and group presentations, and present the results of their investigations through both group-based and independent research.
Subject learning objectives (SLOs)
| a. | Describe and reflect on key concepts and theoretical approaches to digitally mediated audiences |
|---|---|
| b. | Identify and characterise specific examples of digital media platform audiences |
| c. | Undertake independent research on, and analysis of, digital audiences |
| d. | Apply practical and professionally-oriented strategies for reporting on digital audiences |
| e. | Collaborate effectively with peers |
Course intended learning outcomes (CILOs)
This subject engages with the following Course Intended Learning Outcomes (CILOs), which are tailored to the Graduate Attributes set for all graduates of the Faculty of Arts and Social Sciences:
- Act in a professional manner appropriate to communication industries (1.1)
- Apply theoretically informed understandings of communication industries to independent and collaborative projects across a range of media (1.2)
- Employ appropriate research and inquiry skills to independently gather, organise and analyse information across diverse platforms (2.1)
- Act as reflexive critical thinkers and innovative creative practitioners who evaluate their own and others' work (2.2)
- Demonstrate a strong awareness, knowledge of, and sensitivity to, diversity, equity and global contexts (3.1)
- Exemplify effective and appropriate communication in different communication industry contexts (6.1)
Teaching and learning strategies
This subject integrates contextual and historical knowledge, theories, concepts and scholarly literature, design thinking and technical skills. Teaching strategies promote interactive, collaborative learning with a ‘learning by doing’ approach to foster exploration extending beyond the classroom. Prerecorded lectures support and inform interactive classes. Classes incorporate a range of teaching and learning strategies including case studies, discussion, presentations, workshops and small-group collaboration. These are complemented by online activities, including preparatory activities using online resources and self-paced extension of digital skills. Formative feedback will be provided in class.
Content (topics)
Students learn to analyse digital sites and platforms to investigate how media affordances generate and transform their knowledge and experience of audiences. They explore examples of digital interactions and platform cultures, and research and learn about the social, historical, cultural, and economic aspects of media audiences, including how they are reached, studied, and understood. Students examine many aspects of digital technologies and social media, including communities, identities, labour, influencers, algorithms, metrics, affect, research methods and digital research ethics. This subject generates new understandings, representations, and solutions to the challenges of working with a range of digital audiences.
Assessment
Assessment task 1: Key Concepts
| Objective(s): | a and b | ||||||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Weight: | 30% | ||||||||||||||||||||||||
| Length: | 1200 words | ||||||||||||||||||||||||
| Criteria linkages: |
SLOs: subject learning objectives CILOs: course intended learning outcomes |
Assessment task 2: Platform Audience Analysis: Group Presentation
| Objective(s): | a, b, d and e | ||||||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Weight: | 30% | ||||||||||||||||||||||||
| Length: | 7 minute presentation + slides/visual aids + transcript | ||||||||||||||||||||||||
| Criteria linkages: |
SLOs: subject learning objectives CILOs: course intended learning outcomes |
Assessment task 3: Platform Audience Analysis: Individual Essay
| Objective(s): | a and c | ||||||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Weight: | 40% | ||||||||||||||||||||||||
| Length: | 1000 words | ||||||||||||||||||||||||
| Criteria linkages: |
SLOs: subject learning objectives CILOs: course intended learning outcomes |
Minimum requirements
Class attendance for your group presentation (Week 12) is required in order to receive a grade for Assessment 2. Students unable to attend must be approved for special consideration to be considered for assessment at an alternate time.
Required texts
There are no required text books for this subject. Required and recommended readings are available via UTS Library and through the Canvas Reading List.