57213 Understanding and Engaging 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 2025 is available in the Archives.

Description

This subject explores the importance and processes of understanding 'audiences' through formal quantitative and qualitative research methods. Students learn traditional, formal, informal and advanced research methods to identify and apply the most appropriate ways to understand audiences. These methods inform student understanding of audience interests, concerns, needs and communication preferences to develop evidence-based strategic communication. Methods include key informant interviews and content analysis. Students learn the value of integrating research into strategic communication projects for diverse organisations. They develop research, design and management skills through simulation activities and case studies.

Subject learning objectives (SLOs)

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:

• Apply an advanced body of practice-oriented knowledge and skills to develop, implement and evaluate innovative solutions to real-world communication challenges with a high level of personal autonomy, leadership and accountability (1.1)
• Plan, execute and utilise a substantial body of research for professional practice (2.1)
• Critically and creatively rethink and reflect on public relations, advertising and organisational change models and practices for the 21st century beyond dominant models and approaches and seek innovative approaches (2.2)
• Graduates have high-level knowledge and skills to engage with diverse audiences through both written and oral communication strategies, across a range of media formats, with consideration of others' needs and views (6.1)

Teaching and learning strategies

This subject employs an experiential learning approach for students to appreciate the communication research process for understanding and engaging audiences for their strategic communication initiatives. Through case discussions, hands-on activities in data collection, participation in workshops of qualitative and quantitative data analysis, and scaffolded assessments, students develop insights into their audiences through various contemporary research methods and make sense of data for strategic communication purposes.

An aim of this subject is to help you develop academic and professional language and communication skills to succeed at university and in the workplace. During this subject, you will complete a milestone assessment task that will, in addition to assessing your subject-specific learning objectives, assess your English language proficiency.

Content (topics)

This subject explores both traditional communication research methods such as survey, experiment, interviews, focus groups, ethnography, as well as more contemporary methods for digital communication such as netnography and mobile research. The subject discusses these research strategies specifically for strategic communicators to understand and engage their audiences through various case studies.

Assessment

Assessment task 1: Research Proposal to Investigate Audiences

Assessment task 2: Audience Insights Report

Assessment task 3: Online Activities

Minimum requirements

Submission of assessment tasks

In this subject assessment tasks are cumulative so that each task builds understanding and/or skills, informed by formative feedback. Consequently, all assessments must be submitted in order for students to receive feedback. Students who do not submit all assessments will not pass the subject.

Attendance

Attendance at classes is essential in this subject. Classes are based on a collaborative approach that involves essential workshopping and interchange of ideas with other students and the tutor to build capacities towards meeting the subject learning objectives. A roll will be taken at each class (whether on campus or online). Students who have more than two absences from class will be refused marking of their final assessment.

Referencing

Use of Generative AI needs to be referenced. Please refer to UTS Library guide: https://www.lib.uts.edu.au/whats-on/news/referencing-generative-ai-in-assignments. In addition, students are required to include clickable links for all references in the Reference List if available.

Required texts

Essential:

Croucher, S.M. & Cronn-Mills, D. 2018, Understanding communication research methods, 2nd edn., Routledge, New York. https://ebookcentral.proquest.com/lib/uts/detail.action?docID=5580363?

Macnamara, J. 2018, Evaluating public communication: Exploring new models, standards and best practice, Routledge, London and New York. https://doi-org.ezproxy.lib.uts.edu.au/10.4324/9781315391984Link

Recommended:

Drisko, J.W., & Maschi, T. 2016, Content analysis, Oxford University Press, New York. https://ebookcentral.proquest.com/lib/UTS/detail.action?docID=4310782

Eggensperger, J., & Redcross, N. 2019, Data-driven public relations research: 21st century practices and applications, Routledge, New York. https://doi-org.ezproxy.lib.uts.edu.au/10.4324/9781315196688Link

Additional weekly articles will be provided as eReadings from UTS Library

References

Berger, A. 2000, Media and communication research methods: An introduction to qualitative and quantitative approaches, Sage Publications, Thousand Oaks, CA.

Bise, R. S., Barge, J. K., Dougherty, D. S, Lucas, K., & Tracy, S. J. 2014, ‘A round-table discussion of “Big” data in qualitative organisational communication research’, Management Communication Quarterly, vol. 28, no. 4, pp. 625-649.

Frey, L., Botan, C. & Kreps, G. 2000, Investigating communication: An introduction to research methods, 2nd edn., Allyn & Bacon, Needham Heights, MA.

Hargie, O. & Tourish, T. (eds) 2000, Handbook of communication audits for organisations, Routledge, London.

Hjorth, L., Horst, H., Galloway, A., Bell, G. 2017, The Routledge companion to digital ethnography, New York and Oxford: Routledge.

Kozinets, R. 2015 Netnography redefined, 2nd edn., Sage Publications, London and Thousand Oaks, CA.

Macnamara, J. 2005b, 'Media content analysis: its uses, benefits and best practice methodology', Asia Pacific Public Relations Journal, vol. 6, no. 1, pp. 1-34.

Mills, K. A. in press, ‘What are the threats and potentials of big data for qualitative research?’, Qualitative Research.

Neuendorf, K. 2002, The content analysis guidebook, Sage Publications, Thousand Oaks, CA.

Schreier, M. 2012, Qualitative content analysis in practice, Sage Publications, London and Thousand Oaks, CA.

Stacks, D. 2011, Primer of public relations research, The Guilford Press, New York.

Wimmer, R. & Dominick, J. 2006, Mass media research: An introduction, 8th edn., Wadsworth-Thompson, Belmont, CA.