The course addresses central theories and perspectives in audience research, with a focus on how digitalization and datafication reshape creativity, participation, meaning-making, and the relationship between media and audiences. Drawing on current research on media audiences, media analysis, and audience engagement, the course examines the shift from mass audiences to algorithmic audiences and the implications of this transformation for media practices, innovation, and business strategies.
The course introduces methods for analyzing audience data and engagement, including critical examination of sampling, bias, and interpretation. Through prior research, practical exercises, and studies of social media, platform logics, and algorithmic processes, it highlights how audiences are constructed and valued in media markets.
Particular emphasis is placed on ethical and democratic issues related to transparency, power, and sustainability, as well as the responsibility of media entrepreneurs in a datafied media environment.
- Kursansvarig: Pernilla Severson