AMU3021 · Audience studies: Sources and methods

Overview

In this unit you will be introduced to the variety of historical and ethnographic resources necessary to conduct audience research such as fan magazines, census data, fire insurance maps and personal interviews. You will be provided with an overview of methodological approaches that can be used to contextualise the primary material that you gather, alongside designing and delivering a research project centred on your chosen audience group. In the broadest sense, the projects will aim to either 1. reconstruct moviegoing of the past, or 2. investigate contemporary viewing practices in socially, nationally or ethnically-defined groups. Potential projects could, for instance, uncover the history of a specific movie theatre in KL, or to investigate the memories of moviegoing amongst elderly Chinese Malaysians. In planning your research, you will be given the opportunity to draw on your existing social networks and unique language skills. Upon completion, you will develop a set of transferable skills related to project management, which will further enhance your employability in media, communication, advertising and public relation sectors. The unit will be delivered through a variety of teaching and learning approaches with a strong focus on student-led projects, inside and outside the classroom.

Areas of study: Film, television and screen studies

Offerings

Assessment

The Handbook does not list a final examination among the assessment items. That is not a guarantee there is none.

Within semester assessment: 100%

Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.

Requisites

The Handbook lists no prerequisite, corequisite or prohibition for this unit.

Learning outcomes

1. Identify and describe various methodological approaches to the scholarly study of film audiences;
2. Critically evaluate scholarly perspectives on historical audiences and new cinema history;
3. Apply theoretical frameworks to explain the historical, social and critical significance of moviegoing;
4. Utilise appropriate methodologies and resources to formulate a cohesive audience research project;
5. Collaborate with other students to design and execute said research project;
6. Communicate research findings and arguments in a cohesive and scholarly manner.

Workload

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

Student experience, not official rules. Nothing here changes what the Handbook says.