AUDIENCE STUDIES AND AUDIENCE DEVELOPMENT

FİLM503

Course Code: FİLM503
Semester: -
Theory+Practice: 3 + 0
ECTS: 10

Course Type

Elective Course

Course Level

Master's Degree With Thesis

Year of Study

Semester

ECTS

Name of Lecturer(s)

Learning Outcomes

At the end of this course, the students;

Analyze the main approaches to audience studies and reception theories from the perspective of cultural studies.
Apply audience research methods, target audience analysis, and audience segmentation processes in different cultural and media contexts.
Design and critically evaluate theoretical and practical audience development strategies for cinema, film festivals, and cultural institutions.

Mode of Delivery

Face to face

Prerequisites

Recommended Optional Programme Components

Course Description

This course examines the main approaches to audience studies and reception theories, with a particular focus on audience research and audience development. The course explores target audience analysis, audience segmentation, and audience development strategies in relation to cultural institutions and the field of cinema.

Course Contents

WEEK	TOPICS
1^st Week	Introduction to Audience Studies: Who is the Audience? Historical Development of the Audience Concept
2^nd Week	Early Approaches to Audience Research
3^rd Week	Cultural Studies and the Active Audience: Stuart Hall and Encoding/Decoding
4^th Week	Reception Theories and Meaning-Making Processes
5^th Week	Cultural Consumption, Taste, and Distinction: Bourdieu, Habitus, and Cultural Capital
6^th Week	Audience Research Methods: Research Design, Surveys, Interviews, Focus Groups, and Ethnography
7^th Week	Audience Segmentation: Demographic, Psychographic, and Lifestyle-Based Approaches
8^th Week	The Concept of Audience Development: Historical Evolution, Objectives, and Key Approaches
9^th Week	Audience Development in Cultural Institutions: Museums, Theatres, and Arts Organizations
10^th Week	Audience Development in the Cinema Sector: Viewing Experience, Access, and Participation
11^th Week	Audience Development and Cultural Participation Strategies in Film Festivals
12^th Week	Digitalization, Participatory Culture, and Fragmented Audiences
13^th Week	Digital Platforms, Algorithms, Data-Driven Audience Strategies, and Audience Design
14^th Week	Case Studies from Turkey and Around the World / Student Presentations

Recommended or Required Reading

Hall, S. (1980). Encoding/Decoding. İçinde S. Hall, D. Hobson, A. Lowe ve P. Willis (Ed.), Culture, Media, Language (ss. 128?138). London: Routledge.
Hall, S. (1996). Critical Dialogues in Cultural Studies. D. Morley ve K.-H. Chen (Ed.). London: Routledge.
Abercrombie, N. ve Longhurst, B. (1998). Audiences: A Sociological Theory of Performance and Imagination. London: Sage.
Livingstone, S. (Ed.) (2005). Audiences and Publics: When Cultural Engagement Matters for the Public Sphere. Bristol: Intellect.
Bourdieu, P. (2018 [1979]). Distinction: A Social Critique of the Judgement of Taste. London: Routledge.
Maitland, H. (2000). A Guide to Audience Development. London: Arts Council of England.
Kawashima, N. (2006). ?Audience Development and Social Inclusion in Britain.? International Journal of Cultural Policy, 12(1), 55?72.
Carnelli, L. vd. (2017). Study on Audience Development: How to Place Audiences at the Centre of Cultural Organisations. European Commission.
Hadley, S. (2021). Audience Development and Cultural Policy. Cham: Palgrave Macmillan.
Cuenco-Amigo, M. ve Makai, P. (2017). ?Audience Development: A Cultural Marketing Perspective.? Academia Revista Latinoamericana de Administracion, 30(2), 156?172.
Richter, V. ve Thiele, L. (2018). Audience Design: An Introduction. TorinoFilmLab.

Planned Learning Activities and Teaching Methods

Lecture
Discussion
Presentation
Questions/Answers
Case Study

Assessment Methods and Criteria

	Quantity	Percentage (%)
Mid-term	1	30
Assignment	1	10
Presentation of Article	1	10
Total(%)		50
Contribution of In-term Studies to Overall Grade(%)		50
Contribution of Final Examination to Overall Grade(%)		50
Total(%)		100

ECTS Allocated Based on Student Workload

Activities	Quantity	Duration (Hour)	Total Workload (Hour)
Midterm exam	1	3	3
Preparation for Quiz
Individual or group work	1	70	70
Preparation for Final exam	1	45	45
Course hours	14	3	42
Preparation for Midterm exam	1	30	30
Laboratory (including preparation)
Final exam	1	3	3
Homework
Field Research	1	40	40
Literature review	3	10	30
Article Presentation	1	5	5
Article	3	5	15
Total Work Load			283
Total Work Load / 30 (h)			9.43
ECTS Credit of the Course			10

Language of Instruction

Turkish

Work Placement(s)

Programme Qualifications / Learning Outcomes

	LO1	LO2	LO3
K1	X
K2	X
K3	X
K4	X
K5	X
K6	X
K7	X	X
K8	X
K9	X	X	X
K10
K11
K12		X	X
K13			X
K14
K15
K16	X	X	X
K17	X	X	X
K18	X	X	X
K19
K20
K21	X	X	X
K22
K23	X
K24	X	X	X
K25	X	X	X

	LO1	LO2	LO3
K1	X
K2	X
K3	X
K4	X
K5	X
K6	X
K7	X	X
K8	X
K9	X	X	X
K10
K11
K12		X	X
K13			X
K14
K15
K16	X	X	X
K17	X	X	X
K18	X	X	X
K19
K20
K21	X	X	X
K22
K23	X
K24	X	X	X
K25	X	X	X

	LO1	LO2	LO3
K1	X
K2	X
K3	X
K4	X
K5	X
K6	X
K7	X	X
K8	X
K9	X	X	X
K10
K11
K12		X	X
K13			X
K14
K15
K16	X	X	X
K17	X	X	X
K18	X	X	X
K19
K20
K21	X	X	X
K22
K23	X
K24	X	X	X
K25	X	X	X

	LO1	LO2	LO3
K1	X
K2	X
K3	X
K4	X
K5	X
K6	X
K7	X	X
K8	X
K9	X	X	X
K10
K11
K12		X	X
K13			X
K14
K15
K16	X	X	X
K17	X	X	X
K18	X	X	X
K19
K20
K21	X	X	X
K22
K23	X
K24	X	X	X
K25	X	X	X