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2000 Simcoe Street North
Oshawa, Ontario L1G 0C5
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905.721.8668

Ontario Tech University is the brand name used to refer to the University of Ontario Institute of Technology.

Ontario Tech acknowledges the lands and people of the Mississaugas of Scugog Island First Nation which is covered by the Williams Treaties and are the traditional territory of the Mississaugas, a branch of the greater Anishinaabeg Nation, including Algonquin, Ojibway, Odawa and Pottawatomi. Learn more.

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Ontario Tech University

Dec 26, 2024

2023-2024 Undergraduate Calendar

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2023-2024 Undergraduate Calendar [ARCHIVED CALENDAR]

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COMM 3720U – Knowing Your Audience: Audience Studies for Media Professionals and Creators

When we read the daily news or a classic novel, browse the latest TV shows and movies on Netflix, and scroll through Twitter and Facebook, we engage with these media forms as their “audience.” But what is an “audience” and how have ways of identifying, measuring, monetizing, targeting, influencing, impacting, interacting and studying audiences changed in relation to new media developments, from print to broadcasting to Internet search engines and social media platforms? This course is an introduction to media audience studies. Balancing between traditional and digital media audience theory and research, the course explores the many ways ways that media industries, researchers and creative practitioners try to know their audience: as victims of “media effects”, sovereign consumers, commodities and market segments, receivers, decoders, fans, subcultures, communities, users, data profiles, prosumers and more. Students learn how to analyze the media audience and devise their own media strategy and tactics for identifying, reaching, interacting with and influencing an audience.
Formerly: Communicating Identities
Credit hours: 3
Lecture hours: 3
Recommended: COMM 1100U or COMM 1420U or COMM 2311U

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