C8804 - SOCIOLOGIA DELLE AUDIENCE (1) (LM)

Learning outcomes

The course provides students with theoretical and methodological tools to understand the concept of audience from a sociological perspective, and to analyse the cultural and communicative dynamics that define it within the media environment and across various production-reception contexts. By the end of the course, students will be able to: - situate the concept of audience within the broader framework of social transformations in media and the media environment; - demonstrate knowledge of the main theories and approaches to audience analysis and research; - apply the acquired knowledge to the understandingof the social effects of media and the cultural and communicative dynamics that shape the notion of audience in its multiple forms; - apply the acquired knowledge to the analysis of different communicative contexts of production and reception (including public-institutional, cultural and creative industries and organizations, civic-participatory settings).

Course contents

In line with the learning objectives, the course is organized into three complementary sections.

1. Thinking Sociologically about Audiences

The first section introduces the concept of audience from a sociological perspective, tracing its evolution within the broader transformations of the contemporary media environment and of key socio-cultural processes, including deep mediatization, individualization, singularization, and the reconfiguration of the relationship between the private and the public sphere. Particular attention will be devoted to understanding audiences as both a social construct and a social experience. The course will explore the relationships between audiences, identity, reflexivity and media experience, as well as participation as a mode through which audiences are constituted, act and produce meaning within the contemporary media ecosystem, thereby contributing to the processes through which the public sphere is constructed.

2. Theories and Approaches to Audience Research

The second section examines the main theoretical and methodological approaches to audience research, highlighting the shift from reception-centred models to perspectives that conceive audiences as active, productive, diffused and connected, while also addressing audiences as interpretive communities and communities of practice.

3. Audiences across Different Contexts of Communication and Reception

The final section explores selected configurations of audiences across different contexts of communication, production and reception. Through exemplary cases, the course examines the contemporary transformations in the relationships between media, institutions, organizations and citizens. Particular attention will be devoted to the contexts of the cultural and creative industries, public and social communication, cultural institutions and organizations, and civic and participatory processes, drawing on empirical research and case studies.

Readings/Bibliography

The course bibliography will consist of a selection of book chapters and scholarly articles, complemented by teaching materials prepared by the instructor and made available through the course online platform. The detailed reading list and all study materials will be published on the course webpage before the beginning of the teaching activities and presented during the first class.

For the first two sections of the course, the readings will include works by authors such as Abercrombie & Longhurst, S. Livingstone, N. Couldry, G. Boccia Artieri, P. Dahlgren, and M. Sorice. The third section will draw on scholarly articles and additional readings focusing on empirical research and case studies related to the communication contexts examined throughout the course.

Teaching methods

The course combines lectures with interactive learning activities, fostering discussion and critical reflection on the topics addressed throughout the course. Particular emphasis will be placed on the analysis and discussion of case studies and empirical research in order to apply the main theoretical and methodological approaches to the study of audiences across different communication contexts.

The third section of the course will include contributions from guest speakers, practitioners and key informants working in the fields under examination. Students will also engage in small-group activities focused on the analysis and discussion of case studies, with the aim of developing critical thinking and the ability to apply the theoretical concepts and analytical tools introduced during the course.

Assessment methods

For attending students, the oral examination will begin with the presentation of a case study, supported by a brief PowerPoint presentation. The case analysis should demonstrate the student's ability to apply the concepts, theoretical approaches and analytical tools introduced during the course to the analysis of a specific communication context. The presentation will be followed by an oral discussion aimed at assessing the student's understanding of the theoretical framework, critical thinking skills, and appropriate use of disciplinary terminology.

For non-attending students, the oral examination will cover the entire course syllabus and will also include the discussion of two scholarly articles presenting empirical case studies, selected from those included in the course bibliography. The discussion is intended to assess the student's ability to apply the concepts and analytical tools introduced during the course to the analysis of specific communication contexts.

Assessment will be based on the following criteria:

a) Active participation. For attending students, active participation in class activities, discussions, and case analysis exercises will be taken into account as part of the overall assessment.

b) Knowledge, analytical skills, and ability to apply theoretical concepts. In particular:

• an integrated understanding of the topics covered, the ability to develop critical arguments, to establish connections among the different theoretical approaches, and to apply conceptual tools to the analysis of case studies and communication contexts, together with the appropriate use of disciplinary terminology, will be assessed with the highest marks;
• a thorough and accurate knowledge of the course contents, a good ability to connect the main topics addressed and to apply the interpretative frameworks to the analysis of communication contexts, together with the appropriate use of disciplinary terminology, will result in a good assessment;
• predominantly descriptive knowledge of the course contents, combined with only partially developed analytical and application skills and generally correct, although not always precise, disciplinary terminology, will result in a satisfactory assessment;
• partial knowledge of the course contents, difficulties in applying concepts and analytical tools, together with an imprecise use of disciplinary terminology, will lead to the minimum passing grade;
• significant gaps in knowledge, inability to navigate the main theoretical approaches and to apply concepts to the analysis of communication contexts, together with inappropriate use of disciplinary terminology, will result in a failing grade.
  

Students with SLD or temporary or permanent disabilities. It is necessary to contact the relevant University office [https://site.unibo.it/studenti-con-disabilita-e-dsa/en] with ample time in advance: the office will propose some adjustments, which must in any case be submitted 15 days in advance to the lecturer, who will assess the appropriateness of these in relation to the teaching objectives.

Teaching tools

Classes will be supported by slides and multimedia materials (including images, videos, podcasts, and other digital resources), as well as by the discussion of case studies and empirical research. The slides presented during class and any additional teaching materials provided by the instructor will be made available through the Virtuale – Learning Environment platform.

Office hours

See the website of Giulia Allegrini