Download Communication, Media and Music Programme

Faculty: Communication, Media and Music
Programme: Communication
Location: Diemen
Course code
11243
Course content
Course title and description
Images and Audiences
ECTS
15
Term
2
Prerequisites
Extra info
Know your target audience! The minor Images and Audiences introduce the
importance of recognizing everyday preconceived notions. Whether your target
audience are consumers, citizens or professionals, they will have their ideas about
the identities of products, companies, social groups. These preconceived notions
and (often implicit) ideas will determine whether an advertising, marketing or pr
campaign will have a chance of success. By means of qualitative research we can
establish the explicit and the hidden meanings of images and texts, and of how
images and ideas will be received by target audiences.
This minor will therefore focus on strengthening research competences for future
communication professionals. To understand and be able to conduct (small)
qualitative research projects is an indispensable part of such professional roles as
those of the trendwatcher, the corporate representative, the issue manager or,
obviously, the communication researcher. After all for all kinds of communication
products (whether communication plans, campaigns or other concrete products),
professionals need to prepare groundwork: how do target audiences feel about
the communicator and their product? What is important to know about the field or
product that you are communicating about? What issues and images are at stake?
Secondly, it is also imperative to test whether your idea as a communication
professional of your target audience is at all true and relevant before a
communication plan or product is developed.
This minor will present key insights and reading regarding how images and texts
can be studied in their social context. It will also, secondly show what qualitative
audience research has to offer. By studying key examples and theoretical texts,
students will be made familiar with this research field, and conduct research
projects themselves. The first half of the minor concentrates on researching
images; the second half focuses on audiences and audience research. By
learning how to do both, a strong combination is forged that is of great use in
professional practice. After all, it is the implicit meanings embedded in and given
to images and words, that determine how audience members will form and
formulate meanings. That in turn, is a decisive moment in whether or not a
campaign will have any impact or whether a product will sell.
The project module is based on participants’ own research projects. An area of
research will be decided on by the group. If available it will be a project for an
external party. After a context analysis, including analysis of the field and of the
(hidden) meaning of central images and concepts, a small audience research
project will be undertaken. The audience in question could consist of intended
users, groups of professionals or others. In the interviews central topics will be
discussed. After analysing them for themes and their structure of meaning, a
communication strategy or product will be developed. The project may be part of
ongoing research in Inholland’s lectorates, research groups or schools.
The Images, identities, opinions charts course insights regarding images (visual
analysis) and audience analysis. The group starts by exploring how images have
meaning in specific contexts. This is related to e.g. stereotyping and racism, but
also to hidden messages in advertising. From the third week onwards, analysis of
codes in media images and texts will be studied. Examples will be taken from
popular film and television, commercials and journalistic content. In week 4 and 5,
participants will concentrate on a self-chosen subject area. They will gather
additional literature and exemplary visual materials..The first part of the course
then finishes with a paper containing a grounded analysis of visual and textual
materials. The second part of the course will deal with opinions and audience
analysis. How are opinions formed, how are they part of identities and informants’
sense of community? This part of the course also ends with a paper, in this case
on processes of opinion formation based on qualitative audience research. To this
end ‘live’ discussion materials may be used, such as can be found on the internet
in web communities. The connection between images and their (often implicit and
hidden) meanings and processes of opinion formation needs to be presented
clearly and concisely. The value of this type of qualitative research for
communication and marketing campaigns and strategies should be absolutely
clear.
The interview training consists of hands-on training of a range of interviewing
techniques and methods. These include: the group interview, in-depth
interviewing, street interviews, peer-to-peer interviews (P2) and participant
observation. All interviews will be transcribed in full and discussed on their various
strengths and qualities.
Teaching methods
Level of course
Bachelor year 3
Assessment methods
Contact person
Prerequisites
Objective of the course
Special remarks
Recommended reading
Mr. Robin Löke, ([email protected])