Media Audiences and Qualitative Research

Catalog description

This course introduces qualitative research methods in media studies, including interviews, focus groups, qualitative content analysis, ethnographic approaches, and historiography, amongst others. Students will explore media use, representation, and audience responses, gaining skills in designing studies, collecting and analyzing data, and interpreting findings across media contexts. Methods include digital ethnography, discourse analysis, thematic analysis, archival research, and field work, amongst others. The course develops practical research and analytical skills applicable to careers in media, public relations, communication, and related industries.