MEDIA AUDIENCE THEORIES PROGRAMME COURSE DESCRIPTION

Code	Name of the Course Unit	Semester	In-Class Hours (T+P)	Credit	ECTS Credit
THY218	MEDIA AUDIENCE THEORIES	4	3	3	6

GENERAL INFORMATION
Language of Instruction :	Turkish
Level of the Course Unit :	BACHELOR'S DEGREE, TYY: + 6.Level, EQF-LLL: 6.Level, QF-EHEA: First Cycle
Type of the Course :	Compulsory
Mode of Delivery of the Course Unit	-
Coordinator of the Course Unit	Assist.Prof. HANDE ULUSOY
Instructor(s) of the Course Unit	Assist.Prof. İPEK GÜRKAN
Course Prerequisite	No

OBJECTIVES AND CONTENTS
Objectives of the Course Unit:	The aim of the course is to define the concept of media audience and to reveal the place of media audience theories in communication theories and examining the models, theories and approaches gathered under the heading of media audience theories.
Contents of the Course Unit:	The content of the course is place and importance of media audience theories in communication studies, definition of audience and various approaches to the audience term, media audience theories in liberal communication theories, cultural studies and media rating.

KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to)
Knows the different perspectives regarding the media audience.
Defines the concept of media audience.
Understands the relationship between media audience theories and communication theories.
Knows active media audience regarding to UGC and Cultural Studies.
Understands Uses and Gratification Theory.
Knows Cultural Studies.
Knows Media Dependency Theory.
Defines media rating.

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY
Week	Preparatory	Topics(Subjects)	Method
1	-	Introduction to course The concept of media audience and introduction to media audience research	Lecture
2	Reading	The media audience theories regarding the communication theories	Lecture & Question and Answer & Discussion
3	Reading	Change in the identity of audience after 1960, semiological elements	Lecture & Question and Answer & Discussion
4	Reading	Uses and Effect Model Media Dependency Theory	Lecture & Question and Answer & Discussion
5	Research – Reading	Uses and Dependency Theory Expectancy - Value Theory	Lecture & Question and Answer & Discussion
6	Reading	The general model of Rosengren Media Use as Social Action Model	Lecture & Question and Answer & Discussion
7	Reading	Audience in Reception Analysis Perspective	Lecture & Question and Answer & Discussion
8	-	MID-TERM EXAM	-
9	Reading	Audience media use	Lecture & Question and Answer & Discussion
10	Reading	Cultural Studies	Lecture & Question and Answer & Discussion
11	Reading	Coding and Encoding	Lecture & Question and Answer & Discussion
12	Reading	David Morley and Nationwide Research	Lecture & Question and Answer & Discussion
13	Reading	John Fiske and the concepts of Mass Culture and Popular Culture.	Lecture & Question and Answer & Discussion
14	Reading	Raymond Williams and Their Thoughts on TV	Lecture & Question and Answer & Discussion
15	Reading	Rating and media measurement	Lecture & Question and Answer & Discussion
16	-	FINAL EXAM	-
17	-	FINAL EXAM	-

SOURCE MATERIALS & RECOMMENDED READING
Yüksel Erkan (ed.) (2013). İletişim Kuramları, Eskişehir: Anadolu Üniversitesi Yayını No: 2803.
Özçetin Burak (2019). Kitle İletişim Kuramları Kavramlar, Okullar, Modeller (3. baskı), İstanbul: İletişim Yayınları
Güngör Nazife (2013). İletişim Kuramlar Yaklaşımlar (2. Baskı), Ankara: Siyasal Kitabevi.
Mcquail Denis (1994). Kitle İletişimi Kuramı (Giriş), çev. Ahmet Haluk Yüksel, Eskişehir: Anadolu Üniversitesi.
Yavuz Şahinde (der.) (2005). Medya ve İzleyici Bitmeyen Tartışma, Ankara: Vadi Yayınları.
McQuail Denis, Sven Windahl (1997). Kitle İletişim Modelleri, çev. Konca Yumlu, Ankara: İmge Kitabevi.
Turner Graeme (2016). İngiliz Kültürel Çalışmaları, Ankara: Heretik Yayıncılık.
Çakır Vedat, Vesile Çakır (2010). Televizyon Bağımlılığı, Konya: Literatürk Academia.
Stevenson Nick (2008). Medya Kültürleri Sosyal Teori ve Kitle İletişimi, Ankara: Ütopya Yayınevi.
Batuş Gül vd. (2006). Kadife Karanlık 2, İstanbul: Su Yayınevi.
Mutlu Erol (2005). Globalleşme, Popüler Kültür ve Medya, Ankara: Ütopya Yayınevi.
Mutlu Erol (2005). Kitle İletişim Kuramları, Ankara: Ütopya Yayınevi
Özer Ömer (2016). Doyumun Öyküsü Twitter Örneğinde Kullanımlar ve Doyumlar Kuramı Çerçevesinde Yapılan Araştırmalar, Konya: Literatürk Academia.

ASSESSMENT
Assessment & Grading of In-Term Activities	Number of Activities	Degree of Contribution (%)	Description

Level of Contribution
0	1	2	3	4	5

KNOWLEDGE
Theoretical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Interpret basic concepts, fields of study, theories and approaches in media.					4
2	Describe current information in the field by relating them with communication theories.					4
3	Explain basic concepts regarding communication sciences.						5

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Interpret current events, political, cultural and economic developments by using the theoretical knowledge gained in the field within a critical context.						5
2	Associate knowledge and facts in the field with Law, Sociology, Advertisement, Cinema and Economy.				3

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Identify new strategy and methods for the technical infrastructure and content of the types of television news and programs.	0
2	Assemble theoretical knowledge gained in the field to the technology in present day.					4

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Create creative contents in the field.	0
2	Interpret theoretical and applied knowledge gained in the field.	0

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Create TV Programs for several audiences by sharing the knowledge and experiences on it.	0
2	Perform as a leader or a team member in teamwork from the news production to presentation stage by fulfilling assigned tasks.	0

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Identify basic knowledge regarding the production stages of media and technical infrastructure and creative approaches.	0
2	Research for developments, changes and innovations in the field by taking the lifelong learning as a principle.						5

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Create new ideas and new products in collaboration with the stakeholders in the field of programming and journalism.	0
2	Organize projects and activities for the social environment with the awareness of social responsibility following the national and international cases.	0
3	Explain written, verbal and visual studies in the field by following the agenda.						5

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Apply knowledge and skills gained in the field by taking legal, social and ethical responsibilities into consideration.	0
2	Show skills as in using camera, editorial process control, team leadership and producing creative content that are features of a professional.	0

WORKLOAD & ECTS CREDITS OF THE COURSE UNIT
Workload for Learning & Teaching Activities
Type of the Learning Activites	Learning Activities (# of week)	Duration (hours, h)	Workload (h)
Lecture & In-Class Activities	14	3	42
Preliminary & Further Study	13	4	52
Land Surveying	0	0	0
Group Work	0	0	0
Laboratory	0	0	0
Reading	0	0	0
Assignment (Homework)	0	0	0
Project Work	0	0	0
Seminar	0	0	0
Internship	0	0	0
Technical Visit	0	0	0
Web Based Learning	0	0	0
Implementation/Application/Practice	0	0	0
Practice at a workplace	0	0	0
Occupational Activity	0	0	0
Social Activity	0	0	0
Thesis Work	0	0	0
Field Study	0	0	0
Report Writing	0	0	0
Final Exam	1	1	1
Preparation for the Final Exam	7	6	42
Mid-Term Exam	1	1	1
Preparation for the Mid-Term Exam	5	3	15
Short Exam	0	0	0
Preparation for the Short Exam	0	0	0
TOTAL	41	0	153