Approaches the communications process from the point of view of the audience. Students will be introduced to the history of media research dealing with the public and the audience, and consider the changes in theoretical and research paradigms from administrative approaches to those centred on fan practices and subcultures. Topics may include public opinion, uses and gratifications, reception theory, constructivism, shopping, consumption and subjectivity, fan cultures, experiential marketing, and culture jamming.
This course may not be repeated for credit.

Sections

This course will be offered next in Fall 2011.