x !
Arkistoitu opetussuunnitelma 2015–2017
Selaamasi opetussuunnitelma ei ole enää voimassa. Tarkista tiedot voimassa olevasta opetussuunnitelmasta.
MEJOS08 Perceptions & Use of Media 5 op
Organised by
Master's Degree Programme in Media Management
Person in charge
Professor in Media Management

Learning outcomes

After completing the course students will understand:
• Essential knowledge about audience research today
• How audiences of various kinds in different locations perceive and use media content and services
• Characteristic change in the way media are managed by audiences
• Implications for managers of media firms


Students learn about how people are using media goods and services today, and how that is both the same and different in the historic
context. Lectures also highlight changing perceptions of media, emphasising what that implies for meeting expectations and accommodating variation in preferences. Coursework encourages developing more nuanced understandings in a comparative framework that offers contrasts between legacy media and new media, audiences and users in key segments (e.g. younger versus older, men versus women), and in different countries (i.e. international comparison).

Teaching methods

Teaching method Contact Online
Lectures 21 h 0 h

There will be guest lectures from the industry.

Teaching language


Modes of study

Option 1
Available for:
  • Degree Programme Students
  • Other Students
  • Open University Students
  • Doctoral Students
  • Exchange Students
Participation in course work 
In English
Term paper  Essay 
In English
Team-based project  Project / practical work 
In English

Lectures, assigned readings, and a team-based project to analyse how two different segments perceive and use media in their respective domains.

Evaluation and evaluation criteria

Numeric 1-5.
Class attendance (1 ECTS), readings and term paper (2 ECTS), team-based project (2 ECTS).

Study materials

  • Napoli, Phillip (2010) Audience Evolution: New Technologies and the Transformation of Media Audiences. NY: Columbia University Press. 
  • Sullivan, John L. (2012) Media Audiences: Effects, Uses, Institutions and Power. Thousand Oaks, CA: SAGE Publications. 
  • Packet of contemporary readings from academic journals and books, trade press sources, international news magazines, and on-line reports.

Belongs to following study modules

Kasvatustieteiden yksikkö
Viestinnän, median ja teatterin yksikkö
Viestinnän, median ja teatterin yksikkö
Viestinnän, median ja teatterin yksikkö
Archived Teaching Schedule. Please refer to current Teaching Shedule.
Viestinnän, median ja teatterin yksikkö