The aim of this course is to examine the historical development, theoretical foundations, and contemporary transformations of audience studies within the field of media and communication. The course explores the changing position of audiences from the era of mass society to digital platforms, focusing on major theoretical perspectives such as media effects research, uses and gratifications, reception studies, cultural studies, participatory culture, and platformization. It also critically examines emerging audience practices in digital media environments, including algorithmic mediation, fandom cultures, and AI-driven media experiences.

This course covers the historical development and major theoretical approaches in audience research. Topics include media effects studies, uses and gratifications theory, cultural studies, reception theory, active audience debates, television audiences, digital media users, participatory culture, fandom studies, platform audiences, the influence of algorithms on viewing behavior, and audience experiences in AI-driven media environments. The course also examines the transformation of the audience concept within the contemporary media ecosystem and discusses future directions in audience research.