Audience Research Methodologies: Between Innovation and Consolidation PDF
Preview Audience Research Methodologies: Between Innovation and Consolidation
Audience Research Methodologies The transformations of people’s relations to media content, technologies and institu- tions raise new methodological challenges and opportunities for audience research. This edited volume aims at contributing to the development of the repertoire of methods and methodologies for audience research by reviewing and exemplifying approaches that have been stimulated by the changing conditions and practices of audiences. The contributions address a range of issues and approaches related to the diversi(cid:2) cation, integration and triangulation of methods for audience research, to the gap between the researched and the researchers, to the study of online social networks, and to the opportunities brought about by Web 2.0 technologies as re- search tools. Geoffroy Patriarche is an associate professor at Saint-Louis University, Brussels, Belgium. Helena Bilandzic is a professor in the Department of Media and Educational Tech- nology at the University of Augsburg, Germany. Jakob Linaa Jensen is an associate professor in the Department of Aesthetics and Communication—Media Studies at Aarhus University, Denmark. Jelena Jurišic´ is an assistant professor in Croatian Studies at the University of Zagreb, Croatia. http://www.cost.eu http://www.cost-transforming-audiences.eu This publication is supported by COST. COST—the acronym for European Cooperation in Science and Technology—is the oldest and widest European intergovernmental network for cooperation in research. Established by the Ministerial Conference in Novem- ber 1971, COST is presently used by the scienti(cid:2) c communities of thirty-six European countries to cooperate in common research projects supported by national funds. The COST Action IS0906 T ransforming Audiences, Transforming Societies (2010–2014) is coordinating research efforts into the key transformations of European audiences within a changing media and communication environ- ment, identifying their complex interrelationships with the social, cultural and political areas of European societies. A range of interconnected but distinct topics concerning audiences is being developed by four Working Groups: (1) New Media Genres, Media Literacy and Trust in the Media; (2) Audience In- teractivity and Participation; (3) The Role of Media and ICT Use for Evolving Social Relationships; and (4) Audience Transformations and Social Integration. COST is supported by the EU RTD Framework programme ESF provides the COST Of(cid:2) ce through an EC contract Published with the additional support of Routledge Studies in European Communication Research and Education Edited by Nico Carpentier, Vrije Universiteit Brussel, Belgium and Charles University, Czech Republic and François Heinderyckx, Université Libre de Bruxelles, Belgium Series Advisory Board: Denis McQuail, Robert Picard and Jan Servaes P ublished in association with the European Communi- cation Research and Education Association (ECREA), books in the series make a major contribution to the theory, research, practice and/or policy literature. They are European in scope and represent a diversity of per- http://www.ecrea.eu spectives. Book proposals are refereed. 1 Audience Transformations Shifting Audience Positions in Late Modernity Edited by Nico Carpentier, Kim Christian Schrøder and Lawrie Hallett 2 Audience Research Methodologies Between Innovation and Consolidation Edited by Geoffroy Patriarche, Helena Bilandzic, Jakob Linaa Jensen and Jelena Juriši(cid:2) 3 Multiplayer The Social Aspects of Digital Gaming Edited by Thorsten Quandt and Sonja Kröger This page intentionally left blank Audience Research Methodologies Between Innovation and Consolidation Edited by Geoffroy Patriarche, Helena Bilandzic, Jakob Linaa Jensen and Jelena Juriši(cid:2) First published 2014 by Routledge 711 Third Avenue, New York, NY 10017 Simultaneously published in the UK by Routledge 2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN Routledge is an imprint of the Taylor & Francis Group, an informa business © 2014 Taylor & Francis The right of the editors to be identi(cid:2) ed as the author of the editorial material, and of the authors for their individual chapters, has been asserted in accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988. All rights reserved. No part of this book may be reprinted or reproduced or utilized in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers. Trademark Notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identi(cid:2) cation and explanation without intent to infringe. Library of Congress Cataloging-in-Publication Data Audience research methodologies : between innovation and consolidation / edited by Geoffroy Patriarche, Helena Bilandzic, Jakob Linaa Jensen, and Jelena Jurisic. pages cm. — (Routledge studies in European communication research and education) Includes bibliographical references and index. 1. Mass media—Audiences—Research. I. Patriarche, Geoffroy, editor of compilation. II. Bilandzic, Helena, editor of compilation. III. Jensen, Jakob Linaa, editor of compilation. IV. Jurisic, Jelena, editor of compilation. P96.A83A935 2013 302.23072—dc23 2013006451 ISBN: 978-0-415-82735-5 (hbk) ISBN: 978-0-203-52315-5 (ebk) Typeset in Sabon by Apex CoVantage, LLC Contents List of Figures, Cases Or Illustrations xi Introduction 1 GEOFFROY PATRIARCHE, HELENA BILANDZIC, JAKOB LINAA JENSEN AND JELENA JURIŠIC´ PART I Audience Research Methods between Diversi(cid:2) cation and Integration 1 Audience Conceiving among Journalists: Integrating Social-Organizational Analysis and Cultural Analysis through Ethnography 19 IGOR VOBIC(cid:3) 2 Audience Research Methods: Facing the Challenges of Transforming Audiences 37 MIGUEL VICENTE-MARIÑO 3 Triangulation as a Way to Validate and Deepen the Knowledge about User Behavior: A Comparison between Questionnaires, Diaries and Traf(cid:2) c Measurements 54 OLLE FINDAHL, CHRISTINA LAGERSTEDT AND ANDREAS AURELIUS PART II Bridging the Gap between the Researched and the Researcher 4 Participatory Design as an Innovative Approach to Research on Young Audiences 73 CHRISTINE W. WIJNEN AND SASCHA TRÜLTZSCH viii Contents 5 Researching Audience Participation in Museums: A Multimethod and Multisite Interventionist Approach 87 PILLE PRUULMANN-VENGERFELDT, TAAVI TATSI, PILLE RUNNEL AND AGNES ALJAS 6 Researching Ethnic Minority Groups as Audiences: Implementing Culturally Appropriate Research Strategies 107 MARTA COLA AND MANUEL MAURI BRUSA PART III Studying Online Social Networks 7 Exploring the Potential of Creative Research for the Study of Imagined Audiences: A Case Study of Estonian Students’ Sketches on Typical Facebook Users 127 ANDRA SIIBAK AND MARIA MURUMAA-MENGEL 8 Analyzing Online Social Networks from a User Perspective: A Quantitative-Qualitative Framework 144 JAKOB LINAA JENSEN AND ANNE SCOTT SØRENSEN 9 Virtual Shadowing, Online Ethnographies and Social Networking Studies 160 NICOLETTA VITTADINI AND FRANCESCA PASQUALI PART IV Web 2.0 Technologies as Research Tools 10 Digging the Web: Promises and Challenges of Using Web 2.0 Tools for Audience Research 177 MATTHIAS R. HASTALL AND FREYA SUKALLA 11 Twitter and Social TV: Microblogging as a New Approach to Audience Research 196 KLAUS BREDL, CHRISTINE KETZER, JULIA HÜNNIGER AND JANE FLEISCHER 12 An Evaluation of the Potential of Web 2.0 APIs for Social Research 212 CÉDRIC COURTOIS AND PETER MECHANT Contents ix PART V Conclusion 13 Audiences, Audiences Everywhere—Measured, Interpreted and Imagined 227 KLAUS BRUHN JENSEN List of Contributors 241 Subject Index 249 Author Index 255
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