[FoME] DW Akademie Study: Audience Research in Media Development
jan.lublinski at dw.com
Mi Nov 8 21:39:40 CET 2017
DW Akademie is pleased to announce the publication of a new study entitled “Audience Research in Media Development” (edited by Dennis Reineck, Laura Schneider and Chrstioph Spurk).
The study deals with the concept and functions of audience research in the context of media development, maps recent developments in the field and presents three case studies conducted by DW Akademie and its affiliates.
The case studies are at the heart of the publication, testing innovative methods and aiming to spark further research in newly arising topical and methodological areas of media development. Each project is directly related to an ongoing DW Akademie media development project. The first case study addresses the measurement of Media and Information Literacy (MIL) of young media users aged 12 to 16 years in the Palestinian Territories (West Bank). The second focuses on the impact of radio broadcasts on women and land rights (station: Nam Lolwe) in Kenya. It was designed as a quasi-experiment, comparing listeners of the radio stations to potential listeners and non-listeners. The third study examines the social media strategies of two community radio stations (Granada Stereo and Contacto 10) in Colombia. It uses focus groups, a survey, and digital analytics methods. Results and lessons learned of all three case studies are presented in the publication.
It can be found here:
Research of media audiences has long been on the agendas of stations and publishers alike, eager to find out more about their reach as well as the wants and the needs of their target groups. Though audience research has also been part of the toolbox of media development organizations for some time, it was only when focus in international development shifted from producing outputs to effecting impact that research of media viewing, listening and reading gained the importance for media development it has today. DW Akademie itself is in the process of enlarging its monitoring and evaluation toolbox by applying dedicated audience research approaches to its work. The authors of this publication look forward to discussing their methods and results with other media development actors.
Audience research was also the main theme of a FoME sympsium three years ago: http://fome.info/events/symposium-2014
This year's symposium is entitled "Power Shifts - Media Freedom and the Internet"
The registration deadline is this Friday, November 10th, 20:00 CET.
Dr. Jan Lublinski
Leiter Studien und Evaluierung
Head Research and Evaluation
Department of Strategy and Consulting Services
Deutsche Welle (DW)
jan.lublinski at dw.com
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