Audience Research Methodologies: Between Innovation and Consolidation

269 Pages·2013·1.358 MB·English

by  Geoffroy Patriarche, Helena Bilandzic, Jakob Linaa Jensen, Jelena Jurisic

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
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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