Media Effects: Methods of Critical Audience Studies

Abstract

Abstract In this entry the epistemological and ontological assumptions of critical audience studies are explained first. Then the appropriate research designs are identified and described, in particular ethnography, audience‐cum‐content analysis, and participatory action research. In the next step the discussion focuses on methods for data collection that follow from the tenets of critical audience studies and “belong” to the respective research design. A distinction between nonobtrusive and obtrusive methods is made, claiming that the former are practically and ethically problematic. Obtrusive methods, on the other hand, are more common and involve long interviews, focus groups, and creative methods like photovoice or video diaries. It is argued that data analysis in critical audience studies is fragmented and underdeveloped, but that strategies for quality control—including triangulation, comparison, peer debriefing, exceptionalism, and member feedback—work together to produce trustworthy and plausible results.