Audience Transformations

8 – 12 April 2013   print this page

Course directors:

Snježana Milivojević, University of Belgrade, Serbia
Kim Christian Schrøder , Roskilde University, Denmark
Zrinjka Peruško, University of Zagreb, Croatia
Slavko Splichal, University of Ljubljana, Slovenia
Carmen Ciller, Universidad Carlos III de Madrid, Spain
Klaus Bruhn Jensen, University of Copenhagen, Denmark

Course description:

In recent years the interest in comparative study of media systems has perked up within the field of media/mass communication studies. The course aims to contribute to this growing interest in understanding what shapes media systems and how they in turn shape societies. The course will address media systems in Europe and the world in relation to technological, economic, political, social and cultural changes that influence their development. The course will analyze these changes in a comparative way, engaging with recent methods of comparative analyses of media systems.

In 2013 the course will be focusing on changes in audience practices related to the changes in the media environment, technologies and contents, which in turn transform media systems. We will examine the results of recent and on-going pan-European comparative research projects on media audiences across different platforms, content (especially information), environments, and social uses, developed and discussed within the EU COST network action “Transforming Audiences, Transforming Societies”. The course will also host a methodological workshop with new insights into novel media audience research methods.

Each year the topic of the course will focus on one, or a combination, of areas which define media systems: media markets (including aspects of ownership structures, concentration, audience behavior and media use, etc.), media and state (including media policy and regulation), political parallelism (or the relationship of the media, journalists, and the political sphere, including political communication and political culture), and professionalization of the journalists and the media.

The Inter-University Centre was founded in Dubrovnik in 1972 as an independent, autonomous academic institution with the aim of promoting international co-operation between academic institutions throughout the world. Courses are held in all scientific disciplines around the year, with participation of member and affiliated universities.

A limited number of HESP/OSI scholarships are available for post-graduate students from selected eastern European countries.

For further academic information contact the organizing director professor Zrinjka Peruško, Centre for Media and Communication Research, Faculty of Political Science, University of Zagreb,




Course lecturers:

Kim Christian Schrøder , Roskilde University, Denmark
Zrinjka Peruško, University of Zagreb, Croatia
Slavko Splichal, University of Ljubljana, Slovenia
Klaus Bruhn Jensen, University of Copenhagen, Denmark
Lepa Steffen, Technical University Berlin, Germany
Cedric Courtois, Ghent University, Belgium
Carmen Ciller, Universidad Carlos III de Madrid, Spain

Work Schedule:


09:30-09:45 Welcome, introduction to the course by the course directors

09:45-10:15 Introductions of the participants

10:15-12:15 Slavko Splichal, University of Ljubljana

Communication Research Paradigms: Conceptual Distinctions or Divisions?

12:15-12:30 Coffee break

12:30-14:00 Zrinjka Peruško, University of Zagreb

Audience Agency and Media System: Past Relationships, New Dimensions

Lunch break

16:30-17:00 Leyla Ghavam, Free University Berlin

What the Readers Say: A Content Analysis of Online Readers’ Comments on the Guardian, Le Monde and Spiegel Online

17:00-17:30 Riitta Perälä, Aalto University, Helsinki

From Exposure to Engagement?

17:30-18:00 Paško Bilić, Institute for International Relations, Zagreb

Tracing Audiences in Online Communities: Examples from the English


18:00-18:30 Discussion


10:00-12:00 Kim Christian Schrøder, Roskilde University

Exploring landscapes of news consumption cross-nationally in different media systems

12:00-12:15 Coffee break

12:15-13:30 Carmen Ciller, Universidad Carlos III de Madrid

Changes in Spanish television audiences

Lunch break

16:30-17:00 Alexandra Kvyat, Omsk State University, Russia

A New Trend in the Contemporary Russian Media System: Demand for Offline

17:00-17:30 Beatrice Züll, University of Zagreb

The Impact of Social Media on Television

17:30-18:00 Blerjana Bino, UET Centre for Research and Development, European University of Tirana

Media and Democracy in Albania: Journalistic Cultures of “Objectivity” and Partisanship

18:00-18:30 Discussion


10:00-12:00 Klaus Bruhn Jensen, University of Copenhagen

Audiences Across Media: A Comparative Baseline Study of European Audiences

12:00-12:15 Coffee break

12:15-13:30 Steffen Lepa, Technische Universität Berlin

The Media Dispositif as a Middle-Range Concept for Integrating Empirical Research on Mediatized Worlds

Lunch break

16:30-17:00 Antonija Čuvalo, University of Zagreb

Charting New Territory: COST Comparative Study – Describing Croatian Media Audiences in a European Context

17:00-17:30 Dina Vozab, University of Zagreb

Methodological Problems and Possible Solutions in Comparative Larger-scale Media System Studies

17:30-18:00 Discussion


10:00-14:30 Cédric Courtois, University of Gent

Methodological workshop - Mixed methods in practice: The case of Q-methodology’

(Coffee break will be taken around noon)

Guided city tour – time tba


10:00-11:30 Round table: transforming audiences, transforming media systems?

11:30-12:30 Closing ceremony, course evaluation, certificates