WP4 (HF)/ WP11 (NF) Berufspraxis Medien- und Marktforschung

In einer datengetriebenen Medienlandschaft sind fundierte Markt- und Medienanalysen unerlässlich. Dieses Seminar bietet praxisnahe Einblicke in bewährte Methoden und aktuelle Entwicklungen der Medien- und Marktforschung. Neben der Auseinandersetzung mit relevanten Instituten und Studien lernen die Teilnehmenden konkrete Anwendungsbeispiele zu Markt- und Medientrends kennen (z. B. durch Expert*innen aus der Praxis) und entwickeln ihr eigenes Projekt entlang des Marktforschungsprozesses. Dabei werden nicht nur reale Arbeitsprozesse simuliert, sondern auch essenzielle Arbeitstechniken und berufspraktische Fähigkeiten vermittelt, die in der Branche gefragt sind.

There are, in Europe alone, over 120 industrialised systems of media audience measurement. Such systems include the German newspaper and magazine readership survey, ma Pressemedien—which is managed by AGMA (Arbeitsgemeinschaft Media-Analyse e.V.)—as well as systems that cover broadcast and online media. The running of such systems—and analysing the data they output—is done by myriad communications professionals and represents an important sub-field of ‘media and market research’. In this seminar we will critically explore: how such systems operate (e.g., collecting data ‘actively’—via diaries and surveys; and ‘passively’—via set-top-boxes and software), why such systems exist (e.g., as market information regimes), the market participants involved (including media buyers and publishers), the challenges they face (e.g., from online social media and video sharing platforms), and changes taking place in their methodologies (including the use of data fusion techniques) and regulation (e.g., the EU Media Freedom Act). In addition, you will have access to—and be instructed in the analysis of—actual data produced by these systems in order that you can become familiar with relevant professional techniques and workflows. Such techniques include analysing whether and when media outlets reach different sociodemographic groups and how audience members engage with media outlets and their content. This seminar will include some guest speakers from industry and may involve an optional, subsidized field-trip to Frankfurt. Taught and examined in English.