Kursussøgning, efter- og videreuddannelse – Københavns Universitet

Videresend til en ven Resize Print Bookmark and Share

Kursussøgning, efter- og videreuddannelse

FM, Module 5/Module 4: Big data, small data - The complementary sources of audience and user studies in the digital media environment

Practical information
Study year 2016/2017
Programme level Full Degree Master
Full Degree Master choice
Course responsible
  • Karina Fleischer (6-8574754a4748527a877f407d8740767d)
  • Department of Media, Cognition and Communication
Course number: HFMK03402U

Course content

Big data – the bit trails that users leave behind on digital platforms – has received much public as well as scholarly attention in recent years: big data have become a central source of insight into what users do with media in everyday life. At the same time, other forms of evidence – surveys, focus groups, offline and online observation, etc. – remain key to both basic and applied research about the digital media environment. This course focuses on the complementarity of big and small data in audience and user studies.


The course has three main elements. First, we consider the changing technological conditions of doing audience and user studies in the first place, reviewing recent theories and studies of communication in digital as well as analog media. Second, we compare and contrast different methodological approaches to current media, including the distinction between data that are ‘found’ and ‘made’: researchers ‘find’ evidence of Facebook use patterns online, and they ‘make’ additional data offline about the experience of being a Facebook user through telephone surveys or in-depth interviews. Third, we examine selected cases of media use, based on participants’ interests and exam projects. All participants will be expected to make presentations of their projects in class, and to engage in critical, constructive discussions in workshops with other participants.

Learning outcome

Master in Film and Media Studies 2016-curriculum:
Module 5: Audience and User studies: HFMK03401E

Master in Film and Media Studies 2013-curriculum:
Module 4: Audience and User studies: HFMK03071E


Sign up

Master elective for students from outside of Humanities at UCPH:


Apply on form to sn-mef@hum.ku.dk   June 1, 2016 at the latest.


Master in Film- and Media Studies,

2016-curriculum (Module 5) + 2013-curriculum (Module 4)


Study Board of Media, Cognition and Communication


Klaus Bruhn Jensen


1 semester


Skema bliver lagt udenfor blokstruktur
---- SKEMA LINK ----

Teaching and learning methods

Seminars and workshops




Required readings

Jensen, Klaus Bruhn (Ed.) (2012). A Handbook of Media and Communication Research:

Qualitative and Quantitative Methodologies (2nd ed.). London, New York: Routledge.

Viktor Mayer-Schönberger & Kenneth Cukier (2013). Big Data: A Revolution That

Will Transform How We Live, Work, and Think. Boston: Houghton Mifflin Harcourt.



Category Hours
Class Instruction 42
Course Preparation 367,5
English 409,5


Type of assessment

The exam will be conducted in English or Danish

Criteria for exam assessment

Master in Film and Media Studies, 2016-curriculum:


Master in Film and Media Studies, 2013-curriculum:

Mere information om kurset
Er du BA- eller KA-studerende?
Er du bachelor- eller kandidat-studerende, så find dette kursus i kursusbasen for studerende:

Kursusinformation for indskrevne studerende