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Designs, Devices and Development: Audience Research as Creative Resource in the Making of an Afghan Radio Drama

Andrew Skuse, Marie Gillespie

Participations: Journal of Audience & Reception Studies, volume 8, issue 1 (2011), pp. 132-153

"This essay analyses the role of audience research as a change agent in media development interventions in Afghanistan. It analyses how audience research in transnational contexts involves a complex set of intercultural negotiations and translations that contribute to the enduring relevance and sust ... ainability of the highly popular Afghan radio soap opera New Home, New Life. This is a ‘development drama’ that has been broadcast across Afghanistan since 1993. It is based on BBC Radio 4’s The Archers and produced by BBC Afghan Education Projects (BBC AEP). Audience research has been vital to forging a dynamic relationship between the creative teams who make the drama, the donors who pay for it, and the audiences who consume it. The article addresses three broad themes. First, we outline how data gathered in formative audience research, prior to the creation of the drama, provides the creative team with the dramatic raw material for the radio serial. The extensive qualitative data gathered by Afghan researchers in local milieux is translated so as to enable culturally diverse teams of writers and producers to ground the serial narratives in the lived experiences of its audiences, and to introduce multiple local perspectives on development issues. Second, we show how evaluative audience research, data gathered in the postproduction phase, plays a key role in providing critical audience interpretations of New Home, New Life’s dramatic themes. In so doing, it creates feedback loops that allow audiences to become active participants in the ongoing creation of the drama. The research designs and devices, developed over the last two decades to document the changing life-worlds of Afghan citizens-cum-audiences, are part of an ongoing set of transcultural encounters that contribute to strengthening the social realist appeal of the drama and to calibrating how far any given storyline can be pushed in terms of cultural propriety. Third, we examine how during periods of military conflict, when routine audience research becomes dangerous or impossible and audience feedback loops are disrupted, the writers and producers have to rely on their own personal and political experiences, often with unpredictable ideological consequences. We draw attention to the limitations and challenges of making dramas for development in highly charged politicised and postcolonial contexts. While, development dramas may be a cheap and effective way of dealing with certain informational needs, such as landmine awareness, they cannot redress social and structural inequalities or, as Western donors wish, eradicate opium cultivation." (Abstract) more

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Oral History

Patricia Leavy

New York: Oxford University Press (2011), viii, 186 pp.

"This title is part of the 'Understanding Qualitative Research' series, which is designed to provide researchers with authoritative guides to understanding, presenting, and critiquing analyses and associated inferences. There are three subareas in this series: Quantitative Research, Measurement, and ... more

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Rating the Audience: The Business of Media

Mark Balnaves, Tom O'Regan, Ben Goldsmith

London; New York: Bloomsbury Academic (2011), xvi, 272 pp.

"Rating the Audience is the first book to show why and how audience ratings research became a convention, an agreement, and the first to interrogate the ways that agreement is now under threat. Taking a historical approach, the book looks at the evolution of audience ratings and the survey industry. ... more

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Triangulation

Uwe Flick

Wiesbaden: Springer VS, 3., aktual. Aufl. (2011), 129 pp.

"Das Buch führt anhand konkreter Vorgehensweisen in die Diskussion und Praxis der Triangulation ein. Es zeichnet Ursprung und Geschichte des Konzepts sowie kritische Diskussionen nach. Triangulation sollte sich nicht in der reinen Verbindung von Methoden erschöpfen. Erst in der Verknüpfung deren ... more

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The Sage Handbook of Visual Research Methods

Eric Margolis (ed.)

London et al.: Sage (2011), xxi, 754 pp.

"This 42 chapter volume represents the state of the art in visual research. It provides an introduction to the field for a variety of visual researchers: scholars and graduate students in art, sociology, anthropology, communication, education, cultural studies, women's studies, ethnic studies, globa ... more

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Análise de discurso crítica da publicidade: Um estudo sobre a promoção de medicamentos no Brasil

Viviane Ramalho

Beira: Livros LabCom (2010), 391 pp.

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Media Talk: Conversation Analysis and the Study of Broadcasting

Ian Hutchby

Maidenhead; New York: Open University Press (2010), xii, 185 pp.

"Media Talk" provides an accessible introduction to the analysis of the spoken word by examining linguistic and discursive aspects of broadcast media. Beginning with the observation that talk is central to all genres of radio and television, Ian Hutchby examines the forms of speech used by broadcast ... more

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Knowing and Researching Your Audience

Brian Lister, Caroline Mitchell, Tony O'Shea

In: Managing Radio

Brian Lister, Caroline Mitchell, Tony O'Shea

Sedgefield: Sound Concepts (2010), pp. 63-81

"In this chapter we outline the principles and techniques of audience research including qualitative and quantitative methods and techniques and how to understand and interpret Rajar (Radio Joint Audience Research Limited) surveys. We look at some critical perspectives on audience research methodolo ... more

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Audience Research for Campus Radio Stations

Ayobami Ojebode, Patience Onekutu, Tunde Adegbola

Lagos; Dakar Ponty (SN): Institute for Media and Society (IMS); Panos West Africa (2010), 81 pp.

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Die Befragung in der Medien- und Kommunikationswissenschaft: Eine praxisorientierte Einführung

Wiebke Möhring, Daniela Schlütz

Wiesbaden: VS Verlag für Sozialwissenschaften, 2., überarb. Aufl. (2010), 201 pp.

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Audience Research Methods Approach to Local Radio Stations: With Particular Reference to Non-Commercial Local Christian Radio Stations in Norway

Kjell-Einar Barreth

Saarbrücken: VDM Verlag Müller (2010), 45 pp.

"Audience research should be an essential part of every broadcasting venture. However, many non-Commercial radio stations hardly do audience research. Often this is due to a lack of human resources and to a large extent also a lack of understanding and awareness of the nature, benefit, and role of a ... more

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Web-Monitoring: Gewinnung und Analyse von Daten über das Kommunikationsverhalten im Internet

Patrick Brauckmann (ed.)

Konstanz: UVK (2010), 412 pp.

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The Handbook of Online and Social Media Research: Tools and Techniques for Market Researchers

Ray Poynter

Chichester: Wiley (2010), xix, 441 pp.

"Drawing together the new techniques available to the market researcher into a single reference, The Handbook of Online and Social Media Research explores how these innovations are being used by the leaders in the field. This groundbreaking reference examines why traditional research is broken, both ... more

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Del ágora al rating: La investigación y medición de audiencias

Fidela Navarro Rodríguez

México, DF: Cámara de Diputados; Porrúa (2010), 203 pp.

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Gestão da comunicação: Epistemologia e pesquisa teórica

Maria Aparecida Baccega, Maria Cristina Castilho Costa (eds.)

São Paulo: Paulinas (2009), 222 pp.

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Creating Knowledge for Action: The Case for Participatory Communication in Research

Laura Cornish, Alison Dunn

Development in Practice, volume 19, issue 4-5 (2009), pp. 665-677

"This article makes a case for using participatory communication in research. It introduces participatory communication as a citizen-led approach to both creating and expressing knowledge; within research this means that researchers are not simply responsible for generating information and communica ... more

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