Audience studies explores the relationships between people and media. CIMS’ audience research has been drawing on both quantitative and qualitative, as well as contemporary and historical research methodologies to study people’s meaning makings of media in the contexts of everyday life. Theoretically, our take on audience research draws on critical cultural studies perspectives initiated by the encoding/decoding model of Stuart Hall, up to more recent interests with participatory and transforming audiences in the context of digital media.
