Norms, Values and Audience Research: A Neglected Research Field

• In Event: Norms and Values in Communication Research. A Systematic Review of Theoretical Concepts, Guiding Principles, and Methodical Approaches From 1990 to 2012

Abstract

The presentation investigates norms and values in audience research from 1990 to 2012. From the total of 12,000 publications, a random sample of 1,000 articles was drawn from the periods 1993-1995, 1999-2001, 2005-2006 and 2010-2012. The abstracts were screened and those articles selected that dealt with norms and values as an object of research, or a guiding principle in audience research. The 56 articles identified were analyzed using eight categories. The findings show that norms and values, as objects of research, are mainly addressed in 1) media effects research, focusing on negative influences of media content, and 2) in research on subcultures, gender or ethnicity, often referring to Cultural Media Studies. Norms and values as guiding principles are hardly explicitly defined. In addition, methodological standards to examine norms and values in audience research are poorly developed. Therefore, the presentation proposes a concept for future research.

Authors

• Arne Freya Zillich, Friedrich Schiller U Jena

• Kathrin Friederike Mueller, University of Muenster

• Christina Evelin Schumann, Technical U Ilmenau

• Stephanie Geise, U of Texas

• Teresa K. Naab, University of Augsburg