ERIC Number: ED229814
Record Type: RIE
Publication Date: 1983-Mar
Reference Count: 0
Researching the Film Audience: Purposes, Procedures, and Problems.
Austin, Bruce A.
Film audience research complements institutional research, verifying scholarship on the meanings films have to viewers and providing broad-based explanations of film images. Most important, such research focuses on the decision and motivation processes people use before they set foot in the movie theater, thereby helping to construct a context within which other kinds of film research may be initiated, interpreted, and integrated. Audience research can also be used for policy issues at the formulation, implementation, and evaluation stages. Since all research methodologies have their limitations, film audience research requires a variety of approaches, both qualitative and quantitative. Nevertheless, for any film audience study, there is a need for replication and careful analysis of data. Finally, film research cannot overlook the importance of studying the entire population, particularly the nonmoviegoer and the infrequent moviegoer. (JL)
Publication Type: Opinion Papers; Speeches/Meeting Papers; Information Analyses
Education Level: N/A
Authoring Institution: N/A
Identifiers: Audience Research
Note: Paper presented at the Annual Meeting of the International Conference on Culture and Communications (Philadelphia, PA, March 1983).