1. When investigating the complex links between the media and the audience, it can be said that their relationship is ‘mutually constitutive’ (Evans, 2005, p. 2). As a result of this relationship, audiences can be researched using many different methods and in many different contexts. This essay will consider how and why the audience is researched in terms of ‘effects’ and ‘uses’, in particular. Research that addresses the audience in terms of ‘effects’ usually looks at the causal effect that the media have on their audience in terms of behaviour and attitude. When looking at the audience in terms of ‘uses’, a different perspective is used and the research concentrates on how the audience uses the media and also how the audience can affect their production. To consider media research, its uses by and effects on the audience, this essay will also look at how the research is done. This is significant as it allows the results and the relationship between media and audiences to be properly understood.
This is quite good. It introduces the important concept of ‘mutual constitution’, which thereby frames the position of the essay. It deals with the subject of the essay. It defines the key term, ‘mutually constitutive’ and indicates broadly what ‘effects’ and ‘uses’ research is about, although the definitions could be sharper. It signals the intention to deal with research methods as well as the concepts. It signposts a clear ‘order of service’, so the reader knows what is coming next.
However, it isn’t perfect. The conclusion is not signposted. It is also a bit wordy, e.g. ‘When looking at the audience in terms of “uses”, a different perspective is used’ could be: ‘In terms of “uses” ...’
A short note about definitions in introductions: Definitions in introductions can often be clumsy and can easily veer into discussion. Because of this, some tutors argue that definitions should not be included in introductions, while others welcome concise definitions of key concepts as, when done well, they can clarify the focus of the essay or neatly indicate the author’s position. As a general guideline, if the definition is complex or veers into discussion, it is probably best to leave it to the main body. If the definition quickly clarifies the focus of the essay, sets necessary parameters or concisely identifies the author’s position (perhaps by affiliating with a particular theorist), it could be helpfully included in the introduction. There is no hard and fast rule about this, however, so the best course of action could be to ask your tutor what she or he prefers.