1. In conclusion, it is easy to see that there is a relationship between the media and the audience. There are, however, varying research methods used in terms of ‘effects’ and ‘uses’ when looking at the audience. The methods used in the research of media effects on the audience are often stringent and formal; the research by Bandura in a laboratory environment is a clear example of this and, hence, can have a bearing on the results, as they are not in a more natural environment. On the other hand, the research methods used when investigating how the audience uses the media and how the media use the audience are more qualitative. Such research has tended to use interviews and observations made in a ‘real’ and natural environment and the results, therefore, are often more accurate and meaningful but harder to quantify. The research into the audience in terms of ‘effects’ and ‘uses’ can give an insight into audiences’ behaviour, daily lives and media influences. For instance, such research has considered the effect of violent videos on children’s behaviour or attitude. Contrasting research provides insights into how the audience uses the media in everyday life, in their routines and conversations, for example in Trinidad. Finally, it can give an indication of how the audience can influence what the media produce, such as contemporary topics in The Archers in Afghanistan. This is how and why the audience is researched in terms of ‘effects’ and ‘uses’.

2. In conclusion, varying research methods used to research audience ‘effects’ and ‘uses’ clearly influence the outcomes. Stringent methods like Bandura’s work one way; qualitative investigation on audiences uses another. Case studies like the audience use of soaps in Trinidad and Afghanistan show clearly how audiences interact with the material that they have, and influence the story lines and methods of telling. This is how and why the audience is researched in terms of ‘effects’ and ‘uses’.

3. In conclusion, by looking at research into audience ‘uses’ and ‘effects’, it is easy to see that there is a relationship between the media and the audience. Research methods vary and themselves have different effects. The methods used in the research of media effects on the audience are often stringent and formal, such as the laboratory research by Bandura, with the unnatural setting having a bearing on the results. On the other hand, the research methods used when investigating how the audience uses the media and how the media use the audience are more qualitative. Such research may use interviews and observations made in a ‘real’ and ‘natural’ environment and, therefore, the results are often more accurate and meaningful but harder to quantify. The research into the audience in terms of ‘effects’ and ‘uses’ can then give an insight into how the audience is affected. For instance, we see how consumption of certain media, such as violent videos, may affect children’s behaviour or attitude. Contrastingly, we see also how the audience uses the media in everyday life, in their routines and conversations, such as in Trinidad. Finally, we can also see how the audience can affect what the media produce, such as the development of relevant and contemporary topics in The Archers in Afghanistan. The Archers has now become part of Afghan national life. The characters are so well-known that real public figures have been known to compare each other to them. When the Taliban controlled the country they allowed New Home New Life to continue – though a group did turn up at the studios in Kabul demanding to see what was going on (Thompson, 2010). This is how and why the audience is researched in terms of ‘effects’ and ‘uses’.

Source: M. Thompson (2010) ‘Nation Speaking Peace Unto Nation: The BBC’s Global Mission’, available at: http://www.chathamhouse.org.uk/files/16574_110510thompson.pdf (accessed 5 September 2010).