From the Field: Bring back the Audience: A Discussion of the Lack of Audience Research in the Field of Media Development

Abstract

This paper strives to highlight the significant lack of audience research in the field of media development and the consequences of this gap – both for project design and policy making – but also for broader efforts to integrate media into governance debates. Whilst this lack of evidence has been noted before, a number of recently published scoping reviews of the relevant literature now enable us to discuss, in detail, the extent and nature of this gap in our knowledge.

Keywords

• audience research
• evaluation
• Global South
• media assistance