Nationwide Project
ERIN STAVES
 The Nationwide Project was
an influential media
audience research project
conducted by the Centre for
Contemporary Cult...
Morley's methodology involves the showing of two
videotaped Nationwide programmes to 29 groups (510 people) from different...
The Media Group at the CCCS selected the BBC
television current affairs programme Nationwide to
study the encoding/decodin...
Morley conducted qualitative research with various
participants from different educational and occupational
backgrounds. H...
Morley insists that he does not take a social determinist
position in which individual 'decodings' of TV programmes
are re...
BBC Survey of Nationwide audience in 1974
Social Group
Size
% of Audience
Upper middle-class
Lower middle-class
Workin...
of 7

Nationwide project media a level

Information on the nationwide project
Published on: Mar 3, 2016
Published in: Education      Technology      
Source: www.slideshare.net


Transcripts - Nationwide project media a level

  • 1. Nationwide Project ERIN STAVES
  • 2.  The Nationwide Project was an influential media audience research project conducted by the Centre for Contemporary Cultural Studies at the University of Birmingham, England, in the late 1970s and early 1980s.  Its principal researchers were David Morley and Charlotte Brunsdon.
  • 3. Morley's methodology involves the showing of two videotaped Nationwide programmes to 29 groups (510 people) from different social, cultural and educational backgrounds, followed by a group discussion afterwards, working with "the raw data of actual speech instead of trying to convert responses into immediately categorisable forms" (Morley, 1983).
  • 4. The Media Group at the CCCS selected the BBC television current affairs programme Nationwide to study the encoding/decoding model. This study was concerned with "the programme's distinctive ideological themes and with the particular ways in which Nationwide addressed the viewer". This first part of the study was published by Brunsdon and Morley in 1978
  • 5. Morley conducted qualitative research with various participants from different educational and occupational backgrounds. He observed different responses to a clip of its budget special to see whether they would construct dominant, oppositional or negotiated readings (the three categories of readings proposed by Hall). Management groups produced dominant readings, while teacher training students and university arts students produced negotiated readings. Trade union groups characteristically produced oppositional or negotiated readings. Black college students, however, "fail[ed] to engage with the discourse of the programme enough to reconstruct or redefine it".
  • 6. Morley insists that he does not take a social determinist position in which individual 'decodings' of TV programmes are reduced to a direct consequence of social class position However, Sujeong Kim's statistical re-analysis of the project's findings suggests that this may be an underinterpretation: according to Kim, the results show that 'audience's social positions ... structure their understandings and evaluations of television programmes in quite consistent directions and patterns. For example, Kim observes that middle class viewers produced negotiated readings of one particular programme, while working class viewers produced dominant or oppositional readings dependent on their gender and race
  • 7. BBC Survey of Nationwide audience in 1974 Social Group Size % of Audience Upper middle-class Lower middle-class Working-class Male Female 321,000 2,140,000 3,438,000 2,772,000 3,177,000 5.4 36.3 58.3 46.1 53.9 % of Overall Population 6.0 24.0 70.0 ---------------------------