Masterclass: Researching media use (prof. dr. Kim Schrøder and prof. dr. Rasmus Kleis Nielsen)

When? 25 January 2019
Time? Friday afternoon, 13 – 17 hrs
Where? KNAW – Het Trippenhuis, Kloveniersburgwal 29 Amsterdam
Coordination? Prof. Marcel Broersma (RUG), Prof. Irene Costera Meijer (VU), KNAW
Speakers? Prof. dr. Kim Schrøder (Roskilde University) and prof. dr. Rasmus Kleis Nielsen (Reuters Institute for the Study of Journalism, Oxford University)
Open to? PhD’s and research master students
Register before: 31 December 2018
 Maximum participants in the event: 20

In this masterclass, two esteemed media and journalism scholars will reflect on different methodologies for studying media audiences. Based on their own work, they will discuss how one’s choice of method shapes and colors the results of research into media use. Prof. Kim Schröder is an expert in the cross-media consumption of news and applies both qualitative and quantitative methods, often in mixed-methods designs such as Q-sort methodology, to study media as resources in everyday life. Prof. Rasmus Kleis Nielsen is the director of the Reuters Institute for the Study of Journalism that conducts the annual and world-wide survey of digital news use. They will discuss the pros and cons of qualitative and quantitative methods to study media use, and the value of combining both strands of research in mixed-methods approaches

Participants are asked to read two key texts and prepare an elevator pitch in which they relate one of the discussed methods to their own research.


Prof. Kim Schrøder is Professor of Communication at the Department of Communication and Arts, Roskilde University, Denmark. His books in English include Audience Transformations: Shifting Audience Positions in Late Modernity (co-edited, 2014), Museum Communication and Social Media: The Connected Museum (co-edited, 2013), and Researching Audiences (coauthored, 2003). His research interests comprise the analysis of audience uses and experiences of media. His recent work explores mixed methods for mapping news consumption.

Prof. Rasmus Kleis Nielsen is Director of the Reuters Institute for the Study of Journalism and Professor of Political Communication at the University of Oxford. His work focuses on changes in the news media, political communication, and the role of digital technologies in both. He has done extensive research on journalism, American politics, and various forms of activism, and a significant amount of comparative work in Western Europe and beyond.