Reaching Young Audiences

Purpose: The aim of our project is investigating the media use and notions of quality and relevance among children and young audiences. We center the research around the following research questions: What are children and young audiences looking for in serial fiction and cross-media story worlds? How do they speak of quality and relevance and what do they highlight as the best productions in this regard? The project investigates what kinds of content young audiences are actually looking for, encountering and engaging with. It offers the qualitative data needed to answer questions of not only what young people are watching, but also questions of how, why, when, where and with whom. The project team aims at developing a unique method for how to best study the media use of children and young audiences. In order to capture the complexity of the reception of fiction for young audiences, the project team is conducting an array of digital activities with children and teenagers about their media use.

Support Type: Feasibility

Description: The material to be studied includes comments below the selected numbers of videos published on the following free video-sharing-platforms: YouTube, Facebook, TikTok and Instagram. We will look at around several hundreds of videos that may altogether contain thousands of comments in their comment sections. By using the method of digital data-scraping, we will analyze the content of the comments in order to capture the target-audience’s opinions and responses to the fictional content we are looking into.

The other digital methods that we are planning to use include Nethonography, Mobile Ethnography, Digital Surveys and Digital Media Diaries. We are also using some non-digital methods that include qualitative interviews, focus groups and document analysis.

As we will look into approximately several hundreds of videos that may altogether contain thousands of comments in the comment sections below the videos, it will be essential to receive support from an IT consultant about how to archive, search and analyze this massive amount of content.

Support period: Spring 2021

Project Team:


Pia Majbritt Jensen, Associate Professor, School of Communication and Culture – Media Studies, Aarhus University


Petar Mitric, Postdoc, Department of Communication, University of Copenhagen