Geoffroy Patriarche is an Associate Professor at Université Saint-Louis - Brussels, BelgiumHelena Bilandzic is a Professor in the Institute of Media and Educational Technology at the University of Augsburg, GermanyJakob Linaa Jensen is an Associate Professor in the Department of Aesthetics and Communication - Media Science at Aarhus University, DenmarkJelena Jurišić is an Assistant Professor in Croatian Studies at the University of Zagreb, Croatia

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• Introduction Geoffroy Patriarche, Helena Bilandzic, Jakob Linaa Jensen and Jelena Jurišić Part I: Audience Research Methods Between Diversification and Integration 1. Audience Conceiving among Journalists: Integrating Social-Organizational Analysis and Cultural Analysis through Ethnography Igor Vobič 2. Audience Research Methods: Facing the Challenges of Transforming Audiences Miguel Vicente-Mariño 3. Triangulation as a Way to Validate and Deepen the Knowledge about User Behavior: A Comparison between Questionnaires, Diaries and Traffic Measurements Olle Findahl, Christina Lagerstedt and Andreas Aurelius Part II: Bridging the Gap between the Researched and the Researcher 4. Participatory Design as an Innovative Approach to Research on Young Audiences Christine W. Wijnen and Sascha Trültzsch 5. Researching Audience Participation in Museums: A Multi-Method and Multi-Site Interventionist Approach Pille Pruulmann-Vengerfeldt, Taavi Tatsi, Pille Runnel and Agnes Aljas 6. Researching Ethnic Minority Groups as Audiences: Implementing Culturally Appropriate Research Strategies Marta Cola and Manuel Mauri Brusa Part III: Studying Online Social Networks 7. Exploring the Potential of Creative Research for the Study of Imagined Audiences: A Case tudy of Estonian Students’ Sketches on the Typical Facebook Users Andra Siibak and Maria Murumaa-Mengel 8. Analyzing Online Social Networks from a User Perspective: A Quantitative-Qualitative Framework Jakob Linaa Jensen and Anne Scott Sørensen 9. Virtual Shadowing, Online Ethnographies and Social Networking Studies Nicoletta Vittadini and Francesca Pasquali Part IV: Web 2.0 Technologies as Research Tools 10. Digging the Web: Promises and Challenges of Using Web 2.0 Tools for Audience Research Matthias R. Hastall and Freya Sukalla 11. Twitter and Social TV: Microblogging as a New Approach to Audience Research Klaus Bredl, Christine Ketzer, Julia Hünniger and Jane Fleischer 12. An Evaluation of the Potential of Web 2.0 APIs for Social Research Cédric Courtois and Peter Mechant Part V: Conclusion 13. Audiences, Audiences Everywhere – Measured, Interpreted, and Imagined Klaus Bruhn Jensen