This course explores theories and research on why and how audience consumes media. Students will adopt various approaches to examine media consumption activities in relation to audience needs, desire and identity. Issues and topics will span across traditional to new, local to global media. Key topics will include gender, brand and fashion, popular culture, fandom, political parody and sufferings. Students will reflect on their own media consumption practices and their relation to values, attitudes and identity, as well as engaging with case studies of media uses in Hong Kong/Asia. Upon the completion of the course, the students will be able to reflect on their own everyday media consumption activities and make informed consumption choices desirable to them.