Analysis of "Persuasion in the Media Age" (part 11)

The Audience in the Media Age

Technology has made the audience a prominent feature in the persuasion process. Audiences play an active role in the cocreation of meaning. Persuaders use audience analysis to understand their audience and adapt their messages. At the same time technology makes it possible for audiences to circumvent the messages of persuaders and communicate directly with oter audience members.

Size

Media audiences are potentially very large. While the ancient Greeks and Romans relied on vocal projecion to reach audiences as large as several thousand, today's persuaders can reach millions through radio, television, print, or Internet. For example, the Super Bowl annually attracts television audiences of 40 million, usually the largest television audience of the year. During a typical week the top-rated television show is watched by tens of millions of viewers. On some rare occasions, such as presidential debates, as many as 70 million viewers tune in for some portion of the debate. Large audiences mean that a persuader's message must appeal to many different groups of people. Large audiences potentially give an enormous amount of power to the persuader. Persuaders can set the public agenda for what it discusses, shape societal values and beliefs and influence how we spend our tme and money. Two important concepts - narrowcasting versus broadcasting strategies and primary versus secondary audiences -  can help us better understand how audience size affects media persuaders.



Narrowcasting versus Broadcasting

Both traditional broadcast networks and smaller cable-only networks have taken advantage of narrowcasting to reach desired audiences. Narrowcasting is a strategy used by persuaders to target a small and narrrowly defined audience. Narrowcasting allows persuaders to reach ideal target audiences for their messages. Television shows such as Trading Spaces and ESPN Sportscenter are examples of narrowcast programming. Advertisers who want to reach people who are interested in these subjects know that these programs will deliver the most receptive audiences. The advent of cable has brought aboutt the creation of numerous television networks, some with very small audiences. The Golf Channel, the Food Network and Comedy Central are examples of networks that appeal to audiences that are smaller than those enjoyed by the traditional networks of NBC, ABC and CBS.

The decreasing numbers of television viewers in recent years is causing networks to rethink this narrowcasting aapproach. Broadcasters are looking to attract more diverse audiences than in the past. Consequently, we are seeing a return to broadcasting, an attempt by network executives to attract a demographically more diverse audience. Broadcasting is effective for advertisers who are trying to create a highly recognizable brand. In any case, persuaders manipulate audience size through narrowcasting or broadcasting strategies.

Primary versus Secondary Audiences

Although the primary audience for a persuader's message may be large, secondary audiences hear about, see or read a persuader's message after it has intially reached the intended audience. Technology allows a persuader's message to be rceived by multiple audiences. Before paper was invented, ancient persuaders relied on the art of storytelling. The Audience had to be immediately present to hear the speaker's words. Only after the story had been retold to others did its audience grow.

Today it is rare that a persuader's message remains only in the eyes and ears of the initial audience. Through print and broadcast technology, the entire world is able to read, see and hear persuasive communication. It is important for persuaders to create their messages for multiple audiences.

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