Audience Research – Understanding and Targeting Audiences Kirsten Hecht, Lily Maynard, Ethan Noel WIS6525 Discussion 2

Values of interpretation for management  Influence behavior  Encourage support for resources and environment  Disperse information  Improve safety Buffalo warning flyer from Yellowstone National Park. Digital Image. USRoute89.com, 28 December Web. 9 September 2014.

Using theory to change attitudes and behaviors  Elaboration Likelihood Model (ELM)  Routes of persuasion for people to process information and reflect on past experiences/memories, to then evaluate messages and create attitudes  Peripheral route: the influence of positive feelings, rather than conscious evaluation, to change people’s attitudes  Examples: celebrities, pleasant experiences, perceived experts Leonardo DiCaprio at The Natural Resources Defense Council’s 20th Anniversary Celebration in Beverly Hills. Digital image. Lainey Gossip, 27 April Web. 9 September 2014.

Using theory to change attitudes and behaviors  Theory of Reasoned Action  Opportunities to change behavior through interpretation  Components:  Information develops beliefs -> attitudes  Subjective norms  Intention  Behavior Theory of Reasoned Action. Digital image. Science, Communication, and Health. 1 April Web. 9 September

Using theory to change attitudes and behaviors  Self-Perception Theory  Behavior -> Attitudes  (Opposite of TRA)  As you participate in behavior, you develop an explanation/acceptance for behavior  May require enforcement/rules to initiate adoption of behavior

Causing behavior change  Encourage integration of the behavior and action  Identify barriers to the performance of the behavior and action  Implement interventions based on overcoming the barriers

Clients Setting up  Define the audience  Community analysis  Study the audience  Systematic observation  Interviews/Questionnaires  Target the audience  Segmenting demand Specific groups  Age: children, teenagers, young adults, older adults  Gender  Ethnic groups: Hispanic, African American, Foreign visitors  Physically disabled

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