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Ch 11 Reach Aud - content timing formats etc 1 People may...

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REACHING MULTICULTURAL AND DIVERSE AUDIENCES
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SOME GENERALIZATIONS 1. Diversity is most significant aspect of mass audience Cultural, racial, ethnic, gender, generational, regional, sexual preference, religious, economic and other attributes sometimes coinciding and sometimes conflicting interests
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SOME GENERALIZATIONS 2. International audience has expanded significantly (more in CH 19) 1. Technology useful for segmenting audiences 2. Public is increasingly visually oriented with shorter attention spans
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SOME GENERALIZATIONS 5. Audiences taking control of information streams (determine
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Unformatted text preview: content, timing, formats, etc.) 1. People may focus on single “hot” issue 2. Heavy emphasis on celebrities SOME GENERALIZATIONS 8. Strong distrust of authority and suspicion arise from investigative journalism (need for trust and reputation management!) BOTTOM LINES Much care must be taken not to over-generalize and stereotype groups Use the right media to reach (CH 15 also) Pay attention to how various groups are portrayed TEST messages with appropriate target audiences DO THE RIGHT THING!...
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