Audience Segmentation

Influence and persuasion are gaining increased attention in warfare, but often social psychology approaches remain underused or neglected while this academic field has provided useful insights into this approach, especially as a non-kinetic capability. To effectively influence and persuade, we need to understand the adversary and the specific frame of reference of the relevant audience, which can be determined through Actor and Audience Analysis (AAA), a relatively new tool that has shown promising results. Based on the results of AAA, the communicator's characteristics and persuasion techniques must be tailored to the specific audience. This chapter will use delegitimisation of the adversary, specifically in the context of extremism and terrorism, as an example to demonstrate how influence and persuasion can be applied in a military context.

Fragestellungen, Kriterien und Modelle // Angesichts der rasanten Zunahme an digitalen Projekten und Initiativen haben Fragen nach dem Erfolg beim Publikum und somit der Messbarkeit, der Nutzungsintensität und der Learnings massiv an Dringlichkeit gewonnen. Johannes Bernhardt und Christian Gries eröffnen mit einem relationalen Modell, das Museum und digitale Besucher*innen gleichermaßen berücksichtigt, die Diskussion zum Thema.

As museums worldwide were forced to close in 2020, the overall attendance of the world's 100 most-visited art museums dramatically dropped by 77% in 2020-from 230 million in 2019 to just 54 million. COVID-19 has acted as a huge crash test "on the role, structure and functioning of museums. It has increased the existing gaps and differences (…), has demonstrated that lacking skills and knowledge, lacking flexibility and agile structures as well as diverse sources of income can lead to museums having to decrease or abolish their main activities and tasks in service of society, or even facing the threat of permanent closure" (NEMO 2021). On the other hand, the pandemic shock forced museums to become aware of the importance of digital resources as a tool to keep alive their relationship with their audiences and to activate new relationships with new demand segments, which so far were unreachable. Based upon an online survey carried out in Italy among museumgoers during the...

In the more than two decades since the first international climate negotiations, many thinkers and actors have identified a divisive rift between ambitious language and binding agreements, between expertise and activism, information and engagement, abstract scientific knowledge and actionable policy agendas—in short, a gap between climate science and climate action. This thesis takes this observation as a starting point to ask what constitutes “science,” and what is meant by “action” in the realms of climate change research and activism. Moreover, what worlds of possibility are implicit in these understandings? What new conceptions of the human, the Earth and human-Earth relations does the gap between climate science and action produce? Calling into question how climate change challenges and exceeds conventional technical and conceptual frameworks, this thesis is an exploration of the anthropological stakes of climate change. One part literature-based research and another part fieldwork-based research, it takes as its concrete ethnographic object three programs of research in North America whose work situates them within the emergent and mercurial gap between climate science and climate action: the Yale Project on Climate Change Communication (YPCCC), the Dynamic Integrated Climate Economy model project (DICE) and the Economics for the Anthropocene project (E4A). Located in the murky intermediate domain between scientific and managerial knowledge, these researchers are mid-range climate change problem solvers, who thrive among the assemblages of people, processes, tools, objects and events through which climate change knowledge is made actionable. Investigating the practical and conceptual details that make up their engagements with science, technology, policy and the public, this thesis examines how each project produces the very possibilities for politics and activism, human being and belonging, in an era of a changing global climate.

As museums worldwide were forced to close in 2020, the overall attendance of the world's 100 most-visited art museums dramatically dropped by 77% in 2020-from 230 million in 2019 to just 54 million. COVID-19 has acted as a huge crash test "on the role, structure and functioning of museums. It has increased the existing gaps and differences (…), has demonstrated that lacking skills and knowledge, lacking flexibility and agile structures as well as diverse sources of income can lead to museums having to decrease or abolish their main activities and tasks in service of society, or even facing the threat of permanent closure" (NEMO 2021). On the other hand, the pandemic shock forced museums to become aware of the importance of digital resources as a tool to keep alive their relationship with their audiences and to activate new relationships with new demand segments, which so far were unreachable. Based upon an online survey carried out in Italy among museumgoers during the lockdown, the article describes how the virtual visitors evaluate their experience of digital contents and discusses how the future scenarios-the New Normal-will be shaped by lessons learned and new, emerging audiences

As museums worldwide were forced to close in 2020, the overall attendance of the world's 100 most- visited art museums dramatically dropped by 77% in 2020—from 230 million in 2019 to just 54 million. COVID-19 has acted as a huge crash test "on the role, structure and functioning of museums. It has increased the existing gaps and differences has demonstrated that lacking skills and knowledge, lacking flexibility and agile structures as well as diverse sources of income can lead to museums having to decrease or abolish their main activities and tasks in service of society, or even facing the threat of permanent closure” (NEMO 2021). On the other hand, the pandemic shock forced museums to become aware of the importance of digital resources as a tool to keep alive their relationship with their audiences and to activate new relationships with new demand segments, which so far were unreachable. Based upon an online survey carried out in Italy among museumgoers during the lockdown...

With the advent of popular social media platforms, news journalism has been forced to re-evaluate its relation to its audience. This applies also for public service media (PSM) that increasingly has to prove its utility through audience ratings. This ethnographic study explores a particular project, the development of ‘concept bible’ for the Finnish Broadcasting Company YLE’s online news; it is an attempt to solve these challenges through new journalistic practices. The study introduces the concept of ‘nuanced universality’, which means that audience groups’ different kinds of needs are taken into account on news production in order to strengthen all people’s ability to be part of society. On a more general level, the article claims that despite its commercial origins, audience segmentation can be transformed into a method that helps revise PSM principles into practices suitable for the digital media environment.

As museums worldwide were forced to close in 2020, the overall attendance of the world's 100 most- visited art museums dramatically dropped by 77% in 2020—from 230 million in 2019 to just 54 million. COVID-19 has acted as a huge crash test "on the role, structure and functioning of museums. It has increased the existing gaps and differences has demonstrated that lacking skills and knowledge, lacking flexibility and agile structures as well as diverse sources of income can lead to museums having to decrease or abolish their main activities and tasks in service of society, or even facing the threat of permanent closure” (NEMO 2021). On the other hand, the pandemic shock forced museums to become aware of the importance of digital resources as a tool to keep alive their relationship with their audiences and to activate new relationships with new demand segments, which so far were unreachable. Based upon an online survey carried out in Italy among museumgoers during the lockdown...

Influence and persuasion are gaining increased attention in warfare, but often social psychology approaches remain underused or neglected while this academic field has provided useful insights into this approach, especially as a non-kinetic capability. To effectively influence and persuade, we need to understand the adversary and the specific frame of reference of the relevant audience, which can be determined through Actor and Audience Analysis (AAA), a relatively new tool that has shown promising results. Based on the results of AAA, the communicator’s characteristics and persuasion techniques must be tailored to the specific audience. This chapter will use delegitimisation of the adversary, specifically in the context of extremism and terrorism, as an example to demonstrate how influence and persuasion can be applied in a military context.