Who is Julia? Teaching audience analysis through the concept of audience persona. Issue 2 (3rd April 2022)

• Record Type: Journal Article
• Authors: Kopacz, Maria A.
• Is Part Of: Communication teacher. Volume 36:Issue 2(2022)
• Page Start: 146
• Page End: 152
• Publication Date: 2022-04-03
• Subjects: Communication -- Periodicals; Oral communication -- Study and teaching -- Periodicals; 302.20711
• DOI: 10.1080/17404622.2021.1955142
• Languages: English
• ISSNs: 1740-4622

Abstract

Abstract : Audience analysis is essential for creating successful messages across communication fields. The audience persona is an effective tool for understanding the characteristics and needs of a target audience. Through this unit activity, students experience the process of persona development, build skills in data collection and analysis, and gain in-depth understanding of a specific audience in preparation for subsequent messaging assignments. Courses: Strategic Communication, Public Relations, Content Marketing, Advertising, Public Speaking, Mass Communication, Social Media Communication, Mass Communication Research Methods. Objectives: Through this unit activity, students will be able to (1) apply the principles of audience persona development, (2) build skills in data collection and analysis, and (3) gain in-depth understanding of a core audience group as the basis for crafting effective messages