Fiske states that there are 5 factors to be considered when identifying audience:
- education: the level of education received by the audience can offer different ways of targeting them. E.g. Uni students aged 24 will need a different reason to follow your message than 24-year-olds who left school at 18.
- religion: are you targeting a particular religious group, or will your work present values common to all religions?
- political allegiance: different political groups present different priorities in life. Labour, for example, apparently focuses on equality and the ‘common man’, whereas the Conservatives focus on the ability for individuals to succeed if they work hard. The ‘popular’ party at the time can influence decisions.
- region: there is a big difference between London and Leicester when looking at values, fashions, etc. London is the more powerful, so following values promoted by the capital may be a good idea.
- urban vs rural: this is town vs country. There are different motives for each section. Most people live in towns, therefore a focus on something like image is valid.