Implicit in the use of the target audience concept is the assumption that audiences are highly segmented. Yet media don't deliver the 'unique' audience they claim to. This research provides evidence that genuine audience niches are often hard to find, thus is expected to challenge entrenched assumptions about audience targeting.

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This is an exploratory study conducted to assess the way in which social media could enhance the experience for audiences of the South African Broadcasting Corporation (SABC) television drama. This study focused on Facebook and Twitter since they are two of the top five social media networks that are popular in the country and which have the potential to offer television more mileage in terms of communicating with its audience and extending its reach. The guiding theory for this study was uses and gratifications theory. This theory was employed to assist in assessing the opportunities that exist for SABC television drama, as well as to assess the ways in which the audience believe social media could be helpful in interacting with SABC television drama. The results for this study are interesting in that the majority of respondents believed that having a hashtag on screen during a drama broadcast would help to increase interactivity with the programme, as it could help direct audiences to the correct interactive space for that programme and they would be able to share their ideas and comments on the drama directly with the producers, making feedback immediate. It was interesting to note that the respondents believed that they could interact with SABC television drama for information relating to the story. The findings suggest that SABC television drama needs to actively adopt social media in its programmes for maximum interaction. There is also the need for an understanding of how they Facebook and Twitter could be embedded in SABC drama. / Communication Science / M.A. (Communication Science)

Cette thèse s'appuie sur une constatation à la fois troublante et paradoxale : augmenter la sensibilisation du public et combler les lacunes de connaissances sur les défis liés aux changements climatiques ne parviennent pas nécessairement à susciter un engagement accru en faveur de l’environnement et du climat, et peuvent même le compromettre dans certains cas. Si la sensibilisation ne suffit pas à catalyser l'action pour le climat et l’appui aux politiques climatiques, la question demeure : quels sont les véritables moteurs de l'engagement? Pour tenter de résoudre cette énigme, cette thèse fusionne les idées de trois avancées clés en psychologie sociale, et teste leur potentiel pour faire progresser l'engagement envers les changements climatiques au Canada. Le premier article examine comment différentes audiences au sein de la population canadienne pensent par rapport à l’environnement et aux changements climatiques, et explore si et comment le niveau d'engagement de l'audience modère l'effet de divers messages sur le soutien à la tarification du carbone. En analysant les données recueillies lors d'un sondage à probabilité aléatoire mené en octobre 2017 auprès d'adultes canadiens, cet article montre que la population canadienne peut être divisée en cinq segments distincts, offrant des cibles potentielles pour communiquer autour de la tarification du carbone. En étendant les conclusions de la littérature sur la segmentation de l'audience au cas canadien, et en explorant la façon dont chaque segment répond à différents messages sur la taxe carbone, cette étude souligne l'importance des données basées sur l'audience pour la recherche, la politique et la communication sur l’environnement et le climat, tout en jetant les bases pour de futures recherches visant à adapter les messages à différents publics. Le deuxième article examine comment les messages négatifs et positifs influencent les émotions et l'action climatique chez divers publics au sein du mouvement environnemental canadien. S'appuyant sur une enquête par panel auprès de membres d'ONG environnementales au Canada (N = 308) menée en 2019 et 2021, cette étude montre que les messages négatifs sur le changement climatique (par exemple, sonner le "code rouge pour l'humanité") peuvent être moins mobilisateurs que les messages positifs, même lorsque le message s'adresse à des publics relativement engagés et qu'il est suivi de la possibilité de prendre une action concrète et efficace. Ces résultats mettent en évidence le rôle que le cadrage du message peut jouer pour surmonter les défis cognitifs et émotionnels de la communication sur le changement climatique, tout en soulignant l'importance d'inspirer les gens avec des messages optimistes. Le troisième article examine le rôle de l'identité sociale dans la prédiction des intentions de mobilisation pour un changement au niveau du système (par rapport à un changement au niveau individuel) au sein de divers publics d'activistes et de non-activistes. S'appuyant sur deux enquêtes en ligne menées en 2021 et 2022 auprès d'un échantillon de partisans de Greenpeace Canada (N=1 394) et du public canadien (N=1 514), cette étude fournit des preuves empiriques suggérant que l'identité sociale peut jouer un rôle important dans l'explication de l'action collective, tout en soulignant l'importance de considérer soigneusement les publics lorsqu’on cherche à mobiliser en faveur d’un changement systémique. En offrant un test empirique du rôle de l'identité sociale dans la prédiction de l'action collective parmi divers publics, cet article offre une nouvelle perspective sur la façon dont les conditions individuelles et sociales peuvent interagir et agir ensemble pour favoriser la mobilisation environnementale. Ces résultats suggèrent que la communication et les interventions sur les changements climatiques sont susceptibles d'échouer si elles ne sont pas informées par des données empiriques basées sur une compréhension approfondie de l’audience. Cependant, comme le démontre cette dissertation, tirer parti des connaissances de la psychologie sociale peut aider à surmonter plusieurs des défis associés à la mobilisation du public sur les changements climatiques. / Paradoxically, increasing public awareness and addressing knowledge gaps about the causes and consequences of climate change are not sufficient to spur climate change engagement and may even undermine it in some circumstances. But if raising awareness about the issue is not enough to motivate climate action and support for climate policy, the question remains as to what will. To help address this puzzle, this dissertation fuses insights from three key findings in social psychology and tests their potential for advancing climate change engagement in Canada. The first article examines how unique audience segments within the Canadian population think about climate change and explores whether and how the level of audience engagement moderates the effect of various messages on support for carbon pricing. Analyzing data collected from a random probability survey of adult Canadians conducted in October 2017, this article shows that the Canadian population can be divided into five distinct segments, offering potential targets for communicating about carbon pricing. By extending the findings from the audience segmentation literature to the Canadian case and exploring how each segment responds to different messages about carbon taxes, this study emphasizes the importance of audience-based data for climate research, policy and communication while laying the groundwork for future research aimed at tailoring messages for different audiences. The second article examines how negative and positive messaging influence emotional arousal and climate action across unique audiences within Canada’s environmental movement. Drawing on a two-wave panel survey of Canadian environmentalist NGO members (N = 308) conducted in 2019 and 2021, this study shows that negative messages about climate change (e.g. sounding “code red for humanity”) can be less mobilizing than positive messaging, even when the message is directed toward relatively engaged audiences and followed by the opportunity to take specific and effective action. This finding highlights the role message framing may play in overcoming the cognitive and emotional challenges of climate change communication while further emphasizing the importance of inspiring people with optimistic messages. The third article examines the role of social identity in predicting intentions to mobilize for system change across diverse audiences of activists and non-activists. Drawing on two online surveys conducted in 2021 and 2022 with samples of Greenpeace Canada supporters (N = 1,394) and the Canadian public (N = 1,514), this study provides empirical evidence that social identity can be a powerful predictor of collective action intention and emphasizes the importance of integrating notions of audiences and group goals into existing social identity models of collective action. By offering an empirical test for the role of social identity in predicting collective action among diverse audiences, this article offers a fresh perspective on how individual and social conditions can interact and work together to foster environmental mobilization. These findings suggest that climate change communication and interventions are likely to fail if not informed by context-relevant, empirical, audience-based data. However, as this dissertation demonstrates, leveraging insights from social psychology can help overcome many of the challenges associated with engaging the public on climate change.

Магистерская диссертация «Разработка проекта сайта о горном туризме» состоит из введения, двух глав – теоретической и практической, заключения, библиографического списка, включающего 73 наименования, и пяти приложений. Цель исследования – разработать проект информационного сайта о горном туризме, основываясь на данных, собранных в ходе анализа информационных сайтов о горном туризме и в результате работы с научными источниками. Объект исследования – информационные сайты о горном туризме. Предмет – структурно-содержательные и визуальные особенности информационных сайтов о горном туризме. Подобрано доменное имя ресурса. Сформирована концепция дизайна сайта. Подобран шрифт и цветовая палитра ресурса, разработан логотип. Обосновано решение использовать для реализации проекта CMS (WordPress) в качестве основной и конструктор Tilda Publishing для работы в разделе «Отчеты». Разработан прототип и два варианта макета стартовой страницы. При помощи конструктора сайтов разработана цифровая история. Отдельные положения проведенного исследования были представлены на VI Международной научно-практической интернет-конференции «Книжное дело: достижения, проблемы, перспективы» (Екатеринбург, 2017) и Международной научно-практической интернет-конференции «Язык. Текст. Книга» (Екатеринбург, 2018). / The Master's thesis "Web-Site Project Development on Mountain Tourism" consists of an introduction, two chapters - theoretical and practical, conclusion, reference comprising of 73 titles, and five annexes. The study purpose is to develop a draft information web-site on mountain tourism based on data collected during the analysis of information web-sites on mountain tourism and as a result of working with the scientific sources. The study object is the information web-sites on mountain tourism. The study subject is the structural and visual features of the information web-sites on mountain tourism. The domain name of the resource is chosen. The concept of the web-site design is formed. The font and color palette are chosen, and a logo for the resource is developed. The decision to use the CMS (WordPress) as the main for the project implementation and the Tilda Publishing designer to work in the "Reports" section is justified. A prototype and two versions of the layout of the start page are developed. A digital story with the help of the web-site designer is developed. Separate provisions of the study made were presented at the VI International Scientific and Practical Internet Conference "Book Business: Achievements, Problems, Prospects" (Yekaterinburg, 2017) and the International Scientific and Practical Internet Conference "Language. Text. Book" (Yekaterinburg, 2018).

В диссертации изучаются структурно-содержательные, визуально-функциональные и рекламно-маркетинговые составляющие посадочных страниц. На основе анализа и систематизации информации о посадочных страницах автор разработал посадочную страницу книжного издания. Новизна ВКР заключается в определении критериев создания максимально конверсионной посадочной страницы и формулировке рекомендаций по методике разработки посадочных страниц для продвижения в сети Интернет издательской продукции. Работа состоит из двух частей, содержит 83 страницы, 3 таблицы, 31 рисунок. В списке литературы содержится 50 библиографических единиц и 12 электронных источников. / The master's thesis studies structurally-meaningful, visual-functional and advertising-marketing components of landing pages. On the basis of the analysis and systematization of information about the landing pages, the author developed the landing page of the book publication. The novelty of the master's thesis lies in determining the criteria for creating the most conversion landing page and formulating recommendations on the methodology for developing landing pages for promoting publishing products on the Internet. The work consists of two parts, contains 83 pages, 3 tables, 31 images. The bibliography contains 50 bibliographic units and 12 electronic sources.

Doctoral thesis Specifics of Consumer Behavior on Cultural Heritage Market is a market research based analysis of visitors of museums and galleries. The main goal of the work is to describe and segment the audiences, find out stimuli influencing visitor behavior, visitor motivation and lifestyle in order to suggest new marketing strategies attracting either new visitors or to turn occasional visitors into clients. The first part uses the theoretical microeconomic approach for analyzing the demand for cultural heritage; the price policy and price strategies of museums and galleries, and results in socially justified price of merit goods. The second part compares the Czech "consumer" of cultural heritage with an average consumer behavior in the same markets within the European Union and the U.S.A. The main part of the thesis consists of the research project based on quantitative descriptive research among museum and gallery visitors. The sample size is 543 respondents. Respondents were interviewed from September 2008 to March 2009 (personal intercept interview) in 25 organizations (from large and important institutions to small and regional organizations). The research project uses the nonprobability (convenience) sample of those who came to a museum, gallery or exhibition. The thesis results in the recommendation of marketing strategies for museums and galleries.