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Category: Theory and Model
What is the meaning of the theory and model?
First of all, A theory is a set of statements that is produced through a method of continued considerations. In addition, A theory is a generalized report directed at describing a phenomenon. Finally, A model is a deliberate representation of reality. As you can see, both share common elements in their definitions.
Active and Passive Audience Definition, Theory, and Differences. Examples of Active and Passive Audiences.
Active Audiences
Active audiences actively receive media information and make sense of the messages based on their social and personal contexts. They listen to the media messages instead of hearing them. However active audiences receive media information actively, and the act of receiving media information is natural. So, active audiences pay full attention to receiving information and interpret it to give feedback. The most common listening styles are people, content, action, and Time-oriented listening.
Examples of Active Audiences
For example, people are the active audience who comment on social media content to express opinions.
Another example, based on the story shared in the example of the active and passive audience below, Ela is an active audience who scrutinizes the messages before accepting them and always tries to provide feedback.
Characteristics of Active Audiences
Active audiences actively listen carefully to provide feedback, making them complicated and critical thinkers. Additionally, they have good schemata. Feedback is an essential component of interactive communication.
Passive Audiences
Passive audiences are those who watch and observe the media information without making sense. Hence, they are recognized as inactive receivers. Passive audiences have low motivation to process information, low ability to process information and focus on simple cues (e.g., appearances instead of content)
Examples of Passive Audiences
For example, passive audiences dislike commenting on social media content. Audiences like to watch Television and read newspapers without providing opinions. They prefer a linear communication process where feedback is not essential.
Another example, based on the story shared in the example of the active and passive audience below, Bela is a passive audience that accepts the message without challenging them.
Characteristics of Passive Audiences
The Passive audience is inactively involved in hearing something rather than listening. Passive audiences merely observe the message; therefore, they are cognitive misers who are lazy to think.
Examples of Active and Passive Audiences
For example, Ela and Bela are siblings watching the news on television. The news reporter is providing tips on how to stay healthy. Ela actively listens to the news reporter’s tips to follow them. Then, she asks her sister Bela to confirm whether these tips work or not. In contrast, Bela accepts those tips readily. Here, Ela is an active audience who is a critical thinker. Therefore, she carefully focuses on the news presenter’s dress, speaking style, and messages’ meaning.
On the other hand, Bela watches the news without focusing on the content of the message. Here, Bela is a passive audience who is a cognitive miser. Therefore, she does not focus on interpreting the message; she only focuses on the news reporter’s appearance. As a result, she believes the news reporter’s tips quickly and becomes manipulated.
Difference Between Active and Passive Audience
Difference Between Active and Passive Audiences
Active Audiences
Passive Audiences
Firstly, active audiences interpret and respond to the media texts
In contrast, Passive audiences merely observe the media text.
They decode and evaluate the message.
On the other hand, they accept the message without evaluating it.
Active audiences pay full attention to listening to the message.
In contrast, passive audiences pay little attention to hearing the message.
For example, Ela scrutinizes messages received from the news reporter rather than accepting them directly.
For example, Bela accepts messages received from the news reporter without scrutinizing them.
The message cannot affect the active audience directly.
The message affects the passive audience directly.
It is difficult to manipulate an active audience.
On the other hand, it is easy to manipulate the passive audience.
Active audiences are critical thinkers.
On the other hand, passive audiences are cognitive misers.
They have good schemata.
In contrast, passive audiences are too lazy to think.
The active audience is involved in listening, including discriminative and comprehensive listening.
However, the passive audience is involved in hearing.
Active and Passive Theories
Active Audience Theories
Active audience theory explains that active media audiences do not just accept media information inactively but interpret the message based on their personal and social contexts.
Active Audience Theory posits that audiences are not passive recipients of media messages but rather actively engage with and interpret media content based on their own experiences, values, and beliefs. This theory challenges the notion of passive audience effects proposed by earlier media theories, such as the Hypodermic Needle Theory, and emphasizes the agency and autonomy of audience members in their interactions with media texts. According to Active Audience Theory, individuals actively select, interpret, and make meaning from media content, drawing upon their personal backgrounds, social contexts, and cultural frameworks. This theory acknowledges the diversity of audience responses to media messages and highlights the importance of audience participation and engagement in shaping the reception and interpretation of media content.
Uses and gratifications theory shows a strategic approach to explaining how and why people or audiences actively find specific media to meet specific needs. It also represents an audience-centered strategy to perceive the process of mass communication.
The two-step flow of communication model argues that audiences accept media information more if the opinion leaders deliver the message. So, the audience gets influenced by mass media if the opinion leader supports disseminating the information.
Passive Audience Theories
Passive audience theories, also known as media effects theories, propose that audiences are passive recipients of media messages and are highly susceptible to the influence of mass media. These theories suggest that media content has a direct and powerful effect on shaping audience attitudes, beliefs, and behaviors without much active engagement or resistance from the audience.
List of Passive Audience Theories:
Hypodermic Needle Theory (Magic Bullet Theory)
Mass Society Theory
Passive Audience Theory
Limited Effects Theory
Reinforcement Theory
Encoding-Decoding Model
Spiral of Silence Theory
Dependency Theory
Selective Exposure Theory
Cumulative Effects Theory
The Hypodermic Needle Theory, also known as the Magic Bullet Theory or the Hypodermic-Syringe Model, is a communication theory that suggests that media messages are like a powerful drug injected directly into the bloodstream of passive audiences, influencing their thoughts, behaviors, and attitudes. According to this theory, audiences are seen as highly susceptible to media influence, and media messages are believed to have an immediate and direct effect on shaping audience perceptions
Citation For this Article (APA 7th Edition)
Kobiruzzaman, M. M. (2024). Active and Passive Audience Definition, Theory, Differences & Examples. Newsmoor- Educational Website for Online Learning. https://newsmoor.com/active-passive-audience-differences-example-active-audience-theory/
Demographic Geographic Psychographic Market Segmentation. The 3 Basic types of market segmentation are Demographic Segmentation, Geographic Segmentation & Psychographics Segmentation. Also, Customer Profile Demographics Psychographics Geographics. Target Market Segmentation Theories- Maslow’s Hierarchy and VALS Segmentation Model in Consumer Behaviour.
Demographic Geographic Psychographic
Demographic Geographic Psychographic segmentation refers to the market segmentation technique based on the different factors related to the audiences. These are the most effective strategies to divide people into an identical subgroup. The purpose of demographic, geographic, and psychographic segmentation aims to separate people into subgroups to regulate a political campaign, commercial marketing, and advertising.
Market Segmentation
Market segmentation separates people into similar subgroups based on geographic, demographic, and psychographic factors. It is an essential process for social, political, and commercial campaigns and advertising. It is an excellent way of sending messages to a targeted group of people rather than everyone. A long time ago, audience segmentation was primarily applied for social and political campaigns. Nowadays, it has become trendy in market segmentation. Therefore, audience segmentation is known as market segmentation.
Market Segmentation Examples
For example, a political leader is conducting a campaign asking to vote for his political party. So, the leader targets the voters only to conduct the campaign. In many countries all over the world, the minimum age for being a voter is eighteen years. For example, in the USA, citizens can vote in any public election who are a minimum of 18 years old or older than 18 years. So, the political leader persuades citizens of the constituency an age minimum of 18 years. Here, a citizen of the constituency refers to the habitant of a particular area which is also an example of a geographic factor of market segmentation. Similarly, age is an example of demographic characteristics of market segmentation.
Demographic segmentation refers to the process of separating people into similar subgroups based on demographic factors such as age, gender, ethnicity, education, religion, economic status, and group membership.
For example, a political organization is dividing people based on age. They are looking for voters whose age is more than 18 years. It is an example of demographic segmentation. Demographic questionnaires are crucial to conducting survey and market research.
Demographic Factors
The demographic factors are a set of audiences’ characteristics, such as age, gender, ethnicity, education, religion, etc.
The demographic segmentation factors are Age, Gender, Ethnicity, Education, Religion, Economic status, Experience, Group Member, Nationality, Marital Status, Employment Status, Family Status, and Living Status.
Geographic segmentation means separating people into similar subgroups based on geographical factors such as residence, climate, and population. It highlights the location and environment of the audience.
Geographic Factors
The Geographic Factors are Place of residence, Season and Climate, and Population.
Place of Residence
Place of residence refers to rural and urban areas where the audience lives permanently or temporarily. People from urban and rural areas are different in their lifestyles, such as dress up, outlook, and attitudes. Therefore, market segmentation is essential before starting an advertising or social campaign.
Season and Climate
Season refers to a specific time of year categorized by a particular climate condition. For example, the United States has four seasons, including Autumn, Spring, Summer, and Winter.
For example, Ice cream companies earn more money in the summer season than in winter. In contrast, the blanket-selling company focuses on the winter season for marketing. The company needs to focus on geographic segmentation for the advertising campaigns.
Population
Population means the inhabitants of a particular area; for example, the capital city, metropolitan city, or small town. However, they imply almost similar characteristics but have some differences too.
Psychographic Segmentation
Psychographic segmentation separates people into similar subgroups based on psychographic factors such as values, beliefs, attitudes, and behaviors. These factors indicate the internal mental characteristics of people.
Psychographic Factors
The four psychographic factors of market segmentation are values, beliefs, attitudes, and behaviors—these four factors help understand how the audiences feel and behave.
For example, a political leader’s values, beliefs, attitudes, and behaviors are definitely distinguished from a physician’s.
Example of Psychographic segmentation
For example, You may feel that giving blood is important (Attitude) because an adequate blood supply is necessary to save a life (Belief) and because you respect human life (Value). Your (Behavior), as you participate in the blood drive and donate blood, is a logical and observable extension of your
Values
Firstly, values mean a judgment of what is right or wrong, desirable or undesirable. For example, most people share equality, freedom, honesty, fairness, justice, good health, and family. Another example, we respect human life naturally (Value).
Beliefs
Secondly, a belief is something you accept as true, and it is stated as a declarative sentence. For instance, students believe that the use of the internet improves the quality of students’ research. Furthermore, You may feel that giving blood is important because an adequate blood supply is necessary to save a life (Belief).
Attitudes
Thirdly, an attitude is a statement expressing an individual’s approval or disapproval, like or dislike. Usually, attitudes evolve from our values and beliefs. Many values and beliefs interact to complicate our decision-making. For example, You may feel that giving blood is very important (Attitude).
Behaviors
Finally, Behavior is an individual’s observable action. It is the way of how we act or behave toward others. It is the combination of other psychological factors such as values, beliefs, and attitudes.
For example, You may feel that giving blood is important (Attitude) because an adequate blood supply is necessary to save a life (Belief) and because you respect human life (Value). Your behavior is a logical and observable extension of your outlook as you participate in the blood drive and donate blood.
Advantages and Disadvantages of Psychographic Segmentation
Advantages of Psychographic Segmentation
Deeper Understanding of Customers: Psychographic segmentation provides a more comprehensive understanding of customers beyond basic demographic information like age and income. It helps marketers understand what drives consumer behavior, preferences, and purchasing decisions.
Targeted Marketing Communications: By segmenting the market based on psychographic variables, marketers can tailor their messaging and communication strategies to resonate with specific consumer segments. This personalized approach increases the relevance of marketing efforts, leading to higher engagement and response rates.
Enhanced Product Development: Psychographic segmentation enables companies to develop products and services that align with the needs, preferences, and lifestyles of different consumer segments. By catering to the unique desires and aspirations of target customers, companies can create offerings that stand out in the market and generate greater customer satisfaction.
Improved Customer Retention: Understanding the psychographic profiles of customers allows companies to build stronger relationships and loyalty. By delivering personalized experiences and addressing the values and interests of customers, companies can foster deeper connections and increase customer retention rates.
Effective Market Positioning: Psychographic segmentation helps companies identify niche markets or segments with distinct needs and preferences. By positioning their products or services to address the specific desires of these segments, companies can differentiate themselves from competitors and gain a competitive advantage in the market.
Increased Marketing ROI: Targeting specific psychographic segments allows companies to allocate their marketing resources more efficiently. By focusing efforts on segments most likely to respond positively to their offerings, companies can optimize their marketing ROI and achieve better results with less expenditure.
Adaptation to Changing Trends: Psychographic segmentation enables companies to stay attuned to evolving consumer trends, lifestyles, and preferences. By continuously monitoring and analyzing psychographic data, companies can
Disadvantages of Psychographic Segmentation
Subjectivity and Interpretation Bias: Psychographic segmentation relies on subjective interpretations of consumer attitudes, values, and behaviors, which can introduce bias into the segmentation process. Different analysts may interpret the same data differently, leading to inconsistent segmentation outcomes.
Limited Generalizability: Psychographic segments may not generalize well across different markets or demographics. Consumer preferences and behaviors can vary widely based on cultural, regional, or temporal factors, making it challenging to apply psychographic insights universally.
Complexity in Data Collection: Gathering psychographic data can be more complex and time-consuming compared to demographic or geographic data. It often requires extensive market research, surveys, and analysis to uncover consumers’ attitudes, values, and lifestyles accurately.
Overlap Between Segments: Psychographic segments often overlap, making it difficult to create distinct and actionable segments for targeted marketing efforts. Consumers may exhibit characteristics of multiple psychographic segments simultaneously, blurring the boundaries between segments.
Privacy Concerns: Collecting and analyzing personal information related to consumers’ attitudes, values, and lifestyles raises privacy concerns. Consumers may be wary of sharing sensitive information, especially in light of data privacy regulations and concerns about data security breaches.
Two Market Segmentation Theories
Maslow’s Hierarchy of Psychological Needs theory
VALS Segmentation Model in Consumer Behaviour
Maslow’s Hierarchy of Needs Theory
Maslow (1943) initially stated that individuals must satisfy lower-level deficit needs before meeting higher-level growth needs. It is a well-known content theory of motivation. However, he later clarified that satisfaction of a need is not an “all-or-none” phenomenon, admitting that his earlier statements may have given, for example, “the false impression that a need must be satisfied 100 percent before the next need emerges”. According to Maslow’s theory, human needs can be divided into five categories. These are physical, safety, belongings, love, esteem, and self-actualization needs.
1. Physical needs: Physical needs are basic human requirements for livelihood, for example, water, food, rest, warmth, and so on.
2. Safety needs Requirements for security and protection purposes, such as personal security, health security, employment, property, etc.
3. Belongings and love needs: Relationship with people around us for giving and receiving affection, for example, intimacy, friendship, family, and friends.
4. Esteem needs: Refers to self-confidence, self-esteem, and self-respect of humans; for example, everyone has a certain talent, so we need to pat on the back from time to time for exploring their intellectuality.
5. Self-actualization needs: Refers to self-fulfillment desiring to become the most that one can be; for example, we need our goals to feel that we have fulfilled our destiny or reached our potential.
VALS Segmentation Model in Consumer Behaviour
The VALS (Values, Attitudes, and Lifestyles) segmentation model is a widely used framework in consumer behavior research and marketing. Developed by social scientists Arnold Mitchell and S. Robert Horton, the VALS framework categorizes consumers into distinct psychographic segments based on their primary motivations, attitudes, and behavioral patterns. Here’s an overview of the VALS segmentation model:
Values: The VALS model identifies two primary dimensions of human values: resources and self-orientation. Resources refer to the extent to which individuals prioritize achieving goals related to self-enhancement or self-transcendence. Self-orientation relates to individuals’ motivations for seeking stimulation and variety versus stability and order in their lives.
Attitudes: VALS classifies individuals based on their attitudes toward innovation and change, as well as their level of openness to new experiences and ideas. This dimension reflects individuals’ willingness to adopt new products, technologies, or lifestyles.
Lifestyles: The VALS model distinguishes between primary and secondary motivations that drive consumer behavior. Primary motivations reflect individuals’ core values and priorities, while secondary motivations are situational or contextual factors that influence behavior in specific circumstances.
Based on these dimensions, the VALS segmentation model identifies eight distinct consumer segments:
Innovators: These consumers are characterized by their high levels of resources, self-confidence, and openness to new ideas and experiences. They are often early adopters of innovative products and technologies.
Thinkers: Thinkers value knowledge, education, and intellectual pursuits. They tend to be rational and deliberate in their decision-making process, preferring products and brands that align with their values and beliefs.
Achievers: Achievers are motivated by success, status, and achievement. They strive for material wealth and social recognition, preferring established brands and products that symbolize success and prestige.
Experiencers: Experiencers seek excitement, adventure, and variety in their lives. They are spontaneous, impulsive, and open to new experiences, often seeking out novel and unconventional products and activities.
Believers: Believers are traditional, conservative, and value-oriented consumers. They prioritize security, stability, and family values, preferring established brands and products with a track record of reliability.
Strivers: Strivers are ambitious, aspiring individuals who seek to improve their social and economic status. They are motivated by success and recognition, often emulating the lifestyles and behaviors of higher-status groups.
Makers: Makers are practical, hands-on individuals who value self-sufficiency, craftsmanship, and utility. They prefer functional, no-frills products that offer value and durability.
Survivors: Survivors are cautious, risk-averse consumers who prioritize security, safety, and basic needs. They are typically on fixed incomes or facing financial constraints, preferring low-cost, practical solutions to their needs.
Conclusion
Target market segmentation has become a viral strategy for social, political, and business purposes. Now, people live in a global village as global citizens for the easy accessibility of social media. Therefore, politicians and business persons pay more attention to market segmentation for political campaigns and marketing publicity on social media such as Facebook, Instagram, Twitter, YouTube, etc.
