Audience Research

Catagorisation

I have been researching the popular campaign webiste 'Recycle Now' at www.recyclenow.com
Campaign websites are presented to the target audience in three different ways, these are;

Language- The language on the 'Recycle Now' website is very friendly but informative. The writer is trying to make a relationship with the reader.

Colour schemes- The colour scheme is very bright to catch the attention of the audience, but also to make the controversial subject of recycling more interesting to make you want to get involved.

Layout- The layout of the website is very typical of a website. It has a search bar, task bar, links to similar websites and hyperlinks to show you how to get involved.

Consuming Habits
The audience will gain lots of knowledge out of looking at campaign websites, this includes;
What you can do to get involvedWhy the writer thinks you should get involvedHow you will help when you get involvedHow to contact the campaigning organisation
The campaign website will know whether the audience will take any action after being influenced by the website. I will know this by people signing upto the website waning to get involved.

Audience effects theories
I will be looking at whether the 'Uses and Gratifications Theory' can be used with my website, if so then how and why?

Audience Effects Theories
The 'Uses & Gratifications Theory' for a campaign is mainly for information as follows although there are several for integration and social interaction;

Information

• Finding out about relevant events and conditions in immediate surroundings, society and the world

• Seeking advice on practical matters or opinion and decision choices

• Satisfying curiosity and general interest

• Learning; self-education

• Gaining a sense of security through knowledge

Personal Identity

• Finding reinforcement for personal values

• Finding models of behaviour

• Identifying with valued other (in the media)

• Gaining insight into one's self

Integration and Social Interaction

• Gaining insight into circumstances of others; social empathy

• Identifying with others and gaining a sense of belonging

• Finding a basis for conversation and social interaction

• Having a substitute for real-life companionship

• Helping to carry out social roles

• Enabling one to connect with family, friends and society

Entertainment

• Escaping, or being diverted, from problems

• Relaxing

• Getting intrinsic cultural or aesthetic enjoyment

• Filling time

• Emotional release

• Sexual arousal