Chapter 11

April 21, 2009 whitneychilds

Chapter 11 talks about reaching a multicultural and diverse audience through age groups, racial and ethnic groups and other emerging audiences. Diversity is the most significant aspect of the mass audience in the United States.  Ethnicity, generational differences, and socioeconomic status also shape the audiences segments that public relations practitioners address.

Age groups are usually divided among youth and young adults, baby boomers, and seniors. Today’s youth market (15-24-year olds) has over $350 billion of purchasing power.  The youth market has been identified as Generation Y, a term used to describe people born after 1980. They succeed Generation X, people born between 1965 and 1980. The Fortino Group (Pittsburgh) projects that the Y generation will spend 23 years online. Spending one-third of their lives online will have interesting impacts. Two examples of those impacts are that they will spend equal time interacting with friends online and in person, and initial interaction online will precede most dating and marriage.

Baby Boomers were born between 1946 and 1964, and they represent the tidal wave of Americans born after World War 2, they comprise a market of 76 million people, or about 28 percent of the U.S. population.  Of this number over 60 million are over age 55. Baby boomers, as a result from growing up in the 1960s and 1970s, also tend to be what is described by one writer as a “rather active, socially conscious bunch.”

Seniors are defined as men and women 65 years or older. Medical advances have improved life expectancy to the point that today almost 36.3 million Americans are age 65 or older. PR practitioners should remember these characteristics of seniors: they are often less easily convinced than young adults, they vote in greater numbers, they form excellent source of volunteers for social,health, and cultural organizations and they are extremely health conscious.


Entry Filed under: Chapter Summary

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