Five centuries ago, William Shakespeare declared that ‘all the world’s a stage.’ Over the centuries the stage has become bigger, wider, more sophisticated and is no longer about an individual playing his, but it is about corporations,
brands and governments enacting their roles in front of a global audience.
In literal terms, an audience is described as a group of people who participate in an event of any kind. The classification of audience can be based on a number of factors including gender, age, race, religion and so on. Data about audiences is broadly used for understanding the consumer patterns of a given population; it also provides valuable insight about the preferences, attitudes and behaviour of a given culture.
For media, PR and communication, audiences form the very basis of marketing. Whilst an audience can be more specific where it comes to a concert, television show or a theatre; the universality of the internet and social media communication tools has meant that the audience for a particular message or advertisement can be potentially global. Moreover, audiences today are not just receptors of a message; they in fact influence or even participate in the creation of messages. In other words, brands and businesses increasingly use communication tools to talk about things that they perceive that their audience want to hear about.
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