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This study aims to determine whether smartphones create the best communication fit with a young audience.

To validate the hypotheses, a task-based laboratory study was conducted. And smartphone film and television (TV) film were provided in the laboratory. Young respondents were recruited in the classroom and brief introduction and film were broadcasted. After watching the film, levels of respondent’s emotional experience was measured via questionnaire.

The results indicate that when the text of the film matches the young audience’s schema, the young audience uses, mainly, imagery coding to interpret the text and achieve an emotional experience. Conversely, when the text and schema do not match, the young audience uses both proposition coding and imagery coding.

Based on the results found in this study, companies should use different texts to match the different schema of young audiences to ensure that audiences can process coding and enjoy emotional experiences when using smartphone.

Dual-coding theory is applied to determine which coding system the audience use to interpret the new-media text, such as smartphone films.

The purpose of this paper is to explore young people's views, both positive and negative, about BBC services, and to investigate their preferred means of accessing news.

This paper reports recent research for the BBC conducted in November 2007 by the Regional Audience Council for BBC London, as part of a study covering all of England on behalf of the Audience Council England which advises the BBC Trust. Data were gathered from questionnaires and focus groups. The sample comprised 42 young adults.

Results show respondents were most interested in discussing television content, delivery, and BBC services. Secondary topics raised included the image/reputation of the BBC, scheduling matters and presentation issues. Findings indicated that although modes of access may be changing, television remains the preferred means of accessing news within this group.

Differences regarding social variables in the respondents are not considered in the analysis.

Knowledge of the preferences of discrete audience groupings is becoming increasingly important to broadcasters as “mass” audiences fragment and more opportunities to view are offered. This paper offers insight on the preferences of the youth market.

This paper makes a contribution by updating and contributing to the debates about young people's media consumption within the context of today's competitive multi‐media environment.

Purpose – To discuss the history and relevance of audience research as it pertains to sport and physical culture and to demonstrate an approach to doing audience research.

Design/methodology/approach – A step-by-step overview of a study conducted by the authors is provided. The study examined ways that groups of young males in a Vancouver, Canada, high school interpreted images of masculinity in popular media, and ways these same youth performed masculinity in physical education classes. We reflect on how studying interpretations (using focus groups) and lived experiences (using participant observation and in-depth interviews) in an integrated fashion was helpful for understanding the role of media in the everyday lives of these youth. We also describe how the hegemony concept guided our data interpretation.

Findings – We highlight how, on the one hand, the young males were critical of media portrayals of hegemonic forms of masculinity and, on the other hand, how these same males attempted to conform to norms associated with hegemonic masculinity in physical education classes. We emphasise that our multi-method approach was essential in allowing us to detect the incongruity between youth ‘interpretations’ and ‘performances’.

Research limitations/implications – Limitations of audience research are discussed, and the epistemological underpinnings of our study are highlighted.

Originality/value – The need for audience research in physical cultural studies is emphasised. We suggest that researchers too often make claims about media impacts without actually talking to audiences, or looking at what audiences ‘do’ with information they glean from media.

The main objective of the study is to analyse the perception of accessibility to cultural for different age groups (children, teenagers, adults and seniors) in the city of Novi Sad (Serbia). Additional goals were to reveal which cultural contents in the city are the most important to which particular age group and to measure the level of compatibility with their needs.

The study sample consisted of 170 respondents of different age groups used for comparison purposes. Data were collected through an online questionnaire and analysed by IBM SPSS Statistics (descriptive statistical analysis and ANOVA test).

The results of this research showed that a gap is evident between the current cultural offer and the needs and preferences of visitors of different age groups. One of the significant obstacles that emerged is the inadequate promotion of cultural contents in the city to different age groups of visitors (children, teenagers, adults and seniors). The study also identified the age groups of visitors to whom the cultural offer was least adapted, as well as mapping the cultural institutions which are least accessible to audiences of different ages.

The paper addresses the knowledge gap related to accessibility to cultural for different generations. It focuses on topics that have not been previously researched – comparison of the needs of different generations concerning the actual offer in cultural institutions, addressing the importance of certain elements of a cultural offer to different age groups and the level of accessibility of such features to different age groups.

Advertisers have been criticized for underrepresenting the elderly in print ads and television commercials. What critics often overlook, however, are audience and product considerations along with the effectiveness of older spokespersons in influencing intent to purchase among elderly and younger consumers. This article examines what is currently known about the use of older persons in advertising and extends these findings by reporting the views of advertising agency executives on this topic. From the results of these studies, an audience‐product matrix with examples is provided to help put the advertiser's position into perspective. According to the literature reviewed and the perceptions of advertising agency executives, the use of elderly spokespersons tends to work best when the product or service can be targeted to elderly consumers and the products or services themselves are elderly‐oriented. There is some evidence to suggest that elderly persons are used in advertisements not because advertisers want to represent the elderly, but rather when these spokespersons can sell the product.

The purpose of this paper is to investigate how organizational orators cope with situations where they must simultaneously address several audiences with clashing interests, conflicting identities and contradictory interpretations of crucial issues.

The paper draws on both the classical rhetorical tradition and various contemporary disciplines to delineate, conceptualize and critically discuss a repertoire of rhetorical strategies for dealing with composite audiences.

There are at least nine distinct strategies for dealing with the problem. Most of them make problematic assumptions about audiences. The most promising strategy involves shifting and blending frames.

Most managers will stand in situations where they have to cope with multiple and mutually antagonistic audiences. This paper provides practical suggestions for how to go about it.

The paper isolates and investigates a problem that was largely overlooked by classical rhetoricians, and contemporary scholars still underestimate its ubiquity, its complexity and its urgency. Apart from improving our grasp of the problem, the paper provides a comprehensive overview of potential solutions, and shows their shortcomings.

Economics has long neglected the performing arts and its struggle to be self‐sufficient. This paper examines briefly one sector of the performing arts, namely the audience. There exist four pertinent factors for a concern with the audience. First, if the arts are a “good thing,” an effort should be made to determine who is deprived of the experience. Second, the characteristics of the audience must be known before an evaluation of ticket pricing and distribution policies can occur. “A third reason for concern with the nature of the audience is associated with the issue of government support. Both the desirability and the political feasibility of government support may depend, at least in part, on the composition of the audience. Fourth, effective marketing policy requires some form of a demand function and this requires some knowledge about the composition of the consumers. From this angle, the producer can package his product for maximizing sales and adequately prepare physical facilities for performances. The relevance between an audience and the performer pertains to a producer and a consumer in the simplest microeconomic terms. We can develop a demand function here, and hopefully find some intermediate point corresponding variables in the supply function. Thus the composition of the audience lies at the disposal of the practical economic tools of the analyst.

This article focuses on psychosocial barriers to sexual health and their implications on the design and delivery of mass media‐based public health campaigns. A family planning campaign that attempted to address barriers to seeking sexual health information and services by promoting positive attitudes toward couple's communication about sexual health care is presented. Specifically, this article reports how the campaign conducted formative research to develop audience‐centered, culturally sensitive messages, particularly with young adults, aged 18‐24 as well as Hispanic young adults (aged 18‐24); and utilized mixed‐media to effectively reach at‐risk populations.

Communicating effectively with youth is tantamount to walking the plank on a snakeboard — even if you can manoeuvre the snakeboard down the plank, you are bound to fall off the end before you can ride it back to the mother ship. Weaving in and out of the increasing advertising and promotional regulations and restrictions, not to mention winning over the cynical mindset of the average teen, can puzzle even the most seasoned communicator, and perhaps therein lies that age‐old problem, the generation gap. A combination of the old adage ‘know your target audience’, an understanding of the public relations opportunities that new and sub‐cultural media provide, and a pinch of ‘street cred’ can help. These days, PR is one of the most effective ways of communicating with young people — by going in through the back door.

The study intends to investigate the key purchase drivers of luxury brands in India. Given that a major segment of this target audience is the young consumers, the study focuses on determining these antecedents of luxury purchase from a young Indian consumer lens.

The study uses an interpretive research position, employing qualitative techniques in the form of in-depth interviews. In total, 62 respondents were interviewed, and later the transcribed interviews were analyzed using content analysis.

The study identifies the three main value dimensions that contribute to the final purchase decision: functional, social and emotional. The study also highlights the importance of Internet and web for luxury brands and how young Indian consumer consumes luxury online.

Research on luxury brands is still at a nascent stage. Though variables such as economic value, brand origin, social identity, prestige, self-congruity and so on have been examined in the context of luxury brands in prior studies. However, these studies are restricted because either they were product-specific or actual users of luxury brands were not approached as the sample. Most importantly none of these studies reflect the purchase behavior of young consumers in an emerging market, especially India. Given the growth of luxury brands in India, it would be worthwhile to investigate the factors influencing the customer purchase intention of luxury brands in emerging markets.