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Tomić and Bartoluci (2011) Analiza Publike
Tomić and Bartoluci (2011) Analiza Publike
Abstract
Analysis of the audience – Understanding rivals/receivers
Communication, similarly to sports, requires un- liefs, values, interest and knowledge are additional filter
derstanding of rivals, i.e. receivers. Accompanied with at the receiver’s end of communication process. Finally,
content preparation, this understanding will determine situational analysis completely minimizes communica-
the outcome of communication. There are three layers tion fear because it familiarizes the communicator with
of audience analysis: demographic, psychological and all aspects of the process – time, space or venue and
situational analysis. Demographics are the basis for un- occasion. The communication without audience analysis
derstanding the audience. Psychological features addi- is incomplete and one-sided with insecure outcome.
tionally influence the content of a message; attitudes, be-