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In mass communication, resonance can be used to connect an audience with a message.

Resonance defines the familiarity with which the audience perceives the speaker. A propagandist uses available icons, images, or ideas that evoke familiarity with an audience to make the group more receptive to a message. Anecdotes, vocal or literary inflections, and the context in which information is delivered can all be used to build resonance with an audience.

Resonant ideas also allow mass communicators to selectively present a message to portions of a wider audience that is rendered more receptive by use of resonant appeals specific to that sub-group. Most advertising and mass marketing strategy uses resonant selection to target specific audiences, such as various age groups, genders or economic classes.

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