Comments on: Communicators are out of touch with the way consumers use media, USC study concludes http://prview.wordpress.com/2007/12/18/communicators-are-out-of-touch-with-the-way-consumers-use-media-usc-study-concludes/ for those like me entering the public relations profession Sun, 10 Feb 2008 01:11:35 +0000 http://wordpress.com/ hourly 1 By: Sean http://prview.wordpress.com/2007/12/18/communicators-are-out-of-touch-with-the-way-consumers-use-media-usc-study-concludes/#comment-110 Sean Fri, 21 Dec 2007 21:12:37 +0000 http://prview.wordpress.com/2007/12/18/communicators-are-out-of-touch-with-the-way-consumers-use-media-usc-study-concludes/#comment-110 My 'common sense' meter agrees with the findings of this study, but it's always good to have data to support common sense of course :-) I think in addition to the fragmentation and dispersion of audiences, there's also the fragmentation of personas. What I mean by that is that not only is it easier to access greater arrays of information and entertainment, it's simultaneously becoming more acceptable to be in to broader types of stuff. Only a generation ago there were clear lines between different groups of people. Hip hop vs. rock, yuppies vs. hippies, etc. Now the lines have blurred quite a bit...to the point where many people no longer feel the urge to be a part of some 'thing'. I'm not sure if this is a symptom or a cause of the greater fragmentation. Or maybe it's both... My ‘common sense’ meter agrees with the findings of this study, but it’s always good to have data to support common sense of course :-)

I think in addition to the fragmentation and dispersion of audiences, there’s also the fragmentation of personas. What I mean by that is that not only is it easier to access greater arrays of information and entertainment, it’s simultaneously becoming more acceptable to be in to broader types of stuff.

Only a generation ago there were clear lines between different groups of people. Hip hop vs. rock, yuppies vs. hippies, etc. Now the lines have blurred quite a bit…to the point where many people no longer feel the urge to be a part of some ‘thing’.

I’m not sure if this is a symptom or a cause of the greater fragmentation. Or maybe it’s both…

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