Know and understand showing a clear sense of audience and purpose

Topic 9 – Audience

Objective

Know and understand how to show a clear sense of audience and purpose when creating ICT products.

1. What is an Audience?

The audience is the group of people who will read, view, hear or otherwise interact with the ICT product. Understanding the audience influences the language, tone, layout, content and media used.

2. Types of Audience

Audiences can be classified in several ways. The table below summarises the most common categories used in ICT tasks.

Audience Type	Typical Characteristics	Implications for ICT Product
General public	Wide age range, varied knowledge, diverse interests	Use simple language, clear headings, visual aids, avoid jargon
Specialist / Professional	Specific expertise, technical vocabulary, high expectations for accuracy	Include detailed data, technical terms, citations, precise formatting
Peers / Classmates	Similar age and education level, shared curriculum	Balanced language, collaborative tone, use of examples familiar to the group
Teachers / Assessors	Expectations set by syllabus, focus on assessment criteria	Follow prescribed structure, demonstrate understanding of concepts, reference criteria
Clients / Customers	Goal‑oriented, interested in benefits, may have limited technical knowledge	Highlight advantages, use persuasive language, include calls to action

3. Understanding Purpose

Purpose is the reason for creating the ICT product. Common purposes include:

• Inform – present facts, data or instructions.
• Persuade – influence opinions or actions.
• Entertain – amuse or engage the audience.
• Record – store information for future reference.
• Collaborate – facilitate teamwork or communication.

4. Linking Audience and Purpose

Effective ICT products align audience expectations with the intended purpose. The following checklist helps ensure this alignment:

1. Identify the primary audience(s).
2. State the purpose clearly.
3. Choose appropriate language and tone.
4. Select suitable media (text, images, video, audio).
5. Design layout and navigation that matches audience skills.
6. Include features that support the purpose (e.g., forms for feedback, hyperlinks for further reading).
7. Test the product with a sample of the intended audience, if possible.

5. Practical Example

Scenario: You are creating a brochure for a new school computer club.

• Audience: Students aged 13‑16 (peers) and their parents (non‑technical).
• Purpose: Inform and persuade – inform about club activities and persuade students to join.
• Adaptations:
  • Use friendly, enthusiastic language.
  • Include colourful graphics and photos of previous events.
  • Provide a simple schedule and clear contact details.
  • Explain benefits (skill development, fun) in non‑technical terms.

6. Activity – Audience Analysis

Work in pairs. Choose one of the following ICT product types and complete the table.

Product Type	Primary Audience	Purpose	Key Language/Tone	Design Considerations
Instructional video for a software tutorial
Company newsletter (online)
Survey form for customer feedback

7. Summary

Showing a clear sense of audience and purpose is essential for effective communication in ICT. By analysing who will use the product and why it is being created, you can make informed decisions about language, design, media and structure, leading to higher quality work that meets assessment criteria.

8. Self‑Check Questions

1. What are three characteristics you might consider when identifying a specialist audience?
2. Explain how the purpose “persuade” would affect the choice of colour scheme in a flyer.
3. Give an example of a design feature that would help a non‑technical audience navigate a website.
4. Why is it important to test an ICT product with a sample of the intended audience?