Source: Walkers Why dividing society into types is more useful for SciComm & Public Engagement
Briefly analysed
Everybody who organizes a project or event has to think about the target group. The better this is defined, the more likely people will be reached. But the concept of target group is too unspecific for science communication and public engagement. The organisation More in Common divides society into types. Using a study, they were able to find out what unites people and where they hang out. These results are useful when planning public engagement projects and events.
Audience More in Common divides society into types instead of target groups. An overview of the groups and how their characteristics helps SciComm and Public Engagement.
The organization of projects or events is always connected with the question of the target group. But is the term still purposeful to actually reach the “youth”, “seniors” or “young adults”? Or is there a need for a different one, so that organizers can address different groups more specifically? Because the designation is closely linked to marketing. Companies pursue the unilateral goal and interest of selling their offer to a certain group of people. The marketing for this is of course not designed to appeal to the target group. In scicomm and public engagement, things are different. Especially in the latter field, participation is an important part.
Classification into types instead of target groups
In addition, target groups such as “adolescents” or “young adults” are different in themselves. Not only in terms of their school education, but also their hobbies. Who is being addressed at all if “young adults” are the target group? Those who are already working, still studying or like to read books or watching movies? Society is diverse. That makes it difficult for science communication and public engagement to reach a group. Nevertheless, there are people who think and act similarly. The scientists from More in Common summarized them and worked out six types. The term type is neutral and implies that different citizens live in one society. According to More in Common, they are:
- Open-minded (16 percent): self-development, open-mindedness, critical thinking
- Involved (17 percent): civic-mindedness, togetherness, defense of achievements
- Established (17 percent): satisfaction, reliability, social peace
- Pragmatists (16 percent): success, private advancement, control before trust
- Disappointed (14 percent): (lost) community, (lack of) appreciation, justice
- Angry (19 percent): national order, system scolding, distrust
(Types of society, study “The other German division”, More in Common, 2019)
Help for an effective strategy
This classification makes sense because it more specifically characterizes the different groups of a society. The types help to develop a public engagement project strategically and effectively. In addition, the researchers show where the different types spend their time and what hobbies they pursue. They do not differ that much. Television, reading and cooking are the top three hobbies. Popular everyday places for the types are supermarkets or restaurants. Such places have potential for public engagement events. Even if they seem a bit unusual at first glance. But there the types meet and could exchange ideas with each other and with scientists. For example, with an event like the Living Library.
Experience from other sectors
During the organization of an event, it is important to keep in mind that the types have different views and perceptions. For example, some are more open-minded, while others distrust politics and science. It is time and resource consuming to find the right approach. Therefore, it is worthwhile to network with other sectors such as educators, street workers or cultural workers. They already have many years of experience with different types of society. Their insights help to strategically develop a project in a meaningful way.
| Overview: Types instead of target group – advantage for public engagement – targeted & specific approach – ideas for public engagement projects & locations – help in reflecting on the group to be addressed |