A Level Sociology OCR Practice Exam

Which term describes the sending of tailored messages aimed at specific audiences?

1. Broadcasting

2. Narrowcasting

3. Casting

4. Mass communication

The correct answer is: Narrowcasting

The term that best describes the sending of tailored messages aimed at specific audiences is "narrowcasting." This approach contrasts with traditional broadcasting, which involves sending the same message to a wide audience without specific targeting. Narrowcasting leverages data and audience segmentation to create content that resonates with particular groups, allowing for more effective communication and engagement. This strategy is often used in marketing, social media, and various forms of digital media where understanding audience preferences and behaviors is key to success. In contrast, broadcasting aims to reach the maximum number of people possible with a single message, making it less personalized. Similarly, casting and mass communication do not emphasize the targeted nature of the communication process, focusing instead on the broader dissemination of information. Understanding these distinctions highlights the importance of tailored messaging in contemporary communication practices.