248 / UNDERSTANDING COMMUNICATION SKILLSSocioeconomic factors
For certain forms of communication,
knowing the economic status and
lifestyle of your audience is especially
important. Gain as much information
as you can about the following:- Occupation Knowing how people
earn their living will tell you
something about their educational
background and their daily routines,
as well as their motivations
and interests. - Income Knowing how much money
an audience makes can give you
some idea of what their concerns
are. The less they make, the more
they will be driven by basic needs,
such as food and housing. American
psychologist Abraham Maslow
documented the hierarchy of
human needs, showing that
higher level needs—such as
Targeting your communication
self-actualization—are only
relevant to people once their
more basic needs have been met.- Socioeconomic status This term
describes where your audience
is located in the social/economic
spectrum. It is, of course, a
direct function of other factors,
such as income, education,
occupation, neighborhood,
friends, family, and more.
Think of this as a single
descriptor that explains
just how much prestige
your audience has in the
eyes of others in their
own society, and use
it to target your words
to address their
problems, hopes,
and needs.
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