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This chapter explores one of the most important theoretical principles of social marketing: the rationale and importance of segmenting target audiences and how this can be done. It introduces the concepts of ‘insight’ and ‘segmentation’; gives an overview of how to generate insight; provides an understanding of the importance of segmentation to social marketing initiatives; and uses case studies to demonstrate what can be achieved by social marketing when insight and segmentation theory are put into practice.

This chapter further explains what is meant in this book by the discursive construction of news values and discusses notions such as context-dependency, preferred meaning (how readers are positioned), and the target audience. The book adopts a middle ground between constructionism and realism, assuming that there is a material reality beyond semiosis while recognizing that this reality is given meaning by the media. The chapter provides in-depth conceptualization of eleven news values: Consonance, Eliteness, Impact, Negativity, Positivity, Personalization, Proximity, Superlativeness, Timeliness, Unexpectedness, and Aesthetic Appeal. It concludes with an example analysis of a front page news story from the New York Post.

In Chapter 3, communications scholar Robert C. Hornik gives a brief history of the health communications field and outlines insights and pitfalls relevant to human rights communications efforts. In addition to ensuring that messages are well-tailored to and will receive sufficient attention in the target audience, he also outlines several counterintuitive findings including the need to be mindful of “boomerang effects”—the risk that any given communication will, in fact, worsen the behaviors the message was intended to fix.

This chapter presents an overview of the role of communications in governance indicators and discusses challenges to understanding whether, how, and why their intended audiences use or fail to use rankings, indices, and related data. These include long-standing challenges associated with ensuring that information meets the needs of different target audiences, engaging with traditional media, and using rankings to present indicators. As new technologies have changed information flows and dynamics, new challenges have emerged, including echo chambers and data graveyards. The chapter shows a broken feedback loop between governance indicator creators and their intended users that can be traced to the understanding of communications as an accessory activity, without integrating user research and frank self-assessments into the indicator creation cycle. More research should be conducted about the extent to which the current offer of indicators is meeting users’ needs and the extent to which underlying theories of change remain valid.

Chapter 1 introduces and briefly traces the concept of ruler visibility, the focal point of the entire book, from the inception of the Ottoman imperial project to the nineteenth century. This umbrella term facilitates two lines of subsequent analysis of the sultan’s public image – visibility at home vs. abroad, and visibility to Muslim vs. Christian target audiences. The chapter then focuses on the reign of Mahmud II (1808–39), who engineered the first shift in modern ruler visibility in the Ottoman Empire. On the basis of hitherto untapped Ottoman archival evidence, this chapter makes the claim that the reform process began much earlier than the standard narrative (the Rose Chamber Rescript (Gülhane Hatt-ı Şerif) of 1839) still claims. It also introduces some principles of aggrandisement of the ruler in the eyes of the people, such as piety, devotion to duty and fatherly status (in a ‘father-children’ metaphor of society), which pertain to the entire book.

This chapter explains how gestural communication in great apes generated excitement when it was discovered that most signals were given intentionally. Apes show deliberate targeting of specific audiences with their gestures (but not their facial expressions), meeting formal criteria for “first-order” intentionality with an abundance of evidence. Signalers take account of the state of attention and even the level of comprehension of their audience. Repertoires of gestures are not acquired socially, but develop from the species’ biological potential. (But the rare cases of “iconic” gestures or “mime” may be ritualized from social interactions.) The repertoire is ancient: many gestures are shared across the whole ape family. Signaling is redundant, with several gestures for a single purpose. Juveniles use gesture sequences in the face of uncertainty about the best alternative gesture, gradually restricting to smaller adult repertoires; “lost” gestures can be retrieved by priming, in a so-called gestural imitation paradigm.

Chapter 14 of Performing Music Research presents the key features of the final written research report. It considers how to get started, the use of appropriate structure and headings, the importance of identifying limitations and further research, and referencing sources. Acknowledging that music researchers need to communicate in many ways, the chapter also introduces four further means of disseminating research: informal and formal feedback to participants; conference proceedings, which form the basis for spoken, poster, and speed presentations at conferences; peer-reviewed published journal articles; and communication with those outside the academic world such as practitioners and policy-makers. It discusses the use of broadcast, print, and social media, emphasizing the need to engage different target audiences creatively.

This chapter explores whether the presence of bad-faith motive is a reliable criterion to identify normatively inappropriate dissent (NID). Rather than appropriate epistemic motives to help advance scientific knowledge, bad-faith motives involve some other objectionable goal: to confuse the public, stall policies that the dissenters dislike, promote particular ideological views, or safeguard profits. This chapter evaluates various ways to explain why bad-faith motives could result in dissent that fails to promote or that impedes scientific progress and it assesses their plausibility. It concludes that in spite of the intuitive appeal of attending to motivations, they cannot serve as a criterion to reliably identify NID.