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  • Print publication year: 2019
  • Online publication date: October 2019

8 - Know Your Audience


Communication and learning professionals understand the critical importance of knowing your audience. Professional societies such as the Visitor Studies Association (VSA) have been created to specifically promote audience research within museums and other informal education settings. They also publish the peer-reviewed journal Visitor Studies, Theory, Research, and Practice that contributes knowledge to the field (VSA, 2017). This is just one example of how the professional community promotes knowing your audience; there are many more.