In the world we live in today an enormous amount of communication is done across the Internet. However, all of the persuasion sources are meant to be face-to-face communication in a speaker/audience format, unfortunately face-to-face communication doesn’t happen on the web. With the millions of daily users, the Internet is too random. Anyone can get on almost every site, no matter age, race, gender or income. Using the aged forms of persuasion, how would a website attract their target audience when there are so many other sites within reach?
One day I’m just browsing the web, not really looking for anything in particular.
Every website that I land on is either going to grab my attention or not. If the website happens to be a commercial website, the company which it represents should have a main target audience. I am a 20-year-old single white male that likes video games and cars. Does the website know this about me? NO! How could it, it is just a bunch of pictures, colors, and words joined together to represent something greater. There is no demographical test, or Nelson rating for the Internet. There is no way to tell who is on any site at any time. This time let’s say that I am trying to buy a book for my mom. I try four or five different websites: Amazon, eBay, Wal-Mart, Kmart, and Barnes & Nobles. Not being able to change who I am, which website will more than likely appeal to me the most? Will it be the website with the trustworthiest visual aspects, or the website with the biggest variety of books? How about the one with the cheapest books? What I am trying to get at is that every single person has his or her own attitude or beliefs. A website with thousands of daily users is likely to lose some due to lack of interest.
Website publishers know not everyone will appreciate and/or use their website; so they have to adapt by producing a website with a certain demographic in mind, or make the website universal. For example the creator of eBay cannot make the website with only one demographic in mind. The audience for eBay.com is too colossal, they would be shutting out millions of dollars. Now consider a webpage totally devoted to videogames, Gamespot.com for instance. When the web designer wants to generate a website geared towards a mainly male teen audience he/she is going to do use different creation methods than the eBay designer.
Wicks wrote about attitude change and how to influence an audience. Wicks wrote, “…manipulating the source, the message, and the channels to provide a desired outcome on the part of the receiver (58).” Referring to the Internet the source would be the publishers of the website, not the company that sponsors the site. The message would be dependant on whatever the website content would be. And the channel of course would be the World Wide Web itself. However, on the Internet, the source and audience seem to be reversed. The audience has too many sources too choose from and in result will choose what they think the best site is for themselves, creating a passive source that cannot direct their audience. Ebay’s website’s main purpose, like any other online company, is to make money. Therefore the creator of the source would want the audience to spend their money as fast as possible without interruptions. That means no music and no flashing advertisements. However, on Gamespot.com, the main purpose is also to make money, but the longer the audiences linger around, theoretically the more money the source will obtain. By having more pictures and videos available to the websites audience, the longer a person will browse the page. Also by buying an “executive membership” an audience can gain access to more pictures and videos.
In conclusion the Internet is probably the hardest form of media to tactfully persuade an audience. The most a website creator could do is to design a site around a message and try to communicate that message to a target audience. However, there is no way to tell who will stumble on any certain website at any certain time, and that is a huge problem when trying to communicate a message to a specific audience.