Cultural signature by audience segment

This collection of charts uses findings from ‘Cultural Advantage’, which explores the cultural influence of different media.

Using a framework developed by cultural insight specialists, everyday people and incorporating a diverse range of academic perspectives, the study tested seven ways media shape culture each varying in importance to people’s lives. These include: continuity, purpose, bonding, affirmation, transformation, bridging, and currency.

The analysis shows that each media channel has a distinct cultural signature. The larger the area represented in the chart, the broader and more holistic its cultural influence.

This collection includes: All adults, male, female, 16-34, 35-54, 55+, 16-24, 25-34, 35-44, 45-54, 55-64, 65+, ABC1, C2DE, AB, C1, C2, D and E.

Download the charts to learn more