Sophia Boudjemaa, Business Director – Strategy & Insights, MSL.
I appreciate it’s a universal phrase. One that has shown up in client briefs and agency proposals, since communications began.
But what was once a totally logical use of words to describe the people a brand wants to be relevant to, is now grossly outdated.
Without wanting to go too far down an etymology rabbit hole, the term ‘audience’ comes from the Latin ‘audentia’ which is the act of listening.
The dictionary (depending on which one you look at) also defines an audience as ‘a group of spectators’.
These blatant connotations of passivity are the reaso
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