Target Audience:

Our primary target audiences are people age between 18 to 24 years old, especially those who spent nine hours a day using media (Kelly, 2015).


According to research from ACMA, (2015), over 935,000 teens had gone online in the previous four weeks. This figure equals to around 82 percent of all teens, raised up from 74 percent four years earlier. The majority of teenagers have addicted to various kinds of social media platforms for almost all day long.


Firstly, young people have enough leisure time to do what they want. They could spend the whole day on social media platforms. Therefore, they could receive more information from other social communities.


Secondly, their social experience is less than those adults who have amature world view, so they could easily trust fake news online.


The second target audiences are parents of teens and tweens. On the one hand, they could educate their children how to distinguish the truth and fake news, that will help us work to a larger extent. On the other hand, adults could be aimed as a part of fake news target considering their social and economic status.


Lastly, the third target audience of our project could be professional journalists and news industry. Because considering where the fake news is coming out, we want to do more than just pointing a direction to the audience, but to alarm professionals to focus on the truth and finally reduce fake news.


Key message:

The main aim of the campaign is to improve information pollution by promoting critical thinking.

Critical thinking is the objective analysis of facts to form a judgment. We believe knowledge is the machine that can spot fake news. Our campaign wants to popularize some common sense as well as popular science to the public. Popular science is an interpretation of science intended for a general audience. While science journalism focuses on recent scientific developments, popular science is more broad-ranging. It may be written by professional science journalists or by scientists themselves. Then, our campaign wants to boost people’s awareness of critical thinking. We would let people know the harm of spread polluted information.

In this case, people could have more rational thoughts towards information on social media.



The main platform we would use is Twitter. Twitter is a social media platform with 320 million users in total and over 100 million users log in every day. (Twitter, 2016) The largest user group on Twitter is between the ages of 18 and 25. (Statista, 2016) As its character of being anonymous, people could have an online identity and do not have to be responsible for their saying. In this case, fake news and the polluted information are spread widely on Twitter. Besides, the function of retweet is convenient for spread information. The hashtag is a great way to categorize and promoting relevant information.


The second platform we are going to use is Facebook. Comparing to Twitter, the users of Facebook tend to be older. With 52.82% between 25-34, and it still has 38.25% of users age between 18-24 which fell under our target audience. (Statista, 2017) Facebook remains to be the most popular social media platform. (Shannon, 2016) On the basis of the large amount of users, Facebook is full of irrelevant information and fake news. A Buzzfeed report demonstrated that there were more fake news stories around the American election than real news. (Craig, 2016)



Breaking the boundaries of online communities


The online audience understands the text base on the cultural influence and their taste. Meanwhile, within an online community; the users have the same taste and background and similarly interest in or aim to the same topic or objective.


Each member of the community can choose who belong to their groups and who can join interaction within group members. It looks like a close space to the users who do not have the same cultural background or experience. But it is open to everyone because it is online, which do not have lots of rigid limitation and rules to define who can be our membership or not. At the same time, it is an uncontrolled public space to express personal opinions, which means the users outside the certain community also have the ability to share.


It is obvious that fake news could happen in every field, which means fake news is not only a singular issue in specific filed, rather appearing in multiple spaces including science, entertainment, common sense. It likes a huge topic that could break the boundaries of online communities and dynamic and engage the audience.


Specifically, ‘sharing your story’ without the limitation of a certain community, which means every online user can engage in this activity and share their experiences.


The quiz at week 3 aims to dynamic our audiences online and offline, which is significant to explore our potential audience to follow us and receive our information. In fact. Offline activity is inevitable because the purpose of the offline activity is not to engage people in our campaign; the more important effect is to increasing the popularity of #bethefilter.



Social Media Accounts:


Account: teletubbiesfakenews@gmail.com

Name: Filter_fakenews

Passcode: fakenews


Facebook Page:




Kelly, 2015, “Teens spend a ‘mind-boggling’ 9 hours a day using media, report says”, from



ACMA, 2016, “Aussie teens and kids online,” from



Shannon Greenwood, Andrew Perrin and Maeve Duggan, 2016, “Social Media Update 2016”, from



Statista, 2016, “Distribution of Twitter users of December 2016, by age group”, from



Twitter Official Website, 2016, “Twitter usage,” from



Craig Silverman, 2016, “This Analysis Shows How Viral Fake Election News Stories Outperformed Real News On,” from Facebook




Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s