The Democracy Audience Map

This is an essential resource to actually reach people you seek to reach with messages related to democracy.

The Democracy Audience Map is a research-based framework developed by our friends at Harmony Labs in partnership with the Democracy Communications Collaborative.

The Map helps advocates, communicators, and civic organizations better understand and better communicate with people across the United States - particularly people beyond our own "bubbles."

Put another way, the Democracy Audience Map can help you navigate our fragmented media environment and reach beyond "the choir" (i.e., people who already agree with you).

Visit the Democracy Audience Map

Rather than grouping people by political party or demographic characteristics alone, the Map group (or "segments") audiences based on values, beliefs, media habits, and relationship to democracy and civic participation.

The Map can help you answer practical communication questions like:

• What values and concerns shape how different groups interpret my organizations' messages?

• Which messengers and media channels are most trusted by the people I hope to reach?

• How can my communications build support without reinforcing polarization?

Each audience profile combines quantitative and qualitative research to provide a richer understanding of how people think, what motivates them, and what kinds of messages are more likely to resonate. The framework is designed to support strategic communications, campaign planning, coalition building, and public engagement across a wide range of democracy-related issues.

How to use the Democracy Audience Map

The Map is most useful as a planning tool. Start by identifying the audience segment you want to reach, then explore the segment profile to understand their priorities, language, trusted sources of information, and barriers to engagement. Use those insights to inform your message development, creative strategy, outreach tactics, and messenger selection.

The map is not intended to stereotype individuals or predict any one person's beliefs. Instead, it offers evidence-based patterns that can help your organization make more informed communication decisions and design outreach that is more relevant, respectful, and effective.

Of Note:

Three of the several features of the Map that we at Stories Change Power particularly appreciate are:

• The Map recognizes that everyone has value. Every audience has a civic "superpower," including people who see the world differently than you do.

• The Map moves beyond demographics and partisanship. Instead, you can operate based on human values and attitudes and develop campaigns, set priorities, and evaluate investments with real-world insights.

• The Map recognizes democracy means that people hold power, and that when we use that power well, the country works for more people. It also recognizes that sometimes we fall short... and when we do, everyone can be part of improving our country.