The Rise of Psychographic Profiling in the Fifth Era of Communication

Abstract

Entering the fifth age of communication put the human individual in a fundamentally new relationship with the information produced and stored – overload mode. From the individual`s point of view, it is essential how to select from the immeasurable amount of information that would allow them to function most successfully and smoothly. The personality closes the “valves” through which information passes to its consciousness. It opens them based on what is closest, most acceptable, most inherent to the personality, and which can be described through the psychographic profiles of the population. 130 consecutive nationally representative sociological surveys conducted by the author confirm that the population is divided into 4 distinguishable groups according to the structure of psychographic profiles. It has been confirmed that individuals are “driven” by these characteristics when consuming information, whether it comes from the realm of the “tangible” (goods, services, brands, companies) or the “intangible” (choice of television, shows, movies, electoral behavior).