To better understand how to connect with audience members, it’s important to understand them as people — how they think, what they care about, and what they believe in. To gain some insight into what makes people tick, let’s take a quick look at the work of Sigmund Freud, a key pioneer in analyzing the workings of the human mind. Back at the turn of the nineteenth century, Freud, a physician living in Vienna, conducted groundbreaking investigations into how people think and feel, which helped shape our understanding of the human psyche today. Along with creating a form of individual talk therapy he termed “psycho-analysis,” Freud and his colleagues developed a key insight: most people share common motives and desires. Although many of Freud’s psychological theories have been either disproven or critiqued over the past century, many of his key insights have been accepted. When discussing audience psychology, we are concerned with the Freudian ideas that have proven helpful and that have been accepted by scholarly and scientific communities.
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