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In mass communication '''reasonance''' connects an audience with a message.
Reasonance defines the familiarity with which the audience perceives the speaker. A propagandist uses available icons, images, or ideas that evoke familiarity with an audience as to make the group more receptive to a carrier for intended messagesmessage. Anecdotes, vocal or literary inflections , and the context in which information is delivered can all be used to build artificial reasonance with an audience.
Reasonant ideas also allow mass communicators to selectively present a message to portions of a wider audience that is rendered more receptive by use of reasonant appeals specific to that sub-group. Most advertising and mass marketing strategy uses reasonant selection to target specific audiences, such as various age groups, genders or economic classes.