About the Report

At Define American, we believe that powerful storytelling can shift perspectives and create lasting change. Understanding who we are speaking to, where they spend their time, and what resonates with them is essential to building narratives that make an impact. In our Move Them or Lose Them series with Harmony Labs, we dive deep into the media habits of the “Moveable Middle”—those who are moderate on immigration issues and have the potential to shift toward pro-immigrant attitudes and actions. Part One – Knowing the Audience, focuses on who they are, what they care about, what drives them to action, and how to reach them.

Part 1 – Knowing the Audience

Harmony Labs analyzed a year of media consumption data from news, TV, film, and social media. They identified four key audience segments within the Moveable Middle who are open to pro-immigrant perspectives and moveable:

Taking Responsibility

Social rule-followers, interested in culture and invested intheir local communities.

Following The Plan

Church-goers who respect authority and are interested inhelping others.

Doing My Own Thing

Autonomous pleasure-seekers interested in fun, play, relaxation, personal growth, and fandoms.

Getting It Done

DIY go-getters, interested in action and practical solutions.* Over a quarter of this audience are immigrants themselves.

Where They Get Their Stories

Our research reveals that these audiences do not look to national news for their information about immigrants and immigration.