Astronauts as Audiences: Characteristics of the First Space Communities

The United States National Aeronautics and Space Administration (NASA) publishes data (2003) which includes the name, gender, town of birth, education and some interests of almost every astronaut who has been launched into space by the dominant space explorer, the United States. This list identifies astronauts form the United States, the former USSR and its subsequently independent states, Europe, Australia and Asian participants. Our analysis of this data, we suggest, revealed the most likely characteristics of the members of the first communities in space. This led us to think about these communities as "audiences," just as earthbound communities have been grouped into audience, or "market," segments by media companies.