Audience Analysis Chapter 6

Adapt to Audience Psychology ____________is the process of gathering and analyzing information about audience members with the aim of ______________to the information you uncover. Maintaining __________________________ while preparing a speech from the beginning steps of selecting the speech topic to making decision about how you will ________, _____, and _______it-is the only way to ensure that your message will be meaningful to your audience. However it does not mean that you must _________ your own ___________to cater to the audience’s whims, which is called ____________.

Identify Attitudes, Beliefs, and Values ________ are our general evaluations of ______, ______, _______, or _______. To ________ something is to judge it as relatively ______________, _____________, _________ ________, ______________, ______________, and so on. People generally act in __________ with their __________ (although the degree to which they do depends on many factors). Having a ________________ attitude toward the speaker’s topic will most likely dictate how a individual __________________.

Identify Attitudes, Beliefs, and Values Attitudes are based on _________-the ways in which people _______________. They are our feelings about what is ______. Whereas attitudes deal with how we _____ about something, beliefs refer to our _______ _________ about the ________ of something. The ______ questions an individual has about the ________________, the _____ likely they are to listen.

Identify Attitudes, Beliefs, and Values Both Attitudes and beliefs are shaped by ________-our most ____________ about what’s ____________ in life, as shaped by our ______ and our ________________ within it. Whatever the nature of our __________, they are central to our sense of who we are. We have _____ values than either attitudes or beliefs, but they are ________________ and ___________ to change.

Core Values In the US, researchers have identified a set of core values, including ____________________, _________ _____________, _____________, ____________, _________________, ______________, ________, __________, and ____________. A survey of several Asian societies reveals such core values as the spirit of ________, ______ toward one’s superiors, _____________, and a desire for prosperity. People in every culture possess values related to their personal ________, _______, _________, and so forth. If you can determine your listeners’ __________, you can refer to them in your speech, potentially making your message far more _______________ and ______________.

Perspective Taking With any speech, it’s important to try to _______ the audience’s __________________ or disposition toward the _______, _______, and _____________. This ______________ will help you see things from your listeners’ point of view. As a general rule, people pay more attention to and feel more _________ about topics that are in keeping with their ______________. The less we know about a topic, the _____________ we tend to be.

Perspective Taking How audience members feel about you will have considerable bearing on their ____________ and _______________ to your message. Listeners have a natural need to ________ with the speaker and to feel that he or she shares their ____________, so look for ways to establish a ____________, or ____________, between you and the audience. Sharing a _____________, emphasizing a ______ _____, and strategic use of ______________ (such as we, you, I, and me) all help to create ______________.

Adapt to Audience Demographics _____________ are the ___________ characteristics of a given population. Six characteristics typically considered when analyzing speech audiences include _____, _________________, ________, etc. Knowing audience demographics will help you _________ your ________________-those individuals whom you are most likely to influence in your speaking class.

Types of Demographics Age Socioeconomic Status Gender People of the same __________ often share a __________ with significant person-ages, local and world events, popular culture, and so forth, which is called _________________. Socioeconomic Status Which Includes ________, __________, __________. Gender Is our _____________________ sense of ourselves as males or females. Avoid using ______________ (language that casts males or females into roles on the basis of biological sex) and __________________ (oversimplified and often severely distorted ideas about the innate nature of what it means to be male and female). Ethnic or Cultural Background

Adapt to Cultural Differences “Hofstede’s Value-Dimensions Model” Individualism versus Collectivism Individualistic cultures tend to __________________ of the ___________ rather than those of the _______, upholding such values as individual ___________ and _______________. Collectivist Cultures on the other hand, view personal identity, needs, and desires as ___________ to those of the larger group. High Uncertainty versus Low Uncertainty Uncertainty avoidance refers to the extent to which people __________________________. High-uncertainty avoidance cultures tend to structure life more _____________________for their members. Low-uncertainty avoidance cultures are more accepting of _________________ and therefore allow more _________ in ____________________.

Adapt to Cultural Differences “Hofstede’s Value-Dimensions Model” High Power Distance vs. Low Power Distance Power distance is the extent to which a culture values ______________ versus _______________________. Cultures with high levels of power distance tend to be organized along more ___________________, with greater emphasis placed on ___________________. Those with low levels of power distance place a higher value on __________________. Long vs. Short Term Time Orientation Time orientation refers to the degree to which a culture values _____________ that is directed to future rewards, such ___________________, versus behavior that is directed toward the present, such as _______________________.

Adapt to Cultural Differences “Hofstede’s Value-Dimensions Model” Masculine vs. Feminine The masculinity and femininity dimension refers to the degree to which a culture _____________ associated with masculinity and femininity. Traditional masculine traits include ___________, _____________, _____________, and overt displays of ____________. Feminine traits stress _____________ and ________________.

Adapt to Cultural Differenes “Lewis’s Cultural Types Model” Linear-Active Cultures People in linear-active cultures approach tasks ______________, preferring to do one thing at a time and in organized fashion. They tend to be _____, _______, _______________. Multi-Active Cultures Persons in multi-active cultures tend to _____________ at once, are ___________________, and ____________. They tend to be warm, emotional, talkative, and impulsive. Reactive Cultures In reactive cultures, people rarely initiate _________ or ________, preferring to listen to what others have to say first. They tend to be __________, ___________, and good listeners.