Audience Analysis

Audience Centeredness Keep the audience first in every element of the speech, from preparation to presentation

Identification Speaker emphasizes to audience common goals, values, and experiences

Audience Psychology Egocentrism -- tendency of people to be concerned above all with their values, beliefs, and well-being People pay closest attention to things that matter to them Listeners hear and judge what you say on what they know Relate your message to your listeners--show why it pertains to them

Demographic Audience Analysis Audience analysis focusing on demographic factors Age Gender Religion Sexual Orientation Racial, Ethnic, and Cultural Background Group Membership

Stereotyping Oversimplified image of a particular group Very easy to do in large group situations Avoid

Situational Audience Analysis Size Physical Setting Disposition of Audience

Disposition Towards Topic Interest Knowledge Attitude -- toward person, policy, belief, institution

Disposition Toward Speaker The more competent listeners believe a speaker is the more more like they are to accept what he says

Disposition Toward Occasion Audience tends to have definite ideas about what speeches they consider appropriate i.e. Would not expect a political speech at graduation

Collecting Information about Audience Fixed- Alternative Questions- questions that offer a fixed choice between two or more alternatives Scale Questions - questions that require responses at fixed intervals along a scale of answers Open-ended Questions - questions that allow respondents to answer however they want

Adapting to the Audience Before Speech Assess how audience is likely to respond to what you say Adjusting what you say to make it clear, appropriate, and convincing

Adapting to the Audience During Speech Technology may not work, size could be different -- Make it work Pay attention to audience for clues

Topic: “Data Encryption: How Would You? Topic: “Data Encryption: Audience 1: 50% computer science, 30% physics, 20% fine arts Audience 2: 40% business, 40% history, 20% computer science Topic: “Sexual Assault: The Biggest Campus Crime” Audience 1: 80% female, 20% male Audience 2: 80% male, 20% female Topic: “The Fall of the Berlin Wall Audience 1: Day class: 70% age 18-22, 30% age 23 and over Audience 2: Evening class: 50% age 35 and up, 30% age 23-34, 20% age 18-22

Gathering Materials

Using Your Knowledge & Experience Use experiences to your advantage topic support points

Library Research Use librarians--ask for assistance to get what you need Catalogue-- search for books and resources by title, author, keyword, subject Reference Works-- good place for initial information especially if you are not overly familiar with subject (encyclopedias, yearbooks, quotation books, biographical aides)

Databases Newspaper and Periodical Databases: catalogues articles from a large number of magazines, journals, newspapers ProQuest, LexisNexis Academic, World News Connection Academic Databases: catalogues articles from scholarly journals JSTOR, InfoTrac OneFile, Google Scholar

Internet Search Engines-- use quotation marks, and (+) to help refine a search College cheerleading --> “college cheerleading” --> “college cheerleading” + “sports injury

Specialized Research Resources Virtual Libraries--combines internet technology with library cataloguing ip12 www.ipl.org Government Resources-- access government documents & publications USA.gov, Statistical Abstract, World Factbook Wikipedia -- good starting point

Evaluating Internet Documents Authorship-- Who wrote it? Is the author clearly identified? Qualifications? Sponsorship-- What organization is sponsoring the site or is listed in place of author? Recency-- When was it written? Is it still a relevant issue or have things changed?

Interviewing Before the Interview Define purpose of interview Decide whom to interview Arrange interview Decide whether to record interview Prepare questions in advance

Interviewing During the Interview Dress appropriately and be on time Repeat purpose of interview Set up recorder if applicable Keep interview on track Listen carefully

Interviewing After the Interview Review your notes as soon as possible Transcribe your notes

Tips for Doing Research Start early Make a preliminary bibliography Take notes efficiently Think about materials as you research

Supporting Your Ideas

Examples Supporting Materials: materials used to support speaker’s ideas Specific case used to illustrate or represent people and ideas

Brief Examples May also be referred to as specific instances Specific case that is referred to in passing to illustrate a point Utilize several examples to really make your points

Extended Examples Story or narrative more fully developed with some length to it Should be vivid and dramatic

Hypothetical Examples Imaginary or fictitious situation created to help illustrate the main point

Tips for Using Examples Use examples to clarify ideas Use examples to reinforce your ideas Use examples to personalize your ideas Make examples vivid and richly textured Practice delivery to enhance your extended examples

Statistics Numerical data used to strengthen or clarify ideas Can be used to show the severity or importance of an issue Not always about audience remember all data-- more about overall effect

Understanding Statistics Are the statistics representative or are they skewed? Are statistical measures used correctly? Mean, Median, Mode Are statistics from a reliable source?

Tips for Using Statistics Use statistics to quantify ideas Use statistics sparingly Identify the sources of your statistics Explain your statistics Round off complicated statistics Use visual aids to clarify statistical trends

Testimony Quotations or paraphrases used to support a point

Expert Testimony Testimony from people who are experts in their respective fields Makes speech more credible

Peer Testimony Testimony from ordinary people with firsthand experience or insight on a topic More personal viewpoint -- creates bond/connection with audience

Quoting Versus Paraphrasing Direct quote: word for word When convey meaning better than you When they are eloquent, witty, or especially compelling Paraphrase: restate or summarize source’s ideas in your own words When wording is obscure/too long & complicated When quotation is longer than 2-3 sentences

Tips for Using Testimony Quote or paraphrase accurately Use testimony from qualified sources Use testimony from unbiased sources Identify people you quote or paraphrase

Citing Sources Orally Include combinations of the following information book, magazine, newspaper, web document used author or sponsoring organization of document author’s qualifications with regard to topic the date on which the document was published, posted, updated