Chapter Six Analyzing the Audience

Chapter Six Table of Contents zAdapting to Audience Psychology zAdapting to Audience Demographics zMethods of Gathering Information zAnalyzing the Speech Setting*

Analyzing the Audience zAudience analysis is the process of gathering and analyzing information about your listeners.*

Adapting to Audience Psychology zPeople tend to evaluate messages in terms of their own attitudes, beliefs, and values, and not the speaker’s. zPsychological factors powerfully affect how audiences are likely to receive and process messages.*

Adapting to Audience Psychology zAttitudes, Beliefs, and Values zReactions toward the Topic, Speaker, and Occasion*

Adapting to Audience Psychology: Attitudes, Beliefs, and Values zAttitudes yA predisposition to respond to people, ideas, and objects in evaluative ways. zBeliefs yThe ways a person perceives reality to be. zValues yPeople’s most enduring judgments about what’s good and bad in life.*

Adapting to Audience Psychology: Reactions Toward the Topic, Speaker, and Occasion zFeelings toward the topic: yPeople give more interest and attention to topics for which they have a positive attitude, and which align with their values and beliefs. yIf your audience analysis reveals differences between your attitudes and those of the audience, you should take your audience’s feelings into account.*

Adapting to Audience Psychology: Reactions Toward the Topic, Speaker, and Occasion zA speaker who is well-liked can gain at least an initial hearing from an audience, even if the listeners are unsure of what to expect in terms of the substance and quality of the message.*

zFeelings toward the occasion: yPeople bring different sets of expectations and emotions to a speech event. yThe audience’s attitudes toward the occasion should be one of the speaker’s key considerations in planning and delivering a speech.* Adapting to Audience Psychology: Reactions Toward the Topic, Speaker, and Occasion

Adapting to Audience Demographics zDemographics are the statistical characteristics of a given population; for example: yAge yGender yEthnic or cultural background ySocioeconomic status yReligion yPolitical affiliation*

Adapting to Audience Demographics: Age zEach age group has its own concerns, psychological drives, and motivations. zAwareness to the generational identities of your audience can help you evaluate your topic and the examples you use to support it.*

Adapting to Audience Demographics: Gender zGender stereotypes are oversimplified and often severely distorted ideas about the innate nature of men or women.*

Adapting to Audience Demographics: Ethnic or Cultural Background zCo-culture ySocial community whose perceptions and beliefs differ significantly from yours*

Adapting to Audience Demographics: Ethnic or Cultural Background zConsider Geert Hofstede’s four “value dimensions” when analyzing an audience: zIndividualism versus Collectivism zIndividualistic cultures emphasize the needs of the individual, such as individual achievement and decisions zCollectivist cultures emphasize the needs and identity of the group zHigh uncertainty versus Low Uncertainty zHigher Power Distance versus Lower Power Distance zMasculine versus Feminine*

Adapting to Audience Demographics: Socioeconomic Status zSocioeconomic status includes income, occupation and education. zKnowing the socioeconomic status of your audience can be critical in effectively targeting your message.*

Adapting to Audience Demographics: Religion zSome audience members are deeply devoted to their faiths, while others have few religious convictions. zDo not assume all members of your audience share a Judeo-Christian heritage.*

Adapting to Audience Demographics: Political Affiliation zA public speaker should never make unwarranted assumptions about an audience’s political values and beliefs.*

Methods of Gathering Information zAfter you know the kind of information to look for when analyzing an audience, the next step is to actually uncover it.*

Methods of Gathering Information zThe Interview zThe Survey zPublished Sources*

Methods of Gathering Information: The Interview zAn interview is a face-to-face communication for the purpose of gathering information.*

Methods of Gathering Information: The Survey zA survey is designed to gather information from a large number of respondents.*

Methods of Gathering Information: The Survey zQuestionnaires are written surveys designed to gather information from a large pool of respondents. zClosed-ended questions elicit a small range of specific answers supplied by the interviewer. zFixed alternative questions contain a limited choice of answers. zOpen-ended questions allow respondents to elaborate as much as they wish.*

Methods of Gathering Information: Published Sources zOrganizations of all kinds publish Web sites, brochures, print articles, annual reports, and industry guides which you can use to learn about your audiences.*

Analyzing the Speech Setting zIt is just as important that you know the logistics of the actual speech setting as it is for you to investigate the demographic and psychological characteristics of your audience.*

Analyzing the Speech Setting zSize of Audience and Physical Setting zTime and Length of Speech zSeating Capacity and Arrangement zSound and Lighting zThe Speech Context*

Analyzing the Speech Setting: Size of Audience and Physical Setting zThe size and physical setting in which a speech occurs can have a significant effect on the speech outcome.*

Analyzing the Speech Setting: Time and Length zFind out how long you are expected to speak; start and end well within your allotted time.

Analyzing the Speech Setting: Seating Capacity and Arrangement zInvestigate seating capacity and arrangement prior to speech. zHow will the audience be seated? zWill you be seated or standing?*

Analyzing the Speech Setting: Sound and Lighting zLighting should be bright enough for people to easily see the speaker and take notes. zSound should be loud but not shocking, and clear and crisp.*

Analyzing the Speech Setting: The Speech Context zEach speech will have its own particular context. zFind out if you will be only one of many speakers, and whether or not the other speakers are more experienced than you. zBe aware of and take into consideration any current events that could distract your audience, such as a local storm or a controversial news event. yBy being alert to any of these contingencies, you can address them in your speech.*