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 Audience analysis: the process of gathering and analyzing information about your listeners.

Adapting to Audience Psychology People tend to evaluate messages in terms of their own attitudes, beliefs, and values, and not the speaker’s.

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

Adapting to Audience Psychology: Attitudes, Beliefs, and Values zAttitudes: a predisposition to respond to people, ideas, and objects in evaluative ways. zBeliefs: the way a person perceives reality zValues: people’s judgments about what’s good and bad in life.

Adapting to Audience Psychology: Reactions Toward the Topic, Speaker, and Occasion zPerspective-taking: uncovering the audience’s feelings toward the topic, the speaker, and the speech occasion. yPeople are more interested in topics that align with their values and beliefs. yAlways take your audience’s feelings into account.

Adapting to Audience Psychology: Reactions Toward the Topic, Speaker, and Occasion A speaker who is well-liked can gain at least an initial hearing from an audience

zFeelings toward the occasion: yPeople bring different sets of expectations and emotions to a speech event. yThese attitudes 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 : the statistical characteristics of a given population zSix typical characteristics are: yAge, gender, ethnic or cultural background, socioeconomic status, religion, political affiliation

Adapting to Audience Demographics: Age zEach age group has its own concerns, psychological drives, and motivations. zBe aware of generational identity: when people associate with a given stage of life.

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

Adapting to Audience Demographics: Ethnic or Cultural Background zConsider “value dimensions” : major cultural patterns in various countries. zIndividualistic cultures emphasize the needs of the individual zCollectivist cultures emphasize the needs and identity of the group

Adapting to Audience Demographics: Ethnic or Cultural Background Other value dimensions: yHigh and low uncertainty yHigh and low power distance yMasculine versus feminine traits

Adapting to Audience Demographics: Socioeconomic Status zSocioeconomic status includes income, occupation and education. zThis 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: Gender zGender stereotypes : oversimplified and often severely distorted ideas about the innate nature of men or women.

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 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

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 zStart and end well within your allotted time.

Analyzing the Speech Setting: Seating Capacity and Arrangement zInvestigate seating capacity and arrangement 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, 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. zTake into consideration any current events that could distract your audience zBy being alert to any of these contingencies, you can address them in your speech.