1. Audiences

2. Audiences for a Speech From Campbell and Huxman Empirical Audience Target Audience Agents of Change Constructed Audience

3. Ways to Analyze an Audience Demographic Analysis Psychometric Analysis Cultural Analysis Elaboration Analysis

4. Demographic Analysis Generalizations about categories of social affiliation Age Educational Level Geographic Socio-economic status Gender Religion

5. Psychometric Analysis Generalizations about the audience’s thinking; roughly what’s in their head Beliefs Attitudes Needs Values

6. Cultural Analysis Analysis of typical strategies that succeed in the culture. Frames: Typical ways of talking about situations like this Authority: People sought to help interpret the situation Public/private: Does the culture see a public concern? Good reasons: How is action typically justified?

7. Elaboration Analysis Audiences do things with messages. Power of message depends on what audience does after speaker finishes. Central Route Peripheral Route

8. Which Audience is Analyzed? The audience that exists before and after the speech: Cultural &/or demographic analysis, empirical or target audiences The audience changed by the speech: Psychometric analysis, agents of change The audience created by the speech: elaboration analysis, constructed audience

9. Interpreters’ use of Audience Analysis Who is addressed? By the speaker’s purpose? By the exigence? How can the speaker appeal to this audience? Obstacles? Strategies to overcome? How to achieve involvement? How to construct audience? How to activate them?

10. Complexities of Analysis: Multiple Audiences Most speeches have multiple audiences

11. Complexities of Analysis: Mass or Public Collected auditors Group of similar individuals To be persuaded Responders to stimuli of message Agents of change Demographic or Psychometric Analysis Constructed Publics A public: community working together Seeking understanding Actors upon a message An agency for change Cultural or Elaboration Analysis

12. Analysis of Effectiveness turns on Analysis of the Audience What does the audience know? Do they trust the speaker? Are they interested in the subject? How might the subject be related to them? Do they believe the thesis before the speech? How might they be persuaded? Are there other obstacles to the speaker’s effectiveness? How might they be overcome?