2. Unit 2
Analyzing an Audience

3. Listening
Chapter 5

4. Communication Time Balance
Writing 14%
Speaking 16%
Reading 17%
Listening 53%

5. Elements in the Listening Process
1. Hearing
2. Attending
3. Understanding
4. Responding
5. Remembering
Residual Message = 25%

7. Four Types of Listening
Appreciative Listening
Empathic Listening
Comprehensive Listening
Critical Listening

8. 10 Reasons for Not Listening
Message Overload
Preoccupation
Rapid Thought
Effort and Focus
External Noise
Apprehension
Hearing Problems
Faulty Assumptions / Prejudices
Lack of Apparent Advantages
Lack of Training

9. How to Listen Effectively
Be a Selfish Listener (WIIFM)
Adapt to the Delivery
Listen with Eyes and Ears
Prepare Yourself
Resist Distractions
Listen Analytically
Take Notes
Avoid Jumping to Conclusions
Monitor Your Emotions
Be an Active Listener

10. Listening and Critical Thinking
Separate Fact from Inferences
Facts – True Based on direct observation
Inferences – Conclusion based on partial information
Evaluate the Quality of the Evidence
Examples
Opinion
Statistics

11. Listening and Critical Thinking
Evaluate the underlying logic and reasoning
Logic – formal system of rules used to reach a conclusion
Reasoning – drawing a conclusion from evidence

12. Analyzing and Evaluating Speeches
Criteria for Evaluating Speeches
Message understood by audience
Message achieves intended purpose
Message is ethical

13. Analyzing and Evaluating Speeches
Giving Feedback to Others
Be Descriptive
Be Specific
Be Positive
Be Constructive
Be Sensitive
Be Reliable

14. Analyzing and Evaluating Speeches
Giving Feedback to Yourself
Reinforce Your Skills and Abilities
Evaluate Your Effectiveness
Identify Areas for Improvement

15. Audience Analysis
Chapters 6 & 7

16. Analyzing and Adapting to Your Audience
Becoming an
Audience-Centered
Speaker

17. Important!! Planning Preparation Presentation
Always Focus on the Audience at all Stages of . . .
Planning
Preparation
Presentation

18. Why Analyze Your Audience?
So you can make decisions about . . .
What to Include
What to Emphasize
How to Best Arrange Points
How to Best Present the Message

19. Audience Scale Favorable Hostile Neutral Uninterested Undecided
Uninformed

20. Analyzing Your Audience BEFORE You Speak
Four Key Elements
Demographic Analysis
Psychological Analysis
Situational Analysis
Gathering Information About Your Audience

21. Demographic Analysis Age Gender Sexual Orientation
Culture, Ethnicity, and Race
Religion
Group Membership
Socioeconomic Status
Income
Occupation
Education

22. Psychological Analysis
How the Audience Feels About the:
Topic
Purpose
Speaker
What Are The Audience Members’:
Attitudes (Likes/Dislikes)
Beliefs (True/False)
Values (Good/Bad)

23. Values of Audience Members
Core
Attitudinal
Peripheral C A P

24. Situational Analysis
Time
Location
Size of Audience
Occasion

25. How to Gather Information
Direct Observation
Contact Person
Research the Literature
Interviews
Surveys
Educated Assumptions

26. Using Surveys Types of Questions Guidelines
Fixed-Alternative
Scale
Multiple Choice
Open-Ended
Ranking
Fill in the Blank
Guidelines
Keep it short
Seek precise answers
Do a pilot test
Accurately Cite the Data Within the Message

27. Adapting to Diverse Listeners
Focus On the Target Audience

28. Avoid Ethnocentrism: The belief that one’s own group or culture is superior

29. Avoiding Ethnocentrism
Focus on Audience diversity
Show respect for the cultures present
Analyze message from audience perspective
Avoid words and phrases that may be misinterpreted
Use a variety of examples and support materials
Consider using visual aids
Respond to feedback

30. Diversity Principles
You do not have to approve or accept another group or culture’s way of doing things
Respect others’ right to be different from you
Avoid rushing to judge or force a new belief or action on others

31. Adapting as You Speak Identify Nonverbal Cues Eye Contact
Facial Expressions
Movement
Nonverbal Responsiveness
Verbal Responsiveness

32. Adapting as You Speak Responding to Nonverbal Cues
(See pp. 54 – 55)
If the audience seems bored ...
If the audience seems confused ...
If the audience seems to disagree with your message ...

33. Analyze Your Audience AFTER You Speak
Nonverbal Responses
Verbal Responses
Survey Responses
Behavioral Responses

34. Final Tips for Speakers
Set realistic goals
Emphasize common ground
Use solid evidence and sound logic
Cite all sources within the message
Focus on your credibility (image)
Use selective humor (be ethical)
Focus on the audience at all stages of speech preparation