1. 2.6 Analyzing the Audience
Audience analysis is the process of gathering and analyzing information about audience members with the explicit aim of adapting your message to the information you uncover.
Maintain an audience-centered approach
Avoid pandering- Abandoning your own conventions or catering to the audience’s whims.

2. Attitudes, Beliefs, Values
Attitudes are our general evaluations of people, ideas, objects, or events.
Ex. pretty or ugly; good or bad
Attitudes are based on beliefs—the ways in which people perceive reality.
Feelings about what is true
Ex. “God is good.”
Both attitudes and beliefs are shaped by values—our most enduring judgments about what’s good and bad in life, as shaped by our culture and experiences.
Ex. Sanctity of marriage

3. Listener Disposition to the Topic, Speaker, and Occasion
Perspective-taking is attempting to uncover the audience’s feelings, expectations, and disposition.
Gauge listeners’ feelings toward the topic
Gauge listeners’ feelings toward you as the speaker
Establish a common bond or identification
Gauge listeners’ disposition toward the occasion
Captive audiences are required to hear the speaker
Voluntary audiences attend on their own free will

4. Audience Demographics
Demographics are the statistical characteristics of a given population.
Six main demographics are: age, ethnic or cultural background, socioeconomic status (i.e. income, occupation, education), religion, political affiliations, and gender.
Also consider disabilities
Target audience- those individuals whom you are most likely to influence in your direction.

5. Adapt to Cultural Differences
In the United States, at least 30 percent of the population belongs to a racial or ethnic minority group
11% of people are foreign born
Consider cross-cultural values
Material comfort, hard work
Focus on universal values
See page 45

6. Seek Out Information about Your Audience
Conduct Interviews
Face-to-face communication for the purpose of gathering information. (page 47)
Written surveys or questionnaires
Questionnaires are designed to gather information from a pool of respondents
Closed-ended questions, fixed alternative questions, scale questions (page 46)
Published sources
Page 48

7. Access the Speech Setting and Context
Size of Audience and Physical Setting
Atmosphere
Location
Time and Length of Speech
The Speech Context (Rhetorical Situation)

8. Chapter 2.7: Selecting a Topic
Assigned vs. Self-selected Topics
Usually given some direction (purpose, time constraints, challenge)
Identify the general speech purpose
Why are you speaking on this topic for this particular audience and occasion?

9. Choosing a Topic for the Classroom Speech
Personal Interests: Looking Within
Consider the audience
Current Events and Controversial Issues
Grassroots Issues (things that affect you directly)
Avoid Topics that are Overdone

10. Brainstorming
Brainstorming is a problem-solving technique that involves the spontaneous generation of ideas
Word Association
Topic Mapping
Internet Search Indexes

11. Refining the Topic and Purpose
Identify the general speech purpose
Narrow the topic
Form a specific speech purpose- zeroes in on the goal of the speech (page 52)
Compose a thesis statement to guide your preparation
Theme or central idea of the speech stated in the form of a single, declarative sentence to guide preparation (page 53)
Make relevant and motivating