1. Audience Analysis
Chapter 6

2. Adapt to Audience Psychology
____________is the process of gathering and analyzing information about audience members with the aim of ______________to the information you uncover.
Maintaining __________________________ while preparing a speech from the beginning steps of selecting the speech topic to making decision about how you will ________, _____, and _______it-is the only way to ensure that your message will be meaningful to your audience. However it does not mean that you must _________ your own ___________to cater to the audience’s whims, which is called ____________.

3. Identify Attitudes, Beliefs, and Values
________ are our general evaluations of ______, ______, _______, or _______.
To ________ something is to judge it as relatively ______________, _____________, _________ ________, ______________, ______________, and so on.
People generally act in __________ with their __________ (although the degree to which they do depends on many factors).
Having a ________________ attitude toward the speaker’s topic will most likely dictate how a individual __________________.

4. Identify Attitudes, Beliefs, and Values
Attitudes are based on _________-the ways in which people _______________. They are our feelings about what is ______.
Whereas attitudes deal with how we _____ about something, beliefs refer to our _______ _________ about the ________ of something.
The ______ questions an individual has about the ________________, the _____ likely they are to listen.

5. Identify Attitudes, Beliefs, and Values
Both Attitudes and beliefs are shaped by ________-our most ____________ about what’s ____________ in life, as shaped by our ______ and our ________________ within it.
Whatever the nature of our __________, they are central to our sense of who we are.
We have _____ values than either attitudes or beliefs, but they are ________________ and ___________ to change.

6. Core Values
In the US, researchers have identified a set of core values, including ____________________, _________ _____________, _____________, ____________, _________________, ______________, ________, __________, and ____________.
A survey of several Asian societies reveals such core values as the spirit of ________, ______ toward one’s superiors, _____________, and a desire for prosperity.
People in every culture possess values related to their personal ________, _______, _________, and so forth.
If you can determine your listeners’ __________, you can refer to them in your speech, potentially making your message far more _______________ and ______________.

7. Perspective Taking
With any speech, it’s important to try to _______ the audience’s __________________ or disposition toward the _______, _______, and _____________. This ______________ will help you see things from your listeners’ point of view.
As a general rule, people pay more attention to and feel more _________ about topics that are in keeping with their ______________. The less we know about a topic, the _____________ we tend to be.

8. Perspective Taking
How audience members feel about you will have considerable bearing on their ____________ and _______________ to your message.
Listeners have a natural need to ________ with the speaker and to feel that he or she shares their ____________, so look for ways to establish a ____________, or ____________, between you and the audience.
Sharing a _____________, emphasizing a ______ _____, and strategic use of ______________ (such as we, you, I, and me) all help to create ______________.

9. Adapt to Audience Demographics
_____________ are the ___________ characteristics of a given population. Six characteristics typically considered when analyzing speech audiences include _____, _________________, ________, etc.
Knowing audience demographics will help you _________ your ________________-those individuals whom you are most likely to influence in your speaking class.

10. Types of Demographics Age Socioeconomic Status Gender
People of the same __________ often share a __________ with significant person-ages, local and world events, popular culture, and so forth, which is called _________________.
Socioeconomic Status
Which Includes ________, __________, __________.
Gender
Is our _____________________ sense of ourselves as males or females. Avoid using ______________ (language that casts males or females into roles on the basis of biological sex) and __________________ (oversimplified and often severely distorted ideas about the innate nature of what it means to be male and female).
Ethnic or Cultural Background

11. Adapt to Cultural Differences “Hofstede’s Value-Dimensions Model”
Individualism versus Collectivism
Individualistic cultures tend to __________________ of the ___________ rather than those of the _______, upholding such values as individual ___________ and _______________.
Collectivist Cultures on the other hand, view personal identity, needs, and desires as ___________ to those of the larger group.
High Uncertainty versus Low Uncertainty
Uncertainty avoidance refers to the extent to which people __________________________.
High-uncertainty avoidance cultures tend to structure life more _____________________for their members.
Low-uncertainty avoidance cultures are more accepting of _________________ and therefore allow more _________ in ____________________.

12. Adapt to Cultural Differences “Hofstede’s Value-Dimensions Model”
High Power Distance vs. Low Power Distance
Power distance is the extent to which a culture values ______________ versus _______________________.
Cultures with high levels of power distance tend to be organized along more ___________________, with greater emphasis placed on ___________________.
Those with low levels of power distance place a higher value on __________________.
Long vs. Short Term Time Orientation
Time orientation refers to the degree to which a culture values _____________ that is directed to future rewards, such ___________________, versus behavior that is directed toward the present, such as _______________________.

13. Adapt to Cultural Differences “Hofstede’s Value-Dimensions Model”
Masculine vs. Feminine
The masculinity and femininity dimension refers to the degree to which a culture _____________ associated with masculinity and femininity. Traditional masculine traits include ___________, _____________, _____________, and overt displays of ____________. Feminine traits stress _____________ and ________________.

14. Adapt to Cultural Differenes “Lewis’s Cultural Types Model”
Linear-Active Cultures
People in linear-active cultures approach tasks ______________, preferring to do one thing at a time and in organized fashion. They tend to be _____, _______, _______________.
Multi-Active Cultures
Persons in multi-active cultures tend to _____________ at once, are ___________________, and ____________. They tend to be warm, emotional, talkative, and impulsive.
Reactive Cultures
In reactive cultures, people rarely initiate _________ or ________, preferring to listen to what others have to say first. They tend to be __________, ___________, and good listeners.