1. ©2006 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 7 Adapting to Your Audience

2. ©2006 by The McGraw-Hill Companies, Inc. All rights reserved. Rhetorical Situation Definition: A natural context of persons, events, objects, relations, and an exigence [goal] which strongly invites utterance--Bitzer Goals Audience Constraints

3. ©2006 by The McGraw-Hill Companies, Inc. All rights reserved. Goals and Motivation to Speak Motives drive us to confront and master the speech situation Some goals are short term Others are long term

4. ©2006 by The McGraw-Hill Companies, Inc. All rights reserved. Figure 6.1 Levels of Diversity

5. ©2006 by The McGraw-Hill Companies, Inc. All rights reserved. Cultural Diversity (Hofstede) Power distance Collectivism vs. individualism Femininity vs. masculinity Uncertainty avoidance Long-term vs. short-term orientation

6. ©2006 by The McGraw-Hill Companies, Inc. All rights reserved. Power Distance Extent to which less powerful accept that power is unequal High power distance: Malaysia, Guatemala, Philippines, Mexico, India Lower power distance: U.S., Sweden, Denmark, Austria

7. ©2006 by The McGraw-Hill Companies, Inc. All rights reserved. Collectivism vs. Individualism Collectivists value the good of the many, whereas individualists look out for #1 Highly individualistic: U.S. is #1 followed by Australia and Great Britain Highly collectivistic: Guatemala, Ecuador, Panama, Venezuela, Pakistan, Taiwan, Thailand

8. ©2006 by The McGraw-Hill Companies, Inc. All rights reserved. Masculinity vs. Femininity Feminine societies: Gender roles overlap Masculine societies: Gender roles sharply defined Highly masculine: Japan is #1, U.S. is in top third Highly feminine: Sweden, Norway, Netherlands, Denmark

9. ©2006 by The McGraw-Hill Companies, Inc. All rights reserved. Uncertainty Avoidance Degree to which people feel threatened by uncertain or unknown situations Societies that avoid uncertainty: Greece, Portugal, Guatemala, Japan Societies that tolerate uncertainty: Singapore, Jamaica, Denmark, Sweden, Great Britain, India, Philippines, U.S.

10. ©2006 by The McGraw-Hill Companies, Inc. All rights reserved. Long vs. Short-term Orientation Long term looks to future, short term focuses on present Long term: China, Hong Kong, Taiwan, Japan Short term: U.S., Pakistan

11. ©2006 by The McGraw-Hill Companies, Inc. All rights reserved. Demographic Diversity Age Gender/Sex Ethnicity Geographic origin Socioeconomic status Occupation Religion Language

12. ©2006 by The McGraw-Hill Companies, Inc. All rights reserved. Individual Diversity Knowledge Beliefs Attitudes Values Motives Expectations Needs

13. ©2006 by The McGraw-Hill Companies, Inc. All rights reserved. Figure 6.2 A Belief System

14. ©2006 by The McGraw-Hill Companies, Inc. All rights reserved. Figure 6.3 Maslow’s Hierarchy of Needs

15. ©2006 by The McGraw-Hill Companies, Inc. All rights reserved. Constraints Facts pertaining to the situation Legal constraints Ethical constraints Nature of the occasion Traditions Time Resources