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Published byJewel Gilbert Modified over 9 years ago
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Chapter Objectives Discusses how audiences can be broken down and analyzed beforea speech Explains how audience analysis can be employed in developing points and using language within a speech Outlines how to effectively analyze a speech during its delivery Chapter Seven - Analyzing the Audience CHAPTER SEVEN – ANALYZING THE AUDIENCE
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Politicians use exit polls Efficacy is achieving the right effect Some demographics are protected by law from discrimination Demographic information can be cross- sectioned to consider more than one category Chapter Seven - Analyzing the Audience METHODS TO ANALYZE THE AUDIENCE
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Population characteristics Age Race Religion Education Socio-economic status Group membership Chapter Seven - Analyzing the Audience DEMOGRAPHICS
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They can cause researchers to make errors about assumptions Demographics are not used to measure beliefs, attitudes, or behaviors Chapter Seven - Analyzing the Audience DEMOGRAPHICS CONT.
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This is used to measure attitudes, beliefs, behaviors, and motivation Innovators have high self-esteem Thinkers have personal resources and logic Believers are middle-class conservatives Achievers are middle-class and motivated Strivers are achievers with few resources Experiencers are motivated by image Makers are economically challenged, but self- reliant Survivors have few resources and focus on needs Chapter Seven - Analyzing the Audience PSYCHOGRAPHICS
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Survey data can be useful Open-ended questions Fixed-response questions The data may be on the Internet On-site analysis is useful in certain circumstances Chapter Seven - Analyzing the Audience ALTERNATIVE WAYS TO GATHER INFORMATION
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Speakers should note commonalities with the audience for identification purposes Note information the speaker knows about the audience Stories and such that are familiar to the audience Chapter Seven - Analyzing the Audience CONTENT STRATEGIES
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The strongest point first Following points are support Draw in the audience quickly Best when audience already agrees Chapter Seven - Analyzing the Audience ARRANGING THE MAIN POINTS
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The strongest point last Speech build to a crescendo Builds excitement Chapter Seven - Analyzing the Audience ARRANGING MAIN POINTS CONT.
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Be prepared to adjust delivery if needed Is the audience paying attention? Audience members taking notes is good as it signals strict attention Chapter Seven - Analyzing the Audience AUDIENCE ANALYSIS DURING THE SPEECH
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Non-scientific polls can have limited use Verbally polling lets the speaker know they understand Polling can be done Paper ballot Classroom response systems Chapter Seven - Analyzing the Audience AUDIENCE ANALYSIS DURING THE SPEECH CONT.
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Ensure the space works for you Will eliminating barriers help? Address audience’s obvious confusion Be prepared to adjust nonverbal communication Chapter Seven - Analyzing the Audience ADAPTING TO FEEDBACK
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Audiences are mandatory for speeches and speakers are more effective when they understand their audience Chapter Seven - Analyzing the Audience SPEAKERS SHOULD REMEMBER
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