1. 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

2.  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

3.  Population characteristics  Age  Race  Religion  Education  Socio-economic status  Group membership Chapter Seven - Analyzing the Audience DEMOGRAPHICS

4.  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.

5.  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

6.  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

7.  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

8.  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

9.  The strongest point last  Speech build to a crescendo  Builds excitement Chapter Seven - Analyzing the Audience ARRANGING MAIN POINTS CONT.

10.  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

11.  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.

12.  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

13.  Audiences are mandatory for speeches and speakers are more effective when they understand their audience Chapter Seven - Analyzing the Audience SPEAKERS SHOULD REMEMBER