ch 6: analyzing the audience

audience analysis

the process of gathering and analyzing info abt audience members attributes and motivations w/the explicit aim of preparing your speech in ways that will be meaningful to them

audience-centered perspective

an approach to speech preparation in which each phase of the speech preparation process is geared toward communicating a meaningful message to the audience

psychographics

focus on audience members attitudes, beliefs, and values— their feelings and opinions, including how they relate to the topic, speaker, and occasion

attitude

general evacuations of people, ideas, objects, or events

beliefs

the ways in which we perceive reality

values

out most enduring judgements abt what’s important in life, as shaped by our culture and our unique experiences w/in it

if the topic is new to listeners

show why it’s relevant to them and relate it to familiar issues and ideas

if the listeners know little abt the topic

stick to the basics and include background info and repea

if listeners hold positive attitudes toward the topic

emphasize that side of the argument and tell stories w/vivid lang.

if listeners are a captive audience

motivate attention by focusing on what’s most relevant to them and pay attention to length of the speech

identification

feelings of commonality w/another, with your audience

captive audience

is required to be in attendance

voluntary audience

attends of their own free will

demographics

the statistical characteristics of a given population such as age ethnic and cultural background, socioeconomic status, religion, political affiliation, gender and sexual orientation, group affiliations, and disability

target audience

individuals w/in the audience who you are most likely to influence in the direction you seek

audience segmentation

dividing general audience into smaller groups to identify target audiences w/similar characteristics, wants, and needs

generational identity

collective cultural identity of generation or cohort

co-culture

community whose values and style of communicating differ from other groups w/in larger culture

socioeconomic status (SES)

demographic characteristics including income, occupation, and education

gender

social and psychological sense of self as male or female

what do we avoid involving gender

sexiest language and gender stereotypes

persons with disabilities (PWD)

person whose physical or mental impairment substantially limits his or her major life activities

cultural values

values related to personal relationships, occupations, and so on influencing audience members speech response

value dimensions

preference for one state over another, usually unconscious

six value dimensions

individualisms vs collectivism

power distance

masculinity vs femininity

uncertainty avoidance

time orientation

indulgence vs restraint

individualistic cultures

ppl emphasize the needs of the individual rather than those of the group

collectivist cultures

personal identity needs and desires are viewed as secondary to those of the larger group

interviews

an reveal a lot abt the audiences interest and needs (one on one or group)

questionnaire

written survey designed to gather info from large pool of respondents

close-ended question

designed to elicit a small range of specific answers supplied by the interviewer

fixed-alternative questions

contained a limited choice of answers such as yes, no, or for x years

scale questions

also called attitudes scales measure respondent lvl of agreement of disagreement w/specific issues

open-ended questions

interviewer questions designed to allow respondent to elaborate as much as they want

you must analyze the speech setting and context how?

size of audience and physical setting

time and length of speech

rhetorical situation