COM 114 Presentation Skills and Audience Analysis Guide

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A comprehensive set of vocabulary flashcards covering key terms and concepts from the COM 114 lecture notes on presentation skills, audience analysis, structure, persuasion, anxiety, ethics, and evidence.

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130 Terms

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Audience Analysis

Process of examining audience demographics and psychographics to tailor a presentation.

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Demographics

Statistical characteristics of a population such as age, income, race, and gender.

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Psychographics

Audience interests, attitudes, opinions, values, and knowledge that influence response to a message.

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Audience Homogeneity

Degree to which audience members share similar demographics and psychographics.

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Conversational Group

Audience size of 0–10 people for informal discussion settings.

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Presentation Size

Audience of 10–40 people for structured presentations.

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Performance Size

Audience of 40–100 people for performance-style presentations.

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Show Size

Audience of 100 or more for large events.

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Sex

Biological characteristics that define male or female.

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Gender

Societal beliefs and roles associated with being male or female.

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Race

Physical traits such as skin color and bone structure used to classify people.

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Ethnicity

Cultural identity based on shared values, traditions, and heritage.

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Values

General beliefs about what is good, right, or important.

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Attitudes

Specific evaluations of ideas, objects, or issues.

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Interests

Topics that engage and resonate with an audience.

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Supporting Materials

Evidence used to enhance a speaker’s credibility and strengthen arguments.

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Authority (Source)

Level of recognized expertise of a source or individual.

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Subject Expertise

Knowledge gained through education and experience in a topic area.

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Societal Position

Influence stemming from a person’s role or status in society.

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Special Experience

Unique insights derived from personal circumstances or events.

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Primary Sources

Original, firsthand materials such as interviews, diaries, or raw data.

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Secondary Sources

Analyses, interpretations, or evaluations of primary sources.

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Currency of Information

Relevance and timeliness of data presented to an audience.

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Works Cited

List of all sources referenced in a presentation.

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Presentation Structure

Recommended allocation: Introduction 10%, Body 85%, Conclusion 5%.

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Attention-Grabber

Opening device—story, fact, or humor—used to engage listeners.

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Rule of Three

Organizing content into three main points for easier retention.

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Supporting Points

Sub-points (usually 2–3) that develop each main idea.

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Restate Goal

Briefly remind the audience of the presentation’s purpose during the conclusion.

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Review Main Points

Summary of key ideas at the end of a presentation.

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Circular Narrative

Technique that links the conclusion back to the introduction’s hook.

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Expertise (Credibility)

Demonstrated knowledge through credentials, posture, and mastery of content.

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Trustworthiness (Credibility)

Perceived honesty and reliability, built through evidence and openness to other views.

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Ethos

Appeal to audience via speaker credibility.

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Pathos

Emotional appeal used to persuade an audience.

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High Valence Emotions

Positive feelings such as happiness and pride.

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Low Valence Emotions

Negative feelings such as fear and guilt.

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Extended Parallel Processing Model (EPPM)

Framework explaining fear appeal responses: danger control, fear control, or no response.

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Fear Control

Audience focuses on reducing fear rather than addressing the threat.

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Danger Control

Audience takes action to remove or lessen the threat.

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Self-Efficacy

Belief in one’s own ability to perform recommended actions.

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Response Efficacy

Belief that recommended actions will successfully reduce a threat.

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Susceptibility

Perception of personal vulnerability to a threat.

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Severity

Perceived seriousness of a threat or consequence.

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Guilt Appeal

Persuasive tactic that induces guilt to prompt behavioral change.

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Logos

Use of logical reasoning to persuade an audience.

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Inductive Reasoning

Forming general conclusions from specific examples.

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Deductive Reasoning

Applying a general principle to reach a specific conclusion.

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Informatory Presentation

Speech designed primarily to raise awareness or provide basic explanation.

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Explanatory Presentation

Speech aimed at deepening audience understanding of a topic.

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Speech of Awareness

Presentation that informs listeners about an event or condition.

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Speech of Demonstration

Presentation that teaches the audience how to do something.

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Elucidating Explanation

Clarifies a concept using definitions, examples, and non-examples.

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Quasi-Scientific Explanation

Shows key relationships through organized, often visual, structures.

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Transformative Explanation

Seeks to change audience beliefs, often via scientific reasoning.

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Visual Aids

Graphics or objects that show rather than tell; enhance comprehension and retention.

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Cognitive Theory of Multimedia Learning

Model stating learners select words/images, form verbal/pictorial models, and integrate them with prior knowledge.

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Assertion-Evidence Method

Slide design pairing a clear headline (assertion) with a reinforcing visual (evidence).

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Slippery Slope

Argument claiming one action will trigger a chain of events; may be logical or fallacious if exaggerated.

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False Dilemma (Dichotomy)

Fallacy presenting only two choices while ignoring alternatives.

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Hasty Generalization

Drawing a broad conclusion from insufficient evidence.

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Correlation vs. Causation

Fallacy of assuming a causal relationship from mere correlation.

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Ad Hominem

Attacking an opponent’s character instead of their argument.

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Appeal to Authority

Using an authority’s opinion as evidence rather than logical argument.

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Faulty Analogy

Weak argument due to an inappropriate or irrelevant comparison.

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Linking (Directional) Transition

Statement connecting two main points and indicating a change in direction.

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Signpost

Word or phrase (e.g., ‘first’, ‘finally’) that guides audience attention.

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Internal Preview

Brief statement outlining upcoming material within the speech.

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Internal Summary

Brief recap of material just covered before moving to the next point.

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Glossophobia

Fear of public speaking.

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Communication Apprehension

Anxiety resulting from real or anticipated communication with others.

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Personal Report of Public Speaking Anxiety (PRPSA)

Survey instrument that measures a person’s public speaking anxiety level.

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Habituation

Decreased nervousness as a presentation continues.

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Sensitization

Increased nervousness as a presentation continues.

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Trait Anxiety

Stable, personality-based tendency to feel anxious across situations.

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Situational Anxiety

Anxiety triggered by specific contexts or conditions.

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Rate of Speech

Optimal speaking speed for clarity: approximately 110–150 words per minute.

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Chronological (Temporal) Pattern

Organizational structure following time order.

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Spatial (Geographical) Pattern

Organizational structure based on physical location or layout.

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Topical Organization

Each main point covers a separate aspect of the central topic.

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Cause-Effect Pattern

Explains relationships where one event leads to another.

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Problem-Solution Pattern

Identifies a problem and proposes a way to solve it.

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Monroe’s Motivated Sequence

Five-step persuasive framework: Attention, Need, Satisfaction, Visualization, Call to Action.

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Comparative Advantage

Persuasive pattern contrasting options to show the superiority of one.

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Informative Speaking

Speech aimed primarily at delivering knowledge.

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Persuasive Speaking

Speech intended to change audience beliefs, attitudes, or behaviors.

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Targets of Persuasion

Beliefs, attitudes, and behaviors a speaker seeks to influence.

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Cognitive Dissonance

Psychological discomfort from inconsistency among beliefs, attitudes, or behaviors.

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Steps of Persuasion

Sequence: Exposure, Attention, Comprehension, Acceptance, Retention, Action.

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Elaboration Likelihood Model (ELM)

Theory describing central and peripheral routes to persuasion.

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Central Route

Persuasion via careful consideration of message content.

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Peripheral Route

Persuasion via surface cues and heuristics rather than content.

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Social Judgment Theory

Explains persuasion through latitudes of acceptance, rejection, and non-commitment.

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Latitude of Acceptance

Range of ideas a person finds acceptable.

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Latitude of Rejection

Range of ideas a person finds unacceptable.

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Latitude of Noncommittal

Ideas on which a person has no opinion.

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Ego Involvement

Personal importance attached to an issue.

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Oral Citation

Brief, spoken reference to a source and its date during a speech.

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Memorized Delivery

Presenting a speech entirely from memory without notes.

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Manuscript Delivery

Reading a speech word-for-word from a written script.