Chapter 3: Understanding Your Audience

What is self-concept?

Combination of self-image and self-esteem, shaped by experiences, feedback, attitudes, beliefs, and values.

What is the self-fulfilling prophecy?

Expectations influence performance; high expectations → higher performance, low expectations → discouragement.

What are the three steps of perception?

Selection (notice stimuli), Organization (categorize info), Interpretation (assign meaning).

Name one principle from Gestalt psychology used in perception.

Proximity, Continuity, Similarity, or Closure.

How do individual differences affect perception?

Physical characteristics, psychological state, cultural background, and perceptual sets filter how messages are interpreted.

What is the iceberg model of audience traits?

Visible traits (age, gender) are the tip; deeper traits (values, beliefs) are most important.

List five principles of fairness in communication (Tyler).

Reciprocity, Mutuality, Non judgmentalism, Honesty, Respect.

What is active listening/reading?

Fully attending, restating in your own words, asking clarifying questions.

How do “I” statements help?

They express feelings without blaming, fostering understanding and trust.