Ch 6: ANalyzing teh Audience

and intro

Cognitive Dissonance

Introducing UNLIKE ideas to an already existing thought

process; thereby bringing about a change.

Values

the regard that something is held to deserve; the

importance, worth, or usefulness of something.

Attitudes

a settled way of thinking or feeling about

someone or something, typically one that is reflected in a person's

Beliefs

an acceptance that a statement is true or that

something exists.

VABs

Values

Attitudes

Beliefs

Audience analysis

– Analyze information about audience members’

attributes.

• Audience-centered approach

– Consider the audience throughout speech preparation.

Topic that is new to listeners:

– Show why the topic is relevant.

– Relate topic to familiar issues.

If listeners know relatively little about the topic:

– Stick to the basics.

– Include background information.

– Avoid jargon.

– Define unclear terms.

– Repeat important points.

If listeners are negatively disposed toward the topic:

– Focus on establishing rapport and credibility.

– Begin with areas of agreement.

– Discover root of their negative bias.

If listeners are negatively disposed toward the topic:

e.

– Tactfully introduce the argument’s other side.

– Offer solid evidence.

– Use sources likely to be accepted.

– Justify developing a positive attitud

If listeners hold positive attitudes about the topic:

– Stimulate audience to feel more strongly.

– Emphasize the argument they agree with.

– Tell stories with vivid language.

If listeners are a captive audience:

– Motivate them to pay attention.

– Stress what is most relevant.

– Pay attention to your speech’s length.

Demographics:

statistical characteristics of a

population

– Age

– Ethnic or cultural background

– Socioeconomic status

– Religion and political affiliation

– Gender

Age

Age groups share a familiarity with

– Significant individuals;

– Local and world events;

– Noteworthy popular culture.

• Be aware of the audience’s age range.

Ethnic/Cultural Background

Analyze audience’s ethnic and cultural composition.

– Sensitivity is required for a successful speech.

– People may

 Speak a different language;

 Belong to a co-culture.

– All want recognition from the speaker.

Socioeconomic status

– Income (influences many aspects of life)

– Occupation (often reflects a person’s interests)

– Education (influences ideas, perspectives, and abilities)

Religion

– Many religious traditions found in the U.S.

– Different views are common within religious groups.

•

Political affiliation

– Beware of making unwarranted assumptions.

– Many people are sensitive about politics.

Gender

• Social, psychological sense of male/female

• Avoid making assumptions based on gender.

– They can undermine receptivity to your message.

• Try to anticipate attitudes about gender.

– Plan accordingly.

Group Affiliation

• Groups can be social, civic, work-related, or religiously

or politically affiliated.

– Group affiliation can help you identify audience’s

interests and values.

Core values seen in the dominant culture

– Achievement and success

– Equal opportunity

– Material comfort

– Hard work

– Practicality and efficiency

– Change and progress

– Science

– Democracy

– Freedom

Universal Values

Focus on universally aspired-to values.

– Love and unity

– Truthfulness, fairness, and responsibility

– Freedom and tolerance

– Respect for life

Interview and Survey Audience Members

• Conduct brief interviews.

  • One-on-one in a group

  • In person or by telephone/email

• Interview a sampling of the audience.

• Interview a knowledgeable audience representative.

• Survey the audience.

  • Distribute a questionnaire.

  • Closed-ended questions elicit specific answers.

    • Fixed-alternative questions (yes or no)

    • Scale questions (measure level of agreement)

    • Open-ended questions allow elaboration

Consult Published Sources

Organizations often publish information about

themselves.

– Websites

– Print articles

– Annual reports

• Published opinion polls

– Pew Research Center

– National Opinion Research Center

– Roper Center for Public Opinion Research

Questions to prepare you for a speech

• Where will the speech take place?

• How long am I to speak?

• How many people will attend?

• Will I need a microphone?

• How will any necessary equipment function?

• Where will I stand or sit?

• Will I be able to interact with listeners?

• Who else will be speaking?

• Are there special circumstances I should acknowledge

(the rhetorical situation)?