spc- chapter 6

tally sickness kills

Audience-Centered

• Keeping the audience foremost in mind at every step of speech preparation and presentation.

gain a desired response from listeners

the primary purpose of speechmaking is to

1 sent by speaker, 1 received by listener

2 types of messages in a speech

Egocentric

The tendency of people to be concerned above all with their own values, beliefs, and well-being.

Why is catering to the listener important?

People want to hear about things that are meaningful to them; they are egocentric

Demographic Audience Analysis

Audience analysis that focuses on demographic factors such as age; religion; racial, ethnic, and cultural background; gender identity and sexual orientation; group membership; and the like.

1. Identify general demographic features of your audience

2. Gauge the importance of those features to a particular speaking situation

2 Steps of Demographic Audience Analysis

Stereotyping

What should you avoid when performing a DAA?

Stereotyping

Creating an oversimplified image of a particular group of people, usually by assuming that all members of the group are alike.

occasion, speech topic

The importance of any demographic factor will vary by audience depending on the _____ and _____

1. Age

2. Religion

3. Racial, Ethnic, Cultural Background

4. Gender Identity and Sexual Orientation

5. Group Membership

5 Major Demographic factors to consider:

Situational Audience Analysis

Audience analysis that focuses on situational factors such as the size of the audience, the physical setting for the speech, and the disposition of the audience toward the topic, the speaker, and the occasion.

1. Size

2. Physical setting

3. Disposition Toward the Topic

3 Traits of audience in Situational Audience Analysis

Interest, Knowledge, Attitude

What are the 3 parts of Disposition Toward the Topic?

The more competent listeners think a speaker is, the more likely they are to ________

accept what they say

Estimating the listener’s attitude

What is a crucial part of Situational Audience Analysis?

Attitude

A frame of mind in favor of or opposed to a person, policy, belief, institution, etc.

1. Fixed-Alternative Questions

2. Scale Questions

3. Open-Ended Questions

3 Major types of questions when developing an audience-analysis questionnaire:

Fixed-Alternative Questions

Questions that offer a fixed choice between 2 or more alternatives

Pro: Produce clear, unvague answers

Con: Tend to yield superficial answers

Pro and Con of Fixed-Alternative Questions

Scale Questions

Questions that require responses at fixed intervals along a scale of answers.

Useful for getting at the strength of a respondent’s attitudes

Pro of Scale Q’s

Open-Ended Questions

Questions that allow respondents to answer however they want.

Pro: More detailed responses

Con: increase likelihood of getting answers that don’t give info u need

Pro and Con of Open-Ended Questions

1. Elicit specific info about audience

2. Get deeper into audience’s attitudes towards speech

By using ALL 3 types of questions developing an audience-analysis questionnaire, you can: (2)

1. Plan the questionnaire to elicit precisely the info you need

2. 2. Use all 3 types of questions

3. Make sure questions are clear and simple

4. Keep the questionnaire brief

4 Principles to keep in mind when making questionnaire:

1. Assess how your audience is likely to respond to what your speech

2. Adjust what you say to make it clear, appropriate, convincing

3. Must put aside personal views to temporarily adopt those of your listeners (anticipate their response)

How to adapt to the audience before the speech

1. Modify intro

2. Adjust delivery

3. Condense speech if needed

4. Keep an eye out for audience feedback

How to adapt to an audience during a speech