Unit 2 Analyzing an Audience

Listening Chapter 5

Communication Time Balance Writing 14% Speaking 16% Reading 17% Listening 53%

Elements in the Listening Process 1. Hearing 2. Attending 3. Understanding 4. Responding 5. Remembering Residual Message = 25%

Four Types of Listening Appreciative Listening Empathic Listening Comprehensive Listening Critical Listening

10 Reasons for Not Listening Message Overload Preoccupation Rapid Thought Effort and Focus External Noise Apprehension Hearing Problems Faulty Assumptions / Prejudices Lack of Apparent Advantages Lack of Training

How to Listen Effectively Be a Selfish Listener (WIIFM) Adapt to the Delivery Listen with Eyes and Ears Prepare Yourself Resist Distractions Listen Analytically Take Notes Avoid Jumping to Conclusions Monitor Your Emotions Be an Active Listener

Listening and Critical Thinking Separate Fact from Inferences Facts – True Based on direct observation Inferences – Conclusion based on partial information Evaluate the Quality of the Evidence Examples Opinion Statistics

Listening and Critical Thinking Evaluate the underlying logic and reasoning Logic – formal system of rules used to reach a conclusion Reasoning – drawing a conclusion from evidence

Analyzing and Evaluating Speeches Criteria for Evaluating Speeches Message understood by audience Message achieves intended purpose Message is ethical

Analyzing and Evaluating Speeches Giving Feedback to Others Be Descriptive Be Specific Be Positive Be Constructive Be Sensitive Be Reliable

Analyzing and Evaluating Speeches Giving Feedback to Yourself Reinforce Your Skills and Abilities Evaluate Your Effectiveness Identify Areas for Improvement

Audience Analysis Chapters 6 & 7

Analyzing and Adapting to Your Audience Becoming an Audience-Centered Speaker

Important!! Planning Preparation Presentation Always Focus on the Audience at all Stages of . . . Planning Preparation Presentation

Why Analyze Your Audience? So you can make decisions about . . . What to Include What to Emphasize How to Best Arrange Points How to Best Present the Message

Audience Scale Favorable Hostile Neutral Uninterested Undecided Uninformed

Analyzing Your Audience BEFORE You Speak Four Key Elements Demographic Analysis Psychological Analysis Situational Analysis Gathering Information About Your Audience

Demographic Analysis Age Gender Sexual Orientation Culture, Ethnicity, and Race Religion Group Membership Socioeconomic Status Income Occupation Education

Psychological Analysis How the Audience Feels About the: Topic Purpose Speaker What Are The Audience Members’: Attitudes (Likes/Dislikes) Beliefs (True/False) Values (Good/Bad)

Values of Audience Members Core Attitudinal Peripheral C A P

Situational Analysis Time Location Size of Audience Occasion

How to Gather Information Direct Observation Contact Person Research the Literature Interviews Surveys Educated Assumptions

Using Surveys Types of Questions Guidelines Fixed-Alternative Scale Multiple Choice Open-Ended Ranking Fill in the Blank Guidelines Keep it short Seek precise answers Do a pilot test Accurately Cite the Data Within the Message

Adapting to Diverse Listeners Focus On the Target Audience

Avoid Ethnocentrism: The belief that one’s own group or culture is superior

Avoiding Ethnocentrism Focus on Audience diversity Show respect for the cultures present Analyze message from audience perspective Avoid words and phrases that may be misinterpreted Use a variety of examples and support materials Consider using visual aids Respond to feedback

Diversity Principles You do not have to approve or accept another group or culture’s way of doing things Respect others’ right to be different from you Avoid rushing to judge or force a new belief or action on others

Adapting as You Speak Identify Nonverbal Cues Eye Contact Facial Expressions Movement Nonverbal Responsiveness Verbal Responsiveness

Adapting as You Speak Responding to Nonverbal Cues (See pp. 54 – 55) If the audience seems bored ... If the audience seems confused ... If the audience seems to disagree with your message ...

Analyze Your Audience AFTER You Speak Nonverbal Responses Verbal Responses Survey Responses Behavioral Responses

Final Tips for Speakers Set realistic goals Emphasize common ground Use solid evidence and sound logic Cite all sources within the message Focus on your credibility (image) Use selective humor (be ethical) Focus on the audience at all stages of speech preparation