CHAPTER 4 Audience Analysis

The Self-Centered Speaker Focus on self

The Audience-Centered Speaker Focus on audience

Audience Analysis The process of gathering and analyzing information about audience members with the explicit aim of adapting your message to the information you uncover about them.

An audience-centered approach You are more likely to engage and maintain your listeners’ attention if you let their interests and background guide you in the writing of your speech. Do not abandon your own convictions on your topic in your attempt to reach your audience; pandering to your audience’s whims undermines your credibility. If an audience can identify with your material and ideas, they are more likely to tune in vs tune out!

Identify listener disposition Uncover audience feelings or expectations towards: the topic of the speech you as the speaker the speech occasion

Audience Knowledge

a Audience Knowledge Audiences that know a lot about the topic How should you handle audiences that know a lot about your topic? Your listeners will be bored and resentful if you waste their time on information that everyone already knows. Instead, give them new ideas and concepts. Early in your speech, reassure them that you will cover new ground. For example, if you are speaking to an audience of advanced skiers, tell them in your introduction that you are not going to spend much time on the well-known, nearby ski resort. Instead, you will give them tips on some good out-of-the-way ski resorts that many skiers don’t know about.

Audience Knowledge Mixed audiences a r

Using demographic data *Think about your topic ideas and the attitudes, beliefs, and values your classmates may have about them. *All about APE…. *This can help determine what is going to relevant, meaningful, & appropriate. *Put yourself in the audiences shoes….as they’re captive

Demographic characteristics Age Socioeconomic status Religious/Political affiliation Gender Disability Ethnic/Cultural Background

More on Demos Grouping & affiliations Income Educational Attainment Career/Occupational position Standpoint

Target Audience >The individuals who are more likely to be influenced by your message. >Product marketers use demographic data in determining how to design commercials and ads. >Generational identity impacts what examples, TV shows, or songs will connect with your listeners.

Gender stereotyping Gender is more than being male or female; it includes our psychological understanding of what it means to be male or female. Sexist language casts males or females into stereotyped roles. Our goal should be to include, not exclude

Cultural differences The goal of any speaker is to be as inclusive as possible (a speech that is inviting, not offending). A speaker must also consider how the audience member cultural backgrounds influence how each may respond to the message.

Techniques for Analyzing your Audience Interviews Surveys or questionnaires Observation of audience members on basic demographic characteristics Published sources that have already analyzed large sample populations based on the six demographic characteristics.

Analyze the Speech Setting Size of audience Location/physical setting Time of day Length of speech Rhetorical situation/context