Audience analysis-Learning about the audience in order to adapt speech to their needs and appeal to them Audience Centered Approach-keeping audience in mind throughout entire speechmaking process

 Audience Demographics-statistical characteristics of group –characteristics you can easily quantify.  age  males vs. females  race/ethnicity  socio-economic class Ex. 87 out of 100 members of audience are females Ex. All audience members earn an annual income of $75,000 or less Ex. Audience members range from years of age

Benefits of knowing demographics… determines target audience helps put together format/style of speech allows for audience adaptation-customizing speech to audience needs-the more you know the more you can relate to audience helps avoid stereotypes

Target audiences -distinct groups or segments of population that you are trying to reach  Knowing TA will allow you to deliver message in a way that audience will respond to best  Beneficial in marketing/persuasion Pandering-Abandoning views and beliefs just to please the audience-should be avoided

Informally-observing/asking questions beforehand Helps determine basic demographic characteristics Formally-  1-Interview- one on one / focus groups  2-Survey/Questionnaires-open or close ended  3-Published Sources-books, journals, internet

1. Age-allows you to know interests, values and generational patterns of different age groups Aristotle noted that a good speaker knows how to adapt to audiences of different age levels.

2. Gender-  Helps avoid sexist language or remarks  Make sure speech relates to whichever gender in needs to  Avoids gender based assumptions-ex. Women=emotional

3. Sexual Orientation-  Helps avoid stereotypes and the alienation of members of audience due to sexuality  Overall allows you to be more sensitive

4. Group Membership  Religious Groups, Political Groups, Work Groups, Social Groups, Service Groups

5-Socioeconomic status (income, occupation, education) Income-determines exposure to experiences and lifestyles Occupation-determines interests, attitudes, beliefs, and goals Levels of education-determines ideas, perspectives, etc..

 Knowing cultural differences /patterns helps avoid ethnocentrism  The cultural, ethnic, or racial background of your audience influences the way they perceive your message  An effective speaker adapts to differences in culture, race, and ethnicity  Individualistic Cultures vs. Collectivistic Cultures  High Certainty vs. Low Uncertainty  High Power Distance vs. Low Power Distance  Masculine vs. Feminine  Long-term vs. Short-term time Orientation  Knowing cultural differences /patterns helps avoid ethnocentrism  The cultural, ethnic, or racial background of your audience influences the way they perceive your message  An effective speaker adapts to differences in culture, race, and ethnicity  Individual istic Cultures vs. Collectivi stic Cultures  High Certainty vs. Low Uncertaint y  High Power Distance vs. Low Power Distance  Masculine vs. Feminine  Long-term vs. Short- term time Orientatio n