Copyright © 2011 Cengage Learning 1.1 Chapter 4 – Analyzing Your Audience Essentials of Public Speaking Cheryl Hamilton, Ph.D. 5th Edition Analyzing Your Audience Chapter 4 Cheryl Hamilton

Copyright © 2011 Cengage Learning 1.2 Key Ideas  Define Audience Analysis  Explain why Audience Analysis should be the first step in a speech  Discuss the four ways to analyze an audience  Identify strategies for collecting information Chapter 4 – Analyzing Your Audience

Copyright © 2011 Cengage Learning 1.3 Chapter 4 – Analyzing Your Audience Flashback... Values in Aristotle’s Day In his Rhetoric, Aristotle suggests that speakers may be more persuasive when they relate their proposals to things that “create or enhance” listener happiness – a type of audience analysis. His list of things that made Greeks happy included prominent birth, many children, good friends, health, beauty, athletic ability, wealth, honor, power, and virtue. How many of these items make people happy today?

Copyright © 2011 Cengage Learning 1.4 Chapter 4 – Analyzing Your Audience Situational Information  Voluntary or required attendance  Number of people attending  Audience knowledge about the topic  Audience knowledge about the speaker  Type of presentation the audience is expecting  Number of previous speakers before you

Copyright © 2011 Cengage Learning 1.5 Chapter 4 – Analyzing Your Audience Demographic Information  Age  Ethnic or cultural background  Gender  Group affiliation  Marital status (children; elderly parents)

Copyright © 2011 Cengage Learning 1.6 Chapter 4 – Analyzing Your Audience Demographic Information  Occupation  Education  College major  Economic status

Copyright © 2011 Cengage Learning 1.7 Chapter 4 – Analyzing Your Audience Psychological Information  Value -  Value - A deep-seated principle (often learned from family, school, or religion) that serves as a personal guideline for behavior—values are the underlying support for our beliefs and attitudes. (e.g. family security) (e.g. family security)

Copyright © 2011 Cengage Learning 1.8 Chapter 4 – Analyzing Your Audience Psychological Information  Value -  Value - A deep-seated principle (often learned from family, school, or religion) that serves as a personal guideline for behavior—values are the underlying support for our beliefs and attitudes. (e.g. family security) (e.g. family security)

Copyright © 2011 Cengage Learning 1.9 Chapter 4 – Analyzing Your Audience The Relationship Between Attitudes, Beliefs,Values and Needs Value (family security) Belief (“Children are better off With two parents) Attitude (anti-divorce) Needs Safety and social

Copyright © 2011 Cengage Learning 1.10 Chapter 4 – Analyzing Your Audience Psychological Information   Belief - The mental acceptance that something is true even if we can’t prove it to be true—beliefs are the reasons we hold the attitudes we do.  Attitude -  Attitude - A feeling of like, dislike, approval, or disapproval toward a person, group, idea, or event— attitudes influence behaviors.

Copyright © 2011 Cengage Learning 1.11 Chapter 4 – Analyzing Your Audience Psychological Information   Need - A state in which some sort of unsatisfied condition exists—needs are a result of our attitudes, beliefs, and values.

Copyright © 2011 Cengage Learning 1.12 Chapter 4 – Analyzing Your Audience Physiological Safety Social Self-esteem Self-actualization Maslow’s Hierarchy of Needs

Copyright © 2011 Cengage Learning 1.13 Applying Needs Analysis  Each audience will have different franes of reference  Lower levels of Maslow’s hierarch must be satisfied before listeners focus on higher levels  Met needs no longer motivate  Fitting message to audience needs is called framing. Chapter 4 – Analyzing Your Audience

Copyright © 2011 Cengage Learning 1.14 Chapter 4 – Analyzing Your Audience Audience Types  Friendly –Heard you speak before –Positive to what you are saying –Sold on your topic  Neutral –Consider themselves objective –Open to new information –Looking for logic and facts

Copyright © 2011 Cengage Learning 1.15 Chapter 4 – Analyzing Your Audience Audience Types  Uninterested or indifferent –Short attention span –With they were somewhere else –Will be polite but probably will take a “mental holiday”  Hostile –Predisposed to dislike you or your topic –This audience is the greatest challenge

Copyright © 2011 Cengage Learning 1.16 Chapter 4 – Analyzing Your Audience Speaking Strategies  Friendly audience –Any pattern of organization –Audience participation. –Warm, enthusiastic delivery. –Verbal & visual supports.  Neutral audience –Problem-solution organization. –Controlled, authoritative delivery. –Expert, non-flashy verbal and visual supports.

Copyright © 2011 Cengage Learning 1.17 Chapter 4 – Analyzing Your Audience Speaking Srategies  Uninterested audience –Three-point or brief organization. –Dynamic, entertaining delivery. –Humorous, colorful, & powerful verbal and visual supports.  Hostile audience –Topical, time, or spatial organization. –Calm, controlled delivery. –Objective, expert supports; avoid narratives & humor.

Copyright © 2011 Cengage Learning 1.18 Chapter 4 – Analyzing Your Audience Using Audience Information  Determine needs of the audience  Determine relevant attitudes, beliefs and values  Determine evidence & emotional appeals  Select visual aids & attention-getters  Determine how to best motivate and persuade

Copyright © 2011 Cengage Learning 1.19 Chapter 4 – Analyzing Your Audience Essentials of Public Speaking Cheryl Hamilton, Ph.D. 5th Edition Analyzing Your Audience Chapter 4 Cheryl Hamilton