Audience Analysis

1. Audience Analysis

2. Audience Centeredness • Keep the audience first in every element of the speech, from preparation to presentation

3. Identification • Speaker emphasizes to audience common goals, values, and experiences

4. Audience Psychology • Egocentrism -- tendency of people to be concerned above all with their values, beliefs, and well-being • People pay closest attention to things that matter to them • Listeners hear and judge what you say on what they know • Relate your message to your listeners--show why it pertains to them

5. Demographic Audience Analysis • Audience analysis focusing on demographic factors • Age • Gender • Religion • Sexual Orientation • Racial, Ethnic, and Cultural Background • Group Membership

6. Stereotyping • Oversimplified image of a particular group • Very easy to do in large group situations • Avoid

7. Situational Audience Analysis • Size • Physical Setting • Disposition of Audience

8. Disposition Towards Topic • Interest • Knowledge • Attitude -- toward person, policy, belief, institution

9. Disposition Toward Speaker • The more competent listeners believe a speaker is the more more like they are to accept what he says

10. Disposition Toward Occasion • Audience tends to have definite ideas about what speeches they consider appropriate • i.e. Would not expect a political speech at graduation

11. Collecting Information about Audience • Fixed- Alternative Questions- questions that offer a fixed choice between two or more alternatives • Scale Questions - questions that require responses at fixed intervals along a scale of answers • Open-ended Questions - questions that allow respondents to answer however they want

12. Adapting to the Audience • Before Speech • Assess how audience is likely to respond to what you say • Adjusting what you say to make it clear, appropriate, and convincing

13. Adapting to the Audience • During Speech • Technology may not work, size could be different -- Make it work • Pay attention to audience for clues

14. How Would You? Topic: “Data Encryption: Audience 1: 50% computer science, 30% physics, 20% fine arts Audience 2: 40% business, 40% history, 20% computer science Topic: “Sexual Assault: The Biggest Campus Crime” Audience 1: 80% female, 20% male Audience 2: 80% male, 20% female Topic: “The Fall of the Berlin Wall Audience 1: Day class: 70% age 18-22, 30% age 23 and over Audience 2: Evening class: 50% age 35 and up, 30% age 23-34, 20% age 18-22

15. Gathering Materials

16. Using Your Knowledge & Experience • Use experiences to your advantage • topic • support points

17. Library Research • Use librarians--ask for assistance to get what you need • Catalogue-- search for books and resources by title, author, keyword, subject • Reference Works-- good place for initial information especially if you are not overly familiar with subject (encyclopedias, yearbooks, quotation books, biographical aides)

18. Databases • Newspaper and Periodical Databases: catalogues articles from a large number of magazines, journals, newspapers • ProQuest, LexisNexis Academic, World News Connection • Academic Databases: catalogues articles from scholarly journals • JSTOR, InfoTrac OneFile, Google Scholar

19. Internet • Search Engines-- use quotation marks, and (+) to help refine a search • College cheerleading --> “college cheerleading” --> “college cheerleading” + “sports injury

20. Specialized Research Resources • Virtual Libraries--combines internet technology with library cataloguing • ip12 www.ipl.org • Government Resources-- access government documents & publications • USA.gov, Statistical Abstract, World Factbook • Wikipedia -- good starting point

21. Evaluating Internet Documents • Authorship-- Who wrote it? Is the author clearly identified? Qualifications? • Sponsorship-- What organization is sponsoring the site or is listed in place of author? • Recency-- When was it written? Is it still a relevant issue or have things changed?

22. Interviewing • Before the Interview • Define purpose of interview • Decide whom to interview • Arrange interview • Decide whether to record interview • Prepare questions in advance

23. Interviewing • During the Interview • Dress appropriately and be on time • Repeat purpose of interview • Set up recorder if applicable • Keep interview on track • Listen carefully

24. Interviewing • After the Interview • Review your notes as soon as possible • Transcribe your notes

25. Tips for Doing Research • Start early • Make a preliminary bibliography • Take notes efficiently • Think about materials as you research

26. Supporting Your Ideas

27. Examples • Supporting Materials: materials used to support speaker’s ideas • Specific case used to illustrate or represent people and ideas

28. Brief Examples • May also be referred to as specific instances • Specific case that is referred to in passing to illustrate a point • Utilize several examples to really make your points

29. Extended Examples • Story or narrative more fully developed with some length to it • Should be vivid and dramatic

30. Hypothetical Examples • Imaginary or fictitious situation created to help illustrate the main point

31. Tips for Using Examples • Use examples to clarify ideas • Use examples to reinforce your ideas • Use examples to personalize your ideas • Make examples vivid and richly textured • Practice delivery to enhance your extended examples

32. Statistics • Numerical data used to strengthen or clarify ideas • Can be used to show the severity or importance of an issue • Not always about audience remember all data--more about overall effect

33. Understanding Statistics • Are the statistics representative or are they skewed? • Are statistical measures used correctly? • Mean, Median, Mode • Are statistics from a reliable source?

34. Tips for Using Statistics • Use statistics to quantify ideas • Use statistics sparingly • Identify the sources of your statistics • Explain your statistics • Round off complicated statistics • Use visual aids to clarify statistical trends

35. Testimony • Quotations or paraphrases used to support a point

36. Expert Testimony • Testimony from people who are experts in their respective fields • Makes speech more credible

37. Peer Testimony • Testimony from ordinary people with firsthand experience or insight on a topic • More personal viewpoint -- creates bond/connection with audience

38. Quoting Versus Paraphrasing • Direct quote: word for word • When convey meaning better than you • When they are eloquent, witty, or especially compelling • Paraphrase: restate or summarize source’s ideas in your own words • When wording is obscure/too long & complicated • When quotation is longer than 2-3 sentences

39. Tips for Using Testimony • Quote or paraphrase accurately • Use testimony from qualified sources • Use testimony from unbiased sources • Identify people you quote or paraphrase

40. Citing Sources Orally • Include combinations of the following information • book, magazine, newspaper, web document used • author or sponsoring organization of document • author’s qualifications with regard to topic • the date on which the document was published, posted, updated