2.6 Analyzing the Audience

1. 2.6 Analyzing the Audience • Audience analysis is the process of gathering and analyzing information about audience members with the explicit aim of adapting your message to the information you uncover. • Maintain an audience-centered approach • Avoid pandering- Abandoning your own conventions or catering to the audience’s whims.

2. Attitudes, Beliefs, Values • Attitudes are our general evaluations of people, ideas, objects, or events. • Ex. pretty or ugly; good or bad • Attitudes are based on beliefs—the ways in which people perceive reality. • Feelings about what is true • Ex. “God is good.” • Both attitudes and beliefs are shaped by values—our most enduring judgments about what’s good and bad in life, as shaped by our culture and experiences. • Ex. Sanctity of marriage

3. Listener Disposition to the Topic, Speaker, and Occasion • Perspective-taking is attempting to uncover the audience’s feelings, expectations, and disposition. • Gauge listeners’ feelings toward the topic • Gauge listeners’ feelings toward you as the speaker • Establish a common bond or identification • Gauge listeners’ disposition toward the occasion • Captive audiences are required to hear the speaker • Voluntary audiences attend on their own free will

4. Audience Demographics • Demographics are the statistical characteristics of a given population. • Six main demographics are: age, ethnic or cultural background, socioeconomic status (i.e. income, occupation, education), religion, political affiliations, and gender. • Also consider disabilities • Target audience- those individuals whom you are most likely to influence in your direction.

5. Adapt to Cultural Differences • In the United States, at least 30 percent of the population belongs to a racial or ethnic minority group • 11% of people are foreign born • Consider cross-cultural values • Material comfort, hard work • Focus on universal values • See page 45

6. Seek Out Information about Your Audience • Conduct Interviews • Face-to-face communication for the purpose of gathering information. (page 47) • Written surveys or questionnaires • Questionnaires are designed to gather information from a pool of respondents • Closed-ended questions, fixed alternative questions, scale questions (page 46) • Published sources • Page 48

7. Access the Speech Setting and Context • Size of Audience and Physical Setting • Atmosphere • Location • Time and Length of Speech • The Speech Context (Rhetorical Situation)

8. Chapter 2.7: Selecting a Topic • Assigned vs. Self-selected Topics • Usually given some direction (purpose, time constraints, challenge) • Identify the general speech purpose • Why are you speaking on this topic for this particular audience and occasion?

9. Choosing a Topic for the Classroom Speech • Personal Interests: Looking Within • Consider the audience • Current Events and Controversial Issues • Grassroots Issues (things that affect you directly) • Avoid Topics that are Overdone

10. Brainstorming • Brainstorming is a problem-solving technique that involves the spontaneous generation of ideas • Word Association • Topic Mapping • Internet Search Indexes

11. Refining the Topic and Purpose • Identify the general speech purpose • Narrow the topic • Form a specific speech purpose- zeroes in on the goal of the speech (page 52) • Compose a thesis statement to guide your preparation • Theme or central idea of the speech stated in the form of a single, declarative sentence to guide preparation (page 53) • Make relevant and motivating