– To whom am I speaking? – What do I want them to know, believe, or do as a result of my speech? – What is the most effective way of composing and presenting my speech to accomplish this aim?
McGraw-Hill
© 2007 Stephen E. Lucas. All rights reserved.
Slide 14
Physical Setting
• Do everything you can to control the influence of physical setting on your audience. • Look over the room yourself a few days prior to your speaking engagement, for a quick inspection. (Temperature, seating arrangements, noise, etc.) • Don’t let yourself be influenced by the poor physical setting. If your audience sees that you are energetic, alert, and involved with your topic, chances are they will forget their discomfort.
McGraw-Hill
© 2007 Stephen E. Lucas. All rights reserved.
Slide 11
Group Membership
• Group affiliations of your audience may provide excellent clues about your listeners’ interests and attitudes.
© 2007 Stephen E. Lucas. All rights reserved.
Slide 9
Gender
• An astute speaker will be equally attuned to both the differences and the similarities between the sexes • Avoid using sexist language, almost any audience you address will contain both genders.
Key Terms
• • • • • audience-centered egocentrism demographic traits attitude fix-alternative questions scale question open-ended questions
McGraw-Hill
© 2007 Stephen E. Lucas. All rights reserved.
The psychology of the a u d i e n c e Factors in audience analysis Adapting to the audience
McGraw-Hill
© 2007 Stephen E. Lucas. rights reserved.
Slide 3
McGraw-Hill
© 2007 Stephen E. Lucas. All rights reserved.
Slide 15
Disposition Toward the Topic
• Interest – One of your tasks will be to assess their interest in advance and to adjust your speech accordingly. – If your topic is not likely to generate great interest, take special steps to get your classmates involved. • Knowledge – What is your listeners’ knowledge about your topic? – If your listeners know little about your topic- you will have to talk at a more elementary level. – If your listeners are well informed about your topic, you can take a more technical and detailed approach. • Attitude – If you know in advance the prevailing attitude among members of your audience, you can adjust what you say to what your audience needs to hear.
McGraw-Hill
© 2007 Stephen E. Lucas. All rights reserved.
Slide 8
Demographic Audience Analysis
• Demographic Audience Analysis-Audience analysis that focuses on demographic factors such as as: • Age education economic standing • Gender (Appeal to communication styles)* • Racial, Ethnic, or Cultural Background* • Religion • Group Membership* • Two step process:
• Physical Setting* • Disposition Toward the Topic* • Disposition Toward the Speaker* • Disposition Toward the Occasion*
McGraw-Hill
© 2007 Stephen E. Lucas. All rights reserved.
Slide 13
Size
• The larger the audience, the more formal your presentation must be.
• Audience size will have the greatest impact on your delivery, but it may also affect your language, choice of appeals, and use of visual aids.
– Identifying the general demographic features of your audience. – Grouging the importance of those features to a particular speaking situation.
McGraw-Hill
McGraw-Hill
© 2007 Stephen E. Lucas. All rights reserved.
Slide 12
Situational Audience Analysis
• Situational Audience Analysis- Audience analysis that focuses on situational factors such as: • Size of the audience*
Slide 4
Audience-Centeredness
• Audience-centeredness- Keeping the audience foremost in the mind at every step of speech preparation and presentation. • Keep several questions in mind:
C
H
A
P
T
E
R
5
Analyzing the Audience by Ada Pan 2012, 10
Stephen E. Lucas
McGraw-Hill
© 2007 Stephen E. Lucas. All rights reserved.
Slide 2
Learning Objectives：
McGraw-Hill
© 2007 Stephen E. Lucas. All rights reserved.
Slide 6
The Psychology of Audiences
• Egocentrism- The tendency of people to be concerned above all with their own values, beliefs, and well-being. • Audience’s do not process a speaker’s message exactly as the speaker intends. Auditory perception is always selective. • Every speech contains two messages-the one sent by the speaker and the one received by the audience. • Listeners will hear and judge what you say on the basis of what they already know and believe. • You must relate your message to your listeners-show how it pertains to them, explain why they should care about it as much as you do.