AudienceAnalysisChapter 5 COM 115Hoffman

Inclusive Environments“…opportunities to develop the skills and competencies needed to function effectively as citizens of an increasingly diverse democracy” (Milem, 2000, p. 28).

It improves critical thinking, community engagement, and greater satisfaction with the social environment we are engaged in.

Audience Types

Voluntary

Assembling by choice

Captive

Requirement

p. 80

Your ListenersSee yourself as part of the audience

Know their background and attitudes BEFORE preparing a talk

Value Your Audience

Public Speaking is Audience-CenteredRecognize your own place as part of the audienceRespect your listenersRecognize and act on audience feedback

Demographics PsychographicsTarget Audience

Textbook: p. 73 gives you 2 examples of research the audience (under the heading “Analyze Audience Demographics)

DemographicsAge, Gender, Socioeconomic Factors, Education, Occupation

Group affiliation(s), Family background

Cultural Background, Past Experiences

Psychographics (p. 75)Audience characteristics (values, beliefs, attitudes, and behaviors), which help us understand how listeners think, feel, and behave

PsychographicsValues

Assessments of right/wrong

Beliefs

Acceptance of ideas, etc. as true (or untrue)

Attitude

expressions of approval or disapproval; Preferences

Behaviors

overt actions; it is how we act

Self-Actual.

Esteem

Social

Safety

Physical

Physical needs – Basic human needs, such as food and sleep

Safety needs – Items that contribute to an organized, lawful world

Social needs – Relationships with others

Esteem needs – Feelings of self-worth, validation, and recognition

Self-actualization needs – Goals achieved that signal potential and/or a destiny fulfilled

Maslow’s Hierarchy of

Needs (p. 77)

TARGET AUDIENCE & MESSAGEThe strategy of directing a speech primarily toward one or more portions of the entire audience.Common ground: Beliefs, values, and experiences that you share with your listeners• Finding common ground helps build connections.

Know the audience’s disposition toward your topic.

ENVIRONMENT & PLACE• Location: Setting where your

audience will listen to your speech (also known as forum)• Take into account:

• Acoustic characteristics• Availability and level of technology• Lines of sight• Lighting

TopicMaking Birthday CakeSuper Bowl PartySaving $$$ Taking a Cruise Build a Camp FireFirst Time To Vote Natural History Museum

Age, Gender, Socioeconomic Factors, Education, Occupation

Attitudes, Values, Background

Group affiliation(s), Family background

Cultural Background, Past ExperiencesTime, Physical Surrounding, Environment

Audience