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
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