Chapter 5 Audience Analysis

Why is it important to conduct an audience analysis prior to developing your speech?

1. Discovering information to create a bond between the audience and the speaker. 2. Reduces speaker anxiety and gives speaker more confidence, knowing the audience.

Audience Analysis

A speaker analyzes an audience for demographics, dispositions and knowledge of the topic.

Ordered category

An ordered category is a condition of logical or comprehensible arrangement among the separate elements of a group.

What are the differences between beliefs, attitudes, and values?

Attitude is learned and its chosen its response and it can be changed. Belief is assumptions about the universe. Values are guiding beliefs that affect our attitudes.

Gather demographic data and interpret the data.

Demographic Analysis

Why is audience analysis by direct observation the most simple of the three paradigms?

Direct observation uses the 5 senses and direct experiences which makes it more likely for someone to believe their own knowledge as opposed to secondary sources.

What is the purpose of performing a demographics survey?

Finding out the ethnicity, age, gender, income, occupation, religion, and education level of the audience and using this knowledge to influence them.

Under what circumstances would a speaker make inferences about an audience during course of an audience analysis?

Hearing someone speak Arabic and assuming they are from the Middle East.

Knowing if the audience has any interest or previous knowledge of the topic.

Interest and Knowledge Analysis

How does conducting a value hierarchy help the speaker when developing a speech?

It helps them determine the values of the audience and finding out the top values of the audience as a whole.

What value does performing a Likert- type testing of attitudes give the speaker?

It will help the speaker see where the audience stands on certain issues and their beliefs on the topic.

Inference

Making an inference is the act or process of deriving logical conclusions from premises known or assumed to be true

Appreciating other cultures and learning the effective skills to communicate with them.

Multicultural Analysis

What challenges does a speaker face when delivering a speech to a multicultural audience?

Multicultural audiences may feel differently and not have the same amount of knowledge on a topic.

Beliefs

Principles and are more durable than attitudes because they are hinged to ideals and not issues.

Identifying the audience's beliefs and values and learning and understanding how they think.

Psychological Analysis

cognitive dissonance

Psychological discomfort felt when a person is presented with two competing ideas or pieces of evidence.

Situation in which the audience is gathered and why they are there in the first place

Situational Analysis

What are some problems a speaker faces when delivering an unacquainted-audience presentation?

The speaker doesn't know the audience well and should find one or more people who know the audience to help guide them in the right direction.

statistics

The study of the collection, analysis, interpretation, presentation, and organization of data

Why are statistics considered to be a form of quantitative analysis and not qualitative analysis?

They are numerical summaries of facts, figures, and research findings.

What is a variable, and how is it used in data sampling?

Variables are the characteristics of the audience. In data sampling speakers are using statistical evidence to quantify and clarify the characteristics.

psychological description

a description of the audience's attitudes, beliefs, and values

variable

characteristic of a unit being observed that ma assume more than one of a set of values to which a numerical measure or category from a classification can be assigned

demographic characteristics

facts about the make-up of a population

value

guiding belied that regulates our attitudes

Unacquainted-Audience Presentation

is a speech when you are completely unaware of your audience's characteristics.

Attitude

learned disposition to respond in a consistently favorable or unfavorable manner with respect to a person, an object, an idea, or an event

Demography

literally a classification of the characteristics of the people

Demographics

most recent statistical characteristics of a population.

uniqueness

occurs when a topic rises to the level of being exceptional in interest and knowledge to a given audience

Paradigm

pattern that describes distinct concepts or thoughts in any scientific discipline or other epistemological context

value heirarchy

person's value structure placed in a relationship to a given value set

Quantitive Analysis

process of determining the value of a variable by examining its numerical, measurable characteristics