COM Ch. 6

Stereotyping

Creating an oversimplified image of a particular group of people, usually by assuming that all members of the group are alike.

Demographic audience analysis

Audience analysis that focuses on demographic factors such as age, gender, religion, sexual orientation, group membership, and racial, ethnic, or cultural background.

Situational audience analysis

Audience analysis that focuses on situational factors such as the size of the audience, the physical setting for the speech, and the disposition of the audience toward the topic, the speaker, and the occasion.

Audience centeredness

Keeping the audience foremost in mind at every step of speech preparation and presentation.

Open ended questions

Questions that allow respondents to answer however they want.

Fixed alternative questions

Questions that offer a fixed choice between two or more alternatives.

Scale questions

Questions that require responses at fixed intervals along a scale of answers.

Attitude

The frame of mind in favor of or opposed to a person, policy, believe, institution, Etc.

Egocentrism

The tendency of people to be concerned above with their own values, benefits, and well-being.