Public speech chapter 6 (Analyzing the audience)

What are the three questions that a speaker need keep in mind?

1. To whom am I speaking? 2. What do I want them to know, believe, or do as a result of my speech? 3. What is the most effective way of composing and presenting my speech to accomplish that aim?

What are the six demographic traits of audiences discussed in this chapter? Why is each important to audience analysis?

1. age, 2. gender, 3. religion, 4.sexual orientation, 5. racial, ethnic, and cultural background, 6. group membership, they all affect the listeners frame of reference

Attitude

A frame of mind in favor of or opposed to a person, policy, belief, institution, etc.

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.

Stereotyping

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

Audience - centeredness

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

Fixed- alternative questions

Questions that a fixed choice between two or more alternatives.

Egocentrism

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

How can you get information about an audience?

Using questionnaires with a fixed scale and open-ended questions can assist in obtaining information about the thoughts of an audience.

What is situational audience analysis? What factors do you need to consider in situational audience analysis?

audience factors that focus on situational factors, size, physical setting, disposition towards the topic: interest, knowledge, attitude, disposition towards the speaker, disposition towards the occasion

What methods can you use to adapt your speech to your audience before the speech? During the speech?

before: 1. assessing how your audience is likely to respond to what you say in your speech 2. adjusting what you say to make it as clear, appropriate, and convincing and possible. during: modify

What are the three kinds of questions used in questionnaires? Why is it a good idea to use all three in audience analysis?

fixed-alternative, scale, open-ended. 2 things are done-1. elicited specific information about the audience, 2. probed more deeply into their attitudes toward the speech topic

What does it mean to say that people are egocentric? What implications does the egocentrism of audiences hold for you as a public speaker?

they do not take into consideration other people's beliefs, values, or well-being. they might not give the response expected because they have prejudgments and do not consider what the speaker is trying to convey

Why must a public speaker be audience-centered?

to figure out common bonds and to make sure you don't say something out of ignorance

Open-ended question

Questions that allow respondents to answer however they want.

Scale questions

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