Chapter 5: Analyzing the Audience

attitude

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

identification

a process in which speakers seek to create a bond with the audience by emphasizing common values, goals, and experiences

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 of the group are alike

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

egocentrism

the tendency of people to be concerned above all with their own values beliefs, and well-being