Speech - Topic Selection and Development (Ch 11)

1. interest you and you know something about 2. can be adapted to address the needs, interests, and expectations of the audience 3. are appropriate for the occasion

Based on your analysis of both the audience and the occasion, narrow your goals down to include only those that... (READ)

Skim

Because your search of secondary sources is likely to uncover far more information than you can use, you will want to ________ sources to determine whether or not to read them in full

1. Blogs 2. Online & social networks

Internet sources for secondary research (READ)

Topic

Is a narrower aspect of a subject

Online social networks

Like blogs, postings on these sites can be used to find supporting material to humanize a topic, appeal to emotions, and serve as presentational aids

1. Personal knowledge & experience 2. Secondary research 3. Primary research

Locating and evaluating information sources (READ)

Occasion

Made up of the expected purpose and setting (location) for the speech

Periodicals

Magazines and journals that appear at regular intervals

"I want the audience to understand the nature of illiteracy and innumeracy." This would need to be revised because it includes two distinct ideas. It would be difficult to adequately address both within one speech

Make sure the goal statement contains only one central idea (READ)

News media

Most authors are journalists who are not experts themselves on the topics they write about So, it is best not to rely solely on these articles for your speech

Survey

Most direct way to collect audience data

1. Encyclopedia 2. Books 3. Articles 4. News media 5. Statistical sources 6. Biographies 7. Quotation books & websites 8. Government documents

Other types of sources for secondary research (READ)

1. Are any topics too simple or too difficult for this audience's knowledge base? 2. Are some topics likely to bore the audience and you can't think of any way to pique their interest with new information or a new perspective on them? 3. Are some topics inappropriate for the intended purpose? 4. Are some too broad to cover adequately in the time allotted? 5. Would any require equipment that cannot be made available where you will be speaking?

Eliminating topics (READ)

1. Marginalizing 2. Stereotyping

Ethical use of audience data - 2 pitfalls to avoid

Rhetoric and oratory

Greek and Roman philosophers coined these terms to describe the processes of preparing and delivering effective public speeches

1. Write a first draft of your specific speech goal statement 2. Make sure the goal statement contains only one central idea 3. Revise the statement until it clearly articulates the desired audience response

Guidelines for phrasing a speech goal statement (READ)

Lloyd Blitzer

He believed that the particular speech given by an individual to an audience on a specific occasion is the result of some real or perceived need that the speech might help address

Start by assessing your own knowledge and experience

How can you quickly find the best information related to your specific speech goal? (READ)

Primary research

If the information you find from secondary sources doesn't answer all your questions, you may need to conduct __________

Educated guesses

If you can't get information in any other way, you can make ___________ based on indirect data such as the general makeup of the people who live in a certain community, belong to a certain organization, or are likely to attend the speech event

Government documents

If your topic is related to public policy, these sources may provide useful information

Exigence / intended purpose

In other words, this question refers to "why does the audience think this speech is being given?"

Quotation books and web sites

Includes quotations which can be especially provocative as well as informative; quotations from a respected person

Periodical articles

Info from these sources are often more current than that published in books; many of them are published weekly, biweekly, or monthly Better source if a topic is one that's "in the news"

Public speaking

Primary means by which to conduct business, debate public issues, make public decisions, and gain and maintain power

Primary research

Process of collecting data about your topic directly from the real world

1. What is the intended purpose (exigence) of the speech? 2. What is the expected length? 3. Where will the speech be given? 4. When will the speech be given? 5. What equipment is necessary and available?

Questions about the occasion (READ)

You - and your knowledge and intentions Audience - and their knowledge and expectations Occasion - setting, purpose, constraints

Rhetorical situation (READ)

1. Internet 2. Other types of sources 3. Skim sources 4. Evaluate sources

Secondary research sources (READ)

1. Identify potential topics 2. Select a topic 3. Write a speech goal statement

Steps in determining an appropriate speech topic & goal (READ)

True

T/F: Because encyclopedias provide only overviews, they should never be the only source you rely on

True

T/F: Books are not a good resource if you're looking for the most current information on a topic

True

T/F: Demonstrate respect for everyone, you will want to avoid making inappropriate or inaccurate assumptions based on the data you've collected

True

T/F: If your goal statement includes the word and, you probably have more than one idea and need to narrow your focus

True

T/F: Tabloid magazines and tabloid newspapers are generally considered less valid sources for information on celebrities than mainline news organizations that use "fact-checkers" before publishing an article

False

T/F: The space of the room does not affect the speech

True

T/F: The validity, accuracy, and reliability of sources vary

False. Narrow topic

T/F: Time limits for classroom speeches are usually quite short, so choose a topic that is broad enough to be accomplished in the brief time allotted

True

T/F: To determine a specific speech goal adapted to the rhetorical situation, begin by identifying lots of subjects and topics that interest you

Rhetorical situation

The composite of you, the audience, and the occasion

General speech goal

The overall intent of the speech (e.g. to entertain, inform, or persuade) Typically determined by the occasion

Marginalizing

The practice of ignoring the values, needs, and interests of some audience members, leaving them to feel excluded

Crafting an effective specific speech goal statement

The process of identifying a speech purpose that draws on the speaker's knowledge and interests; adapted to the audience and occasion

Secondary research

The process of locating information discovered by other people Includes doing Internet and library searches for relevant books, articles, general references, and Web sites

Audience adaptation

The process of tailoring the speech to address the audience's unique needs, interests, and expectations

Audience diversity

The range of demographic and subject specific differences represented in an audience

Exigence

The reason speech needs to be given according to Lloyd Blitzer

Lloyd Blitzer

The rhetorician who introduced the concept of the rhetorical situation

5 rhetorical canons

These ancient orators also conceptualized the process of speechmaking based on ____________

General encyclopedias

These encyclopedias contain short articles about a wide variety of subjects

Specialized encyclopedias

These encyclopedias focus on areas such as art, history, religion, philosophy, and science

Scaled

These items measure the direction of intensity of respondents' feelings or attitudes toward something (e.g., on a scale from 1 to 5, with 5 being "very likely," . . .)

Statistical sources

These present numerical information on a wide variety of subjects Include facts about demography, continents, heads of state, weather, or similar subjects

Open-ended

These questions encourage respondents to elaborate on their opinions without forcing them to answer in a predetermined way

Two-sided

These questions force respondents to choose between two answers (e.g., yes/no, for/against)

Multiple-response

These questions give respondents several alternatives from which to choose

Encylopedia entries (including Wikipedia)

These sources can serve as good starting point by providing an overview of the basic terminology associated with a topic

Accurate sources

These sources present unbiased information that often includes a balanced discussion of controversial ideas

Valid sources

These sources report factual information that can be counted on to be true

Commercial websites

These web sites are created and maintained by for-profit organizations; URLs typically end in .com Can be helpful for locating information about a company

Nonprofit organization websites

These web sites can be distinguished from commercial ones because their URLs will usually end in .org They are dedicated to issues or causes and can often provide emotional appeals examples

Aristotle

This ancient Greek philosopher and teacher is often credited with saying, "The audience is the end and object of the speech."

Demographic data

This includes age, education level, sex, income, occupation, socioeconomic status, race, ethnicity, religion, geographic uniqueness, and first language

Uncertainty reduction theory

This theory explains the processes we go through to get to know strangers

You might ask yourself questions about your subject, focusing on who, what, where, when, and how

To generate connections... (READ)

Speech goal statement

To identify a specific goal that matches speaker interest and expertise with audience and occasion

1. Determine an appropriate speech topic and goal 2. Locate and evaluate information sources 3. Identify and evaluate a variety of information 4. Record information and sources 5. Cite sources

Topic selection & development (READ)

Hits

We typically begin online searches by typing key words into a general search engine such as Google, Bing, or Ask These searches will reveal "_________" (links to all sorts of Web pages, images, videos, articles, etc.) that include material about the key words

In reality, topics in any subject area can be of interest when they are adapted to address the needs and expectations of the audience

What if my audience isn't interested in the subjects that interest me?(READ)

Question a representative

When you are invited to speak to a group you are unfamiliar with Asking your contact person for demographic and subject-related audience data related to your topic

Biographies

When you need an account of a person's life, from thumbnail sketches to reasonably complete essays, you can use these sources

1. are important to you 2. you know something about

You can identify subjects by listing those that... (READ)

Diversity

You can reduce your chances of marginalizing or stereotyping by identifying and acknowledging the _________ represented in your audience

Elimination

You can use a process of ____________ to choose a topic and goal that will offer some new information, insight, or perspective for the audience

Demographic; subject-related

You need to examine the audience by collecting both __________ and __________ data This information will help you select and tailor your topic and goal to meet their needs, interests, and expectations

Credentials

Your experiences or education that qualifies you to speak with authority on a subject

Skimming

A method of rapidly viewing a work to determine what is covered and how

Specific speech goal (specific purpose)

A single statement that identifies the desired response a speaker wants from the audience

Public speaking

A sustained formal presentation by a speaker to an audience; may occur F2F or online

Concept mapping

A visual means of exploring connections between a subject and related ideas

Brainstorming

An uncritical, nonevaluative process of generating associated ideas Listing as many ideas as you can think of without evaluating them

Books

Are excellent sources of in-depth material about a topic But most of the information in it is likely to be at least two years old by the time it is published

Blogs

Are often biased toward the opinion of the blogger; information on them may have to be verified with other sources However, they can be a good source for finding public opinion examples and for humanizing the topic

Subject-related data

Are subject-related audience disposition data, including: their level of knowledge, initial level of interest in, and attitude toward the potential topics you are considering

Blogs

Are web sites that provide personal viewpoints of their author Created and maintained by an individual or an organization; they might focus on a particular subject and include images, audios, and audiovisuals

Online social networks

Are web sites where communities of people interact with one another Some popular examples include Facebook, LinkedIn, Twitter, and Instagram

News media

Articles that can provide facts about and interpretations of both contemporary and historical issues and provide information about local issues and perspectives

Abstract

As you skim, you can start by reading this; a short paragraph summarizing the research findings

Stereotyping

Assuming all members of a group have similar knowledge, behaviors, or beliefs simply because they belong to that group

Uncertainty reduction

Audience analysis and adaptation are rooted in what communication scholars refer to as ____________ theory

Preparation; presentation

Effective speakers address all three (you, audience, occasion) throughout the speech ___________ and ___________ process

Audience analysis

Effective speech goals are based on _______________, the study of the intended audience

Survey

A direct examination of people to gather information about their ideas and opinions May be done as interviews or questionnaires

Brainstorming & concept mapping

2 methods for identifying the topic

1. Two-sided 2. Multiple-response 3. Scaled 4. Open-ended

4 common items used in a survey

(1) invention (2) arrangement (3) style (4) delivery (5) memory

5 rhetorical canons

Subject

A broad area of knowledge, such as contemporary cinema, renewable energy, computer technology, or the Middle East

Articles

Contain more current or highly specialized information on your topic than a book; are published in periodicals

Observe informally

Data-gathering method that can be used if you are familiar with the audience members

1. Conduct a survey 2. Observe informally 3. Question a representative 4. Make educated guesses

Data-gathering methods (4)