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Audience analysis



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  • 1. Audience Analysis
  • 2. Artificial Speaking Situation
    • Speech class is testing ground
    • No elections, business decisions no verdicts ride on performance, success is your grade and comfortability, improving your skills
    • Easy to lose sight of classmates as authentic audience, however each of us has real ideas, attitudes, thoughts, feelings, beliefs
    • Classroom is enormous opportunity to inform and persuade others in preparation for the real world
  • 3.
    • The Launching Pad
    • Strategy
    • Organization
    • Approach
    • Language
    • Tone
    • Delivery Style
    • Ethics
    • Supporting Material
  • 4. Why is it important?
    • Audiences are egocentric. (self focused)
    • Audiences will judge a speech based on what they already know and believe.
    • To be an effective public speaker, you must relate your message to an audience’s existing interests/concerns, knowledge, and beliefs.
  • 5. Stages of Audience Analysis
    • Stage 1: Examine the demographic traits of the audience:
      • age
      • Sex
      • identity
      • racial, ethnic, or cultural background
      • religious views
      • group membership
      • occupation, education, intelligence
  • 6.
    • Stage 2: Examine the features of the audience unique to the situation:
      • consider the size of the audience
      • consider the physical setting
      • consider the audience’s disposition toward the:
        • topic
        • speaker (you)
        • occasion
  • 7.
    • What’s in it for me
  • 8. Decisions
    • Goal of Speech (what do you want to accomplish?)
    • Wording of Proposition (content of your assertion)
    • Types of supporting material (convincing or reinforcing?)
    • Orienting material needed (to support 1-3)
    • Degree of change you are seeking (to see it your way or reach middle ground?)
    • Structure of overall message
  • 9. Recap
    • Questions to consider about your audience:
      • What is your audience’s experience with your topic?
      • What terms and concepts will they probably not understand?
      • What do you need to tell them so that they understand your meaning?
      • What misconceptions might they have?
  • 10.
    • What do they believe about the topic?
    • (common ideas, perceptions, influences)
    • What is their attitude toward the proposition or thesis statement? (about the proposition you are asking them to consider)
    • What is preventing audience from agreeing with you? Will you concede or refute?
  • 11. Concede or Refute ?
    • Neither are bad choices.
    • Refuting listeners opposing weak points is a good thing. This is your good argument for why something is so. This validates research, preparedness, unsettles listeners because it puts hole in their belief or position.
    • Conceding to listeners valid opposing beliefs is good because it reflects your research, preparedness and establishes credibility. Builds trust.
  • 12. Identify with Audience
    • A process in which speakers seek to create a bond with the audience by emphasizing common values, goals and experiences.
  • 13. Who is the audience?
    • Analysis - Who are they? How many?
    • Understanding - What is their subject knowledge?
    • Demographics - Age, sex, edu background?
    • Interest - Why are they there?
    • Environment - Where will I stand? Accoustics?
    • Needs- Yours and theirs
    • Customized- Specific needs to address?
    • Expectations- What do they expect to hear and learn?
  • 14. The 9 P’s
    • Prior Proper Preparation Prevents Poor
    • Performance of the Person Putting on the
    • Presentation.
  • 15. Sources:
    • University of Hawaii
    • Lenny Laskowski, LJL Seminars,
    • National Speakers Association