Audience analysis


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Audience analysis

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