Chapter 5 adapting to your audience

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Chapter 5 adapting to your audience

  1. 1. Adapting to Your5 Audience
  2. 2. Audience Analysis Obtaining and evaluating information about your audience in order to anticipate their needs and interests and design a strategy to respond to them
  3. 3. What is an Audience? The audience-speaker connection Classroom audiences
  4. 4. Adapting to a Diverse Audience Target audience Meeting the challenges of audience diversity Techniques for speaking to diverse audiences • Search for commonalities • Establish credibility • Include supporting materials that resonate • Use language that appeals to all members • Attend to all segments of your audience
  5. 5. Using Demographic Data Demographics – the ways in which populations can be divided into smaller groups according to key characteristics Gathering demographic data
  6. 6. Using Psychographic Information Audience standpoints Audience values Audience attitudes Audience beliefs Gathering psychographic data
  7. 7. Developing an Audience Research Questionnaire Asking closed-ended questions Asking open-ended questions Combining question types Distributing your questionnaire Questionnaires for non-classroom audiences
  8. 8. Using Audience Research Data in Your Speech Types of audience data • Summary statistics • Direct quotes Referring to audience data in your speech
  9. 9. Adapting to the Setting The location The occasion • Voluntary audiences • Captive audiences The time
  10. 10. Credibility An audience’s perception of a speaker’s competence, trustworthiness, dynamism, and sociability
  11. 11. Developing Credibility with Your Audience Competence Trustworthiness Dynamism Sociability
  12. 12. Relevant Websites Audience analysis Audience analysis questionnaire

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