copyright © 2011 cengage learning 1.1 chapter 4 – analyzing your audience essentials of public...

Copyright © 2011 Cengage Learning 1.1Chapter 4 – Analyzing Your Audience

Essentials of Essentials of Public SpeakingPublic Speaking

Cheryl Hamilton, Ph.D.

5th Edition5th Edition

AnalyzingYour

Audience

Chapter 4

Cheryl HamiltonCheryl Hamilton

Copyright © 2011 Cengage Learning 1.2

Key IdeasKey Ideas

Define Define Audience AnalysisAudience Analysis Explain why Audience Analysis should be the Explain why Audience Analysis should be the

first step in a speechfirst step in a speech Discuss the four ways to analyze an audienceDiscuss the four ways to analyze an audience Identify strategies for collecting informationIdentify strategies for collecting information

Chapter 4 – Analyzing Your Audience


Flashback . . .Flashback . . .Values in Aristotle’s DayValues in Aristotle’s Day

In his In his RhetoricRhetoric, Aristotle suggests that speakers , Aristotle suggests that speakers may be more persuasive when they relate their may be more persuasive when they relate their proposals to things that “create or enhance” proposals to things that “create or enhance” listener happiness – a type of audience listener happiness – a type of audience analysis. His list of things that made Greeks analysis. His list of things that made Greeks happy included prominent birth, many children, happy included prominent birth, many children, good friends, health, beauty, athletic ability, good friends, health, beauty, athletic ability, wealth, honor, power, and virtue. How many of wealth, honor, power, and virtue. How many of these items make people happy today?these items make people happy today?


Situational InformationSituational Information

Voluntary or required attendanceVoluntary or required attendance Number of people attendingNumber of people attending Audience knowledge about the topicAudience knowledge about the topic Audience knowledge about the speakerAudience knowledge about the speaker Type of presentation the audience is Type of presentation the audience is

expectingexpecting Number of previous speakers before youNumber of previous speakers before you


Demographic InformationDemographic Information

AgeAge Ethnic or cultural backgroundEthnic or cultural background GenderGender Group affiliationGroup affiliation Marital status (children; elderly parents)Marital status (children; elderly parents)


Demographic InformationDemographic Information

OccupationOccupation EducationEducation College majorCollege major Economic statusEconomic status


Psychological InformationPsychological Information

Value - Value - A deep-seated principle (often learned from family, school, or religion) that serves as a personal guideline for behavior—values are the underlying support for our beliefs and attitudes.

(e.g. family security)(e.g. family security)



Value - Value - A deep-seated principle (often learned from family, school, or religion) that serves as a personal guideline for behavior—values are the underlying support for our beliefs and attitudes.

(e.g. family security)(e.g. family security)


The Relationship Between The Relationship Between Attitudes, Beliefs,Values Attitudes, Beliefs,Values and Needsand Needs

Value(family security)

Belief(“Children are better off

With two parents)

Attitude(anti-divorce)

NeedsSafety and social



Belief - The mental acceptance that something is true even if we can’t prove it to be true—beliefs are the reasons we hold the attitudes we do.

Attitude - Attitude - A feeling of like, dislike, approval, or disapproval toward a person, group, idea, or event—attitudes influence behaviors.



Need - A state in which some sort of unsatisfied condition exists—needs are a result of our attitudes, beliefs, and values.


Physiological

Safety

Social

Self-esteem

Self-actualization

Maslow’s Hierarchy of NeedsMaslow’s Hierarchy of Needs

Copyright © 2011 Cengage Learning 1.13

Applying Needs AnalysisApplying Needs Analysis

Each audience will have different franes of Each audience will have different franes of referencereference

Lower levels of Maslow’s hierarch must be Lower levels of Maslow’s hierarch must be satisfied before listeners focus on higher satisfied before listeners focus on higher levelslevels

Met needs no longer motivateMet needs no longer motivate Fitting message to audience needs is called Fitting message to audience needs is called

framingframing..

Chapter 4 – Analyzing Your Audience


Audience TypesAudience Types

FriendlyFriendly– Heard you speak before– Positive to what you are saying– Sold on your topic

NeutralNeutral– Consider themselves objective– Open to new information– Looking for logic and facts


Audience TypesAudience Types

Uninterested or indifferentUninterested or indifferent– Short attention span– With they were somewhere else– Will be polite but probably will take a “mental holiday”

HostileHostile– Predisposed to dislike you or your topic– This audience is the greatest challenge


Speaking StrategiesSpeaking Strategies

Friendly audienceFriendly audience– Any pattern of organization– Audience participation.– Warm, enthusiastic delivery.– Verbal & visual supports.

Neutral audienceNeutral audience– Problem-solution organization.– Controlled, authoritative delivery.– Expert, non-flashy verbal and visual supports.


Speaking SrategiesSpeaking Srategies

Uninterested audienceUninterested audience– Three-point or brief organization.– Dynamic, entertaining delivery.– Humorous, colorful, & powerful verbal and visual

supports. Hostile audienceHostile audience

– Topical, time, or spatial organization.– Calm, controlled delivery.– Objective, expert supports; avoid narratives & humor.


Using Audience InformationUsing Audience Information

Determine needs of the audienceDetermine needs of the audience Determine relevant attitudes, beliefs and Determine relevant attitudes, beliefs and

valuesvalues Determine evidence & emotional appealsDetermine evidence & emotional appeals Select visual aids & attention-gettersSelect visual aids & attention-getters Determine how to best motivate and Determine how to best motivate and

persuadepersuade


Essentials of Essentials of Public SpeakingPublic Speaking

Cheryl Hamilton, Ph.D.

5th Edition5th Edition

AnalyzingYour

Audience

Chapter 4

Cheryl HamiltonCheryl Hamilton

copyright © 2011 cengage learning 1.1 chapter 4 – analyzing your audience essentials of public...

Documents

audience chapter

cengage learning

audience flashback

information chapter

type of audience analysis

family security slide

topic audience knowledge

social slide