ps chapter 4
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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
Copyright © 2011 Cengage Learning 1.3Chapter 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?
Copyright © 2011 Cengage Learning 1.4Chapter 4 – Analyzing Your Audience
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
Copyright © 2011 Cengage Learning 1.5Chapter 4 – Analyzing Your Audience
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)
Copyright © 2011 Cengage Learning 1.6Chapter 4 – Analyzing Your Audience
Demographic InformationDemographic Information
OccupationOccupation EducationEducation College majorCollege major Economic statusEconomic status
Copyright © 2011 Cengage Learning 1.7Chapter 4 – Analyzing Your Audience
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)
Copyright © 2011 Cengage Learning 1.8Chapter 4 – Analyzing Your Audience
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)
Copyright © 2011 Cengage Learning 1.9Chapter 4 – Analyzing Your Audience
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
Copyright © 2011 Cengage Learning 1.10Chapter 4 – Analyzing Your Audience
Psychological InformationPsychological Information
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.
Copyright © 2011 Cengage Learning 1.11Chapter 4 – Analyzing Your Audience
Psychological InformationPsychological Information
Need - A state in which some sort of unsatisfied condition exists—needs are a result of our attitudes, beliefs, and values.
Copyright © 2011 Cengage Learning 1.12Chapter 4 – Analyzing Your Audience
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
Copyright © 2011 Cengage Learning 1.14Chapter 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
Copyright © 2011 Cengage Learning 1.15Chapter 4 – Analyzing Your Audience
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
Copyright © 2011 Cengage Learning 1.16Chapter 4 – Analyzing Your Audience
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.
Copyright © 2011 Cengage Learning 1.17Chapter 4 – Analyzing Your Audience
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.
Copyright © 2011 Cengage Learning 1.18Chapter 4 – Analyzing Your Audience
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
Copyright © 2011 Cengage Learning 1.19Chapter 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