Download The Audience-Centered Speaker

CHAPTER 4
Audience Analysis
The Self-Centered Speaker
Focus on self
The Audience-Centered Speaker
Focus on audience
Audience Analysis
The process of gathering
and analyzing information
about audience members
with the explicit aim of
adapting your message to
the information you
uncover about them.
An audience-centered approach
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You are more likely to engage and maintain your
listeners’ attention if you let their interests and
background guide you in the writing of your speech.
Do not abandon your own convictions on your topic
in your attempt to reach your audience; pandering
to your audience’s whims undermines your
credibility.
If an audience can identify with your material and
ideas, they are more likely to tune in vs tune out!
Identify listener disposition
Uncover audience feelings or expectations
towards:
the
topic of the speech
you as the speaker
the speech occasion
Audience Knowledge
Audience Knowledge

Audiences that know a lot about the topic
a
Audience Knowledge

Mixed audiences
a r
Using demographic data
*Think about your topic ideas and the
attitudes, beliefs, and values your
classmates may have about them.
*All about APE….
*This can help determine what is going to
relevant, meaningful, & appropriate.
*Put yourself in the audiences shoes….as they’re
captive
Demographic characteristics
1.
2.
3.
4.
5.
6.
Age
Socioeconomic status
Religious/Political affiliation
Gender
Disability
Ethnic/Cultural Background
More on Demos
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Grouping & affiliations
Income
Educational Attainment
Career/Occupational position
Standpoint
Target Audience
>The individuals who are more likely to be influenced
by your message.
>Product marketers use demographic data in
determining how to design commercials and ads.
>Generational identity
impacts what examples,
TV shows, or songs will
connect with your
listeners.
Gender stereotyping
Gender is more than being male or female; it
includes our psychological understanding of what it
means to be male or female.
 Sexist language casts
males or females into
stereotyped roles.
Our goal should be to
include, not exclude

Cultural differences
The goal of any speaker is to be as inclusive as
possible (a speech that is inviting, not offending).
A speaker must also consider how the audience
member cultural backgrounds influence how each
may respond to the message.
Techniques for Analyzing your Audience
Interviews
 Surveys or questionnaires
 Observation of audience members on basic
demographic characteristics
 Published sources that have already analyzed
large sample populations based on the six
demographic characteristics.
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Analyze the Speech Setting
Size of audience
 Location/physical setting
 Time of day
 Length of speech
 Rhetorical situation/context
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