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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 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 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. Analyze the Speech Setting Size of audience Location/physical setting Time of day Length of speech Rhetorical situation/context