Audience analysis
- 2. Artificial Speaking Situation Speech class is testing ground No elections, business decisions no verdicts ride on performance, success is your grade and comfortability, improving your skills Easy to lose sight of classmates as authentic audience, however each of us has real ideas, attitudes, thoughts, feelings, beliefs Classroom is enormous opportunity to inform and persuade others in preparation for the real world
- 3. The Launching Pad Strategy Organization Approach Language Tone Delivery Style Ethics Supporting Material EVERYTHING!
- 4. Why is it important? Audiences are egocentric. (self focused) Audiences will judge a speech based on what they already know and believe. To be an effective public speaker, you must relate your message to an audience’s existing interests/concerns, knowledge, and beliefs.
- 5. Stages of Audience Analysis Stage 1: Examine the demographic traits of the audience: age Sex identity racial, ethnic, or cultural background religious views group membership occupation, education, intelligence
- 6. Stage 2: Examine the features of the audience unique to the situation: consider the size of the audience consider the physical setting consider the audience’s disposition toward the: topic speaker (you) occasion
- 7. What’s in it for me
- 8. Decisions Goal of Speech (what do you want to accomplish?) Wording of Proposition (content of your assertion) Types of supporting material (convincing or reinforcing?) Orienting material needed (to support 1-3) Degree of change you are seeking (to see it your way or reach middle ground?) Structure of overall message
- 9. Recap Questions to consider about your audience: What is your audience’s experience with your topic? What terms and concepts will they probably not understand? What do you need to tell them so that they understand your meaning? What misconceptions might they have?
- 10. What do they believe about the topic? (common ideas, perceptions, influences) What is their attitude toward the proposition or thesis statement? (about the proposition you are asking them to consider) What is preventing audience from agreeing with you? Will you concede or refute?
- 11. Concede or Refute ? Neither are bad choices. Refuting listeners opposing weak points is a good thing. This is your good argument for why something is so. This validates research, preparedness, unsettles listeners because it puts hole in their belief or position. Conceding to listeners valid opposing beliefs is good because it reflects your research, preparedness and establishes credibility. Builds trust.
- 12. Identify with Audience A process in which speakers seek to create a bond with the audience by emphasizing common values, goals and experiences.
- 13. Who is the audience? Analysis - Who are they? How many? Understanding - What is their subject knowledge? Demographics - Age, sex, edu background? Interest - Why are they there? Environment - Where will I stand? Accoustics? Needs- Yours and theirs Customized- Specific needs to address? Expectations- What do they expect to hear and learn?
- 14. The 9 P’s Prior Proper Preparation Prevents Poor Performance of the Person Putting on the Presentation.
- 15. Sources: University of Hawaii Lenny Laskowski, LJL Seminars, National Speakers Association