Chapter 4

1. Selecting Your Topic & Audience Analysis Chapter 4

2. Steps to Preparing Speech-Review • 1-Determine the Speech Purpose • 2-Select a Topic • 3-Analyze the Audience • 4-Develop Main Points • 5-Conduct Research and Develop Supporting Points • 6-Organize and Outline • 7-Practice • 8-Deliver Speech

3. Analyzing Audience • Audience analysis-Learning about the audience in order to adapt speech to their needs and appeal to them • Audience Centered Approach-keeping audience in mind throughout entire speechmaking process

4. Audience Demographics-statistical characteristics of group –characteristics you can easily quantify. • age • males vs. females • race/ethnicity • socio-economic class • Ex. 87 out of 100 members of audience are females • Ex. All audience members earn an annual income of $75,000 or less • Ex. Audience members range from 18-25 years of age

5. Benefits of knowing demographics… • determines target audience • helps put together format/style of speech • allows for audience adaptation-customizing speech to audience needs-the more you know the more you can relate to audience • helps avoid stereotypes

6. Target audiences -distinct groups or segments of population that you are trying to reach • Knowing TA will allow you to deliver message in a way that audience will respond to best • Beneficial in marketing/persuasion Pandering-Abandoning views and beliefs just to please the audience-should be avoided

7. Researching your audience Informally-observing/asking questions beforehand • Helps determine basic demographic characteristics Formally- • 1-Interview- one on one / focus groups • 2-Survey/Questionnaires-open or close ended • 3-Published Sources-books, journals, internet

8. How can information about audience be used? • How can you make your speech more effective to your particular audience? • Keep them interested • Establish common ground • Inform them • Convince them • Make them feel connected with you the speaker • Include them rather than seclude them

9. 6 basic demographic characteristics 1. Age-allows you to know interests, values and generational patterns of different age groups Aristotle noted that a good speaker knows how to adapt to audiences of different age levels.  

10. Summary of Generational Characteristics http://www.wmfc.org/uploads/GenerationalDifferencesChart.pdf http://www.marketingteacher.com/the-six-living-generations-in-america/

11. 2. Gender- • Helps avoid sexist language or remarks • Make sure speech relates to whichever gender in needs to • Avoids gender based assumptions-ex. Women=emotional

12. 3. Sexual Orientation- • Helps avoid stereotypes and the alienation of members of audience due to sexuality • Overall allows you to be more sensitive

13. 4. Group Membership • Religious Groups, Political Groups, Work Groups, Social Groups, Service Groups

14. 5-Socioeconomic status (income, occupation, education) • Income-determines exposure to experiences and lifestyles • Occupation-determines interests, attitudes, beliefs, and goals • Levels of education-determines ideas, perspectives, etc..

15. 6. Culture and ethnic background • Knowing cultural differences /patterns helps avoid ethnocentrism • The cultural, ethnic, or racial background of your audience influences the way they perceive your message • An effective speaker adapts to differences in culture, race, and ethnicity • Individualistic Cultures vs. Collectivistic Cultures

16. Cultural Differences Individualistic Culture • Cultural Characteristics • Individual achievement is emphasized more than group achievement • Independence important • How to Adapt to these characteristics • Stress the importance of individual rewards and recognition • Identify how audience members will benefit from our ideas or proposals Collectivist Culture • Cultural Characteristics • Group or team is emphasized more than individual • Sacrifice for greater good of group is common • How to Adapt to these characteristics • Stress importance of community values • Help audience members save face and be perceived in a positive way