5. Audience Analysis

1. AL AKHAWAYN UNIVERSITY SCHOOL OF HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS STUDIES 5. Audience Analysis Lecture by Dr. Mohammed Ibahrine based on Clella Jaffe’s Public Speaking

2. Effective listening For of the three elements in speechmaking: • Speaker • Subject, and • Person addressed it is the last one, the hearer, that determines the speech’s end and object Aristotle

3. 1. Analyze who is listening • Consider audience motivations • Analyze your audience • Adapt to your audience

4. 1. Analyze who is listening • Pedestrian audiences: • Randomly and temporarily come together because something grabs their attention

5. 1. Analyze who is listening • Passive audiences • Listen to speeches to accomplish other goals • (classes consist of passive listeners)

6. 1. Analyze who is listening • Selected audiences: • Voluntary and intentionally gather to hear about a topic or to hear a particular speaker

7. 1. Analyze who is listening • Concerted audiences: • Voluntary listen because they more-or-less agree that the subject is important, but they don’t know what they can do about it

8. 1. Analyze who is listening • Organized audiences: • Already know about the topic and are motivated and committed to act, but they need specific, “how-to” instructions

9. 1. Analyze who is listening • Absent audiences: • Are separated from the speaker; they listen through radio, telephone conferencing, television, videotapes, videoconferencing live or days later

10. 1.2 Analyze Audience Demographics • Ethnicity: • Refers to a group’s common heritage and cultural traditions usually having national and religious origins

11. 1.2 Analyze Audience Demographics • Race: • Racial categories are generally based on physical characteristics such as skin color or facial features

12. 1.2 Analyze Audience Demographics • Religion: • It is necessary in every speech to be sensitive to the possible range and intensity of religious beliefs within your audience

13. 1.2 Analyze Audience Demographics • Sex and Gender: • Do not assume that a man or a women will think or act in a certain way because of his or her sex • If you assume, so you are being sexist

14. 1.2 Analyze Audience Demographics • Marital status/Sexual Expression: • Take into account the interests and perspectives of • both • the married people • the singles in your audience

15. 1.2 Analyze Audience Demographics • Age: • Age influences an audience’s motivations and concerns

16. 1.2 Analyze Audience Demographics • Group Affiliation: • People form groups to share interests, experiences, or hobbies

17. 1.2 Analyze Audience Demographics • Occupation/Socioeconomic Status: • Differences in educational level, income, occupational choice, and social class status can be salient in particular situations

18. 1.2 Analyze Audience Demographics • Regions: • Audiences require different speaking strategies based on their regions

19. Core cultural resources • Belief, values, attitudes and behaviors that provide a logical basis for a culture to define what is necessary, right, doubtful or forbidden

20. Belief: • Mental acceptance that something is true or false, valid or invalid

21. Value: • Ideal by which we judge what is important and moral

22. Attitude: • Predisposition to evaluate, either positively or negatively, persons, objects, symbols, and the like

23. Assess the Situation • Predisposition to evaluate, either positively or negatively, persons, objects, symbols, and the like

24. Assess the Situation • Many aspects of the situation can affect your audience: • Time • The environment/setting/context/place

25. Assess the Situation • Time: • Two aspects of time affect public speaking: • What time of day is your speech held • The cultural time system • Time is segmented, so the date and length of your speech are important

26. Assess the Situation • Environment: • Is the specific situation in which you will speak • Floors • Ceiling • Chairs • Small/large Windowless spaces • Temperature • Noise

27. The Audience’s Perception of you • While you are forming impressions of your listeners, they are assessing your credibility • Character • Intentions • Abilities • Is this order ok, please let us reflect on it

28. The Audience’s Perception of you • Your audience begins its evaluation process of you before your speech • Modify it while you speak • Carry away a lasting impression after your delivery

29. The Audience’s Perception of you • We distinguish between two types of credibility • Prior or extrinsic credibility • Demonstrated or intrinsic credibility

30. The Audience’s Perception of you • Prior or extrinsic credibility • Is the reputation or expertise of speakers that makes them believable even before they say a word

31. The Audience’s Perception of you • Regardless of your reputation, you should demonstrate your credibility as you speak • This is called demonstrated or intrinsic credibility

32. The Audience’s Perception of you • There are some techniques which may help you to evidence that your are knowledgeable about the subject • Do careful research • Cite your resources • Define unfamiliar terminology • Give examples • tell personal experiences

33. The Audience’s Perception of you • Your audience begins its evaluation process of you before your speech • Modify it while you speak • Carry away a lasting impression after your delivery

34. The Audience’s Perception of you • Take terminal credibility into account • The overall impression you leave is a balance between the reputation you brought to your speech and he expertise you demonstrated as you spoke • Terminal credibility is not permanently fixed, it may change