ANALYZING YOUR AUDIENCE

TERMSANALYZE YOUR AUDIENCEAudience analysis is the process of examining information about the listeners who will hear your speech.

AUDIENCE CENTEREDA speaker who acknowledges the audience by considering the individuals perspectives before, during and after the speech.

ADAPT TO YOUR AUDIENCEAudience adaptation is the process of ethically using information youve gathered when analyzing your audience to help your audience clearly understand your message and to achieve your speaking objective

Audience-Centeredness

Good public speakers are audience-centered, meaning, they keep the audience foremost in their minds at every step of speech preparation and presentationThe primary purpose of speechmaking is to gain a desired response from listeners

Audience-Centered Questions

To whom am I speaking?What does my audience expect from me?What topic would be most suitable to my audience?What is my objective?What kind of information should I share with my audience?How should I present the information to them?How can I gain and hold their attention?What kind of examples would work best?What language or linguistic differences do audience members have?What method of organizing information will be most effective?

WHEN DO YOU ANALYZE AUDIENCE???

Look for observable audience traitsIdentify the general featuresGauge their importance to the situation

TraitsAgeKnowing audience age helps speaker to deliver the speech better Topic : MusicTeenagers kpop, Mid aged (40)

GenderOld stereotypes no longer applyAvoid sexist language and referencesBE INCLUSIVE : Speech for all not on targeted gender

Racial, Ethnic or Cultural BackgroundBe aware of differences and be able to adapt

Group Membership

Learn about Group membership.Offer sincere support

Socioeconomic Status

Income : dont judge people by the amount of money they makeOccupation : Education : adopt and adapt your speech to cater listeners needs.

ReligionHighly charged emotional issue, be sure to consider the religious orientation or you might end up being embarrassed.

Psychological data about an audience such as values, belief and attitudes

VALUE : Judgment of what is right or undesirable, usually expressed as words or phrases.

:: value of equality, freedom, honesty, justice, good health, family

BELIEF : A belief is something we accept as true or false and it usually can be changed.

Eating healthy food why ? So that we can live longer

ATTITUDE

A statement expressing an individuals approval or disapproval, like or dislike.

You value good health and belief fast food is harmful for you health. Hence, you avoid eating fast food.

A good speaker will analyze the audience as he speaks. Analyzing audience during speech involves 3 aspects :

HOW ? By looking for non-verbal clues.

Eye contact : the more they look into likely the are interested in your speechFacial expression : calm or confusedMovement : an attentive listener doesnt move much. Nonverbal Responsiveness : Respond to speakers instructions.Verbal Responsiveness : actively gives feedback orally. Such as, answers question posted by the speaker

OPEN ENDED QUESTIONSCLOSE ENDED QUESTIONS

A closed question looks for specific facts and often only requires one word answer which can be yes or no.

Closed questions have the following characteristics:

They give youfacts.They areeasyto answer.They arequickto answer.They keep control of the conversation with thequestioner.

EXAMPLE :

Did you finish your homework? What time did that happen?Are you going to buy a drink? Who won the football match?

Closed question are good for finding out specific information.Can help make a decision quickly.Can help gather more informationClosed questions are not useful when dealing with emotional situations.Not effective when you want the response to be expressive and communicate feelings.Respondent may think their answers are irrelevant

An open question allows the respondent to develop their ideas without limiting responses or controlling responses.The questions often require more than one word answers.

Open questions have the following characteristics:

They ask the respondent tothinkand reflect.They will give youopinionsandfeelings.They hand control of the conversation to therespondent.

EXAMPLE :What do you think would happen if? Sounds interesting. How does that work?How do you feel about that?

they permit an unlimited number of possible answers.

respondents can answer in detail and can qualify and clarify responses

unanticipated findings can be discovered

they permit adequate answers to complex issues

they permit creativity, self-expression, and richness of detail

they reveal a respondents logic, thinking process, and frame of reference

different respondents give different degrees of detail in answers

responses may be irrelevant or buried in useless detail

comparisons and statistical analysis become difficult

coding responses is difficult articulate and highly literate respondents have an advantagequestions may be too general for respondents who lose directiona greater amount of respondent time, thought, and effort is necessaryrespondents can be intimidated by questions

Sensitive speakers attuned to their audiences are able to gauge the reactions of those listeners.

Do members of the audience seems to agree with what you are saying?

Do they approve the suggestions you are making?

AUDIENCE ATTENTIONTell jokesRelate your speech to audiences life by providing appropriate examplesPosts questions to your audiences Give pauses in between your speechShow videos or use it

AUDIENCE UNDERSTANDINGUse simple language/ paraphrase your sentenceAsk someone to summarize your speechAsk questions about your speech and clarify listeners misunderstanding Use a visual aid such as a chalkboard or flip chart to clarify your point

AUDIENCE EVALUATION If your audience seems to be disagreeing with your message:

Provide additional data and evidence to support your point. Remind your listeners of your credibility, credentials, or background.

after delivering the speech, a speaker should continue to analyze the audience for signals about their evaluation of the message.

How :

NONVERBAL RESPONSES :Responsive facial expressions, smiles, and nods, applauses

VERBAL RESPONSES : I enjoyed your talk

SURVEY RESPONSES : :questionnaire or quiz about the speech

BEHAVIORAL RESPONSES :Audience shows changes in their behavior

IMPORTANCE : to improve PS skills

THE END OF LECTURE

Now take out your pen/pencil

QUIZ TIME

1. Why is it important to conduct an audience analysis prior to developing your speech? 2. What is the purpose of performing a demographics survey?

3. What are the differences between beliefs, attitudes, and values?

4. What challenges does a speaker face when delivering a speech to a multicultural audience?