Audience Analysis & Adaptation

Ch. 6
Audience-Centered
Approach
Demographic Features
Age
Gender/Sex/Sexual
orientation
Cultural background
Group membership
Socioeconomic status
Religious affiliation
Political affiliation
Relational status
Physical/Cognitive
impairments
Situational Features
Size
Time
Physical setting
Attitude toward the:
Topic
Speaker
Occasion
Recent events

4 primary ways to collect audience information:
Observations
Research
Interviews
Surveys*
People only understand things in terms of their experience
you must get inside their experience. ~Saul Alinsky
Before Speech
Topic selection
Effective examples
Inclusive language
Avoid stereotyping
Plan ahead
Look the part
Appropriate speaking style
During Speech
Dont panic!
Adjust delivery
Pay attention to audience
feedback
What could it mean if your audience does the following?
How could you adapt to the situation?
Frowning or head tilt
Daydreaming or sleeping
Whispering or talking loudly
Booing or heckling
Nodding or smiling
Laughing or clapping
Whom am I speaking to?

What do I want them to know, believe, or do as a result of
my speech?

Whats the most effective way to compose and present
my speech to accomplish that aim?
Achieve speech goal

Maintain high levels of audience interest

Meet audience expectations

Avoid embarrassing subjects or remarks

Handle adversarial audiences