Chapter 5

Audience Analysis
 Audience Analysis: Introduction
When speakers tailor messages to
audiences, audience members:
Become more attentive to the speech
Experience positive feelings toward the
speaker
Open their minds to ideas that target their
needs, interests, and values
 Understanding Situational
Characteristics
Situational characteristics: Factors in a
specific speech setting that you can
observe or discover before a speech
Size
The smaller the audience size, the greater the
opportunity for interaction.
The larger the group, the harder youll have to
work to anticipate listeners questions and craft a
more generally accessible message.
Understanding Situational
Characteristics (cont.)
 Understanding Situational
Characteristics (cont.)
Time
Presentation time is the length of time you
have to deliver your presentation.
Short speeches need to be concise.
Longer speeches can take more time to develop a
message.
 Understanding Situational
Characteristics (cont.)
Body clock or chronemics refers to the time
of day or day of the week the speech is given.
Certain times can impede audience attention.
Be sensitive to body clock and adjust your speech
as needed.
Understanding Situational
Characteristics (cont.)
 Understanding Situational
Characteristics (cont.)
Location: Setting where your audience
will listen to your speech (also known as
forum)
Take into account:
Acoustic characteristics
Availability and level of technology
Lines of sight
Lighting
Understanding Situational
Characteristics (cont.)
 Understanding Situational
Characteristics (cont.)
Mobility: Degree to which listeners move
around during a speech
Stationary audience: sitting or standing
Mobile audience: strolling by, stopping briefly
If audience members are free to leave during the
speech, you must work extra hard to keep their
attention.
 Incorporating Demographics

Demographics:
Characteristics of
your listeners that
help you anticipate
their beliefs about
your topic
Incorporating Demographics (cont.)

Age
For audiences with diverse ages, tailor
supporting materials to varied experiences.
Contextualize unfamiliar historical details.
Gender composition
Craft messages that will appeal to the needs
of both genders.
Do not use gender stereotypes or sexist
language.
Incorporating Demographics (cont.)

Sexual orientation
Do not assume everyone is heterosexual.
Acronym LGBTQ stands for lesbians, gay men,
bisexuals, transgendered, and queer
individuals.
Acknowledging this demographic is an ethical
responsibility.
Inclusive word choice can help.
Overt: Gay couple
Passive: Loving couple
Incorporating Demographics (cont.)
Incorporating Demographics (cont.)

Race and ethnicity

Race: Common heritage based on genetically
shared physical characteristics
Ethnicity: Cultural background
Be sensitive to racial and ethnic backgrounds.
Do not assume all people from the same
backgrounds think alike.
Incorporating Demographics (cont.)

Religious
orientation
Numerous religions
exist in the world
and in the U.S.
Religion can
influence an
audiences views on
an issue, but it does
not predetermine it.
Incorporating Demographics (cont.)

Socioeconomic background
Socioeconomic status is a measure of where
individuals stand in terms of:
Financial resources
Education
Occupation
Important to consider your audiences
socioeconomic status and how it might
influence their individual and collective
concerns.
Incorporating Demographics (cont.)

Political affiliation: A
persons political beliefs
and positions
Can be hard to pin
down, but knowing an
audiences political
orientation or position on
a specific issue can help
you design your speech.
Incorporating Demographics (cont.)

Putting the demographic pieces together

Every audience is unique.
Analyzing shared audience characteristics
can help you frame your message effectively.
By identifying characteristics that many of
your listeners share, you gain insight into how
they might respond to your message.
 Seeking Common Ground

Common ground:
Beliefs, values,
and experiences
that you share with
your listeners
Finding common
ground helps build
connections.
 Identifying Prior Exposure

Prior exposure: Extent to which audience

has already been exposed to the message
Prior exposure can change how you present a
message.
Speaker should answer the three following
questions ahead of time.
Identifying Prior Exposure (cont.)

Has my audience heard this message before?

If No, craft the message you want, as few will
have strong prior beliefs.
If Yes, move on to the next question.
Has my audience responded positively to the
message?
If Yes, use this speech to reinforce the previous
message and motivate your audience to take
action.
If No, move on to the next question.
Identifying Prior Exposure (cont.)

Why did the previous message fail?

Assess what went wrong the last time your
audience heard the message.
Use the resulting insights to tailor a more
successful approach.
If your audience has had a major change in
perspective since the previous presentation,
consider whether you need to adjust your message
to accommodate the listeners new viewpoint.
Identifying Prior Exposure (cont.)
 Identifying Audience Disposition

Disposition: The audiences likely attitude

toward your message

Sympathetic audience
Already holds you in high personal esteem or
agrees with your message and will respond
favorably to your speech.
Push for commitment rather than trying to
convince them your ideas have merit.
 Identifying Audience Disposition
(cont.)
Hostile audience
Opposes your message or you personally, and
will resist listening to your speech.
Define realistic goals.
Neutral audience
Has neither negative nor positive opinions
about you or your message.
Determine the source of their neutrality, then
figure out how to overcome it and get them to
support you.
Identifying Audience Disposition
(cont.)
 Gathering Information About Your
Audience
Surveying your audience
Survey: Written questions asked prior to your
speech
Three common forms:
Fixed-response questions: Multiple choice,
true/false
Scaled questions: Range of feelings (strongly
agree to disagree)
Open-ended questions: Invite respondents to
write what they want
 Gathering Information About Your
Audience (cont.)
Interviewing your audience
Interview: Face-to-face or phone interactions
with audience.
Interaction gives more depth in responses.
Interview a few audience members.
Ask any type of survey question.
Interview a range of audience members.
Be sure to use good listening skills and to thank
the interviewee.
Gathering Information About Your
Audience (cont.)
 Gathering Information About Your
Audience (cont.)
Considering and observing your audience
Ask yourself why the audience will be
attending the speech.
Ask yourself questions about what the forum
or event tells you about the audience.
Stationary or mobile audience?
Sympathetic, hostile, or neutral?
Seek literature about the organization or
audience you are addressing ahead of time.
 Situational Audience Analysis
Situational audience analysis: Analyzing
the audience in the moment
Don't act surprised.
Check your outline and adjust it if necessary.
Consider whether your assumptions about
the audience still apply.
 Situational Audience Analysis
(cont.)
Consider whether your presentation aids
make sense for the new audience
configuration.
Use audience feedback to adjust.
If an audience unexpectedly appears hostile,
seek common ground.