Audience Analysis Audience Analysis Audience Analysis Audience Analysis

Audience Audience CenterednessCenteredness

Audience Audience CenterednessCenteredness

Keep the audience first in every element Keep the audience first in every element

of the speech, from preparation to of the speech, from preparation to

presentation presentation

Identification Identification Identification Identification

Speaker emphasizes to audience common Speaker emphasizes to audience common

goals, values, and experiences goals, values, and experiences

Audience Audience Psychology Psychology

Audience Audience Psychology Psychology

Egocentrism -- tendency of people to be concerned Egocentrism -- tendency of people to be concerned

above all with their values, beliefs, and well-being above all with their values, beliefs, and well-being

People pay closest attention to things that matter People pay closest attention to things that matter

to themto them

Listeners hear and judge what you say on what Listeners hear and judge what you say on what

they knowthey know

Relate your message to your listeners--show why it Relate your message to your listeners--show why it

pertains to thempertains to them

Demographic Demographic Audience Analysis Audience Analysis

Demographic Demographic Audience Analysis Audience Analysis

Audience analysis focusing on demographic factorsAudience analysis focusing on demographic factors

AgeAge

GenderGender

Religion Religion

Sexual OrientationSexual Orientation

Racial, Ethnic, and Cultural BackgroundRacial, Ethnic, and Cultural Background

Group Membership Group Membership

StereotypingStereotypingStereotypingStereotyping

Oversimplified image of a particular groupOversimplified image of a particular group

Very easy to do in large group situations Very easy to do in large group situations

Avoid Avoid

Situational Audience Situational Audience AnalysisAnalysis

Situational Audience Situational Audience AnalysisAnalysis

SizeSize

Physical SettingPhysical Setting

Disposition of Audience Disposition of Audience

Disposition Towards Disposition Towards TopicTopic

Disposition Towards Disposition Towards TopicTopic

InterestInterest

KnowledgeKnowledge

Attitude -- toward person, policy, belief, Attitude -- toward person, policy, belief,

institutioninstitution

Disposition Toward Disposition Toward SpeakerSpeaker

Disposition Toward Disposition Toward SpeakerSpeaker

The more competent listeners believe a The more competent listeners believe a

speaker is the more more like they are to speaker is the more more like they are to

accept what he says accept what he says

Disposition Toward Disposition Toward OccasionOccasion

Disposition Toward Disposition Toward OccasionOccasion

Audience tends to have definite ideas Audience tends to have definite ideas

about what speeches they consider about what speeches they consider

appropriateappropriate

i.e. Would not expect a political i.e. Would not expect a political

speech at graduationspeech at graduation

Collecting Information Collecting Information about Audienceabout Audience

Collecting Information Collecting Information about Audienceabout Audience

Fixed- Alternative Questions- questions that Fixed- Alternative Questions- questions that

offer a fixed choice between two or more offer a fixed choice between two or more

alternativesalternatives

Scale Questions - questions that require Scale Questions - questions that require

responses at fixed intervals along a scale of responses at fixed intervals along a scale of

answersanswers

Open-ended Questions - questions that allow Open-ended Questions - questions that allow

respondents to answer however they want respondents to answer however they want

Adapting to the Adapting to the AudienceAudience

Adapting to the Adapting to the AudienceAudience

Before SpeechBefore Speech

Assess how audience is likely to Assess how audience is likely to

respond to what you sayrespond to what you say

Adjusting what you say to make it Adjusting what you say to make it

clear, appropriate, and convincing clear, appropriate, and convincing

Adapting to the Adapting to the AudienceAudience

Adapting to the Adapting to the AudienceAudience

During SpeechDuring Speech

Technology may not work, size could Technology may not work, size could

be different -- Make it work be different -- Make it work

Pay attention to audience for cluesPay attention to audience for clues

How Would You?How Would You?Topic: “Data Encryption:Topic: “Data Encryption:

Audience 1: 50% computer science, 30% physics, Audience 1: 50% computer science, 30% physics, 20% fine arts 20% fine arts

Audience 2: 40% business, 40% history, 20% Audience 2: 40% business, 40% history, 20% computer sciencecomputer science

Topic: “Sexual Assault: The Biggest Campus Topic: “Sexual Assault: The Biggest Campus Crime”Crime”

Audience 1: 80% female, 20% maleAudience 1: 80% female, 20% maleAudience 2: 80% male, 20% femaleAudience 2: 80% male, 20% female

Topic: “The Fall of the Berlin Wall Topic: “The Fall of the Berlin Wall Audience 1: Day class: 70% age 18-22, 30% age Audience 1: Day class: 70% age 18-22, 30% age

23 and over23 and overAudience 2: Evening class: 50% age 35 and up, Audience 2: Evening class: 50% age 35 and up,

30% age 23-34, 30% age 23-34, 20% age 18-2220% age 18-22

Gathering Gathering Materials Materials Gathering Gathering Materials Materials

Using Your Knowledge Using Your Knowledge & Experience& Experience

Using Your Knowledge Using Your Knowledge & Experience& Experience

Use experiences to your advantageUse experiences to your advantage

topictopic

support pointssupport points

Library Research Library Research Library Research Library Research

Use librarians--ask for assistance to get what Use librarians--ask for assistance to get what

you need you need

Catalogue-- search for books and resources by Catalogue-- search for books and resources by

title, author, keyword, subjecttitle, author, keyword, subject

Reference Works-- good place for initial Reference Works-- good place for initial

information especially if you are not overly information especially if you are not overly

familiar with subject (encyclopedias, yearbooks, familiar with subject (encyclopedias, yearbooks,

quotation books, biographical aides)quotation books, biographical aides)

DatabasesDatabasesDatabasesDatabases

Newspaper and Periodical Databases: Newspaper and Periodical Databases:

catalogues articles from a large number of catalogues articles from a large number of

magazines, journals, newspapersmagazines, journals, newspapers

ProQuest, LexisNexis Academic, World ProQuest, LexisNexis Academic, World

News ConnectionNews Connection

Academic Databases: catalogues articles from Academic Databases: catalogues articles from

scholarly journals scholarly journals

JSTOR, InfoTrac OneFile, Google ScholarJSTOR, InfoTrac OneFile, Google Scholar

Internet Internet Internet Internet

Search Engines-- use quotation marks, Search Engines-- use quotation marks,

and (+) to help refine a search and (+) to help refine a search

College cheerleading --> “college College cheerleading --> “college

cheerleading” --> “college cheerleading” --> “college

cheerleading” + “sports injurycheerleading” + “sports injury

Specialized Research Specialized Research ResourcesResources

Specialized Research Specialized Research ResourcesResources

Virtual Libraries--combines internet technology Virtual Libraries--combines internet technology

with library cataloguing with library cataloguing

ip12 ip12 www.ipl.orgwww.ipl.org

Government Resources-- access government Government Resources-- access government

documents & publications documents & publications

USA.gov, Statistical Abstract, World USA.gov, Statistical Abstract, World

Factbook Factbook

Wikipedia -- good starting point Wikipedia -- good starting point

Evaluating Internet Evaluating Internet DocumentsDocuments

Evaluating Internet Evaluating Internet DocumentsDocuments

Authorship-- Who wrote it? Is the author Authorship-- Who wrote it? Is the author

clearly identified? Qualifications? clearly identified? Qualifications?

Sponsorship-- What organization is Sponsorship-- What organization is

sponsoring the site or is listed in place of sponsoring the site or is listed in place of

author?author?

Recency-- When was it written? Is it still a Recency-- When was it written? Is it still a

relevant issue or have things changed? relevant issue or have things changed?

InterviewingInterviewingInterviewingInterviewing

Before the InterviewBefore the Interview

Define purpose of interviewDefine purpose of interview

Decide whom to interviewDecide whom to interview

Arrange interviewArrange interview

Decide whether to record interview Decide whether to record interview

Prepare questions in advancePrepare questions in advance

Interviewing Interviewing Interviewing Interviewing

During the InterviewDuring the Interview

Dress appropriately and be on time Dress appropriately and be on time

Repeat purpose of interviewRepeat purpose of interview

Set up recorder if applicableSet up recorder if applicable

Keep interview on track Keep interview on track

Listen carefully Listen carefully

InterviewingInterviewingInterviewingInterviewing

After the InterviewAfter the Interview

Review your notes as soon as Review your notes as soon as

possiblepossible

Transcribe your notesTranscribe your notes

Tips for Doing Tips for Doing ResearchResearch

Tips for Doing Tips for Doing ResearchResearch

Start earlyStart early

Make a preliminary bibliography Make a preliminary bibliography

Take notes efficiently Take notes efficiently

Think about materials as you research Think about materials as you research

Supporting Your Supporting Your IdeasIdeas

Supporting Your Supporting Your IdeasIdeas

ExamplesExamplesExamplesExamples

Supporting Materials: materials used to Supporting Materials: materials used to

support speaker’s ideassupport speaker’s ideas

Specific case used to illustrate or Specific case used to illustrate or

represent people and ideasrepresent people and ideas

Brief ExamplesBrief ExamplesBrief ExamplesBrief Examples

May also be referred to as specific May also be referred to as specific

instancesinstances

Specific case that is referred to in passing Specific case that is referred to in passing

to illustrate a point to illustrate a point

Utilize several examples to really make Utilize several examples to really make

your pointsyour points

Extended ExamplesExtended ExamplesExtended ExamplesExtended Examples

Story or narrative more fully developed Story or narrative more fully developed

with some length to itwith some length to it

Should be vivid and dramatic Should be vivid and dramatic

Hypothetical Hypothetical ExamplesExamples

Hypothetical Hypothetical ExamplesExamples

Imaginary or fictitious situation created to Imaginary or fictitious situation created to

help illustrate the main point help illustrate the main point

Tips for Using Tips for Using ExamplesExamples

Tips for Using Tips for Using ExamplesExamples

Use examples to clarify ideasUse examples to clarify ideas

Use examples to reinforce your ideasUse examples to reinforce your ideas

Use examples to personalize your ideasUse examples to personalize your ideas

Make examples vivid and richly texturedMake examples vivid and richly textured

Practice delivery to enhance your Practice delivery to enhance your

extended examplesextended examples

Statistics Statistics Statistics Statistics

Numerical data used to strengthen or Numerical data used to strengthen or

clarify ideas clarify ideas

Can be used to show the severity or Can be used to show the severity or

importance of an issueimportance of an issue

Not always about audience remember all Not always about audience remember all

data--more about overall effect data--more about overall effect

Understanding Understanding StatisticsStatistics

Understanding Understanding StatisticsStatistics

Are the statistics representative or are Are the statistics representative or are

they skewed?they skewed?

Are statistical measures used correctly?Are statistical measures used correctly?

Mean, Median, ModeMean, Median, Mode

Are statistics from a reliable source?Are statistics from a reliable source?

Tips for Using Tips for Using StatisticsStatistics

Tips for Using Tips for Using StatisticsStatistics

Use statistics to quantify ideasUse statistics to quantify ideas

Use statistics sparingly Use statistics sparingly

Identify the sources of your statisticsIdentify the sources of your statistics

Explain your statistics Explain your statistics

Round off complicated statisticsRound off complicated statistics

Use visual aids to clarify statistical trends Use visual aids to clarify statistical trends

Testimony Testimony Testimony Testimony

Quotations or paraphrases used to support Quotations or paraphrases used to support

a point a point

Expert TestimonyExpert TestimonyExpert TestimonyExpert Testimony

Testimony from people who are experts in Testimony from people who are experts in

their respective fieldstheir respective fields

Makes speech more credible Makes speech more credible

Peer Testimony Peer Testimony Peer Testimony Peer Testimony

Testimony from ordinary people with Testimony from ordinary people with

firsthand experience or insight on a topic firsthand experience or insight on a topic

More personal viewpoint -- creates More personal viewpoint -- creates

bond/connection with audiencebond/connection with audience

Quoting Versus Quoting Versus ParaphrasingParaphrasing

Quoting Versus Quoting Versus ParaphrasingParaphrasing

Direct quote: word for wordDirect quote: word for word

When convey meaning better than youWhen convey meaning better than you

When they are eloquent, witty, or especially When they are eloquent, witty, or especially

compelling compelling

Paraphrase: restate or summarize source’s ideas in your own Paraphrase: restate or summarize source’s ideas in your own

wordswords

When wording is obscure/too long & complicatedWhen wording is obscure/too long & complicated

When quotation is longer than 2-3 sentencesWhen quotation is longer than 2-3 sentences

Tips for Using Tips for Using TestimonyTestimony

Tips for Using Tips for Using TestimonyTestimony

Quote or paraphrase accuratelyQuote or paraphrase accurately

Use testimony from qualified sourcesUse testimony from qualified sources

Use testimony from unbiased sourcesUse testimony from unbiased sources

Identify people you quote or paraphraseIdentify people you quote or paraphrase

Citing Sources Citing Sources OrallyOrally

Citing Sources Citing Sources OrallyOrally

Include combinations of the following informationInclude combinations of the following information

book, magazine, newspaper, web document book, magazine, newspaper, web document

usedused

author or sponsoring organization of author or sponsoring organization of

documentdocument

author’s qualifications with regard to topicauthor’s qualifications with regard to topic

the date on which the document was the date on which the document was

published, posted, updatedpublished, posted, updated