Audience-Centeredness

Keeping the audience foremost in mind at every step of speech preparation and presentation.

How to Stay Audience-Centered

To whom am I speaking?

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

What is the most effective way of composing and presenting my speech to accomplish that aim?

IdentificationCreating a bond with listeners by

emphasizing common values, goals, and experiences.

EgocentrismThe tendency of people to be concerned

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

AttitudeA frame of mind in favor of or opposed to a

person, policy, belief, institution, etc.

Factors in Audience Analysis

Demographic Audience Analysis

AgeGenderSexual orientationRacial, ethnic, cultural backgroundReligionGroup membership

Be careful of STEREOTYPING!Creating an oversimplified image

of a particular group by assuming that all members of the group are alike.

Are all doctors male??

Are all secretaries

female??

Are all basketball stars black??

Are all older adults geezers??

Situational Audience Analysis

SizePhysical setting

temperature…seating…room size time of day…before/after a meal

The audience’s disposition toward: the topic the speaker the occasion

Getting Information About Your Audience

• Interview a representative sample

• Survey a cross-section

TYPES of SURVEY QUESTIONSFixed-Alternative Question Have you ever engaged in volunteer work for a community, religious, or charitable organization?___ Yes ___ No

If you have engaged in volunteer work, how would you rate the experience? Very Somewhat Neutral Somewhat Veryrewarding rewarding unrewardingunrewarding

  10 5 1

Scaled Question

Open-Ended Question

If you have worked as a volunteer, do you plan to do so again? Why or why not?