Spring 2022

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Audience- The Psychology Demographic
-Centeredness of Audience Audience Analysis

4 5
Situational The Audience
Audience Analysis Information

6 Adapting to the Audience

 AUDIENCE-CENTEREDNESS

 To be audience-centered, you need to keep

questions in mind when you work on your
speeches:

1. To whom you are speaking?

2. What do you want them to know, believe or
do as result of speech?
3. What is the most effective way of
composing and presenting your speech
to accomplish that aim?
 AUDIENCE-CENTEREDNESS

* Your Classmates as Audience

Approaching your classmates as real audience
 The classroom as an artificial speaking set  lose
sight of your fellow students as an authentic
students
 The best classroom speeches take the classroom
audience seriously and treat their classmates
as worthy of their best efforts
THE PSYCHOLOGY OF AUDIENCE
 THE PSYCHOLOGY OF AUDIENCE

To consider what the audience important

VALUES as part of the overall psychological make
up of the audience

i.e
• Something that the speaker perceives as good may
not be perceived as very good by members of the
audience
• Something that the speaker perceives as beautiful
may not appear the same to the audience
THE PSYCHOLOGY OF AUDIENCE

BELIEFS

Should attempt to identify & build

upon shared beliefs

To get the To establish

audience to common ground
consider or with the audience
accept a before advancing a
particular belief new idea
 THE PSYCHOLOGY OF AUDIENCE

Should knows the audience's attitude

ATTITUDES to address these attitudes during the
speech preparation

Knowing a person’s attitude helps us

predict their behavior
 THE PSYCHOLOGY OF AUDIENCE

Relating your
What people
NEEDS message to
want to hear
your listeners
 DEMOGRAPHIC AUDIENCE
ANALYSIS

* Demographic Audience Analysis

• Audience analysis that focuses on demographic
factors such as age, gender, religion, sexual
orientation, group membership, and racial, ethnic,
or cultural background.

* Stereotyping  Creating an oversimplified

image of a particular group of people,
usually by assuming that all members
of the group are alike.
 DEMOGRAPHIC AUDIENCE
ANALYSIS
Age Gender Sexual Racial, Ethnic, Religion Group
and Cultural
• Depending on • An astute Orientation Background • You cannot Membership
the speaker will be assume your
composition of equally • Keeping an • To recognize that views on • Others include
your speech, attuned to both eyes out for some of your religion occupation,
you may face the differences language listeners may • Be sure to economic,
an audience and the • Effective indeed have racial, position, social
ethnic, or cultural consider the
that is mostly similarities public religious standing,
perspectives that
in their late between the speakers take will affect their orientations of education,
teens and early sexes. all these attitudes toward your listeners, intelligence,
twenties • An astute demographic your speech topic. help you to and place of
• Assuming a speaker will factors into • To try to avoid resident.
common level also take care account when determine what potentially • Anything
preparing their those perspectives characteristic
of age to avoid using are and how they embarrassing
experience. sexist remarks. are likely to affect pitfalls of a given
• Have to tackle language. the audience’s audience is
two or three response to your potentially
generations message. important to a
• To adjust your speaker
speech so it will be addressing that
as clear, suitable, audience.
and convincing as
possible.
 SITUATIONAL AUDIENCE
ANALYSIS

1. Size
* Most speech classes consist of between 20–30
people (a small to medium-size audience)  A
good size for beginning speakers.
* If having more experience, speakers can choose
a larger group of audience.
*Basic principles:
+ The large audience  more formal
+ Audience size may affect your language,
choice of appeals, and use of visual aids.
 SITUATIONAL AUDIENCE
ANALYSIS

2. Physical setting
* When you are invited to speak, don’t be shy about
asking question of person who arranged the speech.
* Check the seating arrangements and the location.

3. Disposition toward the Topic

* You should keep your audience in mind when
choosing a topic  you must consider in more
details how your listeners will react to it.
- INTEREST
- KNOWLEDGE
- ATTITUDE
 SITUATIONAL AUDIENCE
ANALYSIS

4. Disposition toward the Speaker

* The more competent listeners believe a speaker to be,
the more they are to accept what he or she says  win
your speech

5. Disposition toward the Occasion

* No matter what the situation, listeners have
fairly definite ideas about the speech they consider
most appropriate.
 Getting Information
About the Audience
Audience Analysis
• Getting information about the audience refers
knowing more about their backgrounds &
opinions related to specific topics  Audience
Analysis

• Audience Analysis is the process of learning who

your Audience, what are they thinking &
how you can reach them  gathering &
interpreting the information about your
audience
 Getting Information
About the Audience
There are two simple methods
for conducting an audience analysis
* Interviews
• The face-to-face interviewing is highly flexible and
allows for in-depth questioning
• Either telephone or digital interviews
• it costs time and energy
 Getting Information
About the Audience
There are two simple methods
for conducting an audience analysis
* Questionnaires
 There are 3 major types of questions to choose
from:
• Fixed-alternative questions
• Scale questions
• Open-ended question
 Adapting to the Audience

* Adaptation as a central part

• Think of who is your focused group of audience

• There are 2 majors stages in the process of

audience adaptation

 Before the speech

 During the speech

 Adapting to the Audience

* Audience Adaptation before the speech

Assess how audience respond to the

speech
Adjust speech to make it clear,
appropriate, & convincing
 Adapting to the Audience

* Audience Adaptation during the speech

Adjust for unexpected circumstances

Watch for audience feedback
Try your best to adapt to your audience
as involving them into your speech.
 IN BRIEF, REMEMBER:

• To whom are you speaking?

• What do you want them to know, believe, or do as a
result of your speech?
• What is the most effective way of composing and
presenting your speech to accomplish that aim?
• Should know something about the psychology of your
audience.
• Define the situational audience
• Getting more information about the audience
• Must adapt your speech so it will be clear and
convincing to your listeners.
Questions & Answers