Chapter# 3 ANALYZING THE AUDIENCE AND

OCCASION

To achieve success as a speaker, you have to adapt

according to the occasion and audience

ANALYZING THE AUDIENCE DEMOGRAPHICALLY

 Social and physical traits people hold in common
 On the basis of
o Age
o Gender
o education and experience
o group membership
o culture and ethnic background

USING DEMOGRAPHIC INFORMATION

 Avoid technical jargon
 Recognize that someone in the audience will oppose
 Helps you select your ideas and put examples
 Not all groups are easy to analyzed

ANALYZING THE AUDIENCE PSYCHOLOGICALLY

On the basis of beliefs, attitudes and values
Belief
“Basic conviction what is true or false”
Forms of Belief
 Belief that can be demonstrated and held confidently
are facts
 Opinions are personal beliefs not supported by
evidence
 Fixed beliefs are resistant to change
 Variable beliefs

Preston University Kohat campus 1 Mr.Adil Hussain

 Chapter# 3 ANALYZING THE AUDIENCE AND
OCCASION

Attitudes
 “ the tendency to respond positively or negatively”
 attitude of audience towards the speakers, subject and
purpose

Value
 “ the perception of a person”
 values are primary because it constitutes beliefs and
attitudes

Desires, Vision and Fantasies

USING PHSYCHOLOGICAL PROFILE

 help frame your ideas
 help select you supporting material
 help you set realistic expectations

ANALYZING THE SPEECH OCCASION

 Informal occasion
 Formal occasion
 Occasion is characterized by audience expectations
which include:
o General expectations
o Specific expectations
 What is nature and purpose of occasion?
 What are the prevailing rules or customs?
 What are the physical conditions?

Preston University Kohat campus 2 Mr.Adil Hussain

 Chapter# 3 ANALYZING THE AUDIENCE AND
OCCASION

 What events precede and follow your speech

USING AUDIENCE ANALYSIS IN SPEECH
PREPARATION

Audience targeting
 Your specific purpose
 Areas of audience interest
 The audience capacity
 The audience willingness to act
 Degree of change

AUDIENCE SEGMENTATION
 Selecting Dominant Ideas and Appeals
 Accurately identifying subgroups/segments
 Selecting relevant psychological statements
 Choosing among valuative appeals
 Creating a unifying vision or fantasy

Preston University Kohat campus 3 Mr.Adil Hussain