Learning

Outcome:
AUDIENCE - CENTEREDNESS

 It means keeping the audience foremost in mind at

every step of speech preparation and presentation.
 To be audience – centeredness, the questions that
should in mind :

To whom am I speaking?

 What am I expect from the audience as
the result of my speech?
Are they responsive to my message?
EFFECTIVE WAY OF PRESENTING SPEECH:
Determining a Setting on your
Selecting a specific main points &
topic supporting
purpose materials

Organizin
Delivering g the
the speech message

When you make a speech, think in advance

about your listener’s background and interest,
their level of knowledge regarding the speech
topic, and about their attitudes regarding
your stance on the topic.
 YOUR CLASSMATES AS AN AUDIENCE

Your speech class is a testing ground – you can

develop your communication skills before applying
them outside the classroom.
But each of your classmates is a real person with real
ideas, attitudes, and feelings.
Your speech class offers a big opportunity to
inform and persuade other people.
You should consider every audience as worthy at
your best efforts.
 Show respect for your listeners

Takes the classroom audience

as a lawyer, a politician, a minister
or an advertiser
THE PSYCHOLOGY OF AUDIENCE

Sent by the speaker

Every speech contains two message :
Received by the listener

What do people want to hear?

They usually want to hear about things that are
meaningful to them

people only understand things in terms of their

experience-
 DEMOGRAPHICS AUDIENCE ANALYSIS
• Speaker analyze audiences by looking at demographic
traits such as age, gender, religion, sexual orientation,
group membership, racial, ethnic or cultural
background
• Identifying the general demographic features of your
audience
• Gauging the importance of those features to a
particular speaking situation
 AGE
• Suppose you address an audience of older people
• You may face an audience that is mostly in their
late teens and early twenties
• 40 percent of college students today are age 25 or
older, and some classrooms include students in
their thirties, forties, and beyond
• You may then have to tackle two or three
generations
• This will give you good practice for speeches
outside the classroom
 GENDE
• Speakers who fail to take account of current
R
gender attitudes and practices are almost certain
to provoke negative reactions among some
listeners
• It is important to recognize that men and women
are no alike in all their values and beliefs
• Women tend to be more concerned about issues
such as education, health care, and social justice
• Men tend to stress economics and national
security
• An astute speaker will be equally attuned to the
differences and the similarities between the sexes
 RELIGIO
• N the world
Current event around
demonstrate that religious views are among
the most emotionally charged and
passionately defended of all human
concerns
• You cannot assume that your views on
religion whatever they may be are shared by
your listeners
• Whenever you speak on a topic with
religious dimensions be sure to consider the
religious orientations of your listeners
 SEXUAL ORIENTATION
• As an experienced speaker and a successful
businessperson, Philip Ward is aware of he
need to a adapt to his audience on the basis of
sexual orientation
• Keep on eye out for language, examples, and
other elements that may unintentionally
exclude listeners with same-sex partners
RACIAL, ETHNIC, AND CULTURAL
BACKGROUND
• Must be sensitive to issues of race, ethnicity, and
cultural background
• Be aware that some of your listeners may have racial,
ethnic, or cultural perspectives that will affect their
attitudes toward your speech topic
• Try to gauge what those perspectives are and how
they are likely to affect the audience’s response
to your message
• Adjust your remarks so they will be as clear, suitable,
and convincing as possible
 GROUP
•
MEMBERSHIP
The group affiliations of your audience may
provide excellent clues about your
listeners’ interests and attitudes
• Anything characteristics of a given audience is
potentially important to a speaker addressing that
audience
• Your aim is not just to list the major traits of your
listeners but to find in those traits clues abut how
your listeners will respond to your speech
SITUATIONAL AUDIENCE ANALYSIS
 SIZE
• A small to medium sized audience is a good size for beginning
speakers between 20 and 30 people.
• The larger the audience more formal your presentation must
be.
• Size can also affect your language, choice of appeals and use
of visual aids.

PHYSICAL
•
SETTING
Look over the room a few days in advance or else arrive early on the
day.
• Adjusting a thermostat if hot or cold temperature.
• Check the seating arrangements and the location of the lectern.
DISPOSITION TOWARD THE
TOPIC
Interest
 The topic of the speech must be relates directly to
them.
 The ways you can develop interest in your topic by an
arresting introduction, provocative supporting
materials, vivid language, dynamic delivery, visual aids
and so forth
Knowledge
 Listener’s knowledge about your topic will to a large
extent determine what you can say in your speech.
 If they are reasonably well informed, you can take a
more technical and detailed approach
Attitude
 A frame of mind in favour of or opposed to a
person,
policy, belief, institution.
 DISPOSITION TOWARD
THE SPEAKER
• Understanding that an audience’s response to
a message in a variably coloured by their
perception of the speaker (credibility)
• Situational audience analysis provides crucial
information that a speaker can use when
preparing the speech and when adapting to
feedback during the speech.
 DISPOSITION TOWARD
THE OCCASION
• The speech appropriate for the occasion
• Example : using a graduate commencement speech
to further a political agenda.
• Dictate how long a speech should be
 GETTING INFORMATION ABOUT THE
AUDIENCE

1) Fixed-alternative Questions
 Question that offer a fixed choice between two or
more alternatives.

2) Scale Questions

• Questions that require responses at fixed

intervals along a scale of answers.
 3) Open-minded Questions
• Questions that allow respondents to answer
however they want.
 AUDIENCE ADAPTION BEFORE THE SPEECH

 Keep your audience in mind at every stage of

speech preparation
 Assessing how your audience is likely to respond
to what you said
 Adjust what you say to make it as clear,
appropriate and convincing
 Submerge your own views completely so that you
can adopt, temporarily, those of your listeners.
 Be creative in thinking to adapt your message to
them
 AUDIENCE ADAPTION DURING THE SPEECH

 For speeches outside the classroom, if your speech has

been cut by speaker droned, don’t panic. Find another
way to present your visual aids
 Modify your introduction to mention the another
students speech on your topic
 Adjust your delivery to the changed audience size
 Condense your speech to its most essential points and
present them in the time available
 Keep an eye out during your speech for audience
feedback
 Adapting to your audience
USING YOUR OWN KNOWLEDGE AND
EXPERIENCE
• When you choose a topic from your own
experience, you may be tempted to
depersonalize it by relying solely on facts and
figures from books and the internet.
 DOING LIBRARY RESEARCH
Librarians
• Don’t afraid to ask the librarian.
• The librarian can help you find your way, locate sources, even track down a
specific piece if information.

The catalogue
• A listing of all the books, periodicals, and other resources own by library.
• A call number is a number used in libraries to classify books and
periodicals and to indicate where they can be found on the shelves.

Reference works
• A work that synthesizes a large amount of related information for easy
access by researchers.
 Encyclopedias
 Yearbooks
 Quotation books
 Biographical aids
 DOING LIBRARY RESEARCH
Newspaper and periodical databases
• A research aid that catalogue articles from a large
number of magazines, journals, and newspaper.
• In some cases, you may get an abstract of the article. A
summary of a magazines or a journal article, written by
someone other than the original author.

Academic databases
• A database that catalogues articles from scholarly
journals.
 TECHNIQUE OF GATHERING
INFORMATION VIA THE INTERNET
• Search engine
– Finding materials on the internet.
– Most widely used by far is Google.
– Develop a search strategy that will allow you to zero in precisely on the information
required for your speech.
– Lets you focus your effort by identifying the kind of research source that will serve
you best.
• Specialized research resources
– Virtual libraries
• A search engine that combines internet technology with traditional library
methods of cataloguing and assessing data.
• The best virtual library on the internet is a merger of two previous virtual
libraries – Librarian’s Internet Index and Internet Public Library.
– Government resources
• USA.gov (www.usa.gov)
• United State Census Bureau (www.census.gov)
• World Factbook ( www.cia .gov /library/publications/the-world-factbook)
– Wikipedia
• The biggest encyclopedia in human history.
 TECHNIQUE OF GATHERING
INFORMATION VIA THE INTERNET
• Evaluating internet document
– Authorship
Authorship is an explicit way of assigning responsibility and giving
credit for intellectual work.
– Sponsorship
Try to determine the sponsoring organization of the document.
Sponsorship is an individual, institution, company or organization that
take the responsibility to initiate, manage or finance the clinical trial, but
does not actually conduct the investigate.

– Recency
The best way to determine the recency of an internet document is to
look for a copyright date, publication date or date of last revision
at the top or bottom of the document. Once you know the date of
the document, you can determine whether it is current enough to use your
speech.
 INTERVIEW
• Before the interview
– Define the purpose of the interview
– Decide whom to interview
– Arrange the interview
– Decide whether to record the interview
– Prepare your questions
• During the interview
– Dress appropriately and be on time
– Repeat the purpose of the interview
– Set up the recorder, if you are using one
– Keep the interview on track
– Listen carefully
– Don’t overstay your welcome
• After the interview
– Review your notes as soon as possible
– Subscribe your notes
THINGS TO DO’S AND DON’TS WHILE
HANDLING AN INTERVIEW
END OF CHAPTER