Transcript Audiences - TerpConnect

Audiences
Audiences for a Speech
From Campbell and Huxman
Empirical Audience
 Target Audience
 Agents of Change
 Constructed Audience
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Ways to Analyze an Audience
Demographic Analysis
 Psychometric Analysis
 Cultural Analysis
 Elaboration Analysis
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Demographic Analysis
Generalizations about categories of social
affiliation
 Age
 Educational Level
 Geographic
 Socio-economic status
 Gender
 Religion
Psychometric Analysis
Generalizations about the audience’s
thinking; roughly what’s in their head
 Beliefs
 Attitudes
 Needs
 Values
Cultural Analysis
Analysis of typical strategies that succeed in the
culture.
 Frames: Typical ways of talking about situations like
this
 Authority: People sought to help interpret the situation
 Public/private: Does the culture see a public concern?
 Good reasons: How is action typically justified?
Elaboration Analysis
Audiences do things with messages. Power
of message depends on what audience
does after speaker finishes.
 Central Route
 Peripheral Route
Which Audience is Analyzed?
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The audience that exists before and after
the speech: Cultural &/or demographic
analysis, empirical or target audiences
The audience changed by the speech:
Psychometric analysis, agents of change
The audience created by the speech:
elaboration analysis, constructed audience
Interpreters’ use of Audience
Analysis
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Who is addressed? By the speaker’s
purpose? By the exigence?
How can the speaker appeal to this
audience? Obstacles? Strategies to
overcome?
How to achieve involvement? How to
construct audience? How to activate them?
Complexities of Analysis: Multiple
Audiences
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Most speeches have multiple audiences
Complexities of Analysis:
Mass or Public
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Collected auditors
Group of similar
individuals
To be persuaded
Responders to stimuli of
message
Agents of change
Demographic or
Psychometric Analysis
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Constructed Publics
A public: community
working together
Seeking understanding
Actors upon a message
An agency for change
Cultural or Elaboration
Analysis
Analysis of Effectiveness turns on
Analysis of the Audience
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What does the audience know?
Do they trust the speaker?
Are they interested in the subject?
How might the subject be related to them?
Do they believe the thesis before the speech?
How might they be persuaded?
Are there other obstacles to the speaker’s
effectiveness?
How might they be overcome?