Transcript Ch.4 Selecting Your Topic

Selecting Your Topic
& Audience Analysis
Steps to Preparing Speech-Review
1-Determine the Speech Purpose
 2-Select a Topic
 3-Analyze the Audience
 4-Develop Main Points
 5-Conduct Research and Develop Supporting Points
 6-Organize and Outline
 7-Practice
 8-Deliver Speech

Analyzing Audience
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Audience analysis-Learning about the audience in order to
adapt speech to their needs and appeal to them
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Audience Centered Approach-keeping audience in mind
throughout entire speechmaking process
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Audience Demographics-statistical characteristics of
group –characteristics you can easily quantify.
 age
 males vs. females
 race/ethnicity
 socio-economic class
 Ex. 87 out of 100 members of audience are females
 Ex. All audience members earn an annual income of $75,000 or less
 Ex. Audience members range from 18-25 years of age
•
Benefits of knowing demographics…
• determines target audience
• helps put together format/style of speech
• allows for audience adaptation-customizing
speech to audience needs-the more you know
the more you can relate to audience
• helps avoid stereotypes
•
Target audiences -distinct groups or segments of
population that you are trying to reach
 Knowing TA will allow you to deliver message in a way that audience will
respond to best
 Beneficial in marketing/persuasion
Pandering-Abandoning views and beliefs just to please the audience-should
be avoided
Researching your audience
Informally-observing/asking questions beforehand
 Helps determine basic demographic characteristics
Formally 1-Interview- one on one / focus groups
 2-Survey/Questionnaires-open or close ended
 3-Published Sources-books, journals, internet
How can information about audience be used?
How can you make your speech more
effective to your particular audience?
 Keep them interested
 Establish common ground
 Inform them
 Convince them
 Make them feel connected with you the speaker
 Include them rather than seclude them
6 basic demographic characteristics
1. Age-allows you to know interests, values and generational
patterns of different age groups
Aristotle noted that a good speaker knows how to adapt to
audiences of different age levels.
Summary of Generational Characteristics
http://www.wmfc.org/uploads/GenerationalDifferencesChart.pdf
http://www.marketingteacher.com/the-six-living-generations-in-america/
2. Gender Helps avoid sexist language or remarks
 Make sure speech relates to whichever
gender in needs to
 Avoids gender based assumptions-ex.
Women=emotional
3. Sexual Orientation Helps avoid stereotypes and the
alienation of members of audience due
to sexuality
 Overall allows you to be more
sensitive
4. Group Membership

Religious Groups, Political Groups, Work Groups,
Social Groups, Service Groups
5-Socioeconomic status (income, occupation,
education)
 Income-determines exposure to experiences and
lifestyles
 Occupation-determines interests, attitudes, beliefs, and
goals
 Levels of education-determines ideas, perspectives, etc..
6. Culture and ethnic background
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Knowing cultural differences /patterns helps avoid ethnocentrism
The cultural, ethnic, or racial background of your audience influences the
way they perceive your message
An effective speaker adapts to differences in culture, race, and ethnicity
 Individualistic Cultures vs. Collectivistic Cultures
Cultural Differences

Individualistic Culture
Cultural Characteristics
 Individual achievement is emphasized more than group achievement
 Independence important

How to Adapt to these characteristics
 Stress the importance of individual rewards and recognition
 Identify how audience members will benefit from our ideas or proposals

Collectivist Culture
Cultural Characteristics
 Group or team is emphasized more than individual
 Sacrifice for greater good of group is common

How to Adapt to these characteristics
 Stress importance of community values
 Help audience members save face and be perceived in a positive way