©2006 by the mcgraw-hill companies, inc. all rights reserved. chapter 7 adapting to your audience
TRANSCRIPT
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©2006 by The McGraw-Hill Companies, Inc. All rights reserved.
Chapter 7
Adapting to Your
Audience
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©2006 by The McGraw-Hill Companies, Inc. All rights reserved.
Rhetorical Situation
• Definition: A natural context of persons, events, objects, relations, and an exigence [goal] which strongly invites utterance--Bitzer
• Goals• Audience• Constraints
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©2006 by The McGraw-Hill Companies, Inc. All rights reserved.
Goals and Motivation to Speak
• Motives drive us to confront and master the speech situation
• Some goals are short term• Others are long term
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Figure 6.1 Levels of Diversity
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Cultural Diversity (Hofstede)
• Power distance• Collectivism vs. individualism• Femininity vs. masculinity• Uncertainty avoidance• Long-term vs. short-term
orientation
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©2006 by The McGraw-Hill Companies, Inc. All rights reserved.
Power Distance
• Extent to which less powerful accept that power is unequal
• High power distance: Malaysia, Guatemala, Philippines, Mexico, India
• Lower power distance: U.S., Sweden, Denmark, Austria
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Collectivism vs. Individualism
• Collectivists value the good of the many, whereas individualists look out for #1
• Highly individualistic: U.S. is #1 followed by Australia and Great Britain
• Highly collectivistic: Guatemala, Ecuador, Panama, Venezuela, Pakistan, Taiwan, Thailand
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Masculinity vs. Femininity
• Feminine societies: Gender roles overlap
• Masculine societies: Gender roles sharply defined
• Highly masculine: Japan is #1, U.S. is in top third
• Highly feminine: Sweden, Norway, Netherlands, Denmark
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©2006 by The McGraw-Hill Companies, Inc. All rights reserved.
Uncertainty Avoidance
• Degree to which people feel threatened by uncertain or unknown situations
• Societies that avoid uncertainty: Greece, Portugal, Guatemala, Japan
• Societies that tolerate uncertainty: Singapore, Jamaica, Denmark, Sweden, Great Britain, India, Philippines, U.S.
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©2006 by The McGraw-Hill Companies, Inc. All rights reserved.
Long vs. Short-term Orientation
• Long term looks to future, short term focuses on present
• Long term: China, Hong Kong, Taiwan, Japan
• Short term: U.S. , Pakistan
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Demographic Diversity
• Age • Gender/Sex• Ethnicity• Geographic
origin
• Socioeconomic status
• Occupation• Religion• Language
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Individual Diversity
• Knowledge• Beliefs• Attitudes• Values• Motives• Expectations• Needs
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Figure 6.2 A Belief System
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Figure 6.3 Maslow’s Hierarchy of Needs
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Constraints
• Facts pertaining to the situation
• Legal constraints
• Ethical constraints
• Nature of the occasion
• Traditions• Time• Resources