analyzing audience

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Analyzing Your Audience

The Importance of Audience Analysis

Demographic Factors to Consider

Contextual Factors to Consider

Adapting to Your Audience

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• The Benefits of Understanding Your Audience

• What to Look For

• What to Do with Your Knowledge

The Importance of Audience Analysis

Analyzing Your Audience > The Importance of Audience Analysis


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• Knowing your audience— age, gender education level, religion, language and

culture and group membership —is the single most important aspect of

developing your speech.

• Analyzing your audience will help discover information to create a link to establish

common ground between you and the audience.

• A key characteristics of the audience in public speaking situations is the unequal

distribution of speaking time. What does this mean? The speaker talks much,

much more and the audience listens often without asking questions or

responding with any feedback.

The Benefits of Understanding Your Audience


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Audience for Richard Stallman's Talk at Teatro Alvear

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• A speaker should look at his or her own values, beliefs, attitudes, and biases that

may influence his or her perception of others.

• Guard against egocentrism. A speaker must not regard his or her own opinions

or interests as being the most important or valid.

• Look at others to understand their background, attitudes, and beliefs.

• Focus on audience demographics such as age, gender, sexual orientation,

education, religion, and other relevant population characteristics to analyze the

audience.

• The depth of the audience analysis depends of the size of the intended audience

and the method of delivery.

What to Look For


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Magnifying Glass



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• A successful speaker is able to step outside her own perceptual framework to

understand the world as it is perceived by members of her audience.

• The speaker engages in a process of first encoding his or her ideas from

thoughts into words, then forming a message to be delivered to a group of

listeners, or audience. The audience members attempt to decode what the

speaker is saying so that they can understand it.

• The better the speaker knows the members of the audience beforehand, the

better the speaker can encode a message in a way that the audience can decode

successfully.

• One of the most useful strategies for adapting your topic and message to your

audience is to use the process of identification to find common ground with them.

• You can use your analysis to create a theoretical, imagined audience of

individuals from the diverse backgrounds you have discovered in your audience

analysis. Then you can decide whether or not the content will appeal to

individuals within that audience.

What to Do with Your Knowledge


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Encoding communication



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• Age

• Gender

• Sexual Orientation

• Education

• Religion

• Culture, Ethnicity, and Race

• Group Membership

Demographic Factors to Consider

Analyzing Your Audience > Demographic Factors to Consider




• Individuals who grow up at the same time are a generation and often share many

of the same experiences as others of the same age group. They exhibit a set of

shared values, beliefs, and attitudes that are important to consider when

preparing a speech.

• When you speak to an audience with members of different ages, you are likely to

experience a generation gap.

• As new generations seek to define themselves as something apart from the old,

they adopt new lingo and slang, allowing a generation to create a sense of

division from the previous one.

• It is important to become aware of one’s own biases in order to avoid ageism in

your speeches.

• The use of handheld communications technology has created a wide gap

between older and younger generations.

Age


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Baby, Mother, Grandmother and Great Grandmother



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• It is important to remember that since birth, we have been conditioned to make

the distinction between men and women, masculinity and femininity.

• Advertisers create "gendered environments" in everything from children’s toys to

motor vehicles.

• Gender neutral language and gender inclusive language aims to eliminate (or

neutralize) reference to gender in terms that describe people.

• One must guard against gender discrimination and stereotyping members of the

audience.

Gender


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Transgender Symbol



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• There are three main classifications of sexual orientation: bisexual, heterosexual

and homosexual, all a part of the heterosexual–homosexual continuum.

• Most sexual orientation specialists follow the general conclusion of Alfred Kinsey

regarding the sexual continuum, according to which a minority of humans are

exclusively heterosexual or homosexual, and that the majority are bisexual.

• Sexual orientation, in most individuals, is shaped at an early age and is not

voluntarily changeable.

• The speaker should become aware of and compensate for the bias of

heteronormativity which holds that people fall into distinct and complementary

genders (man and woman) with natural roles in life.

Sexual Orientation


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The Rainbow Flag



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• As your prepare your speech, ask yourself what do the members of the audience

already know about the topic.

• Do not assume that your audience will know something just because you do.

• Look for audience cues (i.e. the questions they ask) to identify knowledge gaps.

Education


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University of Oregon



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• Individuals who practice a religion have belief systems and worldviews that relate

humanity to spirituality and moral values.

• Since the First Amendment of the U.S. Constitution allows the existence of

religious pluralism in the U.S., you are likely to encounter audience members of

different religions.

• There are roughly 4,200 religions in the world. The five largest religious groups

by population are Christianity, Islam, Buddhism, Hinduism and Chinese folk

religion.

• Understanding the religions in your audience will help you relate to members of

the audience more directly and avoid excluding members who may not observe

the same practices as you do.

Religion


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Religious Symbols



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• The simplest way to think about culture is to think about the distinction between

nature (our biology and genetics) and nurture (our environment and surroundings

that also shape our identities).

• In terms of race an individual is usually externally classified (meaning someone

else makes the classification) but individual may also self-identify with a particular

racial group.

• Unlike race, ethnicity is not usually externally assigned by other individuals. The

term ethnicity focuses more upon a group's connection to a perceived shared

past and culture.

• The cultural, racial and ethnic makeup of the United States is becoming more

diversified and audiences will reflect that diversity as the population continues to

shift.

• In order to adapt the message to the audience it is important to become aware of

one’s own ethnocentrism and to avoid prejudice and racism.

Culture, Ethnicity, and Race


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Culture



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• Foreknowledge of the audience's affiliations and the associated values, beliefs,

and attitudes will help the speaker prepare the message.

• Group members can classify their membership in two categories: primary

(familyor fraternal organizations) and secondary (clubs, associations, or

colleges).

• Generally speaking the longer and more actively one is involved with a group the

more likely the member is to share ideas and profess beliefs shared by other

group members.

Group Membership


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Student Group



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• Physical Context

• Overall Psychology of Your Audience: Values, Beliefs, Attitudes, and

Needs

• Favorability of the Audience toward You and Your Topic

• Knowledgeability of the Audience about Your Topic

Contextual Factors to Consider

Analyzing Your Audience > Contextual Factors to Consider




• Consider three possible contexts—traditional speaker face-to-face audience, and

computer mediated—speaker with live audience to remote locations(s) and a

speaker with no live audience to different locations by video conferencing

technology.

• The physical context for the co-located audience is the setting or room where you

speak. Ask whether you are indoors or outdoor, the size and arrangement of the

seating, the significance of the location and occasion, the time of day for the

speech and what equipment is available.

• Checking out the physical context will allow you to adjust your speech and plan

so you are not attempting to borrow or move equipment before getting up to

speak.

• Speakers may use a videoconferencing system—with video camera or webcam

with microphone for input, output through monitor or TV with speakers or

headset, internet or digital telephone connection for data transfer and computer

for processing—to speak to remote audiences.

• Non-portable videoconferencing is used in large rooms or dedicated conferencing

rooms with all required components packaged into an equipment console and

portable systems are used for audiences in meeting rooms and for video

seminars with webcam, microphone, computer and internet connection.

• With video conferencing delivery the speaker is challenged to maintain eye

contact, become familiar with his own image to address appearance

consciousness and avoid rapid gestures in consideration of streaming lag time.

Physical Context


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Rear Adm. J. Kevin Moran, commander, Naval Personnel Development Command (NPDC) Norfolk, Va., speaks by video conference to The Center for Aviation Technical Training (CNATT)



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• Look at the psychology of the individual audience members to determine how

they might respond as a group to the speech's ideas.

• The overall psychographic of the audience includes the current state of values,

beliefs, attitudes, and needs, and is not concerned with how the person

developed them.

• Use knowledge of the values, attitudes, beliefs, and needs of members of your

audience to develop and describe a psychographic profile in order to tailor a

message specifically to the audience.

Overall Psychology of Your Audience: Values, Beliefs, Attitudes, and Needs


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Maslow's Hierarchy of Needs



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• Your audience is likely to have an opinion about you prior to the speech. What is

your favorability rating with your audience?

• To find favorability ratings about national topics, look at opinion polls on the

attitudes of large group of people that may represent or include your audience.

• To find favorability ratings about local community topics, conduct a survey with

your audience or informally mine online data for negative and positive sentiments

among your social media friends and followers,who may be similar to your

audience.

Favorability of the Audience toward You and Your Topic


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• Discovering knowledgeability, the state or condition of possessing knowledge,

involves careful assessment by the speaker prior to, during and after the speech.

• Assess prior knowledge (what your audience already knows) so that you can

adjust your content. Ask yourself: How much does my audience already know

about my topic? Where do you start you explanation?

• Assess formative knowledge (knowledge forming in the mind of the audience

during the speech) to adjust what you are saying. . If your audience is confused,

try again to explain what you were saying in different words or with better

supporting examples.

• Assess summative knowledge at the end of or after your presentation to find out

what your audience knows or beliefs after your speech.

Knowledgeability of the Audience about Your Topic


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The Thinker by Auguste Rodin



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• Solicit Information

• Make Adjustments

Adapting to Your Audience

Analyzing Your Audience > Adapting to Your Audience




• Use direct observation of members of the potential audience to find out about

them and collect data through interviews,surveys and rating scales for opinions.

• Direct observation allows you to get to know the members of the audience

personally by using your own senses such as hearing, sight and perhaps smell.

• An interview is a conversation between two people (the interviewer and the

interviewee) for obtaining information by asking open, closed, mirror and probing

questions.

• The basic questionnaire is a survey consisting of a series of questions and other

prompts for the purpose of gathering information from respondents in your

audience.

• Use a Likert-type rating scale of attitudes to find out how strongly the audience

agrees or disagrees with your thesis. For example, Public Speaking is my favorite

subject. (Circle one) 1.Strongly disagree 2.Disagree 3.Neither agree nor disagree

4.Agree 5.Strongly agree.

Solicit Information


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Questionnaire



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• Use the information about the specific audience to adapt the message to the

audience while preparing a speech.

• Consider ways to find common ground with the audience in order to adapt

analogies, vocabulary, quoted sources of authority, and dialect to the audience,

while also avoiding jargon.

• With a face-to-face audience in a small room, observe the non-verbal reactions

such as looks of confusion or expressions of agreement or disagreement.

• With a large face-to-face audience or a remote audience, use an audience

response system or SMS via cell phone to collect responses and respond to

questions.

Make Adjustments


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Dot Org Boom seminar on April 12, 2005, at Finland's Embassy in Stockholm



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Appendix

Key terms

• Ageism Ageism, or age discrimination is stereotyping and discriminating against individuals or groups because of their age. It is a set of beliefs, attitudes, norms, and values used to justify age based prejudice, discrimination, and subordination. (CC BY-SA 3.0)

• audience A group of people within hearing; specifically a group of people listening to a performance, speech etc.; the crowd seeing a stage performance. (CC BY-SA 3.0)

• audience analysis An audience analysis involves the study of the pertinent elements defining the makeup and characteristics of your audience. (CC BY-SA 3.0)

• Audience-centered Audience-centered contrasts with speaker-centered. When preparing a message the source analyzes the audience in order to adapt the content and language usage to the level of the listeners. (CC BY-SA 3.0)

• co-located To locate or be located at the same site, for two things or groups at same space. (CC BY-SA 3.0)

• Computer-assisted web interviewing An Internet surveying technique in which the interviewer follows a script provided in a website. The questionnaires are made in a program for creating web interviews. The program is able to customize the flow of the questionnaire based on the answers provided, as well as information already known about the participant. (CC BY-SA 3.0)

• Decode to translate the sender's spoken idea/message into something the receiver understands by using his or her knowledge of language based on personal experience (CC BY-SA 3.0)

• Demographics The characteristics of population such as age, gender, sexual orientation, occupation, education; classification of the characteristics of the people. (CC BY-SA 3.0)

• Diction The writer's or the speaker's distinctive vocabulary choices and style of expression in a poem or story. (CC BY-SA 3.0)

• down-low Down-low (sexual slang): Men who identify as hetero, but have sex with men secretly. (CC BY-SA 3.0)

• education Facts, skills, and ideas that have been learned, either formally or informally. (CC BY-SA 3.0)

• Egocentrism Preoccupation with one's own internal world; the belief that one's own opinions or interests are the most important or valid. (CC BY-SA 3.0)



http://en.wikipedia.org/wiki/Ageism

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http://en.wiktionary.org/wiki/audience


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http://en.wiktionary.org/wiki/co-located


http://en.wikipedia.org/wiki/Computer-assisted+web+interviewing


http://www.boundless.com//communications/definition/decode


http://www.boundless.com//communications/definition/demographics


http://en.wikipedia.org/wiki/Diction


http://en.wikipedia.org/wiki/down-low


http://en.wiktionary.org/wiki/education


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• Encode to turn one's ideas into spoken language in order to transmit them to listeners (CC BY-SA 3.0)

• ethnicity characteristics of group of people thought to have common ancestry who share a distinctive culture (CC BY-SA 3.0)

• Ethnocentrism judging another culture solely by the values and standards of one's own culture (CC BY-SA 3.0)

• favorability The quality or degree of being viewed favorably (CC BY-SA 3.0)

• formative Of or pertaining to the formation and subsequent growth of something. acquired. (CC BY-SA 3.0)

• gender The sociocultural phenomenon of dividing people into the categories of "male" and "female," with each having associated clothing, roles, stereotypes, etc. (CC BY-SA 3.0)

• Generation Cohorts of people who were born in the same date range and share similar cultural experience. (CC BY-SA 3.0)

• heteronormativity The view that all human beings are either male or female, both in sex and in gender, and that sexual and romantic thoughts and relations are normal only when between people of different sexes. (CC BY-SA 3.0)

• Heterosexism A system of attitudes, bias, and discrimination in favor of opposite-sex sexuality and relationships. It can include the presumption that everyone is heterosexual or that opposite-sex attractions and relationships are the only norm and therefore superior. (CC BY-SA 3.0)

• irreligious Irreligious describes an absence of any religion; where as anti-religion describes an active opposition or aversion toward religions in general. (CC BY-SA 3.0)

• knowledge Familiarity or understanding of a particular skill, branch of learning, etc. (CC BY-SA 3.0)

• knowledge Familiarity or understanding of a particular skill, branch of learning, etc. (CC BY-SA 3.0)



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http://en.wikipedia.org/wiki/ethnicity


http://en.wikipedia.org/wiki/Ethnocentrism


http://en.wiktionary.org/wiki/favorability


http://en.wiktionary.org/wiki/formative


http://en.wiktionary.org/wiki/gender


http://en.wikipedia.org/wiki/Generation


http://en.wiktionary.org/wiki/heteronormativity


http://en.wikipedia.org/wiki/Heterosexism


http://en.wikipedia.org/wiki/irreligious


http://en.wiktionary.org/wiki/knowledge




• Message the verbal and nonverbal components of language, sent to the receiver by the sender, that convey an idea (CC BY-SA 3.0)

• Primary group A small social group whose members share personal and lasting relationships. The family is the most important primary group. (CC BY-SA 3.0)

• psychographics The study of personality, values, attitudes, interests, and lifestyles; not to be confused with demographic variables such as age and gender (CC BY-SA 3.0)

• Questionnaire A questionnaire is a type of survey consisting of a series of questions and other prompts for the purpose of gathering information from respondents. (CC BY-SA 3.0)

• race A large group of people distinguished from others on the basis of common physical characteristics, such as skin color or hair type. (CC BY-SA 3.0)

• Rating scale A rating scale is a set of categories designed to elicit information about an attribute. In the social sciences, common examples are the Likert scale and 1-10 rating scales in which a person selects the number which is considered to reflect the perceived quality of a product. (CC BY-SA 3.0)

• Religion Religion is a collection of belief systems, cultural systems, and worldviews that relate humanity to spirituality and, sometimes, to moral values. (CC BY-SA 3.0)

• religious pluralism The peaceful coexistence of multiple religions in a community (CC BY-SA 3.0)

• Secondary group A large group involving formal and institutional relationships. Secondary relationships involve weak emotional ties and little personal knowledge of one another. (CC BY-SA 3.0)

• summative Of, pertaining to, or produced by summation. The adding up of what has been learned or what knowledge has been acquired at the end of lesson or presentation. (CC BY-SA 3.0)

• Transgender Transgender is the state of one's "gender identity" (self-identification as woman, man, neither or both) not matching one's "assigned sex" (identification by others as male, female or intersex based on physical/genetic sex).[ (CC BY-SA 3.0)



http://www.boundless.com//communications/definition/message


http://en.wikipedia.org/wiki/Primary+group


http://en.wikipedia.org/wiki/psychographics


http://en.wikipedia.org/wiki/Questionnaire


http://en.wiktionary.org/wiki/race


http://en.wikipedia.org/wiki/Rating+scale


http://en.wikipedia.org/wiki/Religion


http://en.wiktionary.org/wiki/religious+pluralism


http://en.wikipedia.org/wiki/Secondary+group


http://www.boundless.com//communications/definition/summative


http://en.wikipedia.org/wiki/Transgender


Audience for Richard Stallman's Talk at Teatro Alvear


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Magnifying Glass


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Encoding communication


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Baby, Mother, Grandmother and Great Grandmother


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Transgender Symbol


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https://en.wikipedia.org/wiki/Public_domain

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The Rainbow Flag


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University of Oregon


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Religious Symbols


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Culture


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Student Group


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Rear Adm. J. Kevin Moran, commander, Naval Personnel Development Command (NPDC) Norfolk, Va., speaks by video conference to The Center for Aviation Technical Training (CNATT)


Wikimedia. "US Navy 031215-N-4204E-009 The Center for Aviation Technical Training (CNATT) holds a video teleconference session with Rear Adm. J. Kevin Moran, commander, Naval Personnel Development Command (NPDC) Norfolk, Va." Public domain

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Auditorium,University of Liège


Wikimedia. "Auditorium - amphithéâtres de l'europe ULg." Public domain http://commons.wikimedia.org/wiki/File:Auditorium_-_amphith%25C3%25A9%25C3%25A2tres_de_l%2527europe_ULg.JPG#file View on Boundless.com



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Maslow's Hierarchy of Needs


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The Thinker by Auguste Rodin


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Questionnaire


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Example Likert Scale Using Five Likert Items


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Lars G Nilsson interviews Thed Björk for Viasat Motor at Anderstorp Raceway in 2012, photo by Daniel Ahlqvist


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Dot Org Boom seminar on April 12, 2005, at Finland's Embassy in Stockholm


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Audience Response System


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Which of the following is a benefit of conducting audience analysis?

A) It helps you speak to your audience in a language they understand about things of interest to them.

B) It lets the audience feel like they are involved in the conversation.

C) It makes the speaker seem committed to the topic.

D) It shows the audience that the speaker is prepared for the speech.

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Which of the following is a benefit of conducting audience analysis?

A) It helps you speak to your audience in a language they understand about things of interest to them.

B) It lets the audience feel like they are involved in the conversation.

C) It makes the speaker seem committed to the topic.

D) It shows the audience that the speaker is prepared for the speech.

http://www.boundless.com/





A presidential candidate who has a strong background in business needs to attract the support of senior citizens. Which of the following polling questions would be the most effective in helping the candidate choose a topic for his speech?

A) What community activities do you participate in regularly?

B) What expenses have the greatest impact on your household budget?

C) How long have you lived in your home?

D) At what age did you retire?

Free to share, print, make copies and changes. Get yours at www.boundless.comSaylor OER. "Communication « Saylor.org – Free Online Courses Built by Professors."

CC BY 3.0 http://www.saylor.org/majors/Communication/


A presidential candidate who has a strong background in business needs to attract the support of senior citizens. Which of the following polling questions would be the most effective in helping the candidate choose a topic for his speech?

A) What community activities do you participate in regularly?

B) What expenses have the greatest impact on your household budget?

C) How long have you lived in your home?

D) At what age did you retire?


http://creativecommons.org/licenses/by/3.0/

http://www.saylor.org/majors/Communication/



When is it a good idea to use audience analysis as a way to cope with the anxiety and stress of public speaking?

A) When you are choosing a speech topic

B) All of the answers

C) When you are deciding on the kind of language to use

D) When you are giving the speech

Free to share, print, make copies and changes. Get yours at www.boundless.comSaylor OER. "Communication « Saylor.org – Free Online Courses Built by Professors."

CC BY 3.0 http://www.saylor.org/majors/Communication/


When is it a good idea to use audience analysis as a way to cope with the anxiety and stress of public speaking?

A) When you are choosing a speech topic

B) All of the answers

C) When you are deciding on the kind of language to use

D) When you are giving the speech






A group of people within hearing; specifically a group of people listening to a performance, speech etc.; the crowd seeing a stage performance.

A) Group

B) Gathering

C) Meeting

D) Audience

Free to share, print, make copies and changes. Get yours at www.boundless.comWiktionary. "audience." CC BY-SA 3.0 http://en.wiktionary.org/wiki/audience



A) Group

B) Gathering

C) Meeting

D) Audience







A) audience

B) persuasion

C) emotional appeal

D) evidential appeal




A) non-verbal communication

B) noise

C) audience

D) situational awareness



_______ contrasts with speaker-centered. When preparing a message the source analyzes the audience in order to adapt the content and language usage to the level of the listeners.

A) Encode

B) Audience-centered

C) Egocentrism

D) Demographics

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_______ contrasts with speaker-centered. When preparing a message the source analyzes the audience in order to adapt the content and language usage to the level of the listeners.

A) Encode


C) Egocentrism

D) Demographics






An _______ involves the study of the pertinent elements defining the makeup and characteristics of your audience.

A) Message

B) Egocentrism

C) audience analysis

D) Demographics

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An _______ involves the study of the pertinent elements defining the makeup and characteristics of your audience.

A) Message

B) Egocentrism


D) Demographics



http://www.boundless.com//communications/definition/audience-analysis




A) Encode

B) audience

C) Message

D) Demographics




A) informative

B) speech

C) audience

D) toast



Preoccupation with one's own internal world; the belief that one's own opinions or interests are the most important or valid.

A) Audience-centered

B) Egocentrism

C) Encode

D) Message



To analyze the demographics of an audience, which course of study should you emulate?

A) Psychology.

B) Physiology.

C) Anthropology.

D) Sociology.



Egocentrism is

A) extreme patriotism in the form of aggressive foreign policy.

B) impulsivity and instability of affects, interpersonal relationships, and self image.

C) the belief that one's own opinions or interests are the most important or valid.

D) the inability to experience emotion or to empathize with others.



The characteristics of population such as age, gender, sexual orientation, occupation, education; classification of the characteristics of the people.

A) audience

B) Demographics


D) Message



to translate the sender's spoken idea/message into something the receiver understands by using his or her knowledge of language based on personal experience

A) audience


C) Decode

D) audience analysis

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to translate the sender's spoken idea/message into something the receiver understands by using his or her knowledge of language based on personal experience

A) audience


C) Decode




http://www.boundless.com//communications/definition/decode



How can a speaker identify with his or her audience?

A) By understanding the audience's interests, values, beliefs, and language level.

B) By imagining a theoretical, universal audience based on research.

C) By understanding how the audience decodes the speaker's ideas.

D) All of these answers.



How can a speaker identify with his or her audience?

A) By understanding the audience's interests, values, beliefs, and language level.

B) By imagining a theoretical, universal audience based on research.

C) By understanding how the audience decodes the speaker's ideas.







the verbal and nonverbal components of language, sent to the receiver by the sender, that convey an idea

A) audience

B) audience analysis

C) Message

D) Demographics

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the verbal and nonverbal components of language, sent to the receiver by the sender, that convey an idea

A) audience

B) audience analysis

C) Message

D) Demographics



http://www.boundless.com//communications/definition/message



to turn one's ideas into spoken language in order to transmit them to listeners

A) audience

B) Encode

C) Audience-centered




Cohorts of people who were born in the same date range and share similar cultural experience.

A) Generation

B) Religion

C) irreligious

D) Secondary group

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A) Generation

B) Religion

C) irreligious

D) Secondary group






Which of the following describes Millennials?

A) They think of themselves as a special generation, very different than those that came before.

B) They exhibit a thirst for instant gratification and quick fixes, while having limited patience.

C) They came of age at a time marked by an increase in a neoliberal approach to politics and economics.

D) They are lifelong users of communications and media technologies.



What characterizes the Baby Boom generation?

A) They tend to ignore leaders and work for more long-term institutional and systematic change.

B) They are marked by an increased use and familiarity with communication technologies.

C) They are associated with a rejection or redefinition of traditional values.

D) They are nimble, quick-acting multi-taskers.




A) Praxis

B) analysis

C) Generation

D) synthesis

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A) Praxis

B) analysis

C) Generation

D) synthesis






_______, or age discrimination is stereotyping and discriminating against individuals or groups because of their age. It is a set of beliefs, attitudes, norms, and values used to justify age based prejudice, discrimination, and subordination.

A) Praxis

B) analysis

C) synthesis

D) Ageism

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A) Praxis

B) analysis

C) synthesis

D) Ageism







A) Religion

B) ethnicity

C) Ageism

D) Secondary group

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A) Religion

B) ethnicity

C) Ageism

D) Secondary group






The sociocultural phenomenon of dividing people into the categories of "male" and "female," with each having associated clothing, roles, stereotypes, etc.

A) gender

B) sender

C) message

D) noise

Free to share, print, make copies and changes. Get yours at www.boundless.comWiktionary. "gender." CC BY-SA 3.0 http://en.wiktionary.org/wiki/gender



A) gender

B) sender

C) message

D) noise






When one uses stereotypical language, s/he is in danger of

A) describing a person's individual merit.

B) rendering gendered labels and terms socially unacceptable.

C) All of these answers.

D) restricting the rights, opportunities, and freedoms of certain people.



When one uses stereotypical language, s/he is in danger of

A) describing a person's individual merit.

B) rendering gendered labels and terms socially unacceptable.


D) restricting the rights, opportunities, and freedoms of certain people.






In order to guard against gender discrimination and stereotyping members of your audience, you should

A) All of these answers.

B) use inclusive, neutral terminology.

C) explore the gender conditioning that occurs throughout a lifetime.

D) consider labeling to be a conscious activity, so the described person's individual merits are clear.



In order to guard against gender discrimination and stereotyping members of your audience, you should


B) use inclusive, neutral terminology.

C) explore the gender conditioning that occurs throughout a lifetime.

D) consider labeling to be a conscious activity, so the described person's individual merits are clear.







A) Generation

B) ethnicity

C) Ethnocentrism

D) gender



_______ is the state of one's "gender identity" (self-identification as woman, man, neither or both) not matching one's "assigned sex" (identification by others as male, female or intersex based on physical/genetic sex).[

A) Ageism

B) Transgender

C) Religion

D) Primary group

Free to share, print, make copies and changes. Get yours at www.boundless.comWikipedia. "Transgender." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Transgender


_______ is the state of one's "gender identity" (self-identification as woman, man, neither or both) not matching one's "assigned sex" (identification by others as male, female or intersex based on physical/genetic sex).[

A) Ageism

B) Transgender

C) Religion

D) Primary group



http://en.wikipedia.org/wiki/Transgender




A) gender

B) Intercultural Communication

C) bias

D) language



Which of the following illustrates inclusive language?

A) As he ran into the room, the male nurse saw immediately that the patient was flat-lining.

B) Firemen risk their lives to save our property.

C) The mayor chose a prominent Jewish doctor to chair the hospital’s fundraising committee.

D) This option is available to all members and their partners.

Free to share, print, make copies and changes. Get yours at www.boundless.comSaylor OER. "Communication « Saylor.org – Free Online Courses Built by Professors." CC BY 3.0 http://www.saylor.org/majors/Communication/


Which of the following illustrates inclusive language?

A) As he ran into the room, the male nurse saw immediately that the patient was flat-lining.

B) Firemen risk their lives to save our property.

C) The mayor chose a prominent Jewish doctor to chair the hospital’s fundraising committee.

D) This option is available to all members and their partners.






According to Alfred Kinsey, a minority of humans are exclusively

A) homosexual, and the majority are heterosexual.

B) bisexual, and the majority are homosexual or heterosexual.

C) heterosexual or homosexual, and the majority are bisexual.

D) heterosexual or bisexual, and the majority are homosexual.



_______ (sexual slang): Men who identify as hetero, but have sex with men secretly.

A) Transgender

B) race

C) down-low

D) Secondary group

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_______ (sexual slang): Men who identify as hetero, but have sex with men secretly.

A) Transgender

B) race

C) down-low

D) Secondary group



http://en.wikipedia.org/wiki/down-low



The view that all human beings are either male or female, both in sex and in gender, and that sexual and romantic thoughts and relations are normal only when between people of different sexes.

A) Transgender

B) heteronormativity

C) irreligious

D) Ethnocentrism

Free to share, print, make copies and changes. Get yours at www.boundless.comWiktionary. "heteronormativity." CC BY-SA 3.0 http://en.wiktionary.org/wiki/heteronormativity


The view that all human beings are either male or female, both in sex and in gender, and that sexual and romantic thoughts and relations are normal only when between people of different sexes.

A) Transgender


C) irreligious

D) Ethnocentrism



http://en.wiktionary.org/wiki/heteronormativity



A system of attitudes, bias, and discrimination in favor of opposite-sex sexuality and relationships. It can include the presumption that everyone is heterosexual or that opposite-sex attractions and relationships are the only norm and therefore superior.

A) Generation

B) Heterosexism

C) race

D) Ethnocentrism

Free to share, print, make copies and changes. Get yours at www.boundless.comWikipedia. "Heterosexism." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Heterosexism


A system of attitudes, bias, and discrimination in favor of opposite-sex sexuality and relationships. It can include the presumption that everyone is heterosexual or that opposite-sex attractions and relationships are the only norm and therefore superior.

A) Generation

B) Heterosexism

C) race

D) Ethnocentrism






Familiarity or understanding of a particular skill, branch of learning, etc.

A) topic

B) knowledge

C) choose

D) interest

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A) topic

B) knowledge

C) choose

D) interest






Facts, skills, and ideas that have been learned, either formally or informally.

A) religious pluralism

B) education

C) Ageism

D) ethnicity

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Facts, skills, and ideas that have been learned, either formally or informally.


B) education

C) Ageism

D) ethnicity



http://en.wiktionary.org/wiki/education




A) co-located

B) knowledge

C) psychographics

D) favorability



Why should you consider your audience's formal and self-directed education when giving a presentation?


B) Your audience may not know about something that is very obvious to you.

C) Your audience may not ask questions.

D) Your audience could be offended if you explain something unnecessarily.




A) persuasive speech

B) topic outline

C) knowledge

D) sentence outline





B) topic outline

C) knowledge

D) sentence outline






_______ describes an absence of any religion; where as anti-religion describes an active opposition or aversion toward religions in general.

A) irreligious

B) Generation

C) Ethnocentrism

D) Secondary group

Free to share, print, make copies and changes. Get yours at www.boundless.comWikipedia. "irreligious." CC BY-SA 3.0 http://en.wikipedia.org/wiki/irreligious


_______ describes an absence of any religion; where as anti-religion describes an active opposition or aversion toward religions in general.

A) irreligious

B) Generation

C) Ethnocentrism

D) Secondary group



http://en.wikipedia.org/wiki/irreligious



_______ is a collection of belief systems, cultural systems, and worldviews that relate humanity to spirituality and, sometimes, to moral values.

A) Generation

B) race

C) Ethnocentrism

D) Religion

Free to share, print, make copies and changes. Get yours at www.boundless.comWikipedia. "Religion." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Religion


_______ is a collection of belief systems, cultural systems, and worldviews that relate humanity to spirituality and, sometimes, to moral values.

A) Generation

B) race

C) Ethnocentrism

D) Religion



http://en.wikipedia.org/wiki/Religion



The peaceful coexistence of multiple religions in a community



C) Heterosexism

D) Secondary group

Free to share, print, make copies and changes. Get yours at www.boundless.comWiktionary. "religious pluralism." CC BY-SA 3.0 http://en.wiktionary.org/wiki/religious+pluralism


The peaceful coexistence of multiple religions in a community



C) Heterosexism

D) Secondary group



http://en.wiktionary.org/wiki/religious+pluralism



Name the five largest religious groups in the world.

A) Islam, Christianity, Sikhism, Hinduism, and Buddhism.

B) Hinduism, Buddhism, Sikhism, Judaism, and Chinese folk religion.

C) Christianity, Islam, Buddhism, Hinduism, and Chinese folk religion.

D) Christianity, Judaism, Islam, Buddhism, and Hinduism.



A large group of people distinguished from others on the basis of common physical characteristics, such as skin color or hair type.

A) edupunk

B) race

C) gender

D) down-low

Free to share, print, make copies and changes. Get yours at www.boundless.comWiktionary. "race." CC BY-SA 3.0 http://en.wiktionary.org/wiki/race


A large group of people distinguished from others on the basis of common physical characteristics, such as skin color or hair type.

A) edupunk

B) race

C) gender

D) down-low



http://en.wiktionary.org/wiki/race



characteristics of group of people thought to have common ancestry who share a distinctive culture

A) Generation

B) Heterosexism

C) irreligious

D) ethnicity

Free to share, print, make copies and changes. Get yours at www.boundless.comWikipedia. "ethnicity." CC BY-SA 3.0 http://en.wikipedia.org/wiki/ethnicity


characteristics of group of people thought to have common ancestry who share a distinctive culture

A) Generation

B) Heterosexism

C) irreligious

D) ethnicity



http://en.wikipedia.org/wiki/ethnicity



judging another culture solely by the values and standards of one's own culture

A) Ageism

B) edupunk

C) Ethnocentrism

D) gender

Free to share, print, make copies and changes. Get yours at www.boundless.comWikipedia. "Ethnocentrism." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Ethnocentrism


judging another culture solely by the values and standards of one's own culture

A) Ageism

B) edupunk

C) Ethnocentrism

D) gender



http://en.wikipedia.org/wiki/Ethnocentrism



Which of the following is an example of racial prejudice?

A) An HR representative hires a person of Japanese heritage to perform a job that requires math skills.

B) An HR representative assumes that a person of Chinese heritage will have poor communication skills.

C) An HR representative does not hire a person of Latin American heritage for a job.

D) An HR representative hires a person of African heritage for a mid-level management position.



Ethnicity is

A) a group of people distinguished from others on the basis of common physical characteristics.

B) the judgment of another culture solely by the values and standards of one's own culture.

C) the non-biological or social aspects of human life: anything learned by humans.

D) the characteristics of a group of people with common ancestry who share a distinctive culture.



A large group involving formal and institutional relationships. Secondary relationships involve weak emotional ties and little personal knowledge of one another.

A) Ageism

B) Secondary group

C) Transgender

D) down-low

Free to share, print, make copies and changes. Get yours at www.boundless.comWikipedia. "Secondary group." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Secondary+group


A large group involving formal and institutional relationships. Secondary relationships involve weak emotional ties and little personal knowledge of one another.

A) Ageism

B) Secondary group

C) Transgender

D) down-low



http://en.wikipedia.org/wiki/Secondary+group



Which of the following is an example of a primary group?

A) A university.

B) A soccer team.

C) A fraternity.

D) A company.



A small social group whose members share personal and lasting relationships. The family is the most important _______.

A) Generation

B) edupunk

C) Transgender

D) Primary group

Free to share, print, make copies and changes. Get yours at www.boundless.comWikipedia. "Primary group." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Primary+group


A small social group whose members share personal and lasting relationships. The family is the most important _______.

A) Generation

B) edupunk

C) Transgender

D) Primary group



http://en.wikipedia.org/wiki/Primary+group



If you are speaking to remote locations via video conferencing technology, which of the following is something you should consider?

A) Whether you will be indoors or outdoors and what the weather, temperature, and noise level will be.

B) If there is a time lag that is noticeable to your viewers and how to minimize confusion.

C) If there will be a stage, podium, or lectern.

D) Whether the location has an historical significance.



Which audience size enables a speaker to develop a less formal, more interactive speech?

A) Small

B) Medium

C) Large

D) None of the answers

Free to share, print, make copies and changes. Get yours at www.boundless.comSaylor OER. "Communication « Saylor.org – Free Online Courses Built by Professors." CC BY 3.0



Which audience size enables a speaker to develop a less formal, more interactive speech?

A) Small

B) Medium

C) Large

D) None of the answers






To locate or be located at the same site, for two things or groups at same space.

A) formative

B) psychographics

C) favorability

D) co-located

Free to share, print, make copies and changes. Get yours at www.boundless.comWiktionary. "co-located." CC BY-SA 3.0 http://en.wiktionary.org/wiki/co-located


To locate or be located at the same site, for two things or groups at same space.

A) formative

B) psychographics

C) favorability

D) co-located



http://en.wiktionary.org/wiki/co-located



Why does it benefit a speaker to consider the psychology of their audience?

A) Knowing the audience's starting point makes it easier to get them to accept a particular idea or take an action.

B) The speaker should know the audience's state and how they got to that state.


D) Being aware of the psychological deficiencies of the audience means the speaker can be sensitive.



The study of personality, values, attitudes, interests, and lifestyles; not to be confused with demographic variables such as age and gender

A) knowledge

B) psychographics

C) co-located

D) favorability

Free to share, print, make copies and changes. Get yours at www.boundless.comWikipedia. "psychographics." CC BY-SA 3.0 http://en.wikipedia.org/wiki/psychographics


The study of personality, values, attitudes, interests, and lifestyles; not to be confused with demographic variables such as age and gender

A) knowledge

B) psychographics

C) co-located

D) favorability



http://en.wikipedia.org/wiki/psychographics



The quality or degree of being viewed favorably

A) formative

B) co-located

C) favorability

D) psychographics

Free to share, print, make copies and changes. Get yours at www.boundless.comWiktionary. "favorability." CC BY-SA 3.0 http://en.wiktionary.org/wiki/favorability


The quality or degree of being viewed favorably

A) formative

B) co-located

C) favorability

D) psychographics



http://en.wiktionary.org/wiki/favorability



How might you discover the favorability rating of your topic?

A) Conduct a simple survey with rating scales to find out how your audience views your topic.

B) Mine data informally by posing a question using social media.

C) Identify friends who are similar to your audience and ask how they feel about your topic.





A) co-located

B) knowledge

C) psychographics

D) favorability



Of, pertaining to, or produced by summation. The adding up of what has been learned or what knowledge has been acquired at the end of lesson or presentation.

A) co-located

B) psychographics

C) summative

D) favorability

Free to share, print, make copies and changes. Get yours at www.boundless.comBoundless Learning. "Boundless." CC BY-SA 3.0 http://www.boundless.com//communications/definition/summative


Of, pertaining to, or produced by summation. The adding up of what has been learned or what knowledge has been acquired at the end of lesson or presentation.

A) co-located

B) psychographics

C) summative

D) favorability



http://www.boundless.com//communications/definition/summative




A) knowledge

B) topic

C) choose

D) interest





B) knowledge

C) topic outline

D) sentence outline



How can you assess summative knowledge?

A) Ask the audience short, quick questions during your speech to see where they are.

B) Pre-assess your audience to see how much they know so you can adjust your content.

C) Ask the audience to complete a questionnaire or use an Audience Response System at the end.

D) Use an Audience Response System at different points in the speech.



Formative knowledge is

A) the knowledge that the audience already has about your topic.

B) knowledge that is forming in the mind of the audience during the speech.

C) the knowledge that your audience leaves with after your speech.




Of or pertaining to the formation and subsequent growth of something. acquired.

A) co-located

B) psychographics

C) favorability

D) formative

Free to share, print, make copies and changes. Get yours at www.boundless.comWiktionary. "formative." CC BY-SA 3.0 http://en.wiktionary.org/wiki/formative


Of or pertaining to the formation and subsequent growth of something. acquired.

A) co-located

B) psychographics

C) favorability

D) formative



http://en.wiktionary.org/wiki/formative



A _______ is a set of categories designed to elicit information about an attribute. In the social sciences, common examples are the Likert scale and 1-10 _______s in which a person selects the number which is considered to reflect the perceived quality of a product.

A) Egocentrism

B) Diction

C) summative

D) Rating scale

Free to share, print, make copies and changes. Get yours at www.boundless.comWikipedia. "Rating scale." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Rating+scale


A _______ is a set of categories designed to elicit information about an attribute. In the social sciences, common examples are the Likert scale and 1-10 _______s in which a person selects the number which is considered to reflect the perceived quality of a product.

A) Egocentrism

B) Diction

C) summative

D) Rating scale



http://en.wikipedia.org/wiki/Rating+scale



An Internet surveying technique in which the interviewer follows a script provided in a website. The questionnaires are made in a program for creating web interviews. The program is able to customize the flow of the questionnaire based on the answers provided, as well as information already known about the participant.

A) Ethnocentrism

B) Computer-assisted web interviewing

C) Diction

D) formative

Free to share, print, make copies and changes. Get yours at www.boundless.comWikipedia. "Computer-assisted web interviewing." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Computer-assisted+web+interviewing


An Internet surveying technique in which the interviewer follows a script provided in a website. The questionnaires are made in a program for creating web interviews. The program is able to customize the flow of the questionnaire based on the answers provided, as well as information already known about the participant.

A) Ethnocentrism

B) Computer-assisted web interviewing

C) Diction

D) formative



http://en.wikipedia.org/wiki/Computer-assisted+web+interviewing



Which of the following is something to avoid when making observations about your audience?

A) Asking open-ended questions.

B) Using your senses such as hearing, sight, or smell.

C) Observing through the lens of your own personal biases.

D) Probing your audience for more information.



What is a Likert-type rating scale of attitudes?

A) A multiple-choice questionaire with four answer options.

B) A questionaire requiring the evaluation of a statement based on the level of agreement or disagreement.

C) A rating scale created using a series of closed yes or no questions.

D) An interview using open-ended questions.



A _______ is a type of survey consisting of a series of questions and other prompts for the purpose of gathering information from respondents.

A) audience analysis

B) Demographics

C) Diction

D) Questionnaire

Free to share, print, make copies and changes. Get yours at www.boundless.comWikipedia. "Questionnaire." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Questionnaire


A _______ is a type of survey consisting of a series of questions and other prompts for the purpose of gathering information from respondents.

A) audience analysis

B) Demographics

C) Diction

D) Questionnaire






Why should you consider the demographics of your audience before delivering a speech?

A) In order to use jargon that communicates very specific information.

B) So you can present information to which your audience may react negatively.

C) So you can adapt analogies, vocabulary, quotes from authorities, and dialects to the audience.




The writer's or the speaker's distinctive vocabulary choices and style of expression in a poem or story.

A) Rating scale

B) Questionnaire

C) Computer-assisted web interviewing

D) Diction

Free to share, print, make copies and changes. Get yours at www.boundless.comWikipedia. "Diction." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Diction


The writer's or the speaker's distinctive vocabulary choices and style of expression in a poem or story.

A) Rating scale

B) Questionnaire

C) Computer-assisted web interviewing

D) Diction



http://en.wikipedia.org/wiki/Diction



How can you evaluate your audience's reactions in order to adapt your message during your speech?

A) You can encourage your audience to ask questions.

B) All of these answers.

C) You can observe non-verbal reactions, such as looks of confusion or expressions of agreement.

D) You can use an SMS response system that uses cell phones to gauge audience reactions.

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