Chapter 5:Analyzing the Audience

Audience-centeredness: keeping the audience in mind during preparation and presentation

identification: creating a bond with the audience based on common values, goals and experiences

Egocentrism: people prioritize their own values, beliefs and well-being above all

Demographic audience analysis• age (What is this generation like?)• gender (What is unique to the gender?)

* assuming sexual orientation can exclude many listeners

• racial, ethnic or cultural background(What is unique to this culture?)

• Religion (What are audience beliefs?)• Group membership (What is the group like?)

Situational audience analysis• Size (more formal for larger audiences)• Physical setting (time of day, size of room, etc)• Disposition toward topic (interest, knowledge,

attitude)• Disposition toward speaker (friends? Common

ground?)• Disposition toward occasion (somber?

celebratory? awkward?)

Audience Questionnaires• Fixed-alternative questions (must choose)• Scale questions (range of options)• Open-ended questions (write in)

* Use the information to anticipate how the audience will respond. For example, if you know they may oppose your position, demonstrate an understanding of their feelings before launching your argument.