chapter 5 adapting to your audience
TRANSCRIPT
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5Adapting to Your
Audience
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Audience Analysis
Obtaining and evaluating information about your audience in order to anticipate their needs and interests and design a strategy to respond to them
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What is an Audience?
The audience-speaker connection Classroom audiences
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Adapting to a Diverse Audience
Target audience Meeting the challenges of audience
diversity Techniques for speaking to diverse
audiences• Search for commonalities• Establish credibility• Include supporting materials that resonate• Use language that appeals to all members• Attend to all segments of your audience
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Using Demographic Data
Demographics – the ways in which populations can be divided into smaller groups according to key characteristics
Gathering demographic data
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Using Psychographic Information
Audience standpoints Audience values Audience attitudes Audience beliefs Gathering psychographic data
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Developing Credibility with Your Audience
Competence Trustworthiness Dynamism Sociability
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Developing an Audience Research Questionnaire
Asking closed-ended questions Asking open-ended questions Combining question types Distributing your questionnaire Questionnaires for non-classroom
audiences
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Using Audience Research Data in Your Speech
Types of audience data• Summary statistics• Direct quotes
Referring to audience data in your speech
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Adapting to the Setting
The location The occasion
• Voluntary audiences
• Captive audiences The time
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Credibility
An audience’s perception of a speaker’s competence, trustworthiness, dynamism, and sociability
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Relevant Websites
Audience analysis Audience analysis questionnaire