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Audience Analysis Audience Analysis Audience Analysis Audience Analysis
Audience Audience CenterednessCenteredness
Audience Audience CenterednessCenteredness
Keep the audience first in every element Keep the audience first in every element
of the speech, from preparation to of the speech, from preparation to
presentation presentation
Identification Identification Identification Identification
Speaker emphasizes to audience common Speaker emphasizes to audience common
goals, values, and experiences goals, values, and experiences
Audience Audience Psychology Psychology
Audience Audience Psychology Psychology
Egocentrism -- tendency of people to be concerned Egocentrism -- tendency of people to be concerned
above all with their values, beliefs, and well-being above all with their values, beliefs, and well-being
People pay closest attention to things that matter People pay closest attention to things that matter
to themto them
Listeners hear and judge what you say on what Listeners hear and judge what you say on what
they knowthey know
Relate your message to your listeners--show why it Relate your message to your listeners--show why it
pertains to thempertains to them
Demographic Demographic Audience Analysis Audience Analysis
Demographic Demographic Audience Analysis Audience Analysis
Audience analysis focusing on demographic factorsAudience analysis focusing on demographic factors
AgeAge
GenderGender
Religion Religion
Sexual OrientationSexual Orientation
Racial, Ethnic, and Cultural BackgroundRacial, Ethnic, and Cultural Background
Group Membership Group Membership
StereotypingStereotypingStereotypingStereotyping
Oversimplified image of a particular groupOversimplified image of a particular group
Very easy to do in large group situations Very easy to do in large group situations
Avoid Avoid
Situational Audience Situational Audience AnalysisAnalysis
Situational Audience Situational Audience AnalysisAnalysis
SizeSize
Physical SettingPhysical Setting
Disposition of Audience Disposition of Audience
Disposition Towards Disposition Towards TopicTopic
Disposition Towards Disposition Towards TopicTopic
InterestInterest
KnowledgeKnowledge
Attitude -- toward person, policy, belief, Attitude -- toward person, policy, belief,
institutioninstitution
Disposition Toward Disposition Toward SpeakerSpeaker
Disposition Toward Disposition Toward SpeakerSpeaker
The more competent listeners believe a The more competent listeners believe a
speaker is the more more like they are to speaker is the more more like they are to
accept what he says accept what he says
Disposition Toward Disposition Toward OccasionOccasion
Disposition Toward Disposition Toward OccasionOccasion
Audience tends to have definite ideas Audience tends to have definite ideas
about what speeches they consider about what speeches they consider
appropriateappropriate
i.e. Would not expect a political i.e. Would not expect a political
speech at graduationspeech at graduation
Collecting Information Collecting Information about Audienceabout Audience
Collecting Information Collecting Information about Audienceabout Audience
Fixed- Alternative Questions- questions that Fixed- Alternative Questions- questions that
offer a fixed choice between two or more offer a fixed choice between two or more
alternativesalternatives
Scale Questions - questions that require Scale Questions - questions that require
responses at fixed intervals along a scale of responses at fixed intervals along a scale of
answersanswers
Open-ended Questions - questions that allow Open-ended Questions - questions that allow
respondents to answer however they want respondents to answer however they want
Adapting to the Adapting to the AudienceAudience
Adapting to the Adapting to the AudienceAudience
Before SpeechBefore Speech
Assess how audience is likely to Assess how audience is likely to
respond to what you sayrespond to what you say
Adjusting what you say to make it Adjusting what you say to make it
clear, appropriate, and convincing clear, appropriate, and convincing
Adapting to the Adapting to the AudienceAudience
Adapting to the Adapting to the AudienceAudience
During SpeechDuring Speech
Technology may not work, size could Technology may not work, size could
be different -- Make it work be different -- Make it work
Pay attention to audience for cluesPay attention to audience for clues
How Would You?How Would You?Topic: “Data Encryption:Topic: “Data Encryption:
Audience 1: 50% computer science, 30% physics, Audience 1: 50% computer science, 30% physics, 20% fine arts 20% fine arts
Audience 2: 40% business, 40% history, 20% Audience 2: 40% business, 40% history, 20% computer sciencecomputer science
Topic: “Sexual Assault: The Biggest Campus Topic: “Sexual Assault: The Biggest Campus Crime”Crime”
Audience 1: 80% female, 20% maleAudience 1: 80% female, 20% maleAudience 2: 80% male, 20% femaleAudience 2: 80% male, 20% female
Topic: “The Fall of the Berlin Wall Topic: “The Fall of the Berlin Wall Audience 1: Day class: 70% age 18-22, 30% age Audience 1: Day class: 70% age 18-22, 30% age
23 and over23 and overAudience 2: Evening class: 50% age 35 and up, Audience 2: Evening class: 50% age 35 and up,
30% age 23-34, 30% age 23-34, 20% age 18-2220% age 18-22
Gathering Gathering Materials Materials Gathering Gathering Materials Materials
Using Your Knowledge Using Your Knowledge & Experience& Experience
Using Your Knowledge Using Your Knowledge & Experience& Experience
Use experiences to your advantageUse experiences to your advantage
topictopic
support pointssupport points
Library Research Library Research Library Research Library Research
Use librarians--ask for assistance to get what Use librarians--ask for assistance to get what
you need you need
Catalogue-- search for books and resources by Catalogue-- search for books and resources by
title, author, keyword, subjecttitle, author, keyword, subject
Reference Works-- good place for initial Reference Works-- good place for initial
information especially if you are not overly information especially if you are not overly
familiar with subject (encyclopedias, yearbooks, familiar with subject (encyclopedias, yearbooks,
quotation books, biographical aides)quotation books, biographical aides)
DatabasesDatabasesDatabasesDatabases
Newspaper and Periodical Databases: Newspaper and Periodical Databases:
catalogues articles from a large number of catalogues articles from a large number of
magazines, journals, newspapersmagazines, journals, newspapers
ProQuest, LexisNexis Academic, World ProQuest, LexisNexis Academic, World
News ConnectionNews Connection
Academic Databases: catalogues articles from Academic Databases: catalogues articles from
scholarly journals scholarly journals
JSTOR, InfoTrac OneFile, Google ScholarJSTOR, InfoTrac OneFile, Google Scholar
Internet Internet Internet Internet
Search Engines-- use quotation marks, Search Engines-- use quotation marks,
and (+) to help refine a search and (+) to help refine a search
College cheerleading --> “college College cheerleading --> “college
cheerleading” --> “college cheerleading” --> “college
cheerleading” + “sports injurycheerleading” + “sports injury
Specialized Research Specialized Research ResourcesResources
Specialized Research Specialized Research ResourcesResources
Virtual Libraries--combines internet technology Virtual Libraries--combines internet technology
with library cataloguing with library cataloguing
ip12 ip12 www.ipl.orgwww.ipl.org
Government Resources-- access government Government Resources-- access government
documents & publications documents & publications
USA.gov, Statistical Abstract, World USA.gov, Statistical Abstract, World
Factbook Factbook
Wikipedia -- good starting point Wikipedia -- good starting point
Evaluating Internet Evaluating Internet DocumentsDocuments
Evaluating Internet Evaluating Internet DocumentsDocuments
Authorship-- Who wrote it? Is the author Authorship-- Who wrote it? Is the author
clearly identified? Qualifications? clearly identified? Qualifications?
Sponsorship-- What organization is Sponsorship-- What organization is
sponsoring the site or is listed in place of sponsoring the site or is listed in place of
author?author?
Recency-- When was it written? Is it still a Recency-- When was it written? Is it still a
relevant issue or have things changed? relevant issue or have things changed?
InterviewingInterviewingInterviewingInterviewing
Before the InterviewBefore the Interview
Define purpose of interviewDefine purpose of interview
Decide whom to interviewDecide whom to interview
Arrange interviewArrange interview
Decide whether to record interview Decide whether to record interview
Prepare questions in advancePrepare questions in advance
Interviewing Interviewing Interviewing Interviewing
During the InterviewDuring the Interview
Dress appropriately and be on time Dress appropriately and be on time
Repeat purpose of interviewRepeat purpose of interview
Set up recorder if applicableSet up recorder if applicable
Keep interview on track Keep interview on track
Listen carefully Listen carefully
InterviewingInterviewingInterviewingInterviewing
After the InterviewAfter the Interview
Review your notes as soon as Review your notes as soon as
possiblepossible
Transcribe your notesTranscribe your notes
Tips for Doing Tips for Doing ResearchResearch
Tips for Doing Tips for Doing ResearchResearch
Start earlyStart early
Make a preliminary bibliography Make a preliminary bibliography
Take notes efficiently Take notes efficiently
Think about materials as you research Think about materials as you research
Supporting Your Supporting Your IdeasIdeas
Supporting Your Supporting Your IdeasIdeas
ExamplesExamplesExamplesExamples
Supporting Materials: materials used to Supporting Materials: materials used to
support speaker’s ideassupport speaker’s ideas
Specific case used to illustrate or Specific case used to illustrate or
represent people and ideasrepresent people and ideas
Brief ExamplesBrief ExamplesBrief ExamplesBrief Examples
May also be referred to as specific May also be referred to as specific
instancesinstances
Specific case that is referred to in passing Specific case that is referred to in passing
to illustrate a point to illustrate a point
Utilize several examples to really make Utilize several examples to really make
your pointsyour points
Extended ExamplesExtended ExamplesExtended ExamplesExtended Examples
Story or narrative more fully developed Story or narrative more fully developed
with some length to itwith some length to it
Should be vivid and dramatic Should be vivid and dramatic
Hypothetical Hypothetical ExamplesExamples
Hypothetical Hypothetical ExamplesExamples
Imaginary or fictitious situation created to Imaginary or fictitious situation created to
help illustrate the main point help illustrate the main point
Tips for Using Tips for Using ExamplesExamples
Tips for Using Tips for Using ExamplesExamples
Use examples to clarify ideasUse examples to clarify ideas
Use examples to reinforce your ideasUse examples to reinforce your ideas
Use examples to personalize your ideasUse examples to personalize your ideas
Make examples vivid and richly texturedMake examples vivid and richly textured
Practice delivery to enhance your Practice delivery to enhance your
extended examplesextended examples
Statistics Statistics Statistics Statistics
Numerical data used to strengthen or Numerical data used to strengthen or
clarify ideas clarify ideas
Can be used to show the severity or Can be used to show the severity or
importance of an issueimportance of an issue
Not always about audience remember all Not always about audience remember all
data--more about overall effect data--more about overall effect
Understanding Understanding StatisticsStatistics
Understanding Understanding StatisticsStatistics
Are the statistics representative or are Are the statistics representative or are
they skewed?they skewed?
Are statistical measures used correctly?Are statistical measures used correctly?
Mean, Median, ModeMean, Median, Mode
Are statistics from a reliable source?Are statistics from a reliable source?
Tips for Using Tips for Using StatisticsStatistics
Tips for Using Tips for Using StatisticsStatistics
Use statistics to quantify ideasUse statistics to quantify ideas
Use statistics sparingly Use statistics sparingly
Identify the sources of your statisticsIdentify the sources of your statistics
Explain your statistics Explain your statistics
Round off complicated statisticsRound off complicated statistics
Use visual aids to clarify statistical trends Use visual aids to clarify statistical trends
Testimony Testimony Testimony Testimony
Quotations or paraphrases used to support Quotations or paraphrases used to support
a point a point
Expert TestimonyExpert TestimonyExpert TestimonyExpert Testimony
Testimony from people who are experts in Testimony from people who are experts in
their respective fieldstheir respective fields
Makes speech more credible Makes speech more credible
Peer Testimony Peer Testimony Peer Testimony Peer Testimony
Testimony from ordinary people with Testimony from ordinary people with
firsthand experience or insight on a topic firsthand experience or insight on a topic
More personal viewpoint -- creates More personal viewpoint -- creates
bond/connection with audiencebond/connection with audience
Quoting Versus Quoting Versus ParaphrasingParaphrasing
Quoting Versus Quoting Versus ParaphrasingParaphrasing
Direct quote: word for wordDirect quote: word for word
When convey meaning better than youWhen convey meaning better than you
When they are eloquent, witty, or especially When they are eloquent, witty, or especially
compelling compelling
Paraphrase: restate or summarize source’s ideas in your own Paraphrase: restate or summarize source’s ideas in your own
wordswords
When wording is obscure/too long & complicatedWhen wording is obscure/too long & complicated
When quotation is longer than 2-3 sentencesWhen quotation is longer than 2-3 sentences
Tips for Using Tips for Using TestimonyTestimony
Tips for Using Tips for Using TestimonyTestimony
Quote or paraphrase accuratelyQuote or paraphrase accurately
Use testimony from qualified sourcesUse testimony from qualified sources
Use testimony from unbiased sourcesUse testimony from unbiased sources
Identify people you quote or paraphraseIdentify people you quote or paraphrase
Citing Sources Citing Sources OrallyOrally
Citing Sources Citing Sources OrallyOrally
Include combinations of the following informationInclude combinations of the following information
book, magazine, newspaper, web document book, magazine, newspaper, web document
usedused
author or sponsoring organization of author or sponsoring organization of
documentdocument
author’s qualifications with regard to topicauthor’s qualifications with regard to topic
the date on which the document was the date on which the document was
published, posted, updatedpublished, posted, updated