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Questions and Answers
Which of the following factors is NOT examined in situational audience analysis?
Disposing of the audience's interest is a key factor in situational audience analysis.
False
Name one type of question used to gather information about an audience.
Fixed-alternative questions, scale questions, or open-ended questions.
Audiences should be adapted to the speaker's _____ and _____ during the speech.
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Match the type of question to its description:
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What does adapting your message during a speech NOT involve?
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Demographics include factors such as age, gender, and occupation.
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What is the purpose of gathering materials for a speech?
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What is the purpose of a central idea in a speech?
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A central idea can be expressed in the form of a question.
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List two characteristics of a well-constructed central idea.
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The __________ tendency refers to the concern people have with their own values, beliefs, and well-being.
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Match the demographic factors with their descriptions:
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Which of the following is a strategy to avoid stereotyping?
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Which stage of listening involves making judgment about the value of the message?
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Demographic audience analysis includes understanding the audience's age, religion, and group membership.
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What is the residual message in a speech?
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The specific purpose statement should be phrased as a question.
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What is the first step to effective speechmaking?
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The two broad categories of potential speech topics are _______ and subjects you want to know more about.
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Match the following stages of listening with their descriptions:
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Which of the following is NOT a step in brainstorming for topics?
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What is the main goal of the understanding stage in the listening process?
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The general purpose of a speech can be to inform or to confuse the audience.
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Study Notes
Situational Audience Analysis
- Focuses on traits and situational factors that influence audience reception of your message.
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Traits examined:
- Size: impacts language choice, appeals, and visual aid use.
- Physical Setting: Venue, layout, acoustics, lighting, and seating arrangement.
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Disposition Toward Topic:
- Interest in the subject matter.
- Knowledge of the topic.
- Attitude towards the topic.
- Disposition Toward Speaker: Audience perception of the speaker's credibility and trustworthiness.
- Disposition Toward Occasion: The context of the event or speech influencing audience expectations.
Getting Information About the Audience
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Guidelines for effective audience analysis:
- Plan questionnaires carefully: Ensure they elicit the information you need.
- Utilize all types of questions: Fixed alternative, scale, and open-ended questions.
- Clarity and unambiguous wording: Avoid vagueness or confusion.
- Keep questionnaires brief: Direct and concise questioning.
Three Major Types of Questions
- Fixed-alternative questions: Offer a fixed choice from given alternatives.
- Scale Questions: Require responses along a specific scale of answers.
- Open-ended questions: Allow respondents to answer freely and provide detailed feedback.
Adapting to the Audience
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Two key stages:
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Before the speech: Gather information about your audience.
- Demographics: Age, gender, location, education, occupation, socioeconomic status.
- Psychographics: Values, views, interests, hobbies, lifestyle choices to understand their motives and preferences.
- Knowledge and experience: Assess their prior understanding of the topic to tailor your message.
- Communication preferences: Consider their preferred channels for information reception.
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During the Speech: Tailor your message based on audience characteristics and needs.
- Language: Clear, brief, and appropriate to their level of comprehension.
- Tone: Respectful, engaging, and suitable to the situation.
- Content: Relevant and appealing to audience interests.
- Structure: Organize your message for clarity and understanding.
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Before the speech: Gather information about your audience.
Central Idea
- A concise, one-sentence statement that summarizes or encapsulates the main point of your speech.
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Step for developing your central idea:
- Choose a topic: Select a subject that aligns with your interests and expertise.
- Determine general purpose: Inform (share knowledge) or Persuade (convince audience to adopt a specific action).
- Write a specific purpose statement: A concise phrase outlining your speech's objective.
- Compose a clear and concise thesis statement: Your central idea, encapsulating the key message.
Guidelines for Central Ideas
- Full sentence: Avoid sentence fragments.
- Not in the form of a question: A declarative statement.
- Avoid figurative language: Focus on clarity and directness.
- Clear and specific, not vague or overly general: Avoid ambiguity.
Statement Form and Characteristics of Central Ideas
- Clear statement: A concise, unambiguous declaration.
- Specific and tangible: Avoid overly broad concepts, use specific examples.
- Single sentence: A single, coherent statement articulating the main point.
Analyzing the Audience
- Gaining a favorable response: Understand your audience to resonate effectively.
- Audience-centeredness: Prioritizing your listener's needs and perspectives.
- Identification: Building a connection by highlighting shared values, goals, and experiences.
Your Classmates as an Audience:
- Valuable practice for real-world communication: Develop public speaking skills and receive feedback.
- Professional approach: Treat classroom speeches with seriousness and respect.
- Influence and impact: Share knowledge, change perspectives, and contribute to positive change.
- Long-term impact: Develop communication skills and build credibility over time.
The Psychology of Audience
- Egocentric tendency: Listeners are primarily concerned with their own beliefs and values.
Two Methods of Audience Analysis
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Demographic Audience Analysis: Examining basic characteristics of your audience.
- Stereotyping: Creating oversimplified generalizations about groups, which should be avoided.
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Strategies to avoid stereotyping:
- Recognize individual differences: Each person is unique.
- Avoid generalizations: Focus on individual characteristics.
- Question assumptions: Challenge preconceived notions.
- Educate yourself: Seek to learn and understand diverse perspectives.
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Demographic factors to consider:
- Age: Generational differences in perspectives.
- Gender: Avoid assumptions based on gender stereotypes.
- Sexual Orientation: Recognize diverse sexual orientations and avoid prejudice.
- Racial, ethnic, and cultural background: Respect diverse cultural perspectives and avoid ethnocentrism.
- Religion: Respect religious beliefs and practices of others.
- Group membership: Consider affiliations that may influence audience response.
The Receiving Stage of Listening
- Intentional focus on hearing the speaker's message: Active listening and attentive engagement.
The Understanding Stage of Listening
- Decoding the speaker's message: Interpreting the context and intended meaning.
The Evaluating Stage of Listening
- Judging the value of the message: Assessing the speaker's credibility, logic, and effectiveness.
The Remembering Stage of Listening
- Retaining information: Categorizing and storing the key points of the message.
The Responding Stage of Listening
- Feedback: Responding to the speaker's message through verbal and nonverbal cues.
Choosing a Topic
- Topic: The subject matter of your speech.
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Two categories:
- Topics you're knowledgeable about.
- Topics you're curious about and want to learn more about.
Brainstorming for Topics
- Brainstorming: A creative thinking technique for generating topic ideas.
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Procedure:
- Personal inventory: Self-assessment to identify your interests and experiences.
- Clustering: Expanding your search by connecting related terms and generating new ideas.
- Reference search: Researching articles that have cited previously published works for inspiration.
- Internet search: Utilizing online resources to refine and explore your topic.
Determining the General Purpose
- General purpose: The broad goal of your speech.
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Two categories:
- To inform: Sharing information with your audience.
- To persuade: Convincing your audience to adopt a point of view or take action.
Determining the Specific Purpose
- Specific purpose: Utilizing the 5 W's (who, what, where, when, why) to define the precise objective of your speech.
- Specific purpose statement: A concise infinitive phrase outlining your objective.
- Importance: A well-crafted specific purpose statement is a foundation for a successful speech (Lucas, 1989).
Tips for Formulating the Specific Purpose Statement
- Full infinitive phrase: A complete phrase with the infinitive "to" (e.g., "To inform").
- Statement, not a question: A clear declaration.
- Avoid figurative language: Clear and direct expression.
- One distinct idea: Focus on a single objective.
- Not too vague or general: Precise and clear.
Questions to Ask About Your Specific Purpose
- Alignment with assignment: Does your purpose fulfill the requirements?
- Time constraints: Can you achieve your purpose within the allotted time?
- Relevance to audience: Is your purpose interesting and meaningful to your listeners?
- Triviality: Is your purpose too insignificant?
- Technicality: Is your purpose too complex for your audience?
Phrasing the Central Idea
- The central idea is a concise statement of your speech's key message.
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Description
Test your understanding of situational audience analysis with this quiz. Explore key traits and situational factors that impact audience reception and learn effective methods to gather information about your audience. Gain insight into how various elements can influence communication success.
