{"id":715,"date":"2015-02-20T18:36:37","date_gmt":"2015-02-20T18:36:37","guid":{"rendered":"https:\/\/courses.candelalearning.com\/publicspeaking1xmaster\/?post_type=chapter&#038;p=715"},"modified":"2017-06-22T14:50:02","modified_gmt":"2017-06-22T14:50:02","slug":"chapter-5-introduction","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/clinton-publicspeakingprinciples\/chapter\/chapter-5-introduction\/","title":{"raw":"Objectives, Outline, and Introduction","rendered":"Objectives, Outline, and Introduction"},"content":{"raw":"<h2>Chapter 5:\u00a0Audience Analysis<\/h2>\r\nBy Lisa Schreiber, Ph.D. and Morgan Hartranft\r\nMillersville University, Millersville, PA\r\n<div class=\"textbox learning-objectives\">\r\n<h3>Learning Objectives<\/h3>\r\nAfter reading this chapter, you should be able to:\r\n<ul>\r\n \t<li>List techniques for analyzing a specific target \u2028audience.<\/li>\r\n \t<li>Explain audience analysis \u2028by direct observation.<\/li>\r\n \t<li>Describe audience analysis \u2028by inference.<\/li>\r\n \t<li>Identify the purpose of a \u2028basic questionnaire.<\/li>\r\n \t<li>Recognize and apply data \u2028sampling.<\/li>\r\n \t<li>Determine when to use a \u2028Likert-type test.<\/li>\r\n \t<li>Define the five categories \u2028of audience analysis.<\/li>\r\n \t<li>Summarize the purpose of the situational analysis.<\/li>\r\n \t<li>Explain audience analysis by demography.<\/li>\r\n \t<li>Recognize the difference between beliefs, attitudes and values.<\/li>\r\n \t<li>Identify reasons for sampling a multicultural audience.<\/li>\r\n \t<li>Apply the chapter concepts in final questions and activities.<\/li>\r\n<\/ul>\r\n<\/div>\r\n<h3>Chapter Outline<\/h3>\r\n<ul>\r\n \t<li><strong>Introduction<\/strong><\/li>\r\n \t<li><strong>Approaches to Audience Analysis<\/strong>\r\n<ul>\r\n \t<li>Direct Observation<\/li>\r\n \t<li>Inference<\/li>\r\n \t<li>Sampling<\/li>\r\n<\/ul>\r\n<\/li>\r\n \t<li><strong>Models of Communication<\/strong>\r\n<ul>\r\n \t<li>Linear<\/li>\r\n \t<li>Transactional<\/li>\r\n<\/ul>\r\n<\/li>\r\n \t<li><b>Categories of Audience Analysis<\/b>\r\n<ul>\r\n \t<li>Situational Analysis<\/li>\r\n \t<li>Demographic Analysis<\/li>\r\n \t<li>Psychological Analysis<\/li>\r\n \t<li>Multicultural Analysis<\/li>\r\n \t<li>Interest and Knowledge Analysis<\/li>\r\n<\/ul>\r\n<\/li>\r\n \t<li><strong>Conclusion<\/strong><\/li>\r\n \t<li><strong>Review Questions and Activities<\/strong><\/li>\r\n \t<li><strong>Glossary<\/strong><\/li>\r\n \t<li><strong>References<\/strong><\/li>\r\n<\/ul>\r\n<h3>Introduction<\/h3>\r\n[caption id=\"attachment_734\" align=\"alignright\" width=\"300\"]<a href=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/224\/2015\/02\/20113540\/RZA_Audience_Shankbone_2009_Tao_of_Wu.jpg\"><img class=\"wp-image-734 size-medium\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/224\/2015\/02\/20113540\/RZA_Audience_Shankbone_2009_Tao_of_Wu-300x225.jpg\" alt=\"An audience.\" width=\"300\" height=\"225\" \/><\/a> <a href=\"https:\/\/commons.wikimedia.org\/wiki\/File:RZA_Audience_Shankbone_2009_Tao_of_Wu.jpg\" target=\"_blank\">\"RZA Audience Shankbone 2009 Tao of Wu\"<\/a> by David Shankbone. <a href=\"https:\/\/creativecommons.org\/licenses\/by\/3.0\/deed.en\" target=\"_blank\">CC-BY<\/a>.[\/caption]\r\n<p style=\"padding-left: 30px\"><em>Robert E. Mullins, a well-known local bank officer, was preparing a speech for the Rotary Club in Dallas, Texas on the topic of \u201cfinding the right loan\u201d for a rather diverse audience. He knew his topic extremely well, had put a lot of hard work into his research, and had his visual aids completely in order. One of the things he had not fully considered, however, was the audience to which he would be speaking. On the day of the presentation, Mr. Mullins delivered a flawless speech on \u201csecured\u201d car and home loans, but the speech was not received particularly well. You see, on this particular week, a major segment of the audience consisted of the \u201cJunior Rotarians\u201d who wanted to hear about \u201cpersonal savings accounts\u201d and \u201ccollege savings plans.\u201d It was a critical error. Had Mr. Mullins considered the full nature and demographic makeup of his audience prior to the event, he might not have been received so poorly.<\/em><\/p>\r\nIn contemporary public speaking, the audience that you are addressing is the entire reason you are giving the speech; accordingly, the audience is therefore the most important component of all speechmaking. It cannot be said often or more forcefully enough: know your audience! Knowing your audience\u2014their beliefs, attitudes, age, education level, job functions, language, and culture\u2014is the single most important aspect of developing your speech strategy and execution plan. Your audience isn\u2019t just a passive group of people who come together by happenstance to listen to you. Your audience is assembled for a very real and significant reason: they want to hear what you have to say. So, be prepared.\r\n<blockquote>\r\n<p style=\"text-align: left\">Spectacular achievement is always preceded by unspectacular preparation. - Robert H. Schuller<\/p>\r\n<\/blockquote>\r\nWe analyze our audience because we want to discover information that will help create a bond between the speaker and the audience. We call this bond \u201cidentification.\u201d Aristotle loosely called it \u201cfinding a common ground.\u201d This isn\u2019t a one-way process between the speaker and the audience; rather, it is a two-way transactional process. When you ask an audience to listen to your ideas, you are inviting them to come partway into your personal and professional experience as an expert speaker. And, in return, it is your responsibility and obligation to go partway into their experience as an audience. The more you know and understand about your audience and their psychological needs, the better you can prepare your speech and your enhanced confidence will reduce your own speaker anxiety.[footnote]Dwyer, K.K. (2005) <em>Conquer your speech anxiety:<\/em> Second Edition. Belmont, CA: Wadsworth. [\/footnote]\r\n\r\nThis chapter is dedicated to understanding how a speaker connects with an audience through <strong>audience analysis<\/strong> by direct observation, analysis by inference, and data collection.[footnote]Clevenger, T. (1966). <em>Audience analysis<\/em>. Indianapolis: Bobbs-Merrill. [\/footnote] In addition, this chapter explores the five categories of audience analysis: (1) the situational analysis, (2) the demographic analysis, (3) the psychological analysis, (4) the multicultural analysis, and (5) the topic interest and prior knowledge analysis.","rendered":"<h2>Chapter 5:\u00a0Audience Analysis<\/h2>\n<p>By Lisa Schreiber, Ph.D. and Morgan Hartranft<br \/>\nMillersville University, Millersville, PA<\/p>\n<div class=\"textbox learning-objectives\">\n<h3>Learning Objectives<\/h3>\n<p>After reading this chapter, you should be able to:<\/p>\n<ul>\n<li>List techniques for analyzing a specific target \u2028audience.<\/li>\n<li>Explain audience analysis \u2028by direct observation.<\/li>\n<li>Describe audience analysis \u2028by inference.<\/li>\n<li>Identify the purpose of a \u2028basic questionnaire.<\/li>\n<li>Recognize and apply data \u2028sampling.<\/li>\n<li>Determine when to use a \u2028Likert-type test.<\/li>\n<li>Define the five categories \u2028of audience analysis.<\/li>\n<li>Summarize the purpose of the situational analysis.<\/li>\n<li>Explain audience analysis by demography.<\/li>\n<li>Recognize the difference between beliefs, attitudes and values.<\/li>\n<li>Identify reasons for sampling a multicultural audience.<\/li>\n<li>Apply the chapter concepts in final questions and activities.<\/li>\n<\/ul>\n<\/div>\n<h3>Chapter Outline<\/h3>\n<ul>\n<li><strong>Introduction<\/strong><\/li>\n<li><strong>Approaches to Audience Analysis<\/strong>\n<ul>\n<li>Direct Observation<\/li>\n<li>Inference<\/li>\n<li>Sampling<\/li>\n<\/ul>\n<\/li>\n<li><strong>Models of Communication<\/strong>\n<ul>\n<li>Linear<\/li>\n<li>Transactional<\/li>\n<\/ul>\n<\/li>\n<li><b>Categories of Audience Analysis<\/b>\n<ul>\n<li>Situational Analysis<\/li>\n<li>Demographic Analysis<\/li>\n<li>Psychological Analysis<\/li>\n<li>Multicultural Analysis<\/li>\n<li>Interest and Knowledge Analysis<\/li>\n<\/ul>\n<\/li>\n<li><strong>Conclusion<\/strong><\/li>\n<li><strong>Review Questions and Activities<\/strong><\/li>\n<li><strong>Glossary<\/strong><\/li>\n<li><strong>References<\/strong><\/li>\n<\/ul>\n<h3>Introduction<\/h3>\n<div id=\"attachment_734\" style=\"width: 310px\" class=\"wp-caption alignright\"><a href=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/224\/2015\/02\/20113540\/RZA_Audience_Shankbone_2009_Tao_of_Wu.jpg\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-734\" class=\"wp-image-734 size-medium\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/224\/2015\/02\/20113540\/RZA_Audience_Shankbone_2009_Tao_of_Wu-300x225.jpg\" alt=\"An audience.\" width=\"300\" height=\"225\" \/><\/a><\/p>\n<p id=\"caption-attachment-734\" class=\"wp-caption-text\"><a href=\"https:\/\/commons.wikimedia.org\/wiki\/File:RZA_Audience_Shankbone_2009_Tao_of_Wu.jpg\" target=\"_blank\">&#8220;RZA Audience Shankbone 2009 Tao of Wu&#8221;<\/a> by David Shankbone. <a href=\"https:\/\/creativecommons.org\/licenses\/by\/3.0\/deed.en\" target=\"_blank\">CC-BY<\/a>.<\/p>\n<\/div>\n<p style=\"padding-left: 30px\"><em>Robert E. Mullins, a well-known local bank officer, was preparing a speech for the Rotary Club in Dallas, Texas on the topic of \u201cfinding the right loan\u201d for a rather diverse audience. He knew his topic extremely well, had put a lot of hard work into his research, and had his visual aids completely in order. One of the things he had not fully considered, however, was the audience to which he would be speaking. On the day of the presentation, Mr. Mullins delivered a flawless speech on \u201csecured\u201d car and home loans, but the speech was not received particularly well. You see, on this particular week, a major segment of the audience consisted of the \u201cJunior Rotarians\u201d who wanted to hear about \u201cpersonal savings accounts\u201d and \u201ccollege savings plans.\u201d It was a critical error. Had Mr. Mullins considered the full nature and demographic makeup of his audience prior to the event, he might not have been received so poorly.<\/em><\/p>\n<p>In contemporary public speaking, the audience that you are addressing is the entire reason you are giving the speech; accordingly, the audience is therefore the most important component of all speechmaking. It cannot be said often or more forcefully enough: know your audience! Knowing your audience\u2014their beliefs, attitudes, age, education level, job functions, language, and culture\u2014is the single most important aspect of developing your speech strategy and execution plan. Your audience isn\u2019t just a passive group of people who come together by happenstance to listen to you. Your audience is assembled for a very real and significant reason: they want to hear what you have to say. So, be prepared.<\/p>\n<blockquote>\n<p style=\"text-align: left\">Spectacular achievement is always preceded by unspectacular preparation. &#8211; Robert H. Schuller<\/p>\n<\/blockquote>\n<p>We analyze our audience because we want to discover information that will help create a bond between the speaker and the audience. We call this bond \u201cidentification.\u201d Aristotle loosely called it \u201cfinding a common ground.\u201d This isn\u2019t a one-way process between the speaker and the audience; rather, it is a two-way transactional process. When you ask an audience to listen to your ideas, you are inviting them to come partway into your personal and professional experience as an expert speaker. And, in return, it is your responsibility and obligation to go partway into their experience as an audience. The more you know and understand about your audience and their psychological needs, the better you can prepare your speech and your enhanced confidence will reduce your own speaker anxiety.<a class=\"footnote\" title=\"Dwyer, K.K. (2005) Conquer your speech anxiety: Second Edition. Belmont, CA: Wadsworth.\" id=\"return-footnote-715-1\" href=\"#footnote-715-1\" aria-label=\"Footnote 1\"><sup class=\"footnote\">[1]<\/sup><\/a><\/p>\n<p>This chapter is dedicated to understanding how a speaker connects with an audience through <strong>audience analysis<\/strong> by direct observation, analysis by inference, and data collection.<a class=\"footnote\" title=\"Clevenger, T. (1966). Audience analysis. Indianapolis: Bobbs-Merrill.\" id=\"return-footnote-715-2\" href=\"#footnote-715-2\" aria-label=\"Footnote 2\"><sup class=\"footnote\">[2]<\/sup><\/a> In addition, this chapter explores the five categories of audience analysis: (1) the situational analysis, (2) the demographic analysis, (3) the psychological analysis, (4) the multicultural analysis, and (5) the topic interest and prior knowledge analysis.<\/p>\n\n\t\t\t <section class=\"citations-section\" role=\"contentinfo\">\n\t\t\t <h3>Candela Citations<\/h3>\n\t\t\t\t\t <div>\n\t\t\t\t\t\t <div id=\"citation-list-715\">\n\t\t\t\t\t\t\t <div class=\"licensing\"><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Shared previously<\/div><ul class=\"citation-list\"><li>Chapter 5 Objectives, Outline, and Introduction. <strong>Authored by<\/strong>: Peter DeCaro, Ph.D., Tyrone Adams, Ph.D., and Bonnie Jefferis, Ph.D.. <strong>Provided by<\/strong>: University of Alaska - Fairbanks, University of Louisiana - Lafayette, and St. Petersburg College. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"http:\/\/publicspeakingproject.org\/psvirtualtext.html\">http:\/\/publicspeakingproject.org\/psvirtualtext.html<\/a>. <strong>Project<\/strong>: The Public Speaking Project. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by-nc-nd\/4.0\/\">CC BY-NC-ND: Attribution-NonCommercial-NoDerivatives <\/a><\/em><\/li><li>RZA Audience Shankbone 2009 Tao of Wu. <strong>Authored by<\/strong>: David Shankbone. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"http:\/\/commons.wikimedia.org\/wiki\/File:RZA_Audience_Shankbone_2009_Tao_of_Wu.jpg\">http:\/\/commons.wikimedia.org\/wiki\/File:RZA_Audience_Shankbone_2009_Tao_of_Wu.jpg<\/a>. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><\/ul><\/div>\n\t\t\t\t\t\t <\/div>\n\t\t\t\t\t <\/div>\n\t\t\t <\/section><hr class=\"before-footnotes clear\" \/><div class=\"footnotes\"><ol><li id=\"footnote-715-1\">Dwyer, K.K. (2005) <em>Conquer your speech anxiety:<\/em> Second Edition. Belmont, CA: Wadsworth.  <a href=\"#return-footnote-715-1\" class=\"return-footnote\" aria-label=\"Return to footnote 1\">&crarr;<\/a><\/li><li id=\"footnote-715-2\">Clevenger, T. (1966). <em>Audience analysis<\/em>. Indianapolis: Bobbs-Merrill.  <a href=\"#return-footnote-715-2\" class=\"return-footnote\" aria-label=\"Return to footnote 2\">&crarr;<\/a><\/li><\/ol><\/div>","protected":false},"author":277,"menu_order":1,"template":"","meta":{"_candela_citation":"[{\"type\":\"cc\",\"description\":\"Chapter 5 Objectives, Outline, and Introduction\",\"author\":\"Peter DeCaro, Ph.D., Tyrone Adams, Ph.D., and Bonnie Jefferis, Ph.D.\",\"organization\":\"University of Alaska - Fairbanks, University of Louisiana - Lafayette, and St. Petersburg College\",\"url\":\"http:\/\/publicspeakingproject.org\/psvirtualtext.html\",\"project\":\"The Public Speaking Project\",\"license\":\"cc-by-nc-nd\",\"license_terms\":\"\"},{\"type\":\"cc\",\"description\":\"RZA Audience Shankbone 2009 Tao of Wu\",\"author\":\"David Shankbone\",\"organization\":\"\",\"url\":\"http:\/\/commons.wikimedia.org\/wiki\/File:RZA_Audience_Shankbone_2009_Tao_of_Wu.jpg\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"}]","CANDELA_OUTCOMES_GUID":"","pb_show_title":"0","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[],"contributor":[],"license":[],"class_list":["post-715","chapter","type-chapter","status-publish","hentry"],"part":2180,"_links":{"self":[{"href":"https:\/\/courses.lumenlearning.com\/clinton-publicspeakingprinciples\/wp-json\/pressbooks\/v2\/chapters\/715","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/courses.lumenlearning.com\/clinton-publicspeakingprinciples\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/courses.lumenlearning.com\/clinton-publicspeakingprinciples\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/clinton-publicspeakingprinciples\/wp-json\/wp\/v2\/users\/277"}],"version-history":[{"count":10,"href":"https:\/\/courses.lumenlearning.com\/clinton-publicspeakingprinciples\/wp-json\/pressbooks\/v2\/chapters\/715\/revisions"}],"predecessor-version":[{"id":2416,"href":"https:\/\/courses.lumenlearning.com\/clinton-publicspeakingprinciples\/wp-json\/pressbooks\/v2\/chapters\/715\/revisions\/2416"}],"part":[{"href":"https:\/\/courses.lumenlearning.com\/clinton-publicspeakingprinciples\/wp-json\/pressbooks\/v2\/parts\/2180"}],"metadata":[{"href":"https:\/\/courses.lumenlearning.com\/clinton-publicspeakingprinciples\/wp-json\/pressbooks\/v2\/chapters\/715\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/courses.lumenlearning.com\/clinton-publicspeakingprinciples\/wp-json\/wp\/v2\/media?parent=715"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/clinton-publicspeakingprinciples\/wp-json\/pressbooks\/v2\/chapter-type?post=715"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/clinton-publicspeakingprinciples\/wp-json\/wp\/v2\/contributor?post=715"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/clinton-publicspeakingprinciples\/wp-json\/wp\/v2\/license?post=715"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}