Glossary
| TERM | DEFINITION |
|---|---|
| Attitude | An attitude is a learned disposition to respond in a consistently favorable or unfavorable manner with respect to a person, an object, an idea, or an event. |
| Audience Analysis | A speaker analyzes an audience for demographics, dispositions and knowledge of the topic. |
| Beliefs | Beliefs are principles and are more durable than attitudes because beliefs are hinged to ideals and not issues. |
| Cognitive Dissonance | The psychological discomfort felt when a person is presented with two competing ideas or pieces of evidence. |
| Demographics | Demographics are the most recent statistical characteristics of a population. |
| Demographic Characteristics | Demographic characteristics are facts about the make-up of a population. |
| Demography | Demographics are literally a classification of the characteristics of the people. |
| Inference | Making an inference is the act or process of deriving logical conclusions from premises known or assumed to be true. |
| Ordered category | An ordered category is a condition of logical or comprehensible arrangement among the separate elements of a group. |
| Paradigm | A paradigm is a pattern that describes distinct concepts or thoughts in any scientific discipline or other epistemological context. |
| Psychological Description | A psychological description is a description of the audience’s attitudes, beliefs, and values. |
| Quantitative Analysis | A quantitative analysis is the process of determining the value of a variable by examining its numerical, measurable characteristics. |
| Statistics | Statistics is the study of the collection, organization, analysis, and interpretation of data. |
| Unacquainted-Audience Presentation | An unacquainted-audience presentation is a speech when you are completely unaware of your audience’s characteristics. |
| Uniqueness | Uniqueness occurs when a topic rises to the level of being exceptional in interest and knowledge to a given audience. |
| Variable | A variable is a characteristic of a unit being observed that may assume more than one of a set of values to which a numerical measure or a category from a classification can be assigned. |
| Value | A value is a guiding belief that regulates our attitudes. |
| Value Hierarchy | A value hierarchy is a person’s value structure placed in relationship to a given value set. |
References
Bem, D. J. (1970). Beliefs, attitudes, and human affairs. Belmont, CA: Brooks/Cole Pub. Co.
Benjamin, B. (1969). Demographic analysis. New York: Praeger.
Caernarven-Smith, P. (1983). Audience analysis & response (1st Ed.). Pembroke, MA: Firman Technical Publications.
Campbell, K.K. & Huxman, S.S. The Rhetorical Act: Thinking, Speaking, and Writing Critically (3rd Ed.). Belmont, CA: Wadsworth.
Clevenger, T. (1966). Audience analysis. Indianapolis: Bobbs- Merrill.
Dwyer, K.K. (2005) Conquer your speech anxiety: Second Edition. Belmont, CA: Wadsworth.
Eisenberg, I. & Wynn, D. (2013) Think communication.
Boston: Pearson. Gamble, T.K. & Gamble, M. (2013). Communication works. New York: McGraw- Hill.
Jastrow, J. (1918). The psychology of conviction: A study of beliefs and attitudes. New York: Houghton Mifflin.
Klopf, D.W. & Cambra, R.E. (1991) Speaking skills for prospective teachers (2nd Ed.). Englewood, CO: Morton Publishing Company.
Lakein, A. (1989) How to get control of your time and your life. New York: Signet.
Lewis, D. (1989) The secret language of success. New York: Galahad Books.
McQuail, D. (1997). Audience analysis. Thousand Oaks, CA: Sage Publications.
Natalle, E.J. & Bodenheimer, F.R. (2004) The woman’s public speaking handbook. Belmont, CA: Wadsworth.
Nierenberg, G.I. & Calero, H.H. (1994) How to read a person like a book. New York: Barnes and Noble Books.
Pearson, J.C., Nelson, P.E., Titsworth, S. & Harter, L. (2011). Human communication (4th Ed.). Boston: McGraw-Hill.
Pressat, R. (1972). Demographic analysis; methods, results, applications. Chicago: Aldine- Atherton.
Rokeach, M. (1968). Beliefs, attitudes, and values; a theory of organization and change (1st ed.). San Francisco: Jossey-Bass.
Tauber, R.T. & Mester, C.S. Acting Lessons for Teachers, Using Performance Skills in the Classroom. Westport, CT: Praeger Publishers.
Ting-Toomey. S & Chung, L.C. (2005). Understanding intercultural communication. Los Angeles: Roxbury Publishing.
Tucker, K.T.; Weaver, II, R.L.; Berryman-Fink, C. (1981). Research in speech communication. Englewood Cliffs, N.J.: Prentice-Hall.
photo credits
p. 1 Audience at RZA book reading http://commons.wikimedia.org/wiki/File:RZA_Audience_Shankbone_2009_Tao_of_Wu.jpg By David Shankbone
p. 3 Mobile HCI 2008 Audience http://commons.wikimedia.org/wiki/File:MobileHCI_ 2008_Audience.jpg By Nhenze
p. 6 Speakers at Wiki Conference 2011 http://commons.wikimedia.org/wiki/File:Wiki_Confe rence_2011.JPG By Sucheta Ghoshal
p. 9 Audience enjoys Stallman’s jokes http://upload.wikimedia.org/wikipedia/commons/6/63/Audience_enjoy_Stallman%27s_jokes By Damian Buonamico
p. 9 Side shot audience http://www.flickr.com/photos/us_embassy_newzealan d/4747176345/ By U.S. Embassy New Zealand