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Audiences

Audiences. Audiences for a Speech. From Campbell and Huxman Empirical Audience Target Audience Agents of Change Constructed Audience. Ways to Analyze an Audience. Demographic Analysis Psychometric Analysis Cultural Analysis Elaboration Analysis. Demographic Analysis.

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Audiences

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  1. Audiences

  2. Audiences for a Speech From Campbell and Huxman • Empirical Audience • Target Audience • Agents of Change • Constructed Audience

  3. Ways to Analyze an Audience • Demographic Analysis • Psychometric Analysis • Cultural Analysis • Elaboration Analysis

  4. Demographic Analysis Generalizations about categories of social affiliation • Age • Educational Level • Geographic • Socio-economic status • Gender • Religion

  5. Psychometric Analysis Generalizations about the audience’s thinking; roughly what’s in their head • Beliefs • Attitudes • Needs • Values

  6. Cultural Analysis Analysis of typical strategies that succeed in the culture. • Frames: Typical ways of talking about situations like this • Authority: People sought to help interpret the situation • Public/private: Does the culture see a public concern? • Good reasons: How is action typically justified?

  7. Elaboration Analysis Audiences do things with messages. Power of message depends on what audience does after speaker finishes. • Central Route • Peripheral Route

  8. Which Audience is Analyzed? • The audience that exists before and after the speech: Cultural &/or demographic analysis, empirical or target audiences • The audience changed by the speech: Psychometric analysis, agents of change • The audience created by the speech: elaboration analysis, constructed audience

  9. Interpreters’ use of Audience Analysis • Who is addressed? By the speaker’s purpose? By the exigence? • How can the speaker appeal to this audience? Obstacles? Strategies to overcome? • How to achieve involvement? How to construct audience? How to activate them?

  10. Complexities of Analysis: Multiple Audiences • Most speeches have multiple audiences

  11. Collected auditors Group of similar individuals To be persuaded Responders to stimuli of message Agents of change Demographic or Psychometric Analysis Constructed Publics A public: community working together Seeking understanding Actors upon a message An agency for change Cultural or Elaboration Analysis Complexities of Analysis: Mass or Public

  12. Analysis of Effectiveness turns on Analysis of the Audience • What does the audience know? • Do they trust the speaker? • Are they interested in the subject? • How might the subject be related to them? • Do they believe the thesis before the speech? • How might they be persuaded? • Are there other obstacles to the speaker’s effectiveness? • How might they be overcome?

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