Overview
This lecture explains the five main categories of audience analysis for public speaking: situational, demographic, psychological, multicultural, and interest/knowledge analysis, emphasizing their importance for tailoring effective presentations.
Situational Analysis
- Focuses on the context and reason the audience is gathered (e.g., voluntary or captive).
- Voluntary audiences are present by choice and are more receptive, while captive audiences may be disengaged.
- Some settings, like classrooms, can be mixed with both captive and voluntary members.
Demographic Analysis
- Involves classifying the audience by age, gender, major, race, ethnicity, religion, etc.
- Data can be collected through surveys or existing records.
- Speakers should adapt their messages to fit the audience’s demographic makeup without compromising ethical integrity.
Psychological Analysis
- Assesses audience attitudes (learned likes or dislikes), beliefs (principles or assumptions), and values (guiding beliefs).
- Attitudes are variable and less durable; beliefs are stronger and more constant; values are core drivers of behavior.
- Understanding these psychological factors helps predict audience reactions.
Multicultural Analysis
- Recognizes audience diversity in culture, language, cognition, values, and communication style.
- Avoid slang or jargon, and consider visual aids for clarity when addressing language barriers.
- Avoid ethnocentrism and be respectful of cultural value systems and preferred communication styles.
Interest and Knowledge Analysis
- Determines audience interest in and knowledge of a topic before speaking.
- Assess topic uniqueness and relevance using surveys or informal dialogue.
- Avoid covering topics the audience already knows well to maintain engagement and credibility.
Key Terms & Definitions
- Situational Analysis — Evaluating the circumstances and reasons an audience is assembled.
- Demographic Analysis — Classifying an audience’s characteristics such as age, gender, and ethnicity.
- Psychological Analysis — Assessing the audience's attitudes, beliefs, and values.
- Attitude — A learned and changeable predisposition toward something.
- Belief — A durable principle or assumption about the world.
- Value — A core guiding belief that influences attitudes and decisions.
- Multicultural Analysis — Understanding and addressing diversity in audience backgrounds.
- Interest Analysis — Gauging how much the audience cares about a topic.
- Knowledge Analysis — Assessing what the audience already knows about the topic.
Action Items / Next Steps
- Collect situational, demographic, psychological, and multicultural information about your audience before preparing your speech.
- Use surveys or informal questions to assess topic interest and knowledge levels.
- Adapt your message to the audience’s needs and expectations while maintaining ethical standards.