Lecture on Audience Analysis in Public Speaking

Introduction

• Personal anecdote about the speaker's father who was friendly and sociable.
• Story illustrates the importance of knowing your audience.

What is Audience Analysis?

• Definition: Gathering information about the audience to adapt your speech accordingly.
• Purpose: Not to change your message entirely, but to adjust aspects like language, delivery, and visual aids based on the audience's characteristics.

Why is Audience Analysis Important?

1. Identifying with Audience: Create a connection by showing understanding and relevance to the audience.
2. Answering "What's in it for me?": Address audience's egocentric nature by highlighting personal relevance.
3. Crafting Speech Content:
   • Select topics that interest the audience.
   • Use appropriate language level and vocabulary.
   • Choose credible sources that resonate with the audience.
   • Adapt delivery style to audience preferences.
4. Selecting the Target Audience: Determine who you are specifically addressing within a broad audience.
5. Preparing for Speech Situation: Plan according to physical environment, tone, and rhetorical situation.

Types of Audience Analysis

1. Demographic Analysis:
   • Consider age, gender, ethnicity, and socio-economic status (income, occupation, education).
   • Assess religious, political, and group affiliations to tailor speech content.
2. Specific Analysis:
   • Determine audience's interest and knowledge level on the topic.
   • Evaluate psychological aspects like attitudes, beliefs, and values.
   • Consider multicultural elements such as language and communication styles.
3. Situational Analysis:
   • Evaluate if the audience is captive or voluntary, affecting engagement levels.
   • Consider number of audience members, impacting visual aids and interaction.
   • Time constraints and expectations to manage speech length and content.
   • Rhetorical context: Different situations require different approaches.

Conducting Audience Analysis

• Ask the Liaison: Gather information from the person who invited you to speak.
• Online Research: Use the internet to find information about the audience group.
• Direct Observation: Attend meetings or observe before speaking to understand audience dynamics.
• Make Inferences: Use logical assumptions based on the group's known traits.
• Surveys and Interviews: If feasible, conduct surveys or interviews to get specific insights.

Conclusion

• Importance of conducting thorough audience analysis to avoid missteps.
• Encouragement to reach out for further guidance on audience analysis and public speaking.

Note: Engage with your audience effectively by knowing their attributes and motivations.