Comm 2020 Chapter 7
Comm 2020 Chapter 7 Comm 2020
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This 3 page Class Notes was uploaded by Rae Britton on Tuesday February 16, 2016. The Class Notes belongs to Comm 2020 at East Carolina University taught by Eric Shouse in Winter 2016. Since its upload, it has received 89 views. For similar materials see Fundamentals of Speech Communication in Communication at East Carolina University.
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Date Created: 02/16/16
Chapter 7 2/11/16 AUDIENCE ANALYSIS Lack of careful audience analysis is the number one reason speeches fail to meet their goals. You want to find out as much as possible about the people in your audience so you don’t make false assumptions about them (and then offend them) Three types of information that are most helpful in tailoring your speech to your audience: o Situational information Includes the size of the audience, their knowledge about the topic, and their opinions about you and your topic. (so you know what you have to explain / talk about) o Demographic information Age – knowing the general age of your audience can be very helpful in selecting supporting materials. Ethnic/cultural background – don’t want to offend anyone… what is seen good public speaking in one culture may not be a good public speaker in a different culture. *using the wrong hand gestures* Gender – pick topics that the genders will appeal to everyone. Group affiliation – you will learn about them when you know what kind of group they are a part of Marital status? Children? Elderly parents? – knowing how to relate Occupation, education, college major, economic status Your topic determines which of the above demographic characteristics is most relevant o Psychological information – what’s going on in their heads? Values – deep-seated principles that serve as personal guidelines for behavior. Beliefs – mental acceptance that something is true (even if we cannot prove it). Attitudes – a feeling of approval or disapproval of a person, group, idea, or event Needs – a state in which an unsatisfied condition exists Things to consider: o Are they attending voluntarily? o Voluntary audience: homogeneous o captive audience: heterogeneous o How much does your audience know about your topic? o Will anyone be speaking before you, and if so, what topic? YOU DON’T WANT TO REPEAT ANYTHING THE OTHER PERSON SAID!!! Also, you could tie in something you say with something the other speaker said Really great persuaders can … o Create a need in their audience o Explain how to fulfill the need they just created Abraham Maslow’s hierarchy of needs FRAMING – fitting your message to your audience People at Stanford came up with VALS (values, attitudes, and lifestyles) People can be broadly classified into 8 psychological “types” o Innovators – high self-esteem, image conscious o Thinkers – make rational decisions and tend to be well informed (like rational appeals) o Believers – conservative people who like consistency and value traditional groups o Achievers – motived by prospect of finical success. Value symbols of success and like people who push them to succeed o Strivers – achievers without financial resources. They try to emulate the “bling” of success as best as they can o Experiencers – have a lot of resources and make a lot of purchases they like to seem trendy and can be persuaded to “keep up with the jones.” o Makers – not into trends or image. They take pride in being self- sufficient and listen to info if it is purposeful and practical in their everyday lives. o Survivors – motivated by need. Poor people. They do what they have to do to take care of basic needs
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