Ch. 6: Analyzing Your Audience Flashcards
Attitudes
Relatively enduring organizations of beliefs around a person, group, idea, or event that predispose an individual to respond in a particular way
Audience Analysis
Process by which we gather and analyze information about our listeners and adapt our message to their knowledge, interest, attitudes, and beliefs
Audience Demographics
General characteristics about each person, such as age, sex, gender, sexual orientation, cultural background, income, occupation, education, religion, group membership, political affiliation, and place of residence. Knowing this general information about your audience will help you choose and develop topics with your audience in mind
Beliefs
Statements held to be true even if we can’t prove that they are true
Captive Audience
Group of individuals required to attend a presentation and may not have an inherent reason for listening to a speech
Closed Question
Gives the interviewee a choice between options such as yes or no
Frames of Reference
The experiences, goals, values, attitudes, beliefs, culture, gender, and knowledge that he/she brings to the communication encounter
Interviewing
Method of collecting information about audience members; done by asking members about their knowledge, interests, and attitudes on a topic
Open Question
Allows the interviewee to answer in-depth
Questionnaire
Method of gathering information about your audience members where the audience provides written answers to questions
Scaled/Continuum Question
Type of question that allows you to gauge attitudes on a continuum
Speaking Situation
Situation comprised of the size and type of audience, the setting and audience’s interests, knowledge, and attitudes toward the topic
Values
Deep held, stable convictions about what is good or bad, right or wrong with respect to human existence including concepts of fairness, justice, freedom, love, security, and honesty
Voluntary Audience
Group of individuals attending a presentation with a particular interest in doing so
