Tool Kit

Practically Speaking by J. Dan Rothwell

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Chapter 3 Audience Analysis and Topic Selection

• Types of Audiences

• Audience Composition

• Audience Adaptation

• Topic Choice

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Chapter 3 Learning Objectives

• 3.1 Identify speaker challenges associated with the five different audience types.

• 3.2 Identify components of audience composition that a speaker must consider during speech preparation.

• 3.3 Describe ways to effectively adapt speech content to audiences and situations.

• 3.4 Select suitable topics that adapt to the speaker, the given audience, and occasion.

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Five Types of Audiences

1. Captive

2. Committed

3. Contrary

4. Concerned

5. Casual

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Captive Audience: Disengaged Listeners

A captive audience assembles to hear you speak because it is compelled to

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Committed Audience: Agreeable Listeners

A committed audience voluntarily assembles to invest time and energy being inspired by a speaker

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Contrary Audience: Hostile Listeners

Hostile audience members are more likely to engage in ambushing. Speakers should defuse audience anger, not

ignite it further.

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Concerned Audience: Eager Listeners

Concerned audience members gather voluntarily because they care about issues and ideas

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Casual Audience: Unexpected Listeners

Casual listeners may hear a speaker and stop out of curiosity or casual interest

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Application

What type of audience formed during the 2018 “March For Our Lives” anti-gun gathering in

Washington, D.C.?

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Audience Composition

• Research and ascertain the attitudes, beliefs,

and values of your listeners

• Recognize the diversity of audience members

• Consider the demographics of your audience

members

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Audience Characteristics to Consider • Age – Be mindful of possible generational gaps

• Gender – Go beyond simplistic stereotypes

• Ethnicity and Culture – Avoid ethnocentrism

• Group Affiliations – Groups reveal values, beliefs, and attitudes

• Other characteristics to consider: sexual orientation, income, education level

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Adapting to Diverse Audiences and Situations: Heterogeneous vs. Homogeneous Audiences

Heterogenous Audience Homogeneous Audience

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Adapting to Diverse Audiences

• Establish Identification

• Build Credibility

• Adapt to the Situation

• Adapt While Speaking

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Establishing Identification: Connecting with your Audience

• Likeability – Promote social cohesion

• Stylistic Similarity – Looking and acting the

part

• Substantive Similarity – Establishing

common ground

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Build Credibility: Establishing Believability

• Credibility is judgements made concerning the believability of a speaker

• Four dimensions of credibility: 1. Competence

2. Trustworthiness

3. Dynamism

4. Composure

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Adapt to the Situation: Influence of Circumstance

• Remain flexible in adapting to variations of physical settings and the size of your audience

• Be mindful of: – Speaking indoors vs. outdoors – Face-to-face vs. mediated presentations – Size and layout of the room or space – Ability to use visual aids

• It is a good idea to examine the space you will be speaking in prior to your presentation

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Adapt While Speaking: Exhibit Sensitivity

• Be receptive of signals and feedback being sent by your audience

• As you become more experienced, adapting to your audience becomes easier

How can you tell if your audience is losing interest? What should you do if you notice this

while speaking?

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Topic Choice and Audience Adaptation

Four Ways to Explore Potential Speech Topics:

1. Do a personal inventory

– Review your personal experiences and interests

2. Brainstorm new possibilities

– Move beyond your personal inventory

3. Crowdsource by seeking group wisdom

– Solicit help from friends and classmates

4. Scan books, magazines, newspapers, and websites for ideas

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Appropriateness of Topic: Blending Topic and Audience

Your topic should be appropriate for:

You

+

Your Listeners

+

The Occasion

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What Topics Are Inappropriate?

• Offensive

• Trivial

• Demeaning

• Advocate illegal activities

• Encourage unethical behavior

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Is this topic inappropriate? Why or why not?

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Narrowing the Topic: Making Subjects Manageable

• Brainstorm specific subtopics within the

general topic

• Be mindful of staying within your time limit

• If your topic is too broad to stay within

time constraints, consider changing your

topic to something more specific

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Review of Chapter 3 Learning Objectives

• 3.1 Identify speaker challenges associated with the five different audience types.

• 3.2 Identify components of audience composition that a speaker must consider during speech preparation.

• 3.3 Describe ways to effectively adapt speech content to audiences and situations.

• 3.4 Select suitable topics that adapt to the speaker, the given audience, and occasion.