Chapter 4: Audience Dynamics. Upon completing this session, you will be able to:

Transcription

1 Public Speaking Chapter 4: Audience Dynamics Objectives Upon completing this session, you will be able to: Adapt your speech to audience dynamics Adjust your presentation to audience demographics Meet the challenges of audience diversity Adjust to the communication situation, environment and events 1

2 Dealing with Audience Dynamics Same Topic Different Tacks The composition of the audience changes the way you communicate the message not the message itself All communication needs to be audience centered (The Communication Model/Feedback Model) Determine the Audience Dynamics Audience Dynamics: 4 Elements Audience Dynamics = sum of: 1. Motivations 2. Attitudes 3. Beliefs 4. Values These affect how listeners receive (and process) the message 2

3 Audience Dynamics: Motivation Motivation is striving to obtain our wants and needs Two Studies Defining Human Needs: Henry A. Murray and Associates (Harvard, 1930s) identified more than 25 different human needs Abraham Maslow determined needs in a hierarchy of potency Audience Dynamics: Motivation The Maslow Hierarchy of Needs 3

4 Audience Dynamics: 7 Motives Seven often used motives in classroom speeches: Understanding Control Health and safety Nurturance and altruism Friends and family Self-actualization Self Esteem Public Speaking Role Desire for fairness Audience Dynamics: Attitude Systems Attitude Systems are composed of: Attitudes Beliefs Values Use attitudes and beliefs that are inconsistent with values to affect change. Cognitive Dissonance A condition of conflict or anxiety resulting from inconsistency between one's beliefs and one's actions, such as opposing the slaughter of animals and eating meat. (The Patton Effect) 4

5 Audience Demographics The content and tenor of a speech needs to consider audience demographics Age Gender Education Group Affiliations Sociocultural or Socioeconomic Background Demographics: Age and Gender Age The list Diversity Gen X, Y and? Gender Gender appropriate Ladies and Gentlemen vs. Gentlepersons Or as Blue Collar TV might Say Persons of the gentile persuasion 5

6 Demographics: Education Education More educated audience means they may: Be more open to new or different ideas Know a lot about your topic. So. Know your topic well Concede there may be several positions on topic While you always should speak from responsible knowledge, speaking to a highly educated audience places even more importance on careful and accurate preparation. Demographics: Group Affiliation Group Affiliations Occupational Political Religious Social (The ones we actually choose) We connect with these based on our interests How avid is the audience about their affiliations? How can you connect? Two environmental approaches example 6

7 Demographics: Sociocultural Types of differentiation Urban vs. Rural Affluent vs. Middle Income Apartment Dwellers vs. Homeowners Small town vs. Metropolis Homing in on sub-groups and their interests helps keep speech from being too general or broad and thus less interesting to the audience Audience Dynamics: Diversity We live in a diverse world It s an enriching variety we gain Communication Blockers Stereotypes: Def: Oversimplified or biased mental picture held to characterize the typical individual of a group. Ethnocentrism: Belief our way is right/only way Sexism: Gender stereotypes and language Man s scientific advances What do do? Use he and she or they. Racism: Stereotypes by ethnicity. Examine your thinking for biases 7

8 Audience Dynamics: Stereotypes Finding Common Ground Yes, we have a ways to go Yes, there is still bias (in both directions) As long as we have to talk about it, we aren t there yet The good news: 9 or 10 Americans of all kinds are willing to work with one another to solve the most pressing problems in neighborhoods and communities This reflects the 8 universal human values that transcend cultural differences (Chapter 1)* *Love, truthfulness, fairness, freedom, unity, tolerance, responsibility, and respect for life. Audience Dynamics: Situation Situation Impactors Time Place Occasion Audience Size Context Late breaking news Current events Other 8

9 Situation: Time Time Time of day AM wake them up voice After a meal: Drowsy Timing versus other events Length of time allotted Shorter is usually harder to prepare Filling more time can be challenging Situation: Place and Occasion Place Quiet, noisy (throughout or temporary)? Comfortable, uncomfortable? Indoor/outdoor? Occasion What kind of message is expected? Is the message in keeping with the event or expected type of information promised? Discuss. (Kid Cheleen example) 9

10 Situation: Audience Size/Context Audience Size Small: Interactive, easy to make eye contact Large: More formal, zone eye contact Broader gestures, more dramatic Context Atmosphere and preliminary tuning Be up on the latest news affecting topic Play off environment or previous speech Summary Having completed this session, you can: Adapt your speech to audience dynamics Adjust your presentation to audience demographics Meet the challenges of audience diversity Adjust to the communication situation, environment and events Audience Analysis Worksheet 10