Chapter 2

Chapter 2 - Chapter 2 *The Importance of Audience Analysis...

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Chapter 2 *The Importance of Audience Analysis -You must adapt your message to the needs of your audience. -Ask:  -What is the position? -What are the interests of my audience? -How knowledgeable is the audience? -Why are they here? -What are the demographics? -Identification -The process of expressing ideas and beliefs that you and your audience share. It  builds common ground and helps you build a relationship with your  audience. It  won’t alienate your audience. But don’t adapt your message so  that they  automatically agree with you.  *The Three Types of Analyses -Demographic Audience -The traits that describe your population or audience. They may include age,  gender, religion, geographical location, group membership, sexual  orientation,  ethnicity, occupation, and many others. But you still can’t make  assumptions. -Group Affiliation
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-It is another demographic that may inform your presentation preparation.  Belonging to particular groups may indicate interests or particular  positions on  topics.  -Socioeconomic Factors -These include occupation, income, and education.  -Teachers will have different concerns than doctors.  -Income can have an effect on attitudes, beliefs, and behaviors. -Be careful of stereotyping *Psychological Audience Analysis -Psychological factors: Understanding why your audience is there, how  they think  about your topic, and how motivated they are about your  material.   -Audience Attitudes -An attitude is an individual’s evaluation of an object, event, person, policy,  etc.  -Attitudes express how positively or negatively you feel about an object, person,  policy… -Attitudes are different from values. Values are ideals that we hope to achieve  and underline specific attitudes. Examples include equity, wisdom,  democracy,  or justice. -In order to affect the behavior of your audience, you must first understand their  underlying attitudes. 
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*Three types of audiences: 1.Favorable audiences -Audiences who share our attitudes are called favorable or friendly  audiences. -Why should you address favorable audiences? -Increase Commitment -Your goal is to reinforce your positions. You want to reinvigorate them -Inoculation -Protect the audience against counterpersuasion. -Remind the audience of the strengths of your position, and weaknesses  in opposition arguments. This is called inoculation.   -Makes audience more informed and confident.  -Increase involvement -Get them involved with the issue.  Motivate them to become directly  involved in your candidate’s campaign 2. Hostile Audiences -Audiences who are unfavorable to you or your position -First, stress commonalities between you and your audience, or your position and 
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Chapter 2 - Chapter 2 *The Importance of Audience Analysis...

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