Chapter-5-Adapting-to-Your-Audience.pptx

Chapter-5-Adapting-to-Your-Audience.pptx

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  Chapter 5: Adapting toYour Audience  Lecturer:VATH Vary  Tel: 017 471 117/  Email: [email protected] Western University • Course: Public Speaking • Year 2, Semester 2
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  Content • What Isan Audience? • Adapting to a Diverse Audience • Using Demographic Information • Using Psychographic Information • Developing an Audience Research Questionnaire • Using Audience Research Data in Your Speech • Adapting to the Setting • Developing Credibility with Your Audience
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  What Is anAudience? Traditional definition • People addressed by a speaker, including physically dispersed audiences for radio, TV, and internet. Modern definition • People addressed by a speaker, including physically dispersed audiences for radio, TV, and internet. Speakers must appeal to audiences by learning about their interests, needs, and perspectives.
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  The Audience-Speaker Connection •Public speaking is a shared experience between the speaker and the listeners. To succeed, speakers must connect with the audience by making their message relevant and engaging. • Audience members ask: "How does what you're saying apply to me and fit with my experiences?" • That’s why strong speeches begin with audience analysis. An audience- centered approach ensures the speech is tailored to listeners, influencing every part of the preparation. Classroom Audiences • In college speech classes, students benefit from knowing their audience. • Shared experiences and regular interaction offer insight into what classmates value and care about. • Use this familiarity to tailor your message and connect more deeply with your peers.
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  Adapting to aDiverse Audience Recognizing diversity within the audience helps you tailor your message and connect more meaningfully. Since audiences are rarely uniform, successful speakers focus on a target audience—those with the power to act or be most influenced. To speak effectively, you must understand who your audience is —including their backgrounds, interests, and knowledge.
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  Meeting the Challengesof Audience Diversity Speaking to a diverse audience can have positive outcomes. When you interact with people whose backgrounds differ from your own, you learn how to: 1. Promote a supportive communication climate that welcomes differing perspectives on topics and issues. 2. Draw from a wide pool of knowledge and information that contributes to a better learning experience for all participants. 3. Foster positive intergroup relationships cooperatively. 4. Better articulate your own cultural identity and understand that of others. 5. Acknowledge and respect differences while avoiding ethnocentrism. 6. Advocate constructive dialogue about contentious topics.
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  Techniques for Speakingto Diverse Audiences • To effectively address a diverse audience, speakers should apply five key techniques: 1. Find common ground everyone can relate to. 2. Show credibility through enthusiasm, warmth, and subject knowledge. 3. Use inclusive examples that resonate with specific groups while still appealing to others. 4. Choose accessible language that avoids jargon or confusing terms. 5. Engage all audience segments consistently throughout the speech. • These strategies help create a respectful, inclusive environment and increase your message’s impact.
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  What is thedifference between Demographics and Psychographics?
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  • Effective speakersassess audience size and key demographic characteristics such as age, sex, race, ethnicity, education, income, and more to better understand their audience’s possible needs and interests. • While some demographics are easily observed, others require research or consultation with the event organizer. • Gathering demographic data through observation, questionnaires, or reputable sources helps tailor messages to the audience and reduces speaker anxiety. Demographics • Psychographics focus on audience members’ psychological traits— values, attitudes, beliefs, and standpoints—that influence how they interpret messages. • Understanding these deeper orientations enables speakers to connect with their audience on a more meaningful level. Psychographics
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  Psychographics Aspect Definition KeyInfluences & Examples Application for Speakers Standpoint The location or place from which an individual views, interprets, and evaluates the world. Influenced by demographics (e.g., class, race, gender, age, dis/ability) and group membership Move beyond demographics; understand subjective perspectives shaped by lived experiences Values Enduring beliefs about what is good, right, worthy, and important Formed by culture, media, and socialization; e.g., valuing social justice or altruism Choose topics and arguments that align with or challenge audience values; tailor appeal to different values Attitudes How a person feels (like/dislike, approval/disapproval) toward something May conflict with one’s values or beliefs; shaped by experience Understand emotional responses; use examples or tone that aligns with positive attitudes or reshapes negatives Beliefs What people accept as true/real or existing Can be fact-based or deeply held; can change with credible evidence or arguments Present credible sources and logical arguments to influence or challenge beliefs
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  Developing an AudienceResearch Questionnaire Audience research questionnaires help speakers gather valuable insights into who their audience is, what they believe, and how they feel about a topic. This information guides the speaker in shaping an effective, relevant, and engaging speech. • Reveal audience demographics (e.g., age, gender, ethnicity). • Uncover psychographics (e.g., values, attitudes, beliefs). • Help shape content, tone, and delivery. • Allow the speaker to reference real data during the speech for impact and credibility. Benefits of Audience Questionnaires
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  Distributing Your Questionnaire Closed-EndedQuestions • Provide fixed response options (e.g., Yes/No, multiple choice, Likert scales). • Useful for gathering measurable data and identifying patterns. • Example: “Do you support extending the school year to 12 months?” Yes No ☐ ☐ Open-Ended Questions • Allow respondents to write their own answers. • Provide deeper insights and personal viewpoints. • Example: “Why do you think climate change is still debated?” Combined Format • Use both types for clarity and depth. • Example: “Do you think handguns should be kept at home?” Yes No ☐ ☐ “Why or why not?” ______________
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  Tips for Effective Questionnaires •Keep it short (5–10 questions). • Leave space for detailed responses. • Distribute via paper or online platforms (e.g., survey tools). • Set a clear deadline for responses. • For external audiences, contact organizers or key individuals to gather informal data if a full survey isn't possible.
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  Using Audience ResearchData in Your Speech • Audience research questionnaires provide valuable insights about who your listeners are, their knowledge, and attitudes toward your topic. This data also offers material you can incorporate directly into your speech to engage and persuade your audience. • Types of Audience Data • Summary Statistics: Show trends or comparisons, such as percentages supporting a particular view, helping you understand audience subgroups and tailor your message accordingly. • Direct Quotes: Capture specific audience opinions that can be used to personalize your speech and add impact.
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  How to UseAudience Data in Your Speech: • Attention Getters: Start with a surprising stat or powerful quote. • Support Points: Use relevant stats or quotes to reinforce your arguments. • Transitions: Move smoothly between ideas using a quote or audience insight. • Conclusion: End with a memorable stat or compelling quote to leave a lasting impression.
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  Adapting to theSetting: 1. The Location • The physical space (small room, large auditorium, or outdoors) affects how a speech is delivered. • Analyze the room’s layout, equipment, lighting, and potential distractions. • Use the space to your advantage—e.g., personalize in small rooms, use visual aids in large spaces. • Acknowledge the geographic location to show thoughtfulness and relevance to the audience.
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  Adapting to theSetting 2. The Occasion • Understand why the audience is there:  Voluntary audiences are motivated and interested.  Captive audiences may attend out of obligation and require more engagement. • Tailor your content and tone to match the event’s purpose and audience expectations.
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  Adapting to theSetting: 3. The Time • Consider the time of day, as energy and attention vary (e.g., morning vs. mealtime). • Be aware of your position in the event (first speaker vs. last) and reference other speakers or sessions for connection. • Link your topic to current events to make it timely, engaging, and relevant.
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  Developing Credibility withYour Audience What is Credibility?  Credibility—what Aristotle called ethos —is the audience's perception of a speaker's competence, trustworthiness, dynamism, and sociability.  Credibility influences whether an audience trusts, believes, and engages with a speaker.
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  Four Dimensions ofCredibility 1. Competence – Demonstrating knowledge and expertise through training, experience, or research, supported by relevant evidence. 2. Trustworthiness – Being honest, ethical, sincere, and showing concern for the audience's interests. 3. Dynamism – Projecting energy, confidence, and enthusiasm, which enhances charisma and audience engagement. 4. Sociability – Being friendly and relatable, establishing rapport through shared experiences and a warm, engaging style.
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  Summary • Adapting toyour audience is essential for effective public speaking. This involves analyzing both demographic (age, background, etc.) and psychographic (values, beliefs, etc.) information to tailor your message. • Engaging with diverse audiences offers benefits like building cultural understanding and fostering inclusive communication. Key techniques include finding common ground, using relatable language, and establishing credibility. • Audience research tools like questionnaires can provide valuable insights, and adapting to the speech setting—time, place, and occasion—is equally important. • Ultimately, a speaker's credibility depends on their competence, trustworthiness, energy, and approachability.