Audience Analysis
Why do speakers have to be audience centered?
1. The primary purpose of speech making is not to display one’s
learning, to demonstrate one’s superiority, or to blow off steam.
2. The speaker wants to gain a desired response from listeners.
3. The key to successful communication is to “translate a truth into
language perfectly intelligible by the persons with whom you
speak.”
What does it mean to say that audiences are egocentric?
1. People are egocentric; they pay closest attention to messages that
affect their own values, beliefs, and well being.
2. Your listeners will hear and judge what you say on the basis of what
they already know and believe.
What are the major demographic traits of an audience?
1.
2.
3.
4.
Age
Gender
Religion
Racial, ethnic, or cultural background
5. Group membership
University Speaking Center, 256-1346, speakingcenter.uncg.edu Adopted from Lucas, S.E. (1998) The Art of
th
Public Speaking (6 edition)
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What are the major situational traits of an audience?
1.
2.
3.
4.
5.
Size
Physical setting
Disposition toward the topic
Disposition towards the speaker
Disposition towards the occasion
Why is it important to know the demographic and situational
traits of your audience?
1. They allow you to analyze and identify who your audience is.
2. Provides a foundation from which to mold your speech.
University Speaking Center, 256-1346, speakingcenter.uncg.edu Adopted from Lucas, S.E. (1998) The Art of
th
Public Speaking (6 edition)