演讲的艺术 chapter 5

– To whom am I speaking? – What do I want them to know, believe, or do as a result of my speech? – What is the most effective way of composing and presenting my speech to accomplish this aim?
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© 2007 Stephen E. Lucas. All rights reserved.
Slide 14
Physical Setting
• Do everything you can to control the influence of physical setting on your audience. • Look over the room yourself a few days prior to your speaking engagement, for a quick inspection. (Temperature, seating arrangements, noise, etc.) • Don’t let yourself be influenced by the poor physical setting. If your audience sees that you are energetic, alert, and involved with your topic, chances are they will forget their discomfort.
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© 2007 Stephen E. Lucas. All rights reserved.
Slide 11
Group Membership
• Group affiliations of your audience may provide excellent clues about your listeners’ interests and attitudes.
© 2007 Stephen E. Lucas. All rights reserved.
Slide 9
Gender
• An astute speaker will be equally attuned to both the differences and the similarities between the sexes • Avoid using sexist language, almost any audience you address will contain both genders.
Key Terms
• • • • • audience-centered egocentrism demographic traits attitude fix-alternative questions scale question open-ended questions
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© 2007 Stephen E. Lucas. All rights reserved.
The psychology of the a u d i e n c e Factors in audience analysis Adapting to the audience
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© 2007 Stephen E. Lucas. rights reserved.
Slide 3
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© 2007 Stephen E. Lucas. All rights reserved.
Slide 15
Disposition Toward the Topic
• Interest – One of your tasks will be to assess their interest in advance and to adjust your speech accordingly. – If your topic is not likely to generate great interest, take special steps to get your classmates involved. • Knowledge – What is your listeners’ knowledge about your topic? – If your listeners know little about your topic- you will have to talk at a more elementary level. – If your listeners are well informed about your topic, you can take a more technical and detailed approach. • Attitude – If you know in advance the prevailing attitude among members of your audience, you can adjust what you say to what your audience needs to hear.
McGraw-Hill
© 2007 Stephen E. Lucas. All rights reserved.
Slide 8
Demographic Audience Analysis
• Demographic Audience Analysis-Audience analysis that focuses on demographic factors such as as: • Age education economic standing • Gender (Appeal to communication styles)* • Racial, Ethnic, or Cultural Background* • Religion • Group Membership* • Two step process:
• Physical Setting* • Disposition Toward the Topic* • Disposition Toward the Speaker* • Disposition Toward the Occasion*
McGraw-Hill
© 2007 Stephen E. Lucas. All rights reserved.
Slide 13
Size
• The larger the audience, the more formal your presentation must be.
• Audience size will have the greatest impact on your delivery, but it may also affect your language, choice of appeals, and use of visual aids.
– Identifying the general demographic features of your audience. – Grouging the importance of those features to a particular speaking situation.
McGraw-Hill
McGraw-Hill
© 2007 Stephen E. Lucas. All rights reserved.
Slide 12
Situational Audience Analysis
• Situational Audience Analysis- Audience analysis that focuses on situational factors such as: • Size of the audience*
Slide 4
Audience-Centeredness
• Audience-centeredness- Keeping the audience foremost in the mind at every step of speech preparation and presentation. • Keep several questions in mind:
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Analyzing the Audience by Ada Pan 2012, 10
Stephen E. Lucas
McGraw-Hill
© 2007 Stephen E. Lucas. All rights reserved.
Slide 2
Learning Objectives：
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© 2007 Stephen E. Lucas. All rights reserved.
Slide 6
The Psychology of Audiences
• Egocentrism- The tendency of people to be concerned above all with their own values, beliefs, and well-being. • Audience’s do not process a speaker’s message exactly as the speaker intends. Auditory perception is always selective. • Every speech contains two messages-the one sent by the speaker and the one received by the audience. • Listeners will hear and judge what you say on the basis of what they already know and believe. • You must relate your message to your listeners-show how it pertains to them, explain why they should care about it as much as you do.