The Art of Public Speaking —第五单元培训讲学

5.Analyzing the AudienceAudience-CenterednessThe Psychology AudiencesFactors in Audience AnalysisSizePhysical SettingDemographic TraitsDisposition Toward the TopicDisposition Toward the SpeakerDisposition Toward the OccasionGetting Information About the AudienceAdapting to the AudienceAudience Adaptation Before the speech Audience Adaptation During the speecj Audience Adaptation After the speechIn the midst of the heated 2008 campaign for the U.S. Democratic presidential nomination, Barack Obama faced one of the biggest challenges of his political career. His former minister, Jeremiah Wright, had made controversial, racially charged comments that circulated widely in the national media. Suddenly, Obama was forced to deal w ith Wright’s remarks, the issue of race in America, and the future of his presidential campaign. In doing so, he had to address multiple audiences, including the white community, the black community, his supporters, backers of rival Hillary Clinton, undecided voters, and the nation in general.On March 18, 2008, Obama spoke on national television from Philadelphia, the birthplace of the American republic. Well aware of the situation he faced, he crafted a speech that dealt thoughtfully with the concerns of his various audiences while stressing the fundamental unity of the American people. Only by working together, he said, can we “move beyond of our old racial wounds and…continue on the path of a more perfect union.”The speech garnered almost universal praise across the political spectrum. Obama was hailed for his capacity to “lead public opinion” by explaining issues “so both sides can see each other’s point of view.”He pushed the nation “to move beyond race and gender, beyond Democrat and Republican, beyond politics and into reviving the spirit of the nation itself .” It was, by any measure, a striking achievement.Audience-Centeredness Obama’s speech points up an important fact: Good public speakers are audience-centered. They know the primary of speechmaking is not to browbeat the audience or to blow off steam. Rather, it is to gain a desired response from listeners. Barack Obama’s purpose in his speech was to gain a favorable response from the major groups in his audience. He did that by presenting himself and his ideas in ways that connected with the audience’s goals, values, and beliefs.Being audience-centered does not involve compromising your belief to get a favorable response. Nor dose it mean using devious, unethical tactics to achieve your goal. As did Barack Obama, you can remain true to yourself and speak ethically while adapting your message to the needs of your listeners.To be audience-centered, you need to keep several questions in mind when you work on your speeches: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 that aim?This chapter will introduce the basic principles of audience analysis and adaptation. Chapters 13-14 will deal with those features of audience analysis unique to informative and persuasive speaking.The Psychology of AudiencesWhat do you do when you listen to a speech? Sometimes you pay close attention; at other times you let your thoughts wander. People may be compelled to attend a speech, but no one can make them listen. The speaker must make the audience choose to pay attention.Even when people do pay attention, they don’t 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 listener. As we saw in Chapter 1, what a speaker says is filtered through a listener’s frame of reference-the sum of his or her needs, interests, expectations, knowledge, and experience. As a result , we listen and respond to speeches not as they are, but as we are.People are egocentric. They pay closest attention to messages that affect their own values, beliefs, and well-being. Harry Emerson Fosdick, the great American preacher, once said: “There is nothing that people are so interested in as themselves, their own problems, and the way to solve them. That fact is … the primary starting point of all successful public speaking.”What do these psychological principles mean to you as a speaker? First, they mean your listeners will hear and judge what you say on the basis of what they already know and believe. Second, they mean 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. As Saul Alinksy, the noted community organizer, advises, “People only understand things in terms of their experience,” which means that to communicate with them, “you must get inside their experience.”Of course, you can’t actually get inside another people’s experience. But you can listen enough about your audience to know what you should do to make your ideas clear and meaningful. How you can do this is our next topic.Factors in Audience AnalysisAnything characteristic of a given audience is potentially important to a speaker addressing that audience. In most cases, however, your audience analysis will processed in light of six broad categories: size, physical, demographic traits, disposition toward the topic, disposition toward the speaker, and disposition toward the occasion. Let us look at each in turn. SIZEWith the aid of television and the Internet, audiences can range in size from a few people to thousands or even millions of people. At this stage of your speaking career, you may be terrified at the prospect ofaddressing a huge crowd, but as you gain more experience, you may welcome the challenge of facing a big group. Some speakers actually prefer a large audience to a small one.No matter what size group you are addressing, bear in mind one basic principle: The large your audience, the more formal your presentation must be. Audience size may also affect your language, choice of appeals, and use of visual aids.PHYSICAL SETTINGWhich of the following would you rather address?An audience assembled immediately after lunch, crammed into an overheated room with inadequate seatingAn audience assembled at 10:00 in the morning, comfortably seated in an airy, well-lighted room.Undoubtedly you chose the second option. Any of the adverse conditions listed in the first option could seriously impair your audience’s willingness to accept your ideas or even listen to you at all.When you face any speaking situation, it is important to know in advance if there will be any difficulties with the physical setting. When you are invited to speak, don’t be shy about asking questions of the person who arranged the speech. If possible, look over the room a few days in advance, or else arrive early on the day of your speech to inspect the room. If it is too warm or too cold, see about adjusting the thermostat.Check the seating arrangements and the location of the lectern to be sure your audience can see you. In short, do everything you can to control the influence of physical setting on your audience.What about circumstances you can’t control? Your speech is scheduled directly after lunch or dinner. The room is too small for the audience expected. The heat cannot be regulated. Then you are simply going t o have to work harder to adapt to these aspects of your listener’s discomfort. Above all, don’t be influenced yourself 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 and come right along with you.DEMOGRAPHIC TRAITSThe receptivity of listeners is strongly influenced by demography traits such as age, gender, education, economic standing, cultural background, and the like. Ideas that attract younger listeners may offend older listeners. Topics that are appealing to women may be of less interest to men. People who are prosperous usually view the world differently than do those who are mired in poverty. And nothing affects an audience more than cultural background. Speakers who fail to take such factors into account when planning a talk are almost surely doomed to failure.Keep in mind, however, that there can be a great deal of diversity among listeners with similar demographic characteristics. Not all youngpeople think alike; not do all older people. Men and women often have different personal interests, yet they can be of one mind on political and economic issues. Europeans have many common beliefs, but each country in Europe has its own national identity, values, and interests. The importance of any given demographic factor will vary from audience to audience depending on the occasion and the speech topic.The most important thing to keep in mind about demographic audience analysis is that it is not an end in itself. Your aim is not just to list the major traits of your listeners, but to find in those traits clues about how your listeners will respond to your speech. When used sensibly and responsibly, demographic audience analysis can be of great benefit to a speaker.DISPOSITION TOWARD THE TOPICAs we saw in Chapter 4, you should keep your audience in mind when choosing a topic. Ideally, you will pick a topic that suits them as it suits you. Once you have your topic, however, you must consider in more detail how your listeners will react to it. In particular, you need to assess their interest in the topic, their knowledge about it, and their attitudes toward it.InterestPeople do not usually expend the time and effort to attend a speech unless they have some interest in the topic. Yet some listeners will inevitablyhave a higher interest level than will others.one of you task as a speaker is to assess their interest in advance and to adjust you speech accordingly.Most important,if you think your topic is not likely to generate great interest, you must take special steps to get your listeners involved.In the chapters that follow, we'll look at ways you can develop interest in your topic -by an arresting introduction,provocative supporting materials,vivid Language,dynamic delivery,and so forth.KnowledgeThere is often a strong correlation between interest in a topic and knowledge about it.people tend to be interested in what they know about.likewise they are inclined to learn about subject that interest them.But there are exceptions. Few people know much about handwriting analysis,yet most would find it an interesting topic.On the other hand,almost all know a lot about going to the supermarket,but few would find it a fascinating subject for a speech.Why is it important to gauge your listener' knowledge about your topic?Quite simply,because it will to a large extent determine what you can say in your speech.If your listeners know little about topic-whether or not they find it interesting-you will have to talk at a more elementary level.If they are reasonably well informed,you can take at a more technical approach.AttitudeThe attitude of listeners toward your topic can be extremely important in determining how you handle the material.If you know advance the prevailing attitude among members of your audience,you can adjust your speech to address their concerns or to answer their objections.Audience attitudes are most important in persuasive speeches.If you audience is skeptical about or hostile toward your position,you will need to take special steps to overcome their skepticism or hostility.above all,you will need to provide supporting materials-examples,statistics, or testimony-in support of your position.In the next chapter,we will discuss ways you can accomplish this.DISPOSITION TOWARD THE SPEAKERAn audience's response to a message is invariably colored by their perception of the speaker. The more competent listeners believe a speaker to be, the more likely they are accept what he or she says. likewise,the more listeners believe that a speaker has their best interests at heart , the more likely they are to respond positively to the speaker's message.We will come back to this subject in detail when we deal with strategies for persuasive speaking in chapter 14. For now , keep in mind that your listeners will always have some set of attitude toward you as a speaker. Estimating what those attitudes are and how they will affect your speech is a crucial part of audience analysis.DISPOSITION TOWARD THE OCCASIONNo matter what the situation, listeners have fairly definite ideas about the speeches they consider appropriate. They expect to hear graduation speeches on college campus,political speeches in provincial legislatures,toast to the bride and groom at weddings,and so forth. Speakers who seriously violate these expectations can almost always count on infuriating the audience.Perhaps most important,the occasion will dictate how long a speech should be. When you are invited to speak,the chairperson will usually say how much time you have for your talk. If not be sure to ask. And once you know ,pare down your speech so it fits easily within the allotted time. Do not exceed that time under any circumstance,for you are likely to see your audience dwindle as you drone on.Getting Information About the AudienceNow that you know what to learn about an audience,the next question is, how do you lean it? A political leader or CEO can rely on hired professional pollsters. If you are invited to address a particular group,the person who invites you can usually provide a good sketch of the audience. Ask your contact where you can find out more about the group's history and mission. If you know someone who has spoken to the same group, be sure to sound out that person.What about your classmates as an audience? You can learn a lotabout them by observation and conversation, but you may want to know more about their knowledge and attitudes on specific speech topics. Some teachers encourage students to conduct a formal audience-analysis questionnaire for at least one of their speeches. I n addition to providing information about your classroom listeners, such a questionnaire gives you practice in developing the skills of audience analysis you will need for speeches after your class is over.There are three major kinds of questions to choose from when developing an audience analysis questionnaire:fixed-alternative questions, scale questions,and open-ended questions.Fixed- alternative question, as their name implies,offer a fixed choice between two or more response. For example:Are you a fan of TV reality shows?YesNoBy limiting the possible responses,such questions produce clear,unambiguous answer. Thy also tend to yield superficial answers. Other techniques are needed to get beneath the surface.Scale questions resemble fixed-alternative questions,but they allow more leeway in responding. For ex ample:Do you agree or disagree with the fellowing?reality shows have improved the quality of TV programs in china.Strongly mildly undecided mildly strongly Agree agree disagree disagree Questions like these are especially useful for getting at the strength of a respondent's attitudes.Open-ended questions give maximum leeway in responding. For example：Why, in your opinion, are TV reality shows so popular?What is the proper balance in TV programming between profits for broadcasters and the cultural and moral enlightenment of viewer?Although open-ended questions invite more detailed responses than the other two types of questions,they also increase the likelihood of getting answers that do not give the lind of information you need.Because each type of question has its advantages and disadvantages,many questionnaires contain all three types.figure 5.1 shows a questionnaire that was distributed be3for a speech on volunteering. By using all three types of questions, the speaker did two things--elicited specific information about the audience and probed more deeply into their attitudes toward the speech topic.When putting together your own questionnaire,keep the following principles in mind:1.Plan the questionnaire carefully to precisely the information you need.e all three types of questions: fixed-alternative, scale andopen-ended.3.Make sure the questions are clear and unambiguous.4.Keep the questionnaire relatively brief.Adapting to the Audience Once you have completed the audience analysis,you should have a pretty clear picture of your listeners. But this does not guarantee ja successful speech. The key is how well you use what you know in preparing and presenting the speech.AUDIENCE ADAPTATION BEFORE THE SPEECHAs we have seen,you must keep your audience in mind at every stage of speech preparation. This involves more than simply remembering who your listeners will be. Above all, it means two things:(1)assessing how your audience is likely to respond to what you say in your speech, and (2) adjusting what you say to make it as clear,,appropriate,and convincing as possible.You must submerge your own views so completely that you can adopt,temporarily,those of listeners. When you do this, you will begin to hear your speech through the ears of your audience and to adjust it accordingly. Try to imagine what they will like,what they will dislike, where they will have doubts or questions, whether they will need more details here or fewer there,what will interest them and what will not. At every point you must anticipate how your audience will respond.Here is how one speaker worked out his problems of audience adaptation:A visiting scholar from the academy of Traditional Chinese Medicine, in Beijing, Pan Weifang was invited to give a public lecture at an American university on "Traditional Chinese Medicine:principle and practice." The organizers told him to expect a diverse audience. In addition to students and faculty from the medical shool,there would be attendees from other parts of the university, as well as people from the community at large.Pan knew he could count on a high level of interest in his topic,but he also knew most listeners would not be versed in the details of traditional Chinese medicine. Some may be skeptical about its methods and effectiveness.As pan prepared the speech, he kept asking himself,"how can i make this topic clear and meaningful to someone who knows little about the history and methods of Chinese medicine?"He worked diligently to explain key concepts such as qi,yin and yang,the five phases,and Wu xing in ways that connected with western listeners.He also developed an excellent set of PowerPoint slide to help bridge the gap in language and culture.To be perfectly safe, he ask a faculty member who participated in Western medicine to listen to a few sections of the speech. "stop me "Pansaid,"any time i say something that seems unclear or questionable." his colleague stopped him four times, and at each point worked out a better explanation. Finally he had a speech that was perfectly adapted to audience.As you work on your speeches,try to keep your listeners constantly in mind. Anticipate how they will respond to your ideas and be creative in thinking about ways to adapt your message to them.AUDIENCE ADAPTATION DURING THE SPEECHNo matter how hard you prepare ahead of time,things may not go exactly as planned on the day of your speech.You may find that the room for your speech has been changed,that the audience will be much larger(or smaller)than you had anticipated,or even that the time for your speech has been reduced because the previous speaker has talked too long.If something like this happens to you,don’t panic.Adjust your delivery to the changed room and audience size.If you have less time for your speech than you had planned,condense your speech to its most essential points and present them in the time acailable.Your listeners will sympathize with your predicament and will appreciate your efforts to adjust.This will more than compensate for your lost speaking time.Finally,be sure to keep an eye out during your speech for audience feedback.If you find your listeners frowning or responding with quizzical looks,you may need to back up and go you're your point again,as in thefollowing example:Kang Ping,an economics major,had worked hard to make sure her speech on the stock market was not too technical for her audience,most of whom were humanities students.She explained everything from the ground up,prepared two excellent visual aids,and practiced giving the speech to her best friend,a literature major with no training in economics.On the day of Kang Ping’s speech,everything went well until she got to her second main point,when she noticed that several listeners seemed confused by the relationship between common stock and preferred stock.Knowing they would be lost for the rest of the speech if they didn’t understand that relationship, Kang Ping paused and said,“I can see some of you are confused by my explanation.Let me try it again from a differ ent angle.”As Kang Ping went through the material a second time,she saw her listeners nodding their heads in understanding.She could now go on with her speech,confident that her audience was ready to go with her. AUDIENCE ADAPTATION AFTER THE SPEECHIt may seem strange to think of audience adaptation after a speech,but reflecting on your audience’s response is an important part of skill development.For example,if you are presenting a workshop in a business or educational setting,the workshop organizers may distribute a survey afterward to gather data about the audience’s response.You can use thesurvey to learn what kinds of changes you should make the next time you present the workshop.But even in the absence of such a survey,you should think after every speech about how the audience reacted and how you might modify the speech if you were to present it again.Some speakers keep a journal of their speeches,audiences,and responses.This kind of systematic post—speech analysis is an important part of preparing for your next presentation and of becoming a more effective speaker in general. SUMMARYGood speakers are audience—centered.When working on your speeches,keep three questions in mind:To whom an 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 that aim?People are egocentric.They typically approach speeches with one question uppermost in mind:“Why is this important to me?”Therefore,you need t o study your audience and adapt your speech to their beliefs and interests.The major factors to consider in audience analysis are size,physical setting,demographic traits,disposition toward the topic,disposition toward the speaker,and disposition toward the occasion.For speeches outside the classroom,you can get information about the audience by asking theperson who invites you to speak.For classroom speeches,you can circulate an audience—analysis questionnaire.Once you complete the audience analysis,you must adapt your speech so it will be clear and convincing.Try to hear the speech as your listeners will.Anticipate questions and objections,and try to answer them in advance,When you deliver the speech,keep an eye out for audience feedback,and adjust your remarks in response.After the speech,think about your audience’s response and about changes you would make if you were delivering the speech again.。