演讲的艺术 chapter 5.ppt

Chapter 5- Audience Analysis 5 Analyzing the Audience by Ada Pan 2012, 10 Learning Objectives： Key Terms audience-centered egocentrism demographic traits attitude fix-alternative questions scale question open-ended questions Audience-Centeredness Audience-centeredness- Keeping the audience foremost in the mind at every step of speech preparation and presentation. Keep several questions in mind: 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? Your Classmates as an Audience Each of your classmates is a real person with real ideas, attitudes, and feelings. The essence of speechmaking is not to learn a role that can be played over and over without variation, but to adapt one’s ideas to particular audiences on particular occasions. One key to successful speaking is to consider every audience-inside the classroom and out-as worthy of your best efforts to communicate your knowledge or convictions. 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. Egocentrism —— relate your message to your listener’ belief, values ----- Will they be interested in your speech? Demographic Audience Analysis Demographic Audience Analysis-Audience analysis that focuses on demographic factors such as as: Age education economic