{"id":51,"date":"2022-02-22T16:13:42","date_gmt":"2022-02-22T16:13:42","guid":{"rendered":"https:\/\/pressbooks.hcfl.edu\/speechcomm\/part\/audience-analysis\/"},"modified":"2026-05-29T21:07:23","modified_gmt":"2026-05-29T21:07:23","slug":"audience-analysis","status":"publish","type":"part","link":"https:\/\/pressbooks.hcfl.edu\/speechcomm\/part\/audience-analysis\/","title":{"raw":"Chapter 5: Audience Analysis","rendered":"Chapter 5: Audience Analysis"},"content":{"raw":"<div class=\"textbox textbox--learning-objectives\"><header class=\"textbox__header\">\r\n<h2 class=\"textbox__title\">Learning Objectives<\/h2>\r\n<\/header>\r\n<div class=\"textbox__content\">\r\n<ul>\r\n \t<li>Recognize the importance of audience-centered speech.<\/li>\r\n \t<li>Know how to adapt your speech to your audience.<\/li>\r\n \t<li>Learn how to gather and use demographic, psychographic, and situational information.<\/li>\r\n \t<li>Learn to use effective tools for gathering audience information.<\/li>\r\n \t<li>Use your audience analysis to prepare a speech and to alter your speech while speaking.<\/li>\r\n<\/ul>\r\n<\/div>\r\n<\/div>\r\n<div class=\"textbox textbox--learning-objectives\"><header class=\"textbox__header\">\r\n<h2 class=\"textbox__title\">Key Terms<\/h2>\r\n<\/header>\r\n<div class=\"textbox__content\">\r\n<ul>\r\n \t<li>[pb_glossary id=\"297\"]Ageism[\/pb_glossary]<\/li>\r\n \t<li>[pb_glossary id=\"321\"]Audience Analysis[\/pb_glossary]<\/li>\r\n \t<li>[pb_glossary id=\"335\"]Captive Audience[\/pb_glossary]<\/li>\r\n \t<li>[pb_glossary id=\"345\"]Chronocentrism[\/pb_glossary]<\/li>\r\n \t<li>[pb_glossary id=\"383\"]Credibility[\/pb_glossary]<\/li>\r\n \t<li>[pb_glossary id=\"395\"]Demographic Analysis[\/pb_glossary]<\/li>\r\n \t<li>[pb_glossary id=\"397\"]Demographic Information[\/pb_glossary]<\/li>\r\n \t<li>[pb_glossary id=\"421\"]Diversity[\/pb_glossary]<\/li>\r\n \t<li>[pb_glossary id=\"503\"]Elitism[\/pb_glossary]<\/li>\r\n \t<li>[pb_glossary id=\"505\"]Ethnocentrism[\/pb_glossary]<\/li>\r\n \t<li>[pb_glossary id=\"507\"]Ethos[\/pb_glossary]<\/li>\r\n \t<li>[pb_glossary id=\"509\"]Focus Group[\/pb_glossary]<\/li>\r\n \t<li>[pb_glossary id=\"511\"]Frame of Reference[\/pb_glossary]<\/li>\r\n \t<li>[pb_glossary id=\"513\"]Idiom[\/pb_glossary]<\/li>\r\n \t<li>[pb_glossary id=\"515\"]Interview[\/pb_glossary]<\/li>\r\n \t<li>[pb_glossary id=\"517\"]Psychographic Analysis[\/pb_glossary]<\/li>\r\n \t<li>[pb_glossary id=\"519\"]Psychographic Information[\/pb_glossary]<\/li>\r\n \t<li>[pb_glossary id=\"521\"]Racism[\/pb_glossary]<\/li>\r\n \t<li>[pb_glossary id=\"523\"]Sexism[\/pb_glossary]<\/li>\r\n \t<li>[pb_glossary id=\"525\"]Situational Analysis[\/pb_glossary]<\/li>\r\n \t<li>[pb_glossary id=\"527\"]Socioeconomic Status[\/pb_glossary]<\/li>\r\n \t<li>[pb_glossary id=\"529\"]Stereotyping[\/pb_glossary]<\/li>\r\n \t<li>[pb_glossary id=\"531\"]Survey[\/pb_glossary]<\/li>\r\n \t<li>[pb_glossary id=\"533\"]Voluntary Audience[\/pb_glossary]<\/li>\r\n<\/ul>\r\n<\/div>\r\n<\/div>","rendered":"<div class=\"textbox textbox--learning-objectives\">\n<header class=\"textbox__header\">\n<h2 class=\"textbox__title\">Learning Objectives<\/h2>\n<\/header>\n<div class=\"textbox__content\">\n<ul>\n<li>Recognize the importance of audience-centered speech.<\/li>\n<li>Know how to adapt your speech to your audience.<\/li>\n<li>Learn how to gather and use demographic, psychographic, and situational information.<\/li>\n<li>Learn to use effective tools for gathering audience information.<\/li>\n<li>Use your audience analysis to prepare a speech and to alter your speech while speaking.<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<div class=\"textbox textbox--learning-objectives\">\n<header class=\"textbox__header\">\n<h2 class=\"textbox__title\">Key Terms<\/h2>\n<\/header>\n<div class=\"textbox__content\">\n<ul>\n<li><button class=\"glossary-term\" aria-describedby=\"51-297\">Ageism<\/button><\/li>\n<li><button class=\"glossary-term\" aria-describedby=\"51-321\">Audience Analysis<\/button><\/li>\n<li><button class=\"glossary-term\" aria-describedby=\"51-335\">Captive Audience<\/button><\/li>\n<li><button class=\"glossary-term\" aria-describedby=\"51-345\">Chronocentrism<\/button><\/li>\n<li><button class=\"glossary-term\" aria-describedby=\"51-383\">Credibility<\/button><\/li>\n<li><button class=\"glossary-term\" aria-describedby=\"51-395\">Demographic Analysis<\/button><\/li>\n<li><button class=\"glossary-term\" aria-describedby=\"51-397\">Demographic Information<\/button><\/li>\n<li><button class=\"glossary-term\" aria-describedby=\"51-421\">Diversity<\/button><\/li>\n<li><button class=\"glossary-term\" aria-describedby=\"51-503\">Elitism<\/button><\/li>\n<li><button class=\"glossary-term\" aria-describedby=\"51-505\">Ethnocentrism<\/button><\/li>\n<li><button class=\"glossary-term\" aria-describedby=\"51-507\">Ethos<\/button><\/li>\n<li><button class=\"glossary-term\" aria-describedby=\"51-509\">Focus Group<\/button><\/li>\n<li><button class=\"glossary-term\" aria-describedby=\"51-511\">Frame of Reference<\/button><\/li>\n<li><button class=\"glossary-term\" aria-describedby=\"51-513\">Idiom<\/button><\/li>\n<li><button class=\"glossary-term\" aria-describedby=\"51-515\">Interview<\/button><\/li>\n<li><button class=\"glossary-term\" aria-describedby=\"51-517\">Psychographic Analysis<\/button><\/li>\n<li><button class=\"glossary-term\" aria-describedby=\"51-519\">Psychographic Information<\/button><\/li>\n<li><button class=\"glossary-term\" aria-describedby=\"51-521\">Racism<\/button><\/li>\n<li><button class=\"glossary-term\" aria-describedby=\"51-523\">Sexism<\/button><\/li>\n<li><button class=\"glossary-term\" aria-describedby=\"51-525\">Situational Analysis<\/button><\/li>\n<li><button class=\"glossary-term\" aria-describedby=\"51-527\">Socioeconomic Status<\/button><\/li>\n<li><button class=\"glossary-term\" aria-describedby=\"51-529\">Stereotyping<\/button><\/li>\n<li><button class=\"glossary-term\" aria-describedby=\"51-531\">Survey<\/button><\/li>\n<li><button class=\"glossary-term\" aria-describedby=\"51-533\">Voluntary Audience<\/button><\/li>\n<\/ul>\n<\/div>\n<\/div>\n<div class=\"glossary\"><div class=\"glossary__tooltip\" id=\"51-297\" hidden><p>prejudice or discrimination against a particular age-group and especially the elderly<\/p>\n<\/div><div class=\"glossary__tooltip\" id=\"51-321\" hidden><p>the process of gathering information about the people in your audience so that you can understand their needs, expectations, beliefs, values, attitudes, and likely opinions<\/p>\n<\/div><div class=\"glossary__tooltip\" id=\"51-335\" hidden><p>audiences that are required to be present or feel obligated to do so<\/p>\n<\/div><div class=\"glossary__tooltip\" id=\"51-345\" hidden><p>the assumption that people today are superior to people who lived in earlier eras (Russell, 1991)<\/p>\n<\/div><div class=\"glossary__tooltip\" id=\"51-383\" hidden><p>the perception the audience holds of you regarding your competence and character<\/p>\n<\/div><div class=\"glossary__tooltip\" id=\"51-395\" hidden><p>compiling information, such as the gender, age range, marital status, race, and ethnicity of the people in your audience<\/p>\n<\/div><div class=\"glossary__tooltip\" id=\"51-397\" hidden><p>information such as the gender, age range, marital status, race, and ethnicity of the people in your audience<\/p>\n<\/div><div class=\"glossary__tooltip\" id=\"51-421\" hidden><p>a key dimension of audience membership and, therefore, of audience analysis; while the term \u201cdiversity\u201d is often used to refer to racial and ethnic minorities, it is important to realize that audiences can be diverse in many other ways as well<\/p>\n<\/div><div class=\"glossary__tooltip\" id=\"51-503\" hidden><p>consciousness of being or belonging to an elite<\/p>\n<\/div><div class=\"glossary__tooltip\" id=\"51-505\" hidden><p>the attitude that one's own group, ethnicity, or nationality is superior to others<\/p>\n<\/div><div class=\"glossary__tooltip\" id=\"51-507\" hidden><p>the term Aristotle used to refer to what we now call credibility: the perception that the speaker is honest, knowledgeable, and rightly motivated<\/p>\n<\/div><div class=\"glossary__tooltip\" id=\"51-509\" hidden><p>a small group of people who give you feedback about their perceptions<\/p>\n<\/div><div class=\"glossary__tooltip\" id=\"51-511\" hidden><p>the unique set of perspectives, experience, knowledge, and values belonging to every individual<\/p>\n<\/div><div class=\"glossary__tooltip\" id=\"51-513\" hidden><p>a word or phrase where the meaning cannot be predicted from normal, dictionary definitions<\/p>\n<\/div><div class=\"glossary__tooltip\" id=\"51-515\" hidden><p>a one-on-one exchange in which you ask questions of a respondent<\/p>\n<\/div><div class=\"glossary__tooltip\" id=\"51-517\" hidden><p>compiling information on the beliefs, attitudes, and values that your audience members embrace<\/p>\n<\/div><div class=\"glossary__tooltip\" id=\"51-519\" hidden><p>involves the beliefs, attitudes, and values that your audience members embrace<\/p>\n<\/div><div class=\"glossary__tooltip\" id=\"51-521\" hidden><p>a belief that race is a fundamental determinant of human traits and capacities and that racial differences produce an inherent superiority of a particular race<\/p>\n<\/div><div class=\"glossary__tooltip\" id=\"51-523\" hidden><p>prejudice or discrimination based on sex<\/p>\n<\/div><div class=\"glossary__tooltip\" id=\"51-525\" hidden><p>compiling information on characteristics related to the specific speaking situation<\/p>\n<\/div><div class=\"glossary__tooltip\" id=\"51-527\" hidden><p>refers to a combination of characteristics including income, wealth, level of education, and occupational prestige<\/p>\n<\/div><div class=\"glossary__tooltip\" id=\"51-529\" hidden><p>taking for granted that people with a certain characteristic in common have the same likes, dislikes, values, and beliefs<\/p>\n<\/div><div class=\"glossary__tooltip\" id=\"51-531\" hidden><p>a set of questions administered to several\u2014or, preferably, many\u2014respondents<\/p>\n<\/div><div class=\"glossary__tooltip\" id=\"51-533\" hidden><p>gathers because they want to hear the speech, attend the event, or participate in an event<\/p>\n<\/div><\/div>","protected":false},"parent":0,"menu_order":5,"template":"","meta":{"pb_part_invisible":false,"pb_part_invisible_string":""},"contributor":[],"license":[],"class_list":["post-51","part","type-part","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/pressbooks.hcfl.edu\/speechcomm\/wp-json\/pressbooks\/v2\/parts\/51","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/pressbooks.hcfl.edu\/speechcomm\/wp-json\/pressbooks\/v2\/parts"}],"about":[{"href":"https:\/\/pressbooks.hcfl.edu\/speechcomm\/wp-json\/wp\/v2\/types\/part"}],"version-history":[{"count":4,"href":"https:\/\/pressbooks.hcfl.edu\/speechcomm\/wp-json\/pressbooks\/v2\/parts\/51\/revisions"}],"predecessor-version":[{"id":1311,"href":"https:\/\/pressbooks.hcfl.edu\/speechcomm\/wp-json\/pressbooks\/v2\/parts\/51\/revisions\/1311"}],"wp:attachment":[{"href":"https:\/\/pressbooks.hcfl.edu\/speechcomm\/wp-json\/wp\/v2\/media?parent=51"}],"wp:term":[{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/pressbooks.hcfl.edu\/speechcomm\/wp-json\/wp\/v2\/contributor?post=51"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/pressbooks.hcfl.edu\/speechcomm\/wp-json\/wp\/v2\/license?post=51"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}