CONSIDER THE DILEMMA

You decide to attend a campus rally about immigration reform, and you watch, with disappointment, as protesters with opposing views quickly turn the rally into a screaming match and begin trading insults. The turmoil spills over to social media, where students post misinformed and racist comments about the issue. Over the next few days, tensions on campus rise as everyone becomes more devoted to his or her point of view, including you. Your parents immigrated to this country before you were born, and you have very strong feelings about the issue.

Seeking to encourage an open and respectful debate about the issue, your sociology professor, Dr. Levine, plans a campus forum and asks you to make a speech. The forum speeches will provide different perspectives about immigration reform. You would be one of four people to speak at the event, after which Dr. Levine will moderate a discussion about the speeches and the issue overall.

Given your respect for Dr. Levine and your passion about the topic, you want to make the presentation, but you don’t want to say something disrespectful, causing you to lose face with the audience or accidentally offend them.

CONNECT THE RESEARCH

When presenting to audiences with views different from your own, you can still engage and connect with them by taking the time to create goodwill. Establishing goodwill increases the likelihood of maintaining positive face (believability and likability) as a speaker (McCroskey & Teven, 1999). Even in political campaigns, candidates who clearly demonstrate goodwill with voters are more likely to be viewed favorably (Teven, 2008).

Demonstrating goodwill starts with your speech preparation. Maintain fairness and objectivity when conducting research for your speech. When developing your position, try to avoid polarizing language (e.g., “those people”) and labels (e.g., “conservatives” or “liberals”). Such language can cause your audience to become defensive and quickly dismiss your message.

During the speech, use your opening remarks to establish your goodwill and genuine empathy for your listeners’ views. For example, say something like, “I know many of you may disagree with me about this issue, and I respect your viewpoint. But today I’m going to explain why I feel the way I do.” Audiences are more open to your messages when you show caring, empathy, and fairness (McCroskey & Teven, 1999). Explaining how the information benefits your listeners can also sway those who may initially dislike your topic.

In addition to verbal expressions of goodwill, pay attention to your nonverbal behaviors to ensure that you do not project defensive behaviors (limited eye contact, crossed arms, stiff posture, stern voice) while presenting to your audience. Instead, appropriate smiling, vocal variety, gesturing, and purposeful movement around the room will express caring and goodwill to your listeners (Teven & Hanson, 2004).

COMMUNICATE

Before making a communication choice, consider the facts of the situation, and think about what the research says about establishing goodwill with an audience. Also, reflect on what you’ve learned so far about audience analysis (pp. 321–325) and preparing speeches in general. Then answer these questions:

Do you think it’s possible to create goodwill with your audience while being firm in your viewpoint about the topic? Why or why not?

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What are your ethical obligations to an audience when presenting a controversial topic? How do you balance your family experience and feelings with fairness and objectivity in addressing your audience?

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What are you going to do when preparing your speech?

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