1. Your Dilemma
While attending a campus rally about immigration reform, 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. 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 strong feelings about the issue.
Seeking to encourage an open and respectful debate, your sociology professor, Dr. Levine, asks you to make a speech at a campus forum. 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 with all four speakers.
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 offend someone.
2. The Research
When presenting to audiences with views different from your own, you can still connect with them by creating goodwill. Establishing goodwill increases the likelihood of maintaining positive face (believability and likability) as a speaker (McCroskey & Teven, 1999). Even political candidates who demonstrate goodwill with voters are more likely to be viewed favorably (Teven, 2008).
Demonstrating goodwill starts with preparation. Maintain fairness and objectivity when conducting your research. By carefully examining all sides of the issue, you’ll broaden your perspective-taking and understanding of opposing views. When developing your own position, avoid polarizing language (e.g., “those people”) and labels (e.g., “conservatives” or “liberals”), which can cause your audience to become defensive.
During the speech, use your opening remarks to express 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.” Be sincere in expressing your respect and goodwill. Audiences are more open to your messages when you show authentic caring, empathy, and fairness (McCroskey & Teven, 1999). Explaining how the information benefits your listeners can also sway those who may initially dislike your views.
In addition to expressing goodwill verbally, avoid defensive nonverbal communication (limited eye contact, crossed arms, stiff posture, stern voice). Instead, appropriate smiling, vocal variety, gesturing, and purposeful movement around the room will express caring and goodwill to your listeners (Teven & Hanson, 2004).
3. Your Opportunity
Before you act, consider the facts of the situation and think about what the research says about establishing goodwill. Also, reflect on what you’ve learned so far about audience analysis and preparing speeches in general.