Chapter 5 Review

“Let the audience drive your message.”

In this chapter, we shared five ways to analyze your audience: assess situational characteristics, consider demographics, identify common ground, gauge prior exposure, and anticipate your audience’s disposition. We suggested ways of gathering information on these elements of audience analysis, such as surveying, interviewing, and observing your audience. Finally, we explained that exceptional speakers analyze their audience while they’re preparing a speech and while they’re delivering it, if necessary to retain their audience’s attention and support (situational audience analysis).

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Given the fact that audience-driven presentations are consistently the most effective, we strongly encourage you to analyze your audience in advance of your presentation and to use that analysis as a tool to shape your main points, supporting material, and even delivery (including time and visual aids). It is important to recognize, however, that audience analysis is an ongoing process—a process worth reexamining as you develop your topic and message and hone the final product into a speech. You may even be faced with a slightly different audience than you expected on the day of your delivery. Don’t be afraid to alter your speech if assumptions you made about the audience are no longer accurate. Being flexible and open will help you craft and deliver a message that is targeted to the specific audience you address.

LaunchPad for Speak Up offers videos and encourages self-assessment through adaptive quizzing. Look for the check icon and play icon throughout the chapter for adaptive quizzing and online video activities.

Key Terms

situational characteristics 120

audience size 120

presentation time 123

body clock (chronemics) 124

location (forum) 125

stationary audience 126

mobile audience 127

demographics 128

age 130

gender composition 130

gender stereotype 131

sexist language 131

sexual orientation 131

race 133

ethnicity 133

religious orientation 134

socioeconomic status 135

political affiliation 138

common ground 141

prior exposure 142

disposition 144

sympathetic audience 144

hostile audience 145

neutral audience 145

survey 147

fixed-response question 147

scaled question 147

open-ended question 148

interview 148

situational audience analysis 152

Review Questions

156

  1. Question

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  2. Question

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  3. Question

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  4. Question

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    Define prior exposure, and explain why it is important.

  5. Question

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  6. Question

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  7. Question

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Critical Thinking Questions

  1. Question

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  2. Question

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  3. Question

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  4. Question

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Activities

  1. Question

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    Chapter 5 - Activity Question 1

  2. 157

    Question

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    Chapter 5 - Activity Question 2

  3. Question

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    Chapter 5 - Activity Question 3