What Is an Audience? Essay Example

Summary

In Chapter 5, the topic is mainly audience: clarifying the term and providing examples of connection between the speaker and the listeners. The author states that the definition of audience, originally created by Greek philosophers in Aristotle’s time is still valid: “people the speaker addresses”. Even if communication technologies and methods have changed over time, the basic elements of audience-speaker connection are still the same. Connection with the audience is the key to succeeding in getting the message through. Audience-centered speeches are based on a thorough understanding of people listening: their beliefs and expectations.

Classroom audiences are different from public speaking ones; the listeners have a well-defined purpose: learning. Therefore, the clarity of the message needs to be of a high standard.

One of the difficulties public speakers can come across is the requirement to adapt to diverse audiences. Politicians and media advertising determine the target audience and study their common traits, beliefs before creating a communication strategy. The diversity of the audience is based on the difference in background, gender, personal experiences and beliefs. Some successful approaches towards targeting diverse audiences are: to promote supportive communication, welcome different views and perspectives, use a wide pool of information, so the audience can connect, foster relationships between audience groups and to acknowledge, respect differences, enabling a constructive dialogue to develop.

Several research and background information gathering methods can help the speaker address diverse audiences. Using demographic information, gathering data, creating a demographic stereotyping would support the speaker to create a message the diverse audience can connect with. The use of psychographic information is also an effective method to reveal the characteristics of the diverse audience and determine the standpoint of the listeners. This standpoint is determined by beliefs, attitudes and values of the audience. Creating a questionnaire to research the audience would provide the speaker with essential information about the standpoint of the people within the group. Using open-ended questions makes the analysis of the answers simple and more effective.

In order to create an audience engagement, speakers should refer to the audience. This creates an advanced-level connection between the topic and the people who are listening. However, there is a difference in the level of engagement between voluntary and captive audiences. While voluntary audiences already have an interest in the topic, captive audiences feel like they are obliged to attend the speech.

My two important takeaways of the chapter are:

Developing credibility with the audience is critical for the success of public speaking. The main elements of credibility are: competence, trustworthiness, dynamism and   sociability.

Diverse audiences can create a challenge for the speaker. Determining the standpoints of the listeners can help building a connection and engagement with the audience. Standpoints are influenced by the beliefs listeners accept to be true, attitudes towards the topic/problem discussed and values (concept of what is good).

My two questions related to the chapter are:

1) What are the ways to engage “captive audiences”? They have a lower level of motivation, and a preconception that a “mandatory” information would be boring. Can research be used in this case?

2) Can demographic stereotyping have a negative impact on the speech? Surely, if the speaker addresses diversity issues too often, it can look like a staged performance based on correspondence bias.