Page 194 - Between One and Many The Art and Science of Public Speaking

Summary

In this chapter, we have provided the tools to analyze your audience and adapt
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your speech goals, both long- and short-term, to the audience and the situation.
Here, we recap the four major areas to consider. To evaluate your understand-
ing of this chapter, visit our
Analyze your audience in terms of cultural variables: Online Learning Center Web
site for quizzes and other
chapter study aids.
• Power distance
• Collectivism versus individualism
• Femininity versus masculinity

• Uncertainty avoidance
• Long-term orientation versus short-term orientation

Analyze your audience in terms of demographic characteristics:
• Age
• Gender and biological sex

• Ethnicity
• Geographic origin
• Socioeconomic status
• Occupation

• Religion
• Language usage
Analyze your audience in terms of individual diversity, including their:

• Knowledge
• Beliefs

• Attitudes
• Values
• Motives
• Expectations

• Needs
Adapt your goals to the audience and the total rhetorical situation. Consider the
following constraints:
• Facts

• Legal constraints
• Ethical constraints
• Nature of the occasion
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