Page 293 - Between One and Many The Art and Science of Public Speaking

260 Part 3 Putting Theory Into Practice

As speakers, we cannot afford to overlook the demography of our audience
in choosing language. How we refer to people who identify themselves with
specifi c demographic groups and the words we use in talking about the demo-
graphic groups themselves will infl uence not only how the content of our speech
is received but audience perceptions of our credibility as well.

Language and Individual Diversity

Choosing appropriate language for a speech doesn’t stop with a consideration
of cultural and demographic diversity. We also must consider and evaluate indi-
vidual diversity, which refl ects such factors as personal views on the meaning of
gender, sexual orientation, and religious beliefs. The fact that someone is Cath-
olic, Jewish, Muslim, Hindu, or Protestant, for example, doesn’t tell us much
about the diversity of beliefs held by people who consider themselves members
of one of these religious groups. Moreover, religious beliefs are only one element
of the individual diversity of our audience. Consequently, before choosing the
language with which to construct a speech, we will also have to explore other
individual beliefs, attitudes, and values of the people in our audience.
As a case in point, think about an audience of people who describe themselves
as Christians. Such people are extraordinarily diverse in what they believe indi-
vidually. Some think the Bible is to be taken literally as the word of God; others
believe the Bible should be interpreted metaphorically. Knowing this kind of
information in advance is essential for speakers who want the language of their
speech to be effective.
Remember, the words and sentences with which we construct the speech will
infl uence the meaning of our speech in the minds of the audience members. We
want to control this process as much as possible. Thus, doing our homework

about the relationship between language and diversity as it reflects our speech
transaction is a matter of common sense, not political correctness.
Tips and Tactics
Language and Audience Diversity

• Be mindful of how words and phrases can shape meaning.
• Consider how you use words to “frame” debates and discussions.
• Actively search for information about the role of language in cultures other
than the one with which you most identify.
• Exercise caution when labeling demographic groups . . . don’t assume that
there is a one-size-fi ts-all word for people in ethnic or religious groups.
• When possible, use words and language that refl ect the individual diversity in
your audience.

Using Language Effectively

Let’s assume that we have thoroughly analyzed how audience diversity should
be refl ected in our choice of words to construct our speech. We are now ready
to begin writing the outline of our speech with language that will enhance our