Handout # 3
Analyzing the audience: audiences such as conferences. With
a larger audience, more people from
Involves identifying the audience and different backgrounds are present.
adapting a speech to their interests, level of Hence, professionalism must also
understanding, attitudes and beliefs. increase to cater to such a diverse
audience.
Audience analysis Factors
Setting
Audience expectations
o The environment must be equipped
o Given the title of the speakership
with adequate sound systems for
event, people will already form
the speaker's voice to reach every
certain ideas on what might the
corner of the room. There must also
speech be about. Also, people may
be silence in order to prevent
relate topics that may be connected
distraction. These aspects help both
in the discussion.
the speaker and listeners to be more
Knowledge of topic focused on what is being
communicated.
o Audience knowledge on the topic is
their level of understanding your Voluntariness
topic. This helps the speaker adjust
o This is the audience’s level of
the terms of jargon used so that
interest. A listener who is unwilling
listeners will have an easier time
to listen is just there for the
understanding. Also, it is important
attendance. The genuine urge to
to form strategies in simplifying
listen allows for an open mind to
what is intended to be said for
accept new ideas without any
better comprehension.
unjustified discrimination or bias.
Attitude toward topic Henceforth, the speaker must
ensure that the listeners express any
o Audience Attitude toward topic is
reservations so that there can be
the audience’s interest towards the
clarifications.
topic or their stand on the topic.
This can help the speaker to Egocentrism
approach the discussion in a certain
o The speaker is responsible in being
emotion or way where it is still
the channel to connect the audience
aligned with how the audience
to the topic. The speaker cannot
perceives the topic. Some sensitive
discuss poverty in the United States
issues such as racial and sexual
while being in a rural community in
discrimination must be talked about
the Philippines. The discussion must
with utmost caution in order to not
be relevant and pertinent to the
trigger any past trauma or
audience's experience. This enforces
experience.
a deeper relationship intensifying
Audience size the audience's desire to learn and
understand more.
o This is the population of the
audience. A smaller group can feel Demographic Audience Analysis
more personal and intimate due to
the privacy it entails. However, Audience Analysis that focuses on demographic
there must be a degree of formality factors such as age, gender, religion, sexual
orientation, group membership, and racial,
in speaking engagements with large
ethnic, cultural background.
1
Handout # 3
a) Define your Target audience
b) Research
Demographic Factors c) Sampling
1. Age i) Surveying
a. Depending on the composition of A. Handing out questionnaires
your speech classroom you may face ii) Interview
an audience that is mostly in their A. Informal interview with inviter,
late teens and early twenties. If so, organizers, of an audience member.
you can assume a common level of
age experience.
2. Gender
a. It is important to recognize that men
and women are not alike in all their
values and beliefs. An astute
speaker will be equally attuned to Sources:
the differences and the similarities Lucas, S. E. (2007). The Art of Public Speaking.
between the sexes. McGraw-Hill.
3. Sexual Orientation
a. No matter what one’s attitude Importance
towards gays, lesbians, or
https://saylordotorg.github.io/text_stand-up-
heterosexuals, audience-centered
speak-out-the-practice-and-ethics-of-public-
speakers are alert to how their
speaking/s08-audience-analysis.html
message will be received by people
of various sexual orientations. Audience Analysis Factors:
4. Racial, Ethnic, and Cultural Background
https://www.comm.pitt.edu/oral-comm-lab/
a. Keep in mind general attitudes
audience-analysis#:~:text=Audience%20analysis
about race and ethnicity, public
%20involves%20identifying%20the,delivered%20in
speakers need to consider how
%20an%20appropriate%20manner.
racial, ethnic, and cultural
differences among audience How to Analyze audience
members might affect their
https://www.youtube.com/watch?
reactions to a speech.
v=hYLo4xcBy6c&t=173s&ab_channel=Communicati
5. Religion
onCoachAlexanderLyon
a. Whenever you speak on a topic with
religious dimensions, be sure to Types of audience
consider the religious orientations of
https://virtualspeech.com/blog/audience-analysis-
your listeners.
speech
b. You must not assume that your
audiences have the same religion. Definition:
6. Group Membership
https://www.questionpro.com/blog/audience-
a. Some of your audience may belong
analysis/
to different groups, clubs, or society.
Group affiliations of your audience Demographics
may provide excellent clues about
https://www.nihlibrary.nih.gov/resources/subject-
your listeners’ interest and attitude
guides/health-data-resources/demographic-data
Methods of Audience Analysis Tips and Tricks
1) Pittsburgh Audience Analysis Method
2
Handout # 3
https://www.comm.pitt.edu/tips-analyzing-
audience
