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Chapter 5 Topic Selection and Audience Analysis I. Finding a topic A. Involvement with topic: Reflects importance of a topic to the speaker. Effort: How much effort do you put into a topic? For example, a mother could be actively involved in a campaign against autism. She goes to meetings about autism, support groups, is a member of many autism organizations, reads and autism, etc. Time: How much time do you spend on a topic? For example, someone may spend hours on trying to understand how computers work. B. Knowledge of topic: Consider what you know and what you need to know. For example, a person who decides to speak to others about painting may realize she doesn't know much about the different types of paint and decides to research the different types of paint. C. Personal inventories: Survey of your choices: hobbies, talents, organizations, music, etc. E. Brainstorming: Think of as many topics within time limit and narrow the topics down to the best choice. F. Research: Read newspapers and magazines, journal articles, watch news, etc. II. Websites for Research A. Library: Article databases Communication and Mass Media Complete (full text articles) Psych Info (abstracts) Lexis-Nexis (news paper articles) Opposing Viewpoints (provides opposing views on controversial issues) B. News Websites: III. Informing vs. Persuading Informing: Persuading: Teaches Advocates Provides options Urges choice "Gives to" "Asks from" Little commitment High commitment High ethics Higher ethics IV. Four Levels of Audience Analysis Audience analysis is the collection and interpretation of audience characteristics through observation, inferences, questionnaires, or interviews. Here are the four levels: A. Captive vs. Voluntary Captive = Not chosen to hear speech Voluntary = Chosen to hear speech Captive audiences = heterogeneous (diverse) Voluntary = homogenous (similar) B. Demographics Sex C. Audience Interest & Knowledge Interest = relevance, importance to audience Knowledge = Amount of info. audience already knows D. Attitudes, Beliefs, Values Attitudes = Predisposition to respond favorably or unfavorable to a message. Beliefs = A belief is a conviction that something is
true or untrue (ex: Bible is God’s word). Values = A value is a deeply rooted beliefs (Ex: wisdom, world peace,
wealth, V. Three Methods of Audience Analysis A. Observation: Actually seeing behavior, characteristics; listening to what others say B. Inference: Tentative conclusion based on observation (may or may not be accurate) C. Questionnaires: Asking about demographics, attitudes, preferences |
This website is maintained by Marceline Thompson Hayes, mhayes@astate.edu This page last updated August 21, 2007 Arkansas State University |