Chapter 2: Audience Analysis and Listening

Learning Objectives

After reading this chapter, the student will be able to:

  • Define audience-centered, audience analysis, and demographic characteristics;
  • List and explain the various demographic characteristics used to analyze an audience;
  • Define the meanings of attitudes, beliefs, values, and needs;
  • Diagram Maslow’s hierarchy of needs and explain its usefulness to public speaking;
  • Describe contextual factors that should be considered when preparing a speech;
  • Describe typical barriers to listening in public speaking situations;
  • Explain ways an individual can improve his/her listening when in an audience; and
  • Apply what he/she knows about listening to improve personal preparation of a speech.

Chapter Preview

  • The Importance of Audience Analysis
  • Demographic Characteristics
  • Psychographic Characteristics
  • Contextual Factors of Audience Analysis
  • Listening in Public Speaking Settings

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