Chapter 5- Audience Analysis – Flashcards
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Situational characteristic
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size, time, location, forum
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audience size
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the number of people who will be present for a speech
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presentation time
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The length of time a speaker has to deliver his or her speech
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Chronemics
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body clock
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forum
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location of speech
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stationary audience
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an audience that will be relatively motionless while listening to a speech
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mobile audience
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An audience that is not bound to sit or stand for the duration of a speech. Mobile audiences might be found at an exhibitor's booth or on a city sidewalk.
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demographics
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statistics that describe a population in terms of personal characteristics, such as age, gender, income, ethnicity, or education
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age
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effect the audience member responses to the mesages
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gender composition
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a demographic characteristic that considers how many men versus how many women will be in an audience
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gender stereotype
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an oversimplified or distorted generalization about the characteristics of men and women
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sexist language
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Language that is demeaning to one sex
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sexual orientation
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an enduring sexual attraction toward members of either one's own sex (homosexual orientation) or the other sex (heterosexual orientation)
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race
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Identity with a group of people descended from a common ancestor
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ethnicity
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A classification of people based on combinations of shared characteristics such as nationality, geographic origin, language, religion , ancestral customs and tradition
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religious orientation
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A person's set of religious beliefs that can shape his or her response to a speech
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socioeconomical status
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An assessment of status that takes into account a person's income, education, and occupation.
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political affiliation
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a person's political beliefs and positions
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common ground
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shared beliefs, values, or positions
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prior exposure
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The extent to which an audience has already heard a speaker's message, which will affect an audience's interest or belief in what the speaker is saying.
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disposition
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Attitudes toward the message. Develop into sympathetic, hostile or neutral
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sympathetic audience
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already holds you in high personal esteem or agrees with your message and will therefore respond favorably to your speech
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hostile audience
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an audience in which listeners are predisposed to disagree with the speaker
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neutral audience
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an audience lacking strong feelings for or against the topic of a speech
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survey
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research method in which information is obtained by asking many individuals a fixed set of questions
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fixed-response question
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True/False, multiple choice, or select-all-that-apply questions. Gives respondents set of specific answers to choose from
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scaled question
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a closed ended question designed to measure the intensity of a respondent's answer
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open-ended questions
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questions that allow respondents to answer however they want
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interview
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conduct an interview in television, newspaper, and radio reporting
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situational audience analysis
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audience analysis that focuses on situational factors such as the size of the audience, the physical setting for the speech, and the disposition of the audience toward the topic, the speaker, and the occasion in the moment
