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.