The Art of Public Speaking 第五单元教学文稿.docx
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The Art of Public Speaking 第五单元教学文稿.docx
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TheArtofPublicSpeaking第五单元教学文稿
5.AnalyzingtheAudience
Audience-Centeredness
ThePsychologyAudiences
FactorsinAudienceAnalysis
Size
PhysicalSetting
DemographicTraits
DispositionTowardtheTopic
DispositionTowardtheSpeaker
DispositionTowardtheOccasion
GettingInformationAbouttheAudience
AdaptingtotheAudience
AudienceAdaptationBeforethespeech
AudienceAdaptationDuringthespeecj
AudienceAdaptationAfterthespeech
Inthemidstoftheheated2008campaignfortheU.S.Democraticpresidentialnomination,BarackObamafacedoneofthebiggestchallengesofhispoliticalcareer.Hisformerminister,JeremiahWright,hadmadecontroversial,raciallychargedcommentsthatcirculatedwidelyinthenationalmedia.Suddenly,ObamawasforcedtodealwithWright’sremarks,theissueofraceinAmerica,andthefutureofhispresidentialcampaign.Indoingso,hehadtoaddressmultipleaudiences,includingthewhitecommunity,theblackcommunity,hissupporters,backersofrivalHillaryClinton,undecidedvoters,andthenationingeneral.
OnMarch18,2008,ObamaspokeonnationaltelevisionfromPhiladelphia,thebirthplaceoftheAmericanrepublic.Wellawareofthesituationhefaced,hecraftedaspeechthatdealtthoughtfullywiththeconcernsofhisvariousaudienceswhilestressingthefundamentalunityoftheAmericanpeople.Onlybyworkingtogether,hesaid,canwe“movebeyondofouroldracialwoundsand…continueonthepathofamoreperfectunion.”
Thespeechgarneredalmostuniversalpraiseacrossthepoliticalspectrum.Obamawashailedforhiscapacityto“leadpublicopinion”byexplainingissues“sobothsidescanseeeachother’spointofview.”Hepushedthenation“tomovebeyondraceandgender,beyondDemocratandRepublican,beyondpoliticsandintorevivingthespiritofthenationitself.”Itwas,byanymeasure,astrikingachievement.
Audience-Centeredness
Obama’sspeechpointsupanimportantfact:
Goodpublicspeakersareaudience-centered.Theyknowtheprimaryofspeechmakingisnottobrowbeattheaudienceortoblowoffsteam.Rather,itistogainadesiredresponsefromlisteners.BarackObama’spurposeinhisspeechwastogainafavorableresponsefromthemajorgroupsinhisaudience.Hedidthatbypresentinghimselfandhisideasinwaysthatconnectedwiththeaudience’sgoals,values,andbeliefs.
Beingaudience-centereddoesnotinvolvecompromisingyourbelieftogetafavorableresponse.Nordoseitmeanusingdevious,unethicaltacticstoachieveyourgoal.AsdidBarackObama,youcanremaintruetoyourselfandspeakethicallywhileadaptingyourmessagetotheneedsofyourlisteners.
Tobeaudience-centered,youneedtokeepseveralquestionsinmindwhenyouworkonyourspeeches:
TowhomamIspeaking?
WhatdoIwantthemtoknow,believe,ordoasaresultofmyspeech?
Whatisthemosteffectivewayofcomposingandpresentingmyspeechtoaccomplishthataim?
Thischapterwillintroducethebasicprinciplesofaudienceanalysisandadaptation.Chapters13-14willdealwiththosefeaturesofaudienceanalysisuniquetoinformativeandpersuasivespeaking.
ThePsychologyofAudiences
Whatdoyoudowhenyoulistentoaspeech?
Sometimesyoupaycloseattention;atothertimesyouletyourthoughtswander.Peoplemaybecompelledtoattendaspeech,butnoonecanmakethemlisten.Thespeakermustmaketheaudiencechoosetopayattention.
Evenwhenpeopledopayattention,theydon’tprocessaspeaker’smessageexactlyasthespeakerintends.Auditoryperceptionisalwaysselective.Everyspeechcontainstwomessages—theonesentbythespeakerandtheonereceivedbythelistener.AswesawinChapter1,whataspeakersaysisfilteredthroughalistener’sframeofreference-thesumofhisorherneeds,interests,expectations,knowledge,andexperience.Asaresult,welistenandrespondtospeechesnotastheyare,butasweare.
Peopleareegocentric.Theypayclosestattentiontomessagesthataffecttheirownvalues,beliefs,andwell-being.HarryEmersonFosdick,thegreatAmericanpreacher,oncesaid:
“Thereisnothingthatpeoplearesointerestedinasthemselves,theirownproblems,andthewaytosolvethem.Thatfactis…theprimarystartingpointofallsuccessfulpublicspeaking.”
Whatdothesepsychologicalprinciplesmeantoyouasaspeaker?
First,theymeanyourlistenerswillhearandjudgewhatyousayonthebasisofwhattheyalreadyknowandbelieve.Second,theymeanyoumustrelateyourmessagetoyourlisteners-showhowitpertainstothem,explainwhytheyshouldcareaboutitasmuchasyoudo.AsSaulAlinksy,thenotedcommunityorganizer,advises,“Peopleonlyunderstandthingsintermsoftheirexperience,”whichmeansthattocommunicatewiththem,“youmustgetinsidetheirexperience.”
Ofcourse,youcan’tactuallygetinsideanotherpeople’sexperience.Butyoucanlistenenoughaboutyouraudiencetoknowwhatyoushoulddotomakeyourideasclearandmeaningful.Howyoucandothisisournexttopic.
FactorsinAudienceAnalysis
Anythingcharacteristicofagivenaudienceispotentiallyimportanttoaspeakeraddressingthataudience.Inmostcases,however,youraudienceanalysiswillprocessedinlightofsixbroadcategories:
size,physical,demographictraits,dispositiontowardthetopic,dispositiontowardthespeaker,anddispositiontowardtheoccasion.Letuslookateachinturn.
SIZE
WiththeaidoftelevisionandtheInternet,audiencescanrangeinsizefromafewpeopletothousandsorevenmillionsofpeople.Atthisstageofyourspeakingcareer,youmaybeterrifiedattheprospectofaddressingahugecrowd,butasyougainmoreexperience,youmaywelcomethechallengeoffacingabiggroup.Somespeakersactuallypreferalargeaudiencetoasmallone.
Nomatterwhatsizegroupyouareaddressing,bearinmindonebasicprinciple:
Thelargeyouraudience,themoreformalyourpresentationmustbe.Audiencesizemayalsoaffectyourlanguage,choiceofappeals,anduseofvisualaids.
PHYSICALSETTING
Whichofthefollowingwouldyouratheraddress?
Anaudienceassembledimmediatelyafterlunch,crammedintoanoverheatedroomwithinadequateseating
Anaudienceassembledat10:
00inthemorning,comfortablyseatedinanairy,well-lightedroom.
Undoubtedlyyouchosethesecondoption.Anyoftheadverseconditionslistedinthefirstoptioncouldseriouslyimpairyouraudience’swillingnesstoacceptyourideasorevenlistentoyouatall.
Whenyoufaceanyspeakingsituation,itisimportanttoknowinadvanceiftherewillbeanydifficultieswiththephysicalsetting.Whenyouareinvitedtospeak,don’tbeshyaboutaskingquestionsofthepersonwhoarrangedthespeech.Ifpossible,lookovertheroomafewdaysinadvance,orelsearriveearlyonthedayofyourspeechtoinspecttheroom.Ifitistoowarmortoocold,seeaboutadjustingthethermostat.Checktheseatingarrangementsandthelocationofthelecterntobesureyouraudiencecanseeyou.Inshort,doeverythingyoucantocontroltheinfluenceofphysicalsettingonyouraudience.
Whataboutcircumstancesyoucan’tcontrol?
Yourspeechisscheduleddirectlyafterlunchordinner.Theroomistoosmallfortheaudienceexpected.Theheatcannotberegulated.Thenyouaresimplygoingtohavetoworkhardertoadapttotheseaspectsofyourlistener’sdiscomfort.Aboveall,don’tbeinfluencedyourselfbythepoorphysicalsetting.Ifyouraudienceseesthatyouareenergetic,alert,andinvolvedwithyourtopic,chancesaretheywillforgettheirdiscomfortandcomerightalongwithyou.
DEMOGRAPHICTRAITS
Thereceptivityoflistenersisstronglyinfluencedbydemographytraitssuchasage,gender,education,economicstanding,culturalbackground,andthelike.Ideasthatattractyoungerlistenersmayoffendolderlisteners.Topicsthatareappealingtowomenmaybeoflessinteresttomen.Peoplewhoareprosperoususuallyviewtheworlddifferentlythandothosewhoaremiredinpoverty.Andnothingaffectsanaudiencemorethanculturalbackground.Speakerswhofailtotakesuchfactorsintoaccountwhenplanningatalkarealmostsurelydoomedtofailure.
Keepinmind,however,thattherecanbeagreatdealofdiversityamonglistenerswithsimilardemographiccharacteristics.Notallyoungpeoplethinkalike;notdoallolderpeople.Menandwomenoftenhavedifferentpersonalinterests,yettheycanbeofonemindonpoliticalandeconomicissues.Europeanshavemanycommonbeliefs,buteachcountryinEuropehasitsownnationalidentity,values,andinterests.Theimportanceofanygivendemographicfactorwillvaryfromaudiencetoaudiencedependingontheoccasionandthespeechtopic.
Themostimportantthingtokeepinmindaboutdemographicaudienceanalysisisthatitisnotanendinitself.Youraimisnotjusttolistthemajortraitsofyourlisteners,buttofindinthosetraitscluesabouthowyourlistenerswillrespondtoyourspeech.Whenusedsensiblyandresponsibly,demographicaudienceanalysiscanbeofgreatbenefittoaspeaker.
DISPOSITIONTOWARDTHETOPIC
AswesawinChapter4,youshouldkeepyouraudienceinmindwhenchoosingatopic.Ideally,youwillpickatopicthatsuitsthemasitsuitsyou.Onceyouhaveyourtopic,however,youmustconsiderinmoredetailhowyourlistenerswillreacttoit.Inparticular,youneedtoassesstheirinterestinthetopic,theirknowledgeaboutit,andtheirattitudestowardit.
Interest
Peopledonotusuallyexpendthetimeandefforttoattendaspeechunlesstheyhavesomeinterestinthetopic.Yetsomelistenerswillinevitablyhaveahigherinterestlevelthanwillothers.oneofyoutaskasaspeakeristoassesstheirinterestinadvanceandtoadjust
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