Audience Analysis

Why do speakers have to be audience centered?
1. The primary purpose of speech making is not to display one’s learning, to
demonstrate one’s superiority, or to blow off steam.
2. The speaker wants to gain a desired response from listeners.
3. The key to successful communication is to “translate a truth into language
perfectly intelligible by the persons with whom you speak”.
What does it mean to say that audiences are egocentric?
1. People are egocentric; they pay closest attention to messages that affect their own
values, beliefs, and well being.
2. Your listeners will hear and judge what you say on the bias of what they already
know and believe.
What are the major demographic traits of an audience?
1. Age
2. Gender
3. Religion
4. Racial, ethnic, or cultural background
5. Group membership
What are the major situational traits of an audience?
1. Size
2. Physical setting
3. Disposition toward the topic
4. Disposition towards the speaker
5. Disposition towards the occasion
Why is it important to know the demographic and situational traits
of your audience?
1. They allow you to analyze and identify who your audience is.
2. Provides a foundation from which to mold your speech.

University Speaking Center, 256-1346, speakingcenter.uncg.edu
Adopted from Lucas, S.E. (1998) The Art of Public Speaking (6th edition)