Analyzing Audience

Analyzing Your
Audience

The Importance of Audience Analysis

Demographic Factors to Consider

Contextual Factors to Consider

Adapting to Your Audience

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Analyzing Your Audience > The Importance of Audience Analysis

The Importance of Audience Analysis
• The Benefits of Understanding Your Audience
• What to Look For
• What to Do with Your Knowledge

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The Benefits of Understanding Your Audience
• Knowing your audience— age, gender education level, religion, language and
culture and group membership —is the single most important aspect of
developing your speech.
• Analyzing your audience will help discover information to create a link to establish
common ground between you and the audience.
• A key characteristics of the audience in public speaking situations is the unequal
distribution of speaking time. What does this mean? The speaker talks
much, much more and the audience listens often without asking questions or
responding with any feedback.

Audience for Richard Stallman's Talk at Teatro
Alvear
View on Boundless.com

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What to Look For
• A speaker should look at his or her own values, beliefs, attitudes, and biases that
may influence his or her perception of others.
• Guard against egocentrism. A speaker must not regard his or her own opinions

or interests as being the most important or valid.
• Look at others to understand their background, attitudes, and beliefs.
• Focus on audience demographics such as age, gender, sexual
orientation, education, religion, and other relevant population characteristics to
analyze the audience.
• The depth of the audience analysis depends of the size of the intended audience
and the method of delivery.

Magnifying Glass

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What to Do with Your Knowledge
• A successful speaker is able to step outside her own perceptual framework to
understand the world as it is perceived by members of her audience.
• The speaker engages in a process of first encoding his or her ideas from thoughts

into words, then forming a message to be delivered to a group of listeners, or
audience. The audience members attempt to decode what the speaker is saying
so that they can understand it.
• The better the speaker knows the members of the audience beforehand, the
better the speaker can encode a message in a way that the audience can decode
successfully.

Encoding communication

• One of the most useful strategies for adapting your topic and message to your


audience is to use the process of identification to find common ground with them.
• You can use your analysis to create a theoretical, imagined audience of
individuals from the diverse backgrounds you have discovered in your audience
analysis. Then you can decide whether or not the content will appeal to individuals
within that audience.

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Analyzing Your Audience > Demographic Factors to Consider

Demographic Factors to Consider
• Age
• Gender
• Sexual Orientation

• Education
• Religion
• Culture, Ethnicity, and Race
• Group Membership



Age
• Individuals who grow up at the same time are a generation and often share many
of the same experiences as others of the same age group. They exhibit a set of
shared values, beliefs, and attitudes that are important to consider when
preparing a speech.
• When you speak to an audience with members of different ages, you are likely to
experience a generation gap.
• As new generations seek to define themselves as something apart from the
old, they adopt new lingo and slang, allowing a generation to create a sense of
division from the previous one.

• It is important to become aware of one’s own biases in order to avoid ageism in

Baby, Mother, Grandmother and Great
Grandmother

your speeches.
• The use of handheld communications technology has created a wide gap
between older and younger generations.

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Gender
• It is important to remember that since birth, we have been conditioned to make
the distinction between men and women, masculinity and femininity.
• Advertisers create "gendered environments" in everything from children’s toys to

motor vehicles.
• Gender neutral language and gender inclusive language aims to eliminate (or
neutralize) reference to gender in terms that describe people.
• One must guard against gender discrimination and stereotyping members of the
audience.
Transgender Symbol

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Sexual Orientation
• There are three main classifications of sexual orientation: bisexual, heterosexual
and homosexual, all a part of the heterosexual–homosexual continuum.
• Most sexual orientation specialists follow the general conclusion of Alfred Kinsey

regarding the sexual continuum, according to which a minority of humans are
exclusively heterosexual or homosexual, and that the majority are bisexual.
• Sexual orientation, in most individuals, is shaped at an early age and is not
voluntarily changeable.
• The speaker should become aware of and compensate for the bias of
heteronormativity which holds that people fall into distinct and complementary

The Rainbow Flag

genders (man and woman) with natural roles in life.


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Education
• As your prepare your speech, ask yourself what do the members of the audience
already know about the topic.
• Do not assume that your audience will know something just because you do.

• Look for audience cues (i.e. the questions they ask) to identify knowledge gaps.

University of Oregon

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Religion
• Individuals who practice a religion have belief systems and worldviews that relate
humanity to spirituality and moral values.
• Since the First Amendment of the U.S. Constitution allows the existence of

religious pluralism in the U.S., you are likely to encounter audience members of
different religions.
• There are roughly 4,200 religions in the world. The five largest religious groups by
population are Christianity, Islam, Buddhism, Hinduism and Chinese folk religion.
• Understanding the religions in your audience will help you relate to members of
the audience more directly and avoid excluding members who may not observe

Religious Symbols

the same practices as you do.


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Culture, Ethnicity, and Race
• The simplest way to think about culture is to think about the distinction between
nature (our biology and genetics) and nurture (our environment and surroundings
that also shape our identities).
• In terms of race an individual is usually externally classified (meaning someone
else makes the classification) but individual may also self-identify with a particular
racial group.
• Unlike race, ethnicity is not usually externally assigned by other individuals. The
term ethnicity focuses more upon a group's connection to a perceived shared past
and culture.

Culture

• The cultural, racial and ethnic makeup of the United States is becoming more


diversified and audiences will reflect that diversity as the population continues to
shift.
• In order to adapt the message to the audience it is important to become aware of
one’s own ethnocentrism and to avoid prejudice and racism.

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Group Membership
• Foreknowledge of the audience's affiliations and the associated
values, beliefs, and attitudes will help the speaker prepare the message.
• Group members can classify their membership in two categories: primary

(familyor fraternal organizations) and secondary (clubs, associations, or colleges).
• Generally speaking the longer and more actively one is involved with a group the
more likely the member is to share ideas and profess beliefs shared by other
group members.

Student Group

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Analyzing Your Audience > Contextual Factors to Consider

Contextual Factors to Consider
• Physical Context
• Overall Psychology of Your Audience: Values, Beliefs, Attitudes, and
Needs

• Favorability of the Audience toward You and Your Topic
• Knowledgeability of the Audience about Your Topic



Physical Context
• Consider three possible contexts—traditional speaker face-to-face audience, and
computer mediated—speaker with live audience to remote locations(s) and a
speaker with no live audience to different locations by video conferencing
technology.
• The physical context for the co-located audience is the setting or room where you
speak. Ask whether you are indoors or outdoor, the size and arrangement of the
seating, the significance of the location and occasion, the time of day for the
speech and what equipment is available.
• Checking out the physical context will allow you to adjust your speech and plan so

you are not attempting to borrow or move equipment before getting up to speak.
• Speakers may use a videoconferencing system—with video camera or webcam
with microphone for input, output through monitor or TV with speakers or

Rear Adm. J. Kevin Moran, commander, Naval
Personnel Development Command (NPDC)
Norfolk, Va., speaks by video conference to The
Center for Aviation Technical Training (CNATT)

headset, internet or digital telephone connection for data transfer and computer
for processing—to speak to remote audiences.
• Non-portable videoconferencing is used in large rooms or dedicated conferencing
rooms with all required components packaged into an equipment console and
portable systems are used for audiences in meeting rooms and for video
seminars with webcam, microphone, computer and internet connection.
• With video conferencing delivery the speaker is challenged to maintain eye

contact, become familiar with his own image www.boundless.com/communications/analyzing-your-audience/contextual-factors-to-consider/physical-context
to address appearance


Overall Psychology of Your Audience:
Values, Beliefs, Attitudes, and Needs
• Look at the psychology of the individual audience members to determine how
they might respond as a group to the speech's ideas.
• The overall psychographic of the audience includes the current state of

values, beliefs, attitudes, and needs, and is not concerned with how the person
developed them.
• Use knowledge of the values, attitudes, beliefs, and needs of members of your
audience to develop and describe a psychographic profile in order to tailor a
message specifically to the audience.
Maslow's Hierarchy of Needs

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Favorability of the Audience toward You and Your Topic
• Your audience is likely to have an opinion about you prior to the speech. What is
your favorability rating with your audience?
• To find favorability ratings about national topics, look at opinion polls on the

attitudes of large group of people that may represent or include your audience.
• To find favorability ratings about local community topics, conduct a survey with
your audience or informally mine online data for negative and positive sentiments
among your social media friends and followers,who may be similar to your
audience.


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Knowledgeability of the Audience about Your Topic
• Discovering knowledgeability, the state or condition of possessing
knowledge, involves careful assessment by the speaker prior to, during and after
the speech.
• Assess prior knowledge (what your audience already knows) so that you can
adjust your content. Ask yourself: How much does my audience already know
about my topic? Where do you start you explanation?
• Assess formative knowledge (knowledge forming in the mind of the audience
during the speech) to adjust what you are saying. . If your audience is
confused, try again to explain what you were saying in different words or with

better supporting examples.

The Thinker by Auguste Rodin

• Assess summative knowledge at the end of or after your presentation to find out
what your audience knows or beliefs after your speech.

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Analyzing Your Audience > Adapting to Your Audience

Adapting to Your Audience
• Solicit Information
• Make Adjustments



Solicit Information
• Use direct observation of members of the potential audience to find out about
them and collect data through interviews,surveys and rating scales for opinions.
• Direct observation allows you to get to know the members of the audience

personally by using your own senses such as hearing, sight and perhaps smell.
• An interview is a conversation between two people (the interviewer and the
interviewee) for obtaining information by asking open, closed, mirror and probing
questions.
• The basic questionnaire is a survey consisting of a series of questions and other
prompts for the purpose of gathering information from respondents in your

Questionnaire

audience.


• Use a Likert-type rating scale of attitudes to find out how strongly the audience
agrees or disagrees with your thesis. For example, Public Speaking is my favorite
subject. (Circle one) 1.Strongly disagree 2.Disagree 3.Neither agree nor disagree
4.Agree 5.Strongly agree.

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Make Adjustments
• Use the information about the specific audience to adapt the message to the
audience while preparing a speech.
• Consider ways to find common ground with the audience in order to adapt

analogies, vocabulary, quoted sources of authority, and dialect to the
audience, while also avoiding jargon.
• With a face-to-face audience in a small room, observe the non-verbal reactions
such as looks of confusion or expressions of agreement or disagreement.
• With a large face-to-face audience or a remote audience, use an audience
response system or SMS via cell phone to collect responses and respond to

questions.

Dot Org Boom seminar on April 12, 2005, at
Finland's Embassy in Stockholm

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Appendix

Analyzing Your Audience

Key terms
• Ageism Ageism, or age discrimination is stereotyping and discriminating against individuals or groups because of their age. It is
a set of beliefs, attitudes, norms, and values used to justify age based prejudice, discrimination, and subordination. (CC BY-SA 3.0)
• audience A group of people within hearing; specifically a group of people listening to a performance, speech etc.; the crowd
seeing a stage performance. (CC BY-SA 3.0)
• audience analysis An audience analysis involves the study of the pertinent elements defining the makeup and characteristics of
your audience. (CC BY-SA 3.0)
• Audience-centered Audience-centered contrasts with speaker-centered. When preparing a message the source analyzes the
audience in order to adapt the content and language usage to the level of the listeners. (CC BY-SA 3.0)
• co-located To locate or be located at the same site, for two things or groups at same space. (CC BY-SA 3.0)
• Computer-assisted web interviewing An Internet surveying technique in which the interviewer follows a script provided in a
website. The questionnaires are made in a program for creating web interviews. The program is able to customize the flow of
the questionnaire based on the answers provided, as well as information already known about the participant. (CC BY-SA 3.0)

• Decode to translate the sender's spoken idea/message into something the receiver understands by using his or her knowledge
of language based on personal experience (CC BY-SA 3.0)
• Demographics The characteristics of population such as age, gender, sexual orientation, occupation, education; classification
of the characteristics of the people. (CC BY-SA 3.0)
• Diction The writer's or the speaker's distinctive vocabulary choices and style of expression in a poem or story.
• down-low Down-low (sexual slang): Men who identify as hetero, but have sex with men secretly.

(CC BY-SA 3.0)

(CC BY-SA 3.0)

• education Facts, skills, and ideas that have been learned, either formally or informally. (CC BY-SA 3.0)
• Egocentrism Preoccupation with one's own internal world; the belief that one's own opinions or interests are the most important
or valid. (CC BY-SA 3.0)



• Encode to turn one's ideas into spoken language in order to transmit them to listeners (CC BY-SA 3.0)

• ethnicity characteristics of group of people thought to have common ancestry who share a distinctive culture (CC BY-SA 3.0)
• Ethnocentrism judging another culture solely by the values and standards of one's own culture (CC BY-SA 3.0)
• favorability The quality or degree of being viewed favorably (CC BY-SA 3.0)
• formative Of or pertaining to the formation and subsequent growth of something. acquired. (CC BY-SA 3.0)
• gender The sociocultural phenomenon of dividing people into the categories of "male" and "female," with each having
associated clothing, roles, stereotypes, etc. (CC BY-SA 3.0)
• Generation Cohorts of people who were born in the same date range and share similar cultural experience. (CC BY-SA 3.0)
• heteronormativity The view that all human beings are either male or female, both in sex and in gender, and that sexual and
romantic thoughts and relations are normal only when between people of different sexes. (CC BY-SA 3.0)
• Heterosexism A system of attitudes, bias, and discrimination in favor of opposite-sex sexuality and relationships. It can include
the presumption that everyone is heterosexual or that opposite-sex attractions and relationships are the only norm and
therefore superior. (CC BY-SA 3.0)
• irreligious Irreligious describes an absence of any religion; where as anti-religion describes an active opposition or aversion
toward religions in general. (CC BY-SA 3.0)
• knowledge Familiarity or understanding of a particular skill, branch of learning, etc. (CC BY-SA 3.0)
• knowledge Familiarity or understanding of a particular skill, branch of learning, etc. (CC BY-SA 3.0)



• Message the verbal and nonverbal components of language, sent to the receiver by the sender, that convey an idea

(CC BY-SA 3.0)

• Primary group A small social group whose members share personal and lasting relationships. The family is the most important
primary group. (CC BY-SA 3.0)
• psychographics The study of personality, values, attitudes, interests, and lifestyles; not to be confused with demographic
variables such as age and gender (CC BY-SA 3.0)
• Questionnaire A questionnaire is a type of survey consisting of a series of questions and other prompts for the purpose of
gathering information from respondents. (CC BY-SA 3.0)
• race A large group of people distinguished from others on the basis of common physical characteristics, such as skin color or
hair type. (CC BY-SA 3.0)
• Rating scale A rating scale is a set of categories designed to elicit information about an attribute. In the social
sciences, common examples are the Likert scale and 1-10 rating scales in which a person selects the number which is
considered to reflect the perceived quality of a product. (CC BY-SA 3.0)
• Religion Religion is a collection of belief systems, cultural systems, and worldviews that relate humanity to spirituality
and, sometimes, to moral values. (CC BY-SA 3.0)
• religious pluralism The peaceful coexistence of multiple religions in a community (CC BY-SA 3.0)
• Secondary group A large group involving formal and institutional relationships. Secondary relationships involve weak emotional
ties and little personal knowledge of one another. (CC BY-SA 3.0)
• summative Of, pertaining to, or produced by summation. The adding up of what has been learned or what knowledge has been
acquired at the end of lesson or presentation. (CC BY-SA 3.0)
• Transgender Transgender is the state of one's "gender identity" (self-identification as woman, man, neither or both) not
matching one's "assigned sex" (identification by others as male, female or intersex based on physical/genetic sex).[ (CC BY-SA 3.0)



Audience for Richard Stallman's Talk at Teatro Alvear

Wikimedia. "Audience." CC BY http://commons.wikimedia.org/wiki/File%253AAudience.jpg View on Boundless.com


Magnifying Glass

Wikimedia. "Magnifying glass 2911." GNU FDL http://commons.wikimedia.org/wiki/File:Magnifying_glass_2911.JPG#file View on Boundless.com


Encoding communication

Wikipedia. "Encoding communication." CC BY-SA http://en.wikipedia.org/wiki/File:Encoding_communication.jpg View on Boundless.com


Baby, Mother, Grandmother and Great Grandmother

Wikimedia. "Baby Mother Grandmother and Great Grandmother." GNU FDL
http://commons.wikimedia.org/wiki/File%253ABaby_Mother_Grandmother_and_Great_Grandmother.jpg View on Boundless.com


Transgender Symbol

Wikimedia. "Transgender-intersexual symbol." Public domain http://commons.wikimedia.org/wiki/File%253ATransgender-intersexual_symbol.svg View on
Boundless.com


The Rainbow Flag

Wikipedia. "Rainbow flag and blue skies." CC BY http://en.wikipedia.org/wiki/File:Rainbow_flag_and_blue_skies.jpg View on Boundless.com


University of Oregon

Flickr. "University of Oregon | Flickr - Photo Sharing!." CC BY http://www.flickr.com/photos/jeffozvold/2253059979/ View on Boundless.com


Religious Symbols

Wikimedia. "Religious syms." Public domain http://commons.wikimedia.org/wiki/File:Religious_syms.svg View on Boundless.com


Culture

Wikimedia. "Culture." CC BY http://commons.wikimedia.org/wiki/File%253ACulture.png View on Boundless.com


Student Group

Wikimedia. "UG Student Group." CC BY-SA http://commons.wikimedia.org/wiki/File%253AUG_Student_Group.jpg View on Boundless.com


Rear Adm. J. Kevin Moran, commander, Naval Personnel Development Command (NPDC)
Norfolk, Va., speaks by video conference to The Center for Aviation Technical Training (CNATT)

Wikimedia. "US Navy 031215-N-4204E-009 The Center for Aviation Technical Training (CNATT) holds a video teleconference session with Rear Adm. J. Kevin
Moran, commander, Naval Personnel Development Command (NPDC) Norfolk, Va." Public domain


Auditorium,University of Liège

Wikimedia. "Auditorium - amphithéâtres de l'europe ULg." Public domain http://commons.wikimedia.org/wiki/File:Auditorium__amphith%25C3%25A9%25C3%25A2tres_de_l%2527europe_ULg.JPG#file View on Boundless.com


Maslow's Hierarchy of Needs

Wikipedia. "Maslow's Hierarchy of Needs." CC BY http://en.wikipedia.org/wiki/File:Maslow%2527s_Hierarchy_of_Needs.svg View on Boundless.com


Wikimedia. CC BY-SA http://upload.wikimedia.org/wikipedia/commons/thumb/1/13/Facebook_like_thumb.png/1196px-Facebook_like_thumb.png View on
Boundless.com


The Thinker by Auguste Rodin

Wikimedia. "El pensador-Rodin-Caixaforum-3." GNU FDL http://commons.wikimedia.org/wiki/File%253AEl_pensador-Rodin-Caixaforum-3.jpg View on
Boundless.com


Questionnaire

Wikimedia. "Fragebogen zur Wikipedia - YOU Berlin 2008 (6566)." CC BY-SA http://commons.wikimedia.org/wiki/File%253AFragebogen_zur_Wikipedia__YOU_Berlin_2008_(6566).JPG View on Boundless.com


Example Likert Scale Using Five Likert Items

Wikimedia. "Example Likert Scale." CC BY-SA http://commons.wikimedia.org/wiki/File%253AExample_Likert_Scale.svg View on Boundless.com


Lars G Nilsson interviews Thed Björk for Viasat Motor at Anderstorp Raceway in 2012, photo by Daniel
Ahlqvist

Wikipedia. "Thed Björk interview 2012." CC BY-SA http://en.wikipedia.org/wiki/File:Thed_Bj%25C3%25B6rk_interview_2012.jpg#file View on Boundless.com


Dot Org Boom seminar on April 12, 2005, at Finland's Embassy in Stockholm

Wikimedia. "Dotorgboom audience." CC BY-SA http://commons.wikimedia.org/wiki/File%253ADotorgboom_audience.jpg View on Boundless.com


Audience Response System

Wikimedia. "Audience Response System." Public domain http://commons.wikimedia.org/wiki/File%253AAudience_Response_System.jpg View on Boundless.com


Which of the following is a benefit of conducting audience
analysis?
A) It helps you speak to your audience in a language they understand
about things of interest to them.

B) It lets the audience feel like they are involved in the conversation.

C) It makes the speaker seem committed to the topic.

D) It shows the audience that the speaker is prepared for the speech.



Which of the following is a benefit of conducting audience
analysis?
A) It helps you speak to your audience in a language they understand
about things of interest to them.

B) It lets the audience feel like they are involved in the conversation.

C) It makes the speaker seem committed to the topic.

D) It shows the audience that the speaker is prepared for the speech.

Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/


A presidential candidate who has a strong background in
business needs to attract the support of senior citizens. Which of
the following polling questions would be the most effective in
helping the candidate choose a topic for his speech?
A) What community activities do you participate in regularly?

B) What expenses have the greatest impact on your household budget?

C) How long have you lived in your home?

D) At what age did you retire?



A presidential candidate who has a strong background in
business needs to attract the support of senior citizens. Which of
the following polling questions would be the most effective in
helping the candidate choose a topic for his speech?
A) What community activities do you participate in regularly?

B) What expenses have the greatest impact on your household budget?

C) How long have you lived in your home?

D) At what age did you retire?

Saylor OER. "Communication « Saylor.org – Free Online Courses Built by Professors." CC BY
3.0 http://www.saylor.org/majors/Communication/


When is it a good idea to use audience analysis as a way to cope
with the anxiety and stress of public speaking?
A) When you are choosing a speech topic

B) All of the answers

C) When you are deciding on the kind of language to use

D) When you are giving the speech



When is it a good idea to use audience analysis as a way to cope
with the anxiety and stress of public speaking?
A) When you are choosing a speech topic

B) All of the answers

C) When you are deciding on the kind of language to use

D) When you are giving the speech

Saylor OER. "Communication « Saylor.org – Free Online Courses Built by Professors." CC BY
3.0 http://www.saylor.org/majors/Communication/


A group of people within hearing; specifically a group of people
listening to a performance, speech etc.; the crowd seeing a stage
performance.
A) Group

B) Gathering

C) Meeting

D) Audience



performance.
A) Group

B) Gathering

C) Meeting

D) Audience

Wiktionary. "audience." CC BY-SA 3.0 http://en.wiktionary.org/wiki/audience


performance.
A) audience

B) persuasion

C) emotional appeal

D) evidential appeal



performance.
A) non-verbal communication

B) noise

C) audience

D) situational awareness



_______ contrasts with speaker-centered. When preparing a
message the source analyzes the audience in order to adapt the
content and language usage to the level of the listeners.
A) Encode

B) Audience-centered

C) Egocentrism

D) Demographics



_______ contrasts with speaker-centered. When preparing a
message the source analyzes the audience in order to adapt the
content and language usage to the level of the listeners.
A) Encode


C) Egocentrism

D) Demographics

Boundless Learning. "Boundless." CC BY-SA 3.0
http://www.boundless.com//communications/definition/audience-centered


An _______ involves the study of the pertinent elements defining
the makeup and characteristics of your audience.
A) Message

B) Egocentrism

C) audience analysis

D) Demographics



An _______ involves the study of the pertinent elements defining
the makeup and characteristics of your audience.
A) Message

B) Egocentrism


D) Demographics

Boundless Learning. "Boundless." CC BY-SA 3.0 http://www.boundless.com//communications/definition/audience-analysis


performance.
A) Encode

B) audience

C) Message

D) Demographics



performance.
A) informative

B) speech

C) audience

D) toast



Preoccupation with one's own internal world; the belief that one's
own opinions or interests are the most important or valid.
A) Audience-centered

B) Egocentrism

C) Encode

D) Message



Preoccupation with one's own internal world; the belief that one's
own opinions or interests are the most important or valid.
A) Audience-centered

B) Egocentrism

C) Encode

D) Message

http://www.boundless.com//communications/definition/egocentrism


To analyze the demographics of an audience, which course of
study should you emulate?
A) Psychology.

B) Physiology.

C) Anthropology.

D) Sociology.



Egocentrism is

A) extreme patriotism in the form of aggressive foreign policy.

B) impulsivity and instability of affects, interpersonal relationships, and
self image.

C) the belief that one's own opinions or interests are the most important
or valid.

D) the inability to experience emotion or to empathize with others.



The characteristics of population such as age, gender, sexual
orientation, occupation, education; classification of the
characteristics of the people.
A) audience

B) Demographics


D) Message



The characteristics of population such as age, gender, sexual
orientation, occupation, education; classification of the
characteristics of the people.
A) audience

B) Demographics


D) Message

http://www.boundless.com//communications/definition/demographics


to translate the sender's spoken idea/message into something the
receiver understands by using his or her knowledge of language
based on personal experience
A) audience


C) Decode

D) audience analysis



to translate the sender's spoken idea/message into something the
receiver understands by using his or her knowledge of language
based on personal experience
A) audience


C) Decode


Boundless Learning. "Boundless." CC BY-SA 3.0 http://www.boundless.com//communications/definition/decode


How can a speaker identify with his or her audience?
A) By understanding the audience's interests, values, beliefs, and
language level.

B) By imagining a theoretical, universal audience based on research.

C) By understanding how the audience decodes the speaker's ideas.

D) All of these answers.



How can a speaker identify with his or her audience?
A) By understanding the audience's interests, values, beliefs, and
language level.

B) By imagining a theoretical, universal audience based on research.

C) By understanding how the audience decodes the speaker's ideas.




the verbal and nonverbal components of language, sent to the
receiver by the sender, that convey an idea
A) audience

B) audience analysis

C) Message

D) Demographics



the verbal and nonverbal components of language, sent to the
receiver by the sender, that convey an idea
A) audience

B) audience analysis

C) Message

D) Demographics

Boundless Learning. "Boundless." CC BY-SA 3.0 http://www.boundless.com//communications/definition/message


to turn one's ideas into spoken language in order to transmit them
to listeners
A) audience

B) Encode

C) Audience-centered




to turn one's ideas into spoken language in order to transmit them
to listeners
A) audience

B) Encode

C) Audience-centered


http://www.boundless.com//communications/definition/encode


Cohorts of people who were born in the same date range and
share similar cultural experience.
A) Generation

B) Religion

C) irreligious

D) Secondary group



A) Generation

B) Religion

C) irreligious

D) Secondary group

Wikipedia. "Generation." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Generation


Which of the following describes Millennials?
A) They think of themselves as a special generation, very different than
those that came before.
B) They exhibit a thirst for instant gratification and quick fixes, while
having limited patience.

C) They came of age at a time marked by an increase in a neoliberal
approach to politics and economics.

D) They are lifelong users of communications and media technologies.



What characterizes the Baby Boom generation?
A) They tend to ignore leaders and work for more long-term institutional
and systematic change.
B) They are marked by an increased use and familiarity with
communication technologies.

C) They are associated with a rejection or redefinition of traditional
values.

D) They are nimble, quick-acting multi-taskers.



A) Praxis

B) analysis

C) Generation

D) synthesis



A) Praxis

B) analysis

C) Generation

D) synthesis

Wikipedia. "Generation." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Generation


_______, or age discrimination is stereotyping and discriminating
against individuals or groups because of their age. It is a set of
beliefs, attitudes, norms, and values used to justify age based
prejudice, discrimination, and subordination.
A) Praxis

B) analysis

C) synthesis

D) Ageism



A) Praxis

B) analysis

C) synthesis

D) Ageism

Wikipedia. "Ageism." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Ageism


A) Religion

B) ethnicity

C) Ageism

D) Secondary group



A) Religion

B) ethnicity

C) Ageism

D) Secondary group

Wikipedia. "Ageism." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Ageism


The sociocultural phenomenon of dividing people into the
categories of "male" and "female," with each having associated
clothing, roles, stereotypes, etc.
A) gender

B) sender

C) message

D) noise



A) gender

B) sender

C) message

D) noise

Wiktionary. "gender." CC BY-SA 3.0 http://en.wiktionary.org/wiki/gender


When one uses stereotypical language, s/he is in danger of

A) describing a person's individual merit.

B) rendering gendered labels and terms socially unacceptable.

C) All of these answers.

D) restricting the rights, opportunities, and freedoms of certain people.



When one uses stereotypical language, s/he is in danger of

A) describing a person's individual merit.

B) rendering gendered labels and terms socially unacceptable.


D) restricting the rights, opportunities, and freedoms of certain people.



In order to guard against gender discrimination and stereotyping
members of your audience, you should
A) All of these answers.

B) use inclusive, neutral terminology.

C) explore the gender conditioning that occurs throughout a lifetime.

D) consider labeling to be a conscious activity, so the described person's
individual merits are clear.



In order to guard against gender discrimination and stereotyping
members of your audience, you should

B) use inclusive, neutral terminology.

C) explore the gender conditioning that occurs throughout a lifetime.

D) consider labeling to be a conscious activity, so the described person's
individual merits are clear.



A) Generation

B) ethnicity

C) Ethnocentrism

D) gender



_______ is the state of one's "gender identity" (self-identification
as woman, man, neither or both) not matching one's "assigned
sex" (identification by others as male, female or intersex based on
physical/genetic sex).[
A) Ageism

B) Transgender

C) Religion

D) Primary group



_______ is the state of one's "gender identity" (self-identification
as woman, man, neither or both) not matching one's "assigned
sex" (identification by others as male, female or intersex based on
physical/genetic sex).[
A) Ageism

B) Transgender

C) Religion

D) Primary group

Wikipedia. "Transgender." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Transgender


A) gender

B) Intercultural Communication

C) bias

D) language



Which of the following illustrates inclusive language?
A) As he ran into the room, the male nurse saw immediately that the
patient was flat-lining.

B) Firemen risk their lives to save our property.

C) The mayor chose a prominent Jewish doctor to chair the hospital’s
fundraising committee.

D) This option is available to all members and their partners.



Which of the following illustrates inclusive language?
A) As he ran into the room, the male nurse saw immediately that the
patient was flat-lining.

B) Firemen risk their lives to save our property.

C) The mayor chose a prominent Jewish doctor to chair the hospital’s
fundraising committee.

D) This option is available to all members and their partners.

Saylor OER. "Communication « Saylor.org – Free Online Courses Built by Professors." CC BY 3.0 http://www.saylor.org/majors/Communication/


According to Alfred Kinsey, a minority of humans are exclusively

A) homosexual, and the majority are heterosexual.

B) bisexual, and the majority are homosexual or heterosexual.

C) heterosexual or homosexual, and the majority are bisexual.

D) heterosexual or bisexual, and the majority are homosexual.



_______ (sexual slang): Men who identify as hetero, but have sex
with men secretly.
A) Transgender

B) race

C) down-low

D) Secondary group



_______ (sexual slang): Men who identify as hetero, but have sex
with men secretly.
A) Transgender

B) race

C) down-low

D) Secondary group

Wikipedia. "down-low." CC BY-SA 3.0 http://en.wikipedia.org/wiki/down-low


The view that all human beings are either male or female, both in
sex and in gender, and that sexual and romantic thoughts and
relations are normal only when between people of different sexes.
A) Transgender

B) heteronormativity

C) irreligious

D) Ethnocentrism



The view that all human beings are either male or female, both in
sex and in gender, and that sexual and romantic thoughts and
relations are normal only when between people of different sexes.
A) Transgender


C) irreligious

D) Ethnocentrism

Wiktionary. "heteronormativity." CC BY-SA 3.0 http://en.wiktionary.org/wiki/heteronormativity


A system of attitudes, bias, and discrimination in favor of oppositesex sexuality and relationships. It can include the presumption
that everyone is heterosexual or that opposite-sex attractions and
relationships are the only norm and therefore superior.
A) Generation

B) Heterosexism

C) race

D) Ethnocentrism



A system of attitudes, bias, and discrimination in favor of oppositesex sexuality and relationships. It can include the presumption
that everyone is heterosexual or that opposite-sex attractions and
relationships are the only norm and therefore superior.
A) Generation

B) Heterosexism

C) race

D) Ethnocentrism

Wikipedia. "Heterosexism." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Heterosexism


Familiarity or understanding of a particular skill, branch of
learning, etc.
A) topic

B) knowledge

C) choose

D) interest



learning, etc.
A) topic

B) knowledge

C) choose

D) interest

Wiktionary. "knowledge." CC BY-SA 3.0 http://en.wiktionary.org/wiki/knowledge


Facts, skills, and ideas that have been learned, either formally or
informally.
A) religious pluralism

B) education

C) Ageism

D) ethnicity



Facts, skills, and ideas that have been learned, either formally or
informally.

B) education

C) Ageism

D) ethnicity

Wiktionary. "education." CC BY-SA 3.0 http://en.wiktionary.org/wiki/education


learning, etc.
A) co-located

B) knowledge

C) psychographics

D) favorability



Why should you consider your audience's formal and self-directed
education when giving a presentation?

B) Your audience may not know about something that is very obvious to
you.

C) Your audience may not ask questions.

D) Your audience could be offended if you explain something
unnecessarily.



learning, etc.
A) persuasive speech

B) topic outline

C) knowledge

D) sentence outline



learning, etc.

B) topic outline

C) knowledge

D) sentence outline



_______ describes an absence of any religion; where as antireligion describes an active opposition or aversion toward
religions in general.
A) irreligious

B) Generation

C) Ethnocentrism

D) Secondary group



_______ describes an absence of any religion; where as antireligion describes an active opposition or aversion toward
religions in general.
A) irreligious

B) Generation

C) Ethnocentrism

D) Secondary group

Wikipedia. "irreligious." CC BY-SA 3.0 http://en.wikipedia.org/wiki/irreligious


_______ is a collection of belief systems, cultural systems, and
worldviews that relate humanity to spirituality and, sometimes, to
moral values.
A) Generation

B) race

C) Ethnocentrism

D) Religion



_______ is a collection of belief systems, cultural systems, and
worldviews that relate humanity to spirituality and, sometimes, to
moral values.
A) Generation

B) race

C) Ethnocentrism

D) Religion

Wikipedia. "Religion." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Religion


The peaceful coexistence of multiple religions in a community



C) Heterosexism

D) Secondary group



The peaceful coexistence of multiple religions in a community



C) Heterosexism

D) Secondary group

Wiktionary. "religious pluralism." CC BY-SA 3.0 http://en.wiktionary.org/wiki/religious+pluralism


Name the five largest religious groups in the world.

A) Islam, Christianity, Sikhism, Hinduism, and Buddhism.

B) Hinduism, Buddhism, Sikhism, Judaism, and Chinese folk religion.

C) Christianity, Islam, Buddhism, Hinduism, and Chinese folk religion.

D) Christianity, Judaism, Islam, Buddhism, and Hinduism.



A large group of people distinguished from others on the basis of
common physical characteristics, such as skin color or hair type.
A) edupunk

B) race

C) gender

D) down-low



A large group of people distinguished from others on the basis of
common physical characteristics, such as skin color or hair type.
A) edupunk

B) race

C) gender

D) down-low

Wiktionary. "race." CC BY-SA 3.0 http://en.wiktionary.org/wiki/race


characteristics of group of people thought to have common
ancestry who share a distinctive culture
A) Generation

B) Heterosexism

C) irreligious

D) ethnicity



characteristics of group of people thought to have common
ancestry who share a distinctive culture
A) Generation

B) Heterosexism

C) irreligious

D) ethnicity

Wikipedia. "ethnicity." CC BY-SA 3.0 http://en.wikipedia.org/wiki/ethnicity


judging another culture solely by the values and standards of
one's own culture
A) Ageism

B) edupunk

C) Ethnocentrism

D) gender



judging another culture solely by the values and standards of
one's own culture
A) Ageism

B) edupunk

C) Ethnocentrism

D) gender

Wikipedia. "Ethnocentrism." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Ethnocentrism


Which of the following is an example of racial prejudice?
A) An HR representative hires a person of Japanese heritage to perform
a job that requires math skills.
B) An HR representative assumes that a person of Chinese heritage will
have poor communication skills.

C) An HR representative does not hire a person of Latin American
heritage for a job.
D) An HR representative hires a person of African heritage for a mid-level
management position.



Ethnicity is
A) a group of people distinguished from others on the basis of common
physical characteristics.
B) the judgment of another culture solely by the values and standards of
one's own culture.

C) the non-biological or social aspects of human life: anything learned by
humans.
D) the characteristics of a group of people with common ancestry who
share a distinctive culture.



A large group involving formal and institutional relationships.
Secondary relationships involve weak emotional ties and little
personal knowledge of one another.
A) Ageism

B) Secondary group

C) Transgender

D) down-low



A large group involving formal and institutional relationships.
Secondary relationships involve weak emotional ties and little
personal knowledge of one another.
A) Ageism

B) Secondary group

C) Transgender

D) down-low

Wikipedia. "Secondary group." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Secondary+group


Which of the following is an example of a primary group?

A) A university.

B) A soccer team.

C) A fraternity.

D) A company.



A small social group whose members share personal and lasting
relationships. The family is the most important _______.
A) Generation

B) edupunk

C) Transgender

D) Primary group



A small social group whose members share personal and lasting
relationships. The family is the most important _______.
A) Generation

B) edupunk

C) Transgender

D) Primary group

Wikipedia. "Primary group." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Primary+group


If you are speaking to remote locations via video conferencing
technology, which of the following is something you should
consider?
A) Whether you will be indoors or outdoors and what the weather,
temperature, and noise level will be.
B) If there is a time lag that is noticeable to your viewers and how to
minimize confusion.

C) If there will be a stage, podium, or lectern.

D) Whether the location has an historical significance.



Which audience size enables a speaker to develop a less formal,
more interactive speech?
A) Small

B) Medium

C) Large

D) None of the answers



Which audience size enables a speaker to develop a less formal,
more interactive speech?
A) Small

B) Medium

C) Large

D) None of the answers

Saylor OER. "Communication « Saylor.org – Free Online Courses Built by Professors." CC BY 3.0
http://www.saylor.org/majors/Communication/


To locate or be located at the same site, for two things or groups
at same space.
A) formative

B) psychographics

C) favorability

D) co-located



To locate or be located at the same site, for two things or groups
at same space.
A) formative

B) psychographics

C) favorability

D) co-located

Wiktionary. "co-located." CC BY-SA 3.0 http://en.wiktionary.org/wiki/co-located


Why does it benefit a speaker to consider the psychology of their
audience?
A) Knowing the audience's starting point makes it easier to get them to
accept a particular idea or take an action.
B) The speaker should know the audience's state and how they got to
that state.


D) Being aware of the psychological deficiencies of the audience means
the speaker can be sensitive.



The study of personality, values, attitudes, interests, and lifestyles;
not to be confused with demographic variables such as age and
gender
A) knowledge

B) psychographics

C) co-located

D) favorability



The study of personality, values, attitudes, interests, and lifestyles;
not to be confused with demographic variables such as age and
gender
A) knowledge

B) psychographics

C) co-located

D) favorability

Wikipedia. "psychographics." CC BY-SA 3.0 http://en.wikipedia.org/wiki/psychographics


The quality or degree of being viewed favorably

A) formative

B) co-located

C) favorability

D) psychographics



The quality or degree of being viewed favorably

A) formative

B) co-located

C) favorability

D) psychographics

Wiktionary. "favorability." CC BY-SA 3.0 http://en.wiktionary.org/wiki/favorability


How might you discover the favorability rating of your topic?
A) Conduct a simple survey with rating scales to find out how your
audience views your topic.

B) Mine data informally by posing a question using social media.

C) Identify friends who are similar to your audience and ask how they feel
about your topic.




Of, pertaining to, or produced by summation. The adding up of
what has been learned or what knowledge has been acquired at
the end of lesson or presentation.
A) co-located

B) psychographics

C) summative

D) favorability



Of, pertaining to, or produced by summation. The adding up of
what has been learned or what knowledge has been acquired at
the end of lesson or presentation.
A) co-located

B) psychographics

C) summative

D) favorability

Boundless Learning. "Boundless." CC BY-SA 3.0 http://www.boundless.com//communications/definition/summative


learning, etc.
A) knowledge

B) topic

C) choose

D) interest



learning, etc.

B) knowledge

C) topic outline

D) sentence outline



How can you assess summative knowledge?
A) Ask the audience short, quick questions during your speech to see
where they are.
B) Pre-assess your audience to see how much they know so you can
adjust your content.

C) Ask the audience to complete a questionnaire or use an Audience
Response System at the end.

D) Use an Audience Response System at different points in the speech.



Formative knowledge is

A) the knowledge that the audience already has about your topic.

B) knowledge that is forming in the mind of the audience during the
speech.

C) the knowledge that your audience leaves with after your speech.




Of or pertaining to the formation and subsequent growth of
something. acquired.
A) co-located

B) psychographics

C) favorability

D) formative



Of or pertaining to the formation and subsequent growth of
something. acquired.
A) co-located

B) psychographics

C) favorability

D) formative

Wiktionary. "formative." CC BY-SA 3.0 http://en.wiktionary.org/wiki/formative


A _______ is a set of categories designed to elicit information
about an attribute. In the social sciences, common examples are
the Likert scale and 1-10 _______s in which a person selects the
number which is considered to reflect the perceived quality of a
product.
A) Egocentrism

B) Diction

C) summative

D) Rating scale



A _______ is a set of categories designed to elicit information
about an attribute. In the social sciences, common examples are
the Likert scale and 1-10 _______s in which a person selects the
number which is considered to reflect the perceived quality of a
product.
A) Egocentrism

B) Diction

C) summative

D) Rating scale

Wikipedia. "Rating scale." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Rating+scale


An Internet surveying technique in which the interviewer follows a
script provided in a website. The questionnaires are made in a
program for creating web interviews. The program is able to
customize the flow of the questionnaire based on the answers
provided, as well as information already known about the
participant.
A) Ethnocentrism

B) Computer-assisted web interviewing

C) Diction

D) formative



An Internet surveying technique in which the interviewer follows a
script provided in a website. The questionnaires are made in a
program for creating web interviews. The program is able to
customize the flow of the questionnaire based on the answers
provided, as well as information already known about the
participant.
A) Ethnocentrism

B) Computer-assisted web interviewing

C) Diction

D) formative
Wikipedia. "Computer-assisted web interviewing." CC BY-SA 3.0
http://en.wikipedia.org/wiki/Computer-assisted+web+interviewing


Which of the following is something to avoid when making
observations about your audience?
A) Asking open-ended questions.

B) Using your senses such as hearing, sight, or smell.

C) Observing through the lens of your own personal biases.

D) Probing your audience for more information.



What is a Likert-type rating scale of attitudes?

A) A multiple-choice questionaire with four answer options.

B) A questionaire requiring the evaluation of a statement based on the
level of agreement or disagreement.

C) A rating scale created using a series of closed yes or no questions.

D) An interview using open-ended questions.



A _______ is a type of survey consisting of a series of questions
and other prompts for the purpose of gathering information from
respondents.
A) audience analysis

B) Demographics

C) Diction

D) Questionnaire



A _______ is a type of survey consisting of a series of questions
and other prompts for the purpose of gathering information from
respondents.
A) audience analysis

B) Demographics

C) Diction

D) Questionnaire

Wikipedia. "Questionnaire." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Questionnaire


Why should you consider the demographics of your audience
before delivering a speech?
A) In order to use jargon that communicates very specific information.

B) So you can present information to which your audience may react
negatively.

C) So you can adapt analogies, vocabulary, quotes from authorities, and
dialects to the audience.




The writer's or the speaker's distinctive vocabulary choices and
style of expression in a poem or story.
A) Rating scale

B) Questionnaire

C) Computer-assisted web interviewing

D) Diction



The writer's or the speaker's distinctive vocabulary choices and
style of expression in a poem or story.
A) Rating scale

B) Questionnaire

C) Computer-assisted web interviewing

D) Diction

Wikipedia. "Diction." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Diction


How can you evaluate your audience's reactions in order to adapt
your message during your speech?
A) You can encourage your audience to ask questions.

B) All of these answers.

C) You can observe non-verbal reactions, such as looks of confusion or
expressions of agreement.
D) You can use an SMS response system that uses cell phones to gauge
audience reactions.



Attribution
• Wikipedia. "Target audience." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Target_audience
• Wikipedia. "Audience." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Audience
• Wikipedia. "Audience analysis." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Audience_analysis
• Wikipedia. "Demographics." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Demographics
• Wikipedia. "Audience analysis." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Audience_analysis
• Wikipedia. "Egocentrism." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Egocentrism
• Wikipedia. "Belief." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Belief
• Wikipedia. "Attitude (psychology)." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Attitude_(psychology)
• Wikipedia. "Empathy." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Empathy#Perspective-taking

• Wikipedia. "Models of communication." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Models_of_communication
• Wikipedia. "Generation." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Generation
• Wikipedia. "Agism." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Agism
• Wikipedia. "Generation Gap." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Generation_Gap
• Wikipedia. "Generation." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Generation
• Wikibooks. "Gender and Visual Rhetoric." CC BY-SA 3.0 http://en.wikibooks.org/wiki/Gender_and_Visual_Rhetoric



• Wikipedia. "Politically correct." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Politically_correct

• Wikipedia. "Genderism." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Genderism
• Wikipedia. "Demographics of the United States." CC BY-SA 3.0
http://en.wikipedia.org/wiki/Demographics_of_the_United_States#Sex_ratios
• Wikibooks. "Gender and Visual Rhetoric." CC BY-SA 3.0 http://en.wikibooks.org/wiki/Gender_and_Visual_Rhetoric
• Wikibooks. "Subject:Sociology of gender." CC BY-SA 3.0 http://en.wikibooks.org/wiki/Subject:Sociology_of_gender
• Wikipedia. "Gender-neutral language." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Gender-neutral_language
• Wikipedia. "Gay women." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Gay_women
• Wikipedia. "LGBT social movements." CC BY-SA 3.0 http://en.wikipedia.org/wiki/LGBT_social_movements
• Wikipedia. "LGBT rights by country or territory." CC BY-SA 3.0 http://en.wikipedia.org/wiki/LGBT_rights_by_country_or_territory
• Wikipedia. "Demographics of sexual orientation." CC BY-SA 3.0
http://en.wikipedia.org/wiki/Demographics_of_sexual_orientation
• Wikipedia. "Women who have sex with women." CC BY-SA 3.0
http://en.wikipedia.org/wiki/Women_who_have_sex_with_women
• Wikipedia. "Hetrosexuality." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Hetrosexuality
• Wikipedia. "Heteronormativity." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Heteronormativity
• Wikipedia. "Heterosexism." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Heterosexism
• Wikipedia. "Hetrosexuality." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Hetrosexuality
• Wikipedia. "Bisexual." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Bisexual
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http://en.wikipedia.org/wiki/Educational_attainment_in_the_United_States
• Wikibooks. "Development Cooperation Handbook/Communication Skills/How to present an idea." CC BY-SA 3.0
http://en.wikibooks.org/wiki/Development_Cooperation_Handbook/Communication_Skills/How_to_present_an_idea
• Tool Box. "Know Thy Audience - Lessons on Public Presentations." CC BY-SA http://it.toolbox.com/blogs/oracle-guide/know-

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