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Week 3: Message preparation: informative messages
Audience analysis
© 2000 David E. Powers
I. Perception of the possible
A. How much can we teach?
B. How much can we say?
C. How much can we persuade?
II. Audience analysis
A. Audience analysis: motivations
1. pedestrian: not relevant in this course
2. passive
3. selected
4. concerted
5. organized
6. absent: although not the sort of speech we do,
theoretical concerns
i. What is an absent audience?
ii. Examples of absent audience:
a. Gettysburg Address
b. Coatesville Address
B. Audience analysis: demographics
1. ethnicity
2. race
3. religion
4. gender
5. marital status /sexual expression
6. age
7. affiliation
8. occupation / socioeconomic status
9. region
C. Audience analysis: psychology
1. elements of audience psychology
i. beliefs
ii. attitudes
iii. values
2. technical terms for argumentation to audience
psychology
i. enthymeme
ii. warrant
D. Audience analysis: ethos
1. prior ethos: extrinsic credibility
2. derived ethos: intrinsic credibility
3. terminal ethos: terminal credibility
III. Informative messages
A. Fundamentals of informative messages
1. foundation
2. task: clarity
3. attitude: objectivity
4. selecting an informative goal: understanding
B. Topic selection
1. Selecting a suitable topic
i. audience needs
ii. your interests
iii. current events
2. Informative goals
i. information
ii. demonstration
iii. description
iv. report
v. explanation
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