106 6.5 AnAlyzing your Audience
audiences of different age levels. Your credibility as a speaker—how positively
you are perceived by your audience—depends on your sensitivity to the values
and assumptions of your listeners. Of course, the broad generalizations that
we’ve summarized here don’t apply across the board, but it’s wise to consider
how generational differences can affect how your message is interpreted.
gEnDEr AnD SExuAL OrIEntAtIOn Josh began his speech by thanking
his predominantly female audience for taking time from their busy schedules to
attend his presentation on managing personal finances—not a bad way to begin
a talk. However, he continued by noting that their job responsibilities of raising
children, keeping their homes clean, and feeding their families were among the
most important tasks in America. Josh thought he was paying his audience a
compliment. He did not consider that today most women work outside the home
as well as in it. Many of his listeners were insulted—and many of them stopped
being listeners. How can you avoid Josh’s fate? Follow these suggestions.
BE SEnSItIvE tO DIvErSIty Sexual and gender orientations are not easily
sorted into exclusive either-or categories. gender is the culturally constructed
and psychologically based perception of one’s self as feminine or masculine. We
develop our gender identities as a result of life experiences, including social learn-
ing from others, and our inherited personality and genetics. A person’s sex is de-
termined by biology, as reflected in his or her anatomy and reproductive system;
someone is born either male or female. Drawing conclusions about your audienceTable 6.2 Summary of generational characteristics
Generation Name Birth Years Typical Values and Characteristics
Matures 1925–1942 • Hard work
• Duty
• Sacrifice
• A sense of what is right
• Work fast
Baby Boomers 1943–1960 • Personal fulfillment and optimism
• Crusading causes
• Buy now, pay later
• Equal rights for all
• Work efficiently
Generation X 1961–1981 • Live with uncertainty
• Balance is important
• Live for today
• Save
• Every job is a contract
Millennials 1982–2002 • Close to parents
• Feel “special”
• Goal-oriented
• Team-oriented
• Focus on achievement
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