102 6.3 AnAlyzing your Audience
as you speak to others or join group conversations. For example, most of us do
not deliberately make offensive comments to family members or friends. Rather,
we analyze our audience (often very quickly), and then we adapt our messages
to the individuals with whom we are speaking. Public speaking involves the
same sort of process.
Precisely what do you look for when analyzing the information that you
have gathered about your audience? Ask yourself the following questions:
• How are audience members similar to one another?
• How are audience members different from one another?
• On the basis of their similarities and differences, how can I establish com-
mon ground with the audience?Look for Audience Member Similarities
Knowing what several members of your audience have in common can help you
to craft a message that resonates with them. For example, if your audience mem-
bers are approximately the same age, then you have some basis for selecting
examples and illustrations that your listeners will understand. When looking for
similarities, consider the following questions: What ethnic and cultural charac-
teristics do audience members have in common? Are they all from the same geo-
graphic region? Do they (or did they) attend the same college or university? Do
they have similar levels of education? Do they all like the same kinds of things?
Answering these and other questions will help you to develop your own ideas
and relate your message to your listeners.Look for Audience Member Differences
Besides noting similarities, you can also note differences among your audience
members. It is unlikely that all the audience members for the speeches you give
in class will have similar backgrounds. The range of cultural backgrounds, eth-
nic ties, and religious traditions among students at most colleges and universi-
ties is rapidly expanding. You can also note a range of differences in age and
gender as well as perspectives about your topic.Establish Common Ground with Your Audience
When you know what your audience members have in common as well as how
they differ, both in terms of demographic information (such as age or educa-
tion level) and in terms of attitudes and beliefs they may have about you or
your topic, then you can seek to establish common ground with your audience.
To establish common ground with your audience is to identify ways in which
you and your listeners are alike. The more your listeners identify with you and
the goals of your message, the more likely they are to respond positively. Keep
in mind that although each audience member is unique, with his or her own