Analyzing your Audience before you Speak 6.5 109
pOLItIcAL grOupS Are members of your audience active in politics? Know-
ing whether your listeners are active in such groups as the Young Republicans,
Young Democrats, or Young Libertarians can help you to address political topics.
Members of environmental or other special-interest groups may also hold strong
political opinions on various topics and political candidates.
Table 6.3 describing and Adapting to cultural differences
Cultural Value Cultural Characteristic How to Adapt to Cultural Characteristic
Individualistic cultures Individual achievement is emphasized more
than group achievement.• Stress the importance of individual rewards and
recognition.
• Identify how audience members will benefit from
your ideas or proposal.
Collectivistic cultures Group or team achievement is emphasized
more than individual achievement.• Recognize group or team accomplishments. Avoid
singling out individuals.
• Stress the importance of community values.
• Help audience members to be perceived in a posi-
tive way for helping others.
High-context cultures The context of a message—including
nonverbal cues, tone of voice, posture, and
facial expression—is often more important
than the words.• Don’t boast about your specific accomplishments.
Establish credibility in more indirect ways.
• Use a subtle, less dramatic delivery style.Low-context cultures The words in a message are given more
attention than the surrounding context.• Be sure to make your ideas and recommendations
explicit.
• Although context cues from your delivery are impor-
tant, use your words to clearly convey the details of
your message.
Need for certainty People dislike ambiguous messages and
want specifics.• Create a clear, logical organizational pattern for your
speech.
• Provide an explicit statement of your purpose.
• Use concrete details and examples.
• Explain action steps the audience can take.
Tolerance of
uncertaintyPeople can accept ambiguity and are not
bothered if they do not know all the details.• The purpose of the speech need not be as explicitly
explained.
• You can use less specificity when suggesting solu-
tions to problems.
High-power cultures Status and power differences are
emphasized; roles and chains of command
are clearly defined.• Convey the status or position of you or your sources
to help establish credibility.
• Develop messages or propose solutions that ac-
knowledge differences in status among people.
Low-power cultures Status and power differences receive less
emphasis; people strive for equality rather
than exalting those in positions of leadership.• Discuss shared approaches to governance and
leadership.
• Develop solutions that involve others in reaching
consensus.
Long-term time
orientationPeople accept that it may take a long time to
accomplish goals; patience, persistence, and
deferred gratification are valued.• Appeal to listeners’ persistence, patience, and
delayed gratification.
• Emphasize how ideas and suggestions will benefit
future generations.
Short-term time
orientationPeople are attuned to time and time
management; quick responses to problems
are valued.• Explain actions and results that listeners can imple-
ment right now.
• Identify the immediate impact that your ideas and
proposals will have on listeners.copyrighted by Pearson education, upper Saddle river, nJ