CHAPTER 4

Audience Analysis

1. What Does It Mean To Be Audience Centered?

Being audience centered means knowing how to craft and deliver your message so that the audience reacts the way that you want them to. While you want to be aware of your audience’s attitudes, beliefs, and values you want to remain authentic to your own. Herein lies the art of good audience analysis. How can you best deliver your message given the audience and situation, while remaining true to yourself?

Key Terms

Audience Centered
Attitudes, Beliefs, and Values
Active Audience
Passive Audience
Captive Audience
Voluntary Audience
Involuntary Audience
Hostile Audience
Chronemics