Running head: AUDIENCE ANALYSIS
University of Phoenix
December 10, 2009
Delivering information to an audience may seem like a simple task, but appearances may be deceiving. Delivering messages to an audience is more than just the presentation. A great deal of forethought must be exercised; the message must be tailored to the specific audience it will be presented. By taking into consideration audience characteristics, communication channels, diversity, and how to make the message effective all stakeholders will obtain the most out of the communication.
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In the assignment example management may be a thinking type dichotomy, salespeople may be an extraverted type dichotomy, and customers may be a sensing type dichotomy. The individuals have been analyzed; the organizational culture and discourse community must be analyzed.
Organizational culture and discourse community
Culture is important, especially when trying to deliver a message to an audience who many of which may belong to the same culture. Understanding the culture may grant an insight to the values, attitudes, and philosophies of many members of the audience (Locker & Kienzler, 2008). If many audience members share the same values and attitudes, it is much easier to craft a message that appeals directly to those traits. In the assignment example management and salespeople belong to the same corporation and so they belong to the same culture; information on the company culture may allow the message to be targeted to them. Culture is important, but so is the discourse community.
The discourse community will shed light onto assumptions the audience may share on channels, formats, and styles should be used for communication (Locker & Kienzler, 2008). Members of a discourse community may also share common beliefs on what topics should be discussed and what constitutes evidence (Locker & Kienzler). Once this information is revealed, it is imperative that the message appeal to any large organizational cultures and discourse groups who exist within the audience. In the assignment example management most likely belongs to the same discourse culture. Now all the information is available that will be needed to choose the appropriate channels for communicating with this audience.
A communication channel is how the message will be delivered to the audience (Locker & Kienzler, 2008). Depending on which groups the audience is composed of, multiple channels may be appropriate. Written communications are best for presenting complicated information, a large amount of information, and to minimize emotion (Locker & Kienzler). Oral communication is best for using emotion to persuade, focus attention on specific points, build consensus, modify plans, and obtain immediate actions and responses (Locker & Kienzler). Diversity is also an issue that demands consideration.
Demographic characteristics are facts about members of the audience that can be counted such as age, sex, race, religion,...