Elements of Audience Analysis Worksheet:

Below are three categories of characteristics used to compile an audience analysis. List each specific characteristic under the appropriate general heading. Demographic characteristics tell you who the audience is (in broad terms); psychological characteristics tell you how they feel and what they hold as important; situational characteristics tell you were you are (and, to some extent, what is expected of you.

There are three short exercises below the lists.

Demographic Characteristics Psychological Characteristics    Situational Characteristics

1 1 1 2 2 2 3 3 3 4 4 5 6

Specific characteristics (choose from these to complete the above):

Time Audience Size Age Attitudes: Likes and Dislikes Sexual Orientation Values: What is perceived to be good or bad Occasion Gender Group Membership Location Socioeconomic Status Culture, ethnic or racial background

Beliefs: What is perceived to be true or false

Sample Exercise:

1. A college professor, newly hired near the beginning of a term, is preparing a class for his new students. In your estimation, what characteristics of this audience would it be important for him/her to consider (rank order the first 5)? Explain your choices.

2. A politician, campaigning in a region which once supported his party but has recently turned toward his opposition, needs to reconsider his message. What do you think would be the three most important areas to focus on? Explain your choices.

3. A pollster notices a surprising anomaly in the results of a recent poll in the mid-Atlantic section (New York, Pennsylvania, Ohio, Indiana, Michigan) of the country. What demographic characteristics might contribute to his findings?

Please put into sequential order and answer the 3 questions

Speech and Communications class