The Rhetorical Situation: Audience

In the section on audience in Chapter 1 (and later in Chapter 5), Dr. Zarefsky describes the important roles for the audience in the speech-preparation process and provides instruction in how to analyze your audience. Keep in mind that every time he says “you” and “your” with regard to your speech preparation, you can also hear him say “he” or “her” in terms of how a speaker perceived the audience for the speeches you analyze. For example, when you consider the rhetorical situation for the Challenger address, think about how President Reagan was able to anticipate the constraints placed and resources provided by the audience. Then, as you prepare your speech about the Challenger speech, think about how your audience places constraints on and provides resources for your speech.

You may learn about the audience for a particular speech in different ways. In many cases, historical information can help you assess the audience. You might look at who was physically present when the speech was given, but also find out who read, heard, or viewed the speech through another medium (newspaper, television, etc.). Often, speakers, especially public figures, are quite aware that their audience extends beyond the live audience present at the delivery of the speech. Additionally, you can look to the speech itself to determine whom the speaker is addressing. Speakers will choose specific types of language in the speech to address and influence different audiences. By looking at a speech, you can often find clues about whom the speaker hoped to influence, even though that particular audience might not be obvious. Scholarly articles and journalistic reports also provide essential information. Ultimately, we are concerned with not only describing the audience, but also with understanding it as a constraint and a resource used by the speaker; we judge how well that was done.

When you prepare your own speeches, use Dr. Zarefsky's advice as you adapt them, in the rhetorical situation, to the needs and expectations of your audience.