Global Demographic Audience Analysis
School: Ivy Tech Community College
Course Number and Title: COMM 101 Fundamentals of Public Speaking
Module Title: Demographic Audience Analysis
Description of the Module : To use demographic audience analysis in speech preparation to understand crosscultural factors.
Educational Objectives of the Module :
1.
Analyze an audience and adapt presentations to cross-cultural audiences accordingly.
2.
Explain why public speakers must be audience centered.
3.
Identify the major demographic traits of audiences.
Outline of Lectures/Discussions:
I. The first stage of audience analysis is examining demographic traits of the audience and how they might affect the audience’s reception of the speech.
A. Proper used of demographic audience analysis is a useful tool in understanding audiences from a cross-cultural perspective.
1.
2.
Stereotyping is a problem in demographic audience analysis.
Demographic audience analysis must always be used in conjunction with other audience analysis methods.
B. Age.
C. Gender issues.
D. The religious views.
E. Sexual orientation.
F. Racial, ethnic, or cultural background of audience members.
G. Group membership.
H. Other important demographic variables include occupation, economic position, education, and place of residence.
Description of the Assignments Used to Facilitate an Understanding of the Module Objectives

After the didactic presentation, choose a movie and select three sections for the class to analyze using the demographic audience analysis method. Then have the class discuss what they believe how age, gender, religious beliefs, sexual orientation, group membership, racial, ethnic, and cultural backgrounds of the characters would affect the writing a speech for this audience.
Evaluation/Testing Used to Assess the Comprehension of the Module:
Does the student apply cross-cultural understandings in their speeches?
Resources (Bibliography) used to Develop/implement the Module :
Pandey, S. Using Popular Movies in Teaching Cross-Cultural Management. Special Issue of European Journal of Training
&Development(2012),Vol. 36, No. 2, 320-350.
Sumerfield, E. 2007.The power of movies, http://www.culturosity.com/articles/powerofmovies.htm retrived on 1 Feb
2014