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140: 1Audience Analysis

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by

David Moscowitz

on 16 February 2018

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Transcript of 140: 1Audience Analysis

How to
analyze
an audience...or community
what does each perspective offer?
what cautions do you face with each?
Robert F. Kennedy's eulogy for Dr. Martin Luther King, Jr., Indianapolis, IN, April 4, 1968
audience analysis:

exigence
occasion
audience

ex
/
i
/
gence
presuppositions
kairos
: opportunities vs. constraints
Situation
: MLK assassinated April 4, 1968 in a presidential campaign year.
Response
: RFK was scheduled to give a campaign speech in Indianapolis, but changed course and eulogized MLK instead.
How does Ellen Degeneres recognize
kairos
&
occasion
at Tulane University's 2009 commencement ceremony?
In
Rhetoric
(4th century BCE), Aristotle noted

three types of occasions pivotal to community life:

forensic
(
judicial
; determine truth or fact; related to
past
guilt or innocence) -
communities gather to exact communal law and determine punishment
epideictic
(
ceremonial
; determine values; related to
present
citizenship) -
communities gather to offer praise or blame, and to stress communal bonds
deliberative
(
political
; determine policy; related to
future
action) -
communities gather to think through possible solutions to shared (public) problems
Other Responses
:
Some responded that King created the crisis that killed him.
Richard Nixon and most other politicians running for president did not comment at all on Dr. King’s death.
Aftermath
: 76 cities* dealt with unrest; 30,000 people arrested and 70,000 National Guard troops mobilized.
* Indianapolis, however, remained relatively calm...
Literal
(demographic)
Rhetorical
Feedback
Spatial
How does Kennedy react to this situation?
John Zorn, “Never Again,”
Kristallnacht
In your view, what are characteristics (traits/qualities) of
effective
public communication?
In your view, what are characteristics (traits/qualities) of
ineffective
public communication?
Application
to audience (
the two "i's"
):
identification
immediacy
Full transcript