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7.14.14Third Lecture ClassTest 2 Material - Audience and Listening Skillso Be audience centered  Thinking about what it means to be a listener Thinking about what your audience wants to hear Don’t be ethnocentric- Ethnocentrism- is the belief that our cultural norms and perspectives are superior to others Don’t pander- Pandering- abandoning our own convictions to cater tothe whims of the audience o Listening We cannot multitask  Most of us only remember 50% of what we hear o What makes up listening? Hearing- the biological process of processing sounds Listening- making a conscious effort to hear and engage the information - Listening- the process of giving thoughtful attention to another person’s words and understanding what you hear. - Components of listeningo Hearingo Attending Don’t tune out voiceso Understanding Take the time to make sense and figure out the meaning of the message being presentedo Remembering Trying to retain the information that was presented- Functions of listeningo Information reception  To understand informationo Empathy  Sometimes we listen to understand and feel emotions of the speakero Criticism and discrimination  To understand what is really being saido Other-affirmation  Show someone you are listening - Types of listeningo Discriminative  Listening for what is not being said What is between the lines?o Comprehensive  Listening to understando Appreciative Pure enjoyment o Empathetic Listening to somebody else’s problems Not solving problems, just listening to them o Critical Try to pull the material apart Try to understand and evaluate the message - Barriers to listeningo Hearing problems Physical problems Hearing impairmento Amount of input Overloaded with informationo Personal concerns Things that we find more immediately important because of ourselves than listening at that moment Also called semantic noise- noise in our headso Rapid thought  We can understand 600 WPM (words per minute) but we can only speak 100-140 WPM The lag in speaking creates a barrier o Noise Airplanes going by Trains going by Equipment running - Poor listening habitso Pseudo listening An imitation of the real thingo Stage hogging Only interested in what we have to sayo Defensive listening Taking innocent comments as personal attacks - Remembering- 4 tips for remembering o 1. Organization Find a pattern in the information you are hearing  Something that categorizes the information for you o 2. Association  Connect information in your brain Make a connection to something you already know o 3. Visualization Picture what is happeningo 4. Repetition Tends to not work very well beyond the short term memory - Monroe’s Motivated Sequenceo Attention Get audience attention! Use a quote, humor, and statistics. Anything! o Need What is the issue we are talking about? What is the problem? - Provide a statement of the problem - Give an illustration - Present examples of what you are talking about- Ramification- using supporting material to get across this idea- Pointing- impress upon the audience how important theissue is o Satisfaction Given the need, now say how to satisfy that need The solution- We want to state what the solution is- We then want to back it up- Explanation - Theoretical demonstration - Practical experienceo Ways that it has been used in the past o Things we can point to and say “it works”- Meeting objections o Know ahead of time what people will be concerned with, then address them o Visualization How to picture what the world is like once audience listens to your speech You can use 1 of 3 methods- 1. Positive methodo What good things will happen if they listen- 2. Negative methodo What bad things will happen if they don’t listen - 3. Contrast methodo Say both good and bad things that will happeno Action Call to action  Say steps your audience can take to implement your message7.21.14Fourth Lecture ClassTest 2 Material- Persuasion o Monroe’s Motivated Sequence  Has been around and actively used for 80 years Well known method of putting together a persuasive argumento When we persuade… We are looking to influence other people’s attitudes, beliefs, values, and or behaviors  Attitudes- Generally defined as our general evaluations of people, ideas, objects, or events  Beliefs- The way we perceive reality- Our feelings about what is true Values - Enduring values about what is right and wrong - Something that is held very tightly to you  Argument - Articulation a position with support of evidence and reason, our willingness to argue our point of view- Ethical Communication o The goal is to reach the desired ends through an honest meanso What is persuasion? Aristotle called persuasion ‘the art’ and defined it as: the faculty of observing in a given case the available means of persuasion o Persuasion is symbolic, non-coercive influence o Jergan Habermas Theory of Communicative Action  Strategic communication - Other groups get involved in communication o Communication action; Argue for the sake of understanding - Elaboration Likelihood Modelo ELMo Model of persuasiono We process information different ways depending on motivationo Central root of processing  Straight forward and complete messages  High level of receiver involvement Receiver actually cares about the subject  The message must have substanceo Peripheral Processing Means we may be persuade by factors that have nothing to do with the actual content of the message itself  Weak messages Low receiver involvement Low receiver motivation Not processed cognitively o How do we keep persuasion about enlightenment? By being careful, deliberate, non-offensive communication - Checklist for persuasiono Context “The situation”  1. Equal opportunity to persuade  2. Complete revelation of agendas - Share what you have to gain from this  3. Critical receivers - People who really want to hear the messageo Agent Takes communication seriously - Have to provide good information  Fosters informed choice - If you are the sole speaker, it is your job to provide all sides to the story  Appeals to the best in people - Ignorance, bias etc... - Not following good communication o Receiver Aware of the attempt to influence  Informed about important topics- Understand


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