Chapter 5 Audience Focused Speaking Aristotle s Rhetoric Ethos the credibility of the speaker credibility Pathos putting the audience into a certain state of mind emotion Logos the proof or apparent proof provided by the words of the speech logic Attitudes Values and Beliefs Attitudes are you for or against Values a person may value therefore it s wrong to Beliefs I believe it s wrong to Cultural Variables Hofstede s Dimensions Power distance small to large example the US has a small power distance because there isn t really one person in charge of everyone due to checks and balances and citizens have the right to vote example a large power distance would be somewhere where there is a dictator who is in charge and the citizens don t have as much freedom of expression Collectivism vs Individualism example this class is individualistic because we are all here separate for separate reasons Femininity vs Masculinity how social roles interact are they distinct or do they overlap Uncertainty avoidance weak to strong Long term vs Short term example goals short term wanting to graduate long term wanting your kids and grand kids to graduate with even better grades than you did Levels of Diversity Cultural Demographic Individual Ethnocentrism the belief that your own group or culture is superior to other groups or cultures The 5 W s and an H of analyzing an audience Who s your audience What norms do they have Where are they coming from When are you speaking Why you How much time do you have Developing common ground Common ground awareness that the speaker and audience share the same or similar information feelings and experiences use personal pronouns ask rhetorical questions share common experiences personalize information Creating and Maintaining Audience Interest Timeliness Proximity Seriousness Building a Positive Attitude toward you as the Speaker Knowledge and Expertise Trustworthiness Personality