Getting to Know Your Audience

Getting to know your audience is equivalent to getting to know yourself as a communicator, both of which will be beneficial in the process of sending and receiving effective messages...

Getting to know your audience is just one key component of communication. Communication is a process of verbally and non-verbally, sending and receiving messages.Your audience, is a great indicator of how to develop, direct and deliver you're intended message. So in other words, to communicate effectively, you must first understand who it is you're communicating with. Fortunately for all, communication is a highly respected and researched topic.

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                                                          YOUR TARGET AUDIENCE

To understand your target audience, you  must  first understand the process of interpersonal communication.You can be in two positions within the communication process, you're either the sender (sending messages of intent) or receiver (receiving messages with expectation). Communication as an interaction,  is reoccurring. The act of sending and receiving of messages is shared amongst communicators.  Turner, L. & West, R.  (2010). states that "Interpersonal communication is face to face communication between people." Interpersonal communication takes place with yourself and your audience, your audience size will very from one person to many people. Regardless of your audience size, being able to captivate and maintain their attention is key to your message being clearly understood by its receiver.

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 Communication as Interaction: The Interactional Model (p 112-114).

• Two way communication process between communicators
• Communication moves in two directions from sender to receiver and receiver to sender
• Essential element: Feedback (response to the message)
• Field of experience is recognized as one's culture, experience and heredity and how it affects the ability to communicate with another

Interpersonal communication involves two roles, bot a Sender and Receiver. Within both roles, are specific jobs. Part of your job in both positions is to assure the desired outcome is met. As a communicator you have expectations. For example, imagine being talked to by a co-worker, a co-worker who is offensive in smell. This co-worker always stands exceptionally close to whomever it is their speaking with. Today, that person whom their talking with is you. The Expectancy Violations Theory, covers expectations of a communicator in an interpersonal setting Space relations are an expectation of space. Proximity is the distance that you place in between yourself and who it is your engaging with EVT, continues to explain space and the feelings attributed with the space given. EVT introduces four spaces; Intimate (0-18in), Personal (18in-4ft), Social (4ft-12ft) and Public (12ft+). 

Think about it: Has your personal space ever been violated? If so, what happens next? Are you still focused on sending or receiving the messages of  your interpersonal interaction?

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Situations such as invaded space  and body odor are defined items that detract from what it is you're trying to accomplish. There's more that contributes to the interaction both before, during and after. Similar to the Expectancy Violations theory is the Uncertainty Reduction Theory. URT is structured on initial interaction, but is very relevant to other interactions as well. URT discusses the questions that arise within an initial interaction. Questions range from "What did that mean?", to "Did he like me?"   many more question arise based on the individual and the encounter. URT determines that most individuals are uncertain and possibly even nervous about meeting new people. Uncertainty affects the outcome of the interpersonal interaction. 

Expectancy Violations Theory: Understanding the importance of non-verbal communication and its affects on messages in a conversation (p 130-141).

• Space Relations
• Proxemics the study of proximity (person's use of space)
• Four Zones: Intimate (0-18in) close enough for an ear whisper, Personal (18in-4ft) distance of holding hands-sales clerk and buyer, Social (4ft-12ft) casual settings, conversation with co-workers, Public (12ft +) fairly formal discussions such as those between a teacher and students
• Expectancies: thoughts and behaviors anticipated in conversations
• How messages are presented to others
• Pre-interactional expectations- knowledge or skills brought to the interaction (prior knowledge and experiences), Interactional expectations- the individual's ability to carry out the interaction (eye contact and attentive eyes while listening.

  Turner, L. & West, R.  (2010). Introducing Communication Theory: Analysis and Communication. New York, NY: McGraw Hill. (4th ed.)

         There are many uncertainties that accompany our daily experiences. One daily experience that's directly effected is the act of and person of communication. URT (from above) explains that seven concepts are involved. Verbal output is the tone used with a specific word choice, the emotion behind the words. Nonverbal warmth are nonverbal acts such as eye contact, leaning in, smiling, etc. Information seeking is the inquiry for more information (aka asking questions). Self-disclosure is on the opposite end of the interaction and is disclosing information about one's self. Reciprocity of disclosure is exactly how it sounds, its when the person whom you're communicating with either does or does not reciprocate the disclosure of personal information. Similarity refers to the common interests and experiences that the communicators share. This concepts is relevant to the field experience mentioned above. Liking is the desire to continue with the engagement, because its enjoyable. 

Uncertainty Reduction Theory (p. 146-156).

•When interaction increases, uncertainty decreases. As uncertainty reduces, verbal communication increases. 

•As nonverbal expressiveness increases, uncertainty levels decrease. 

•High levels of uncertainty, cause increases in information seeking behavior. As uncertainty levels decline, so do information behavior.

            •High levels of uncertainty, cause a decrease in intimacy level of communication content. 

            •High levels of uncertainty, produce high rates of reciprocity.  

            •Similarities between people reduces their uncertainty.

            •Increases in uncertainty , produce decreases in liking.

  
7 Concepts of uncertainty (p. 149).

1. Verbal Output

2. Nonverbal Warmth

3. Information seeking

4. Self-disclosure

5. Reciprocity of disclosure

6. Similarity

7. Liking

There are many influences on expectancies (EVT), Individual communicator factors (gender, personality, age, appearance and reputation), Relational factors (prior relational history, status differences, levels of attraction and liking) and Context factors (formality/informality, social/task functions, environment restrictions and cultural norms.   The influences on expectancies can also be considered attitude.You as a communicator have attitude, therefore naturally, your audience will also have attitude. Your attitude directly relates to your field of experience, which is attributed to your behavior and vise versa for your audience. 

Model image created by Lauren Daniels

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Turner, L. & West, R. (2010). Introducing Communication Theory: Analysis and Communication. New York, NY: McGraw Hill. (4th ed.).

Within either role of communication, you're a complex being, who's forever changing based on your exposure. In order to understand your audience, understanding yourself as a communicator is imperative. Knowing this, would suggest that you as a facilitator, superior, or mother would take the initiative to find the similarities between yourself and with whom you communicate, in order to learn how to best engage with that individual(s). With that said, Kant's Categorical Imperative Theory comes to mind.

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Kant's Categorical Imperative: (p 134-138).

• An individual should act as if the choices one makes for oneself could become universal law
• You should act so that you're treating each individual as an end
• Reads similarly to the Bible's golden rule: Do onto others as you would have others do onto you.

 Borchers, T.A. (2005). Persuasion in the Media Age. New York, NY: McGraw-Hill. (2nd ed). 

After getting to know your audience, you have a stable idea of who it is your engaging with. You should also know by now, what the context of your interaction will be. You know who it is your communicating with, you know what its is your communicating about, now is time to take a brief look at a few ways to engage in interpersonal communication. As a communicator you have many options regarding your opportunity to present yourself and your context in which ever way you so desire. 

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PERSUASION

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SLANTING

Three examples that can be used to enhance your delivery are persuasion, slanting and discovering one's bias. (Examples of all three are included in advertisement form).

Persuasion is the use of language and symbols, to make  audiences identify with a specific individual or group. The co-production of meaning is based upon persuasion, but  not with just toe tools  used by the persuaders or the attitudes of the receivers. Instead it's focus is on  how the sender and receiver come together and create a shared reality (Borchers, 2005, p. 16-20). Slanting refers to implied judgement, the question remains, will you ever be able to be impartial? 

As long you're continuing to use everyday language, you won't! Slanting is the process of selecting 

details that are favorable or unfavorable to the audience. This act gives no explicit judgments, but it differs from deliberately reporting or inadvertently making judgments (Hayakawa, 1991, p.28-31). Discovering one's bias is the assumption of believing that whats may be important to you, is also important to your audience. People that are bias have a difficult time seeing that each subject has many different points of view(Hayakawa, 1991, p. 28-31). 

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DISCOVERING BIAS

Being able to understand three ways in which you may be persuaded or yourself persuade others is an affective tool to use in your communication interactions. 

 Borchers, T.A. (2005). Persuasion in the Media Age. New York, NY: McGraw-Hill. (2nd ed). 

Hayakawa, S.I. & Hayakawa, A.R. (1991). Language in Thought and Action. Orlando, FL: Harcourt Brace & Company. (5th ed).

To be a good communicator, you must know, what a good communicator is made of. The above information is just a brief peek into the world of interpersonal communication. You've been provided with important concepts, models and theories that'll assist you in knowing your audience (your other communicator).  Communication is key, so master  it.

By: Lauren Daniels

  PCM 499

  2/19/2012

 

Visual Communication

These elements of design are present in areas such as: Graphic design, Web design, Photography, Illustration, Marketing,  and Art. 

The 4 Basic Principles of Visual Design

 (Contrast, Alignment, Repetition, Proximity)

• Contrast: If elements on your page are not the same, make them very different. Contrast attracts the attention of your viewers.

• Alignment: Nothing should be placed arbitrarily. Do not toss elements randomly at your page or simply try to fill space. Every element should have a visual connection with another on the page.

•  Repetition: Repeat visual elements throughout each page and your entire site. Repetition develops the organization and creates a strong brand.

• Proximity: Items related to each other should be grouped close together. Grouping organizes information and reduces clutter.

"...the basic principles of design that appear in

every well-designed piece of work."

- Robin Williams,

Other Essential Elements:

The Rule of Thirds: this guideline is thought to be a simplification of the golden mean. The golden mean is a ratio that has been used by visual artists for centuries as an aid to composition. When two things are in the proportion of 1:1.618 (approximately 3/8 to 5/8), they are said to be in the golden mean. Dividing the parts of an image according to this proportion helps to create a pleasing, balanced composition.

Space: the space taken up by (positive) or in between (negative) objects.

The rule of space applies to artwork (photography, advertising, illustration) picturing object(s) to which the artist wants to apply the illusion of movement.

Line: the visual path that enables the eye to move within the piece.

Shape: areas defined by edges within the piece, whether geometric or organic.

Size: Size is simply the relationship of the area occupied by one shape to that of another.

Color: hues with their various values and intensities.

Texture: surface qualities which translate into tactile illusions.

Value: Shading (lightness or darkness) used to emphasize form. 

Balance: Balance in design is the distribution of elements across the design. Balance is a visual interpretation of gravity in the design. Large, dense elements appear to be heavier while smaller elements appear to be lighter. You can balance designs in three ways: symmetrical balance, asymmetrical balance, and off-balance.

Unity: all parts of the design work together and everything looks like it belongs together. The design has consistency in terms of pattern, typography, visuals, style, rhythm etc. Unity refers to oneness, that the result is one cohesive design or visual design. 

Movement: Movement controls the eye’s flow through the composition. The flow of lines can move the eye across the page, image, or screen. 

Rhythm: Text and graphics should seem to be paced and patterned. A pattern, whether regular or irregular, also may create a sort of movement. In design, rhythmic movement has to do with repeating items strategically. Spacing is an effective application of this principle.

Perspective: refers to another kind of movement: the sense of movement into the distance or through a foreground, middle ground and background. There are four ways to composition can achieve the sense of perspective: horizon line, relative size and scale, linear movement, and atmospheric value.

Effective Writing

Welcome to the effective writing section of the blog!  Below you will find some hints and tips to help you write effectively here at Alverno College.

Process-Oriented Writing vs. Product-Oriented Writing

•  How the paper is written  vs.

•  Is it done yet?? 

 1) Prevision, 2) Vision, 3) Revision

     1) Prevision: What is the general picture? What's the topic? Purpose? What do you already know? What needs to be researched? Examples: brainstorming, free writing...Or:

 Clustering or Mapping:

 How to make this more specific: Benefits of Walking

2) Vision (or drafting):  The collecting of research, your outline, and any other notes you would like to include.
 Now to the actual writing: Just do it.  Don't worry about spelling, grammar, etc; throw it all out there.  It's up to you where you begin.

3) Revision: Sit on it for a day then come back and read it--out loud.  First off, does it make sense? Is there enough support? Is it obvious what exactly you're trying to say? Do you have a thesis? Transitions? What's your tone like?

   Editing: Here's where you do the nitty-gritty work.  Print it off, don't read off the computer screen.  Double check spelling, grammar, etc.

   Feedback: Have a friend read your work.
   After receiving the paper back from your teacher, make sure to read through his or her comments to learn what you are good at and what you need to improve on.

Moore, J. (2005). Process-Oriented Writing Handout. Milwaukee, WI: Alverno College.

 APT: Audience, Purpose, Technique


Audience:  
 Who are you writing to? Envision this person or people sitting across from you.  What are your assumptions? Why should they be interested in what you have to say?


Purpose:  

What's the purpose of this piece? Why are you writing it? What is your ultimate goal? Be prepared to refute arguments.  If it's a persuasive essay you're writing, do you give enough evidence to support your thesis?


Technique:  

How will you make it believable and compelling to the target audience? Tone/style..etc.

Berenson, M. (2011). APT Handout. Milwaukee, WI: Alverno College.

Don't be a bore: If you're bored with the topic you're writing about, it's time to find one you are interested in.  The reader will know whether you put the time and the effort into the paper.  If you don't have a choice with the topic you're writing about...make it interesting! Remember: YOU'RE the writer.

PUBLIC SPEAKING

One area of effective communication is public speaking. Public speaking provides the speaker with a platform to communicate a message to the audience. In-order for the speaker to communicate the message effectively he or she must understand the many elements and theories involved in connecting the message to the audience. The Blog will briefly cover just a few elements and theories in hopes that you will be motivated to seek out more information on public speaking in-order to aid in your development as a public speaker as a new student attending Alverno College.

Alverno College requires students to learn effective public speaking also known as speaking on your feet. Speaking on your feet can be a stressful and frightening experience, but during your first year attending Alverno you will have multiple opportunities to learn different strategies to aid you in easing these physical reactions to standing in front of an audience.  A few techniques that will be taught are learning breathing exercises, mediation and foremost pre-preparation of your subject matter.

Preparation will involve choosing some form of organizing your thoughts and one technique is mapping. Mapping provides a way of organizing what you are going to communicate to your audience. Your map will be a great tool to aid in your memorizing what you are presenting. Then you must rehearse repeatedly, and using your map as a peek guide as you speak. I have provided an example for viewing. On the right side of the map you will find an example of the speech content components that will be conveyed during your speech. By sticking to the steps presented in this model you will have an effective outline of what you will present to your audience. 

Now on the left of the map details the delivery contents. During your rehearsals you must be conscious of vocal sounds/wording as well as body movements to keep your audience focused and engaged, not distracted by “ums”, clearing of the throat, confused facial expressions, folded arms or hands in the pockets. During your Alverno public speaking studies you will learn how to effectively make use of your voice through pitch, tones, volume and expressive energy and effective non-verbal strategies.  

Last but not least is how communication theory connects to public speaking. Some theories you will confront are theories such as Rhetorical Theory involving Persuasive, Pathos and Ethical Theory. I find the best way to present these theories, and to keep them as simple as possible I will ask that you click onto the http:// below for a quick and simple video clip of Rhetorical Theory.   http://www.youtube.com/watch?v=shl_cLZo4fE "Video discusses rhetorical theory (ethos, logos, and pathos) in a simplistic way."

Hence  in keeping with being simple, West, R. & Turner, H. Lynn (2010) states "'Theory at a Glance, The rhetoric' ...a speaker who is interested in persuading his or her audience should consider three rhetorical proofs: logic (logos), emotion (pathos), and ethics/credibility (ethos). Audiences are key to effective persuasiveness, and rhetorical syllogisms, requiring audiences to supply missing pieces of a speech, are used in persuasion." (p.312). 

In conclusion I hope that I have provided you as a new student a simple overview of what you can except in your studies concerning public speaking here at Alverno. If you apply these applications as well as other elements of communication into speaking on your feet you will have fun and become an effective communicator of public speaking.

Written by Glenda Haynes