- Get link
- X
- Other Apps
- Get link
- X
- Other Apps
AUDIENCE ANALYSIS
Listener is the central point of entire communication process. A successful communication depends upon the general background of sender and receiver. A listener is called a receiver. For the effective communication of the message the inspection of listener is very important because the nature of listener affects the objective of the sender. Thus it is necessary to know that who is the listener or the receiver.
Who is audience? In an organisation the receiver or the listener of the message can be divided into five groups:
(1) Initial audience: First listener is that who first receivers the messagenand transmits to other.
(2) Gatekeeper: Gatekeeper listener is that who has the right to stop the message from receiving by the initial audience.
(3) The primary audience: Primary audience is that listener which completely fulfils the objective of communication. They always considerate according to the message.
(4) Secondary Audience: Secondary audience is the one who after feedback only executes it.
(5) Watch dog audience : Watch dog audience keeps an secret eye over the exchange of ideas between initial audience and primary audience and comments on the future valuation of message. They neither have the right to stop any message nor he can do any activity over the message but he can take his perceptions as his base for the future actions.
PURPOSES OF ANALYSIS
In the analysis of purposes of listener side. Write have explained the feedback. According to him in a communication the awareness of a listener actually depends on following four questions, those are also called the objectives of listener or audience analysis:
(1) Audience coverage: Communication reaches to which group area and section of listeners or audience? In other words, in the boundary of communication how many listeners can be included, this can also be termed as reach to audience
(2) Audience Response: In which way the receiver of the message the audience had given the feedback? Have they understood the real meaning ? is the reaction according to the message? Where the reactions are positive?
(3) Communication Impact: Whether the communication had any impact over the listener ? Where it had logical and due impact over the receiver's attitude and ideas
(4) Process of Influence: In which way the audience have been influenced. How much amount the effective medium of communication being used? In which way the feedback has been given on the reaction of the audience.
STEPS IN AUDIENCE ANALYSIS
Assume that you are sender and want to have an audience analysis then generally you will have the following steps for the audience analysis
1. To colect information regarding the size and structure of audience
2 Knowledge information about primary audence
3 Knowledge of expected reaction of liners
4To have knowledge about the mental level of the audence
5. What and how is the relation with your audience
(1) To collect information regarding the size and structure of audience: The large scale audience shows ellaborate presentation as compared to small group of audience, along with this in the large audience some different type of communication techniques are used, because the people there are more educated, mature, different in age group. Thus it is necessary to have primary knowledge about the audience.
(2) Knowledge information about primary audience: When the person listening to the message are more then you have to choose or target the audience for the accomplishment of desired objectives. If you reach to this level properly then your message will be very easily communicated to other listeners.
(3) Knowledge of expected reaction of listeners: If you want that by some answers and questions or criticism the proper answer then you have to communicate properly the conclusions and suggestions of your message.
4) To have knowledge about the mental level of the audience You should evaluate the back ground of the audience. If the intended message is different from the back ground of the audience he should know how much they have to be taught. Along with that you should also know that how much knowledge or experience audience have.
(5) What and how is the relation with your audience: If you are indifferent to your audie..ce then you have to take them into confidence to make them agree to your point. In any organisation your relation with the audience, affects your voice and fluency or delivery of message. For example your way of delivering message to your friend will be different from your message delivery to your boss.
TECHNIQUES OF AUDIENCE ANALYSIS
Through communication process audience are, influenced. Some of the techniques of audience analysis are as follows:
(1) Bench mark techniques: In this definite objectives are determined for the communication campaign, and then after that effect of communication are studied. For example after communication audience has to answer the questions. And on the basis of right answer the communication is evaluated.
(2) Observation technique: Observation technique is one of the simple and general technique of audience analysis. This technique is based on deep and closed evaluation of audience. In this analysis is completely based on audience point of view.
(3) Perception study technique: Actual to behaviour science perception study techniques is the best techniques of audience analysis. It studies bout how the audience perceives the ideas and how negative perception can be changed, into positive perception by effective communications of ideas and thoughts.
(4) Attitude study Techniques: The most effective objective of communication is to provide positive attitude or turn to the thing, policy and ideas. In this analysis the dimension and point of view of audienc and there by to change in positive direction is studied.
(5) Survey technique: For audience analysis survey technique is al one of the traditional techniques. The effectiveness of audience evaluated through group discussion, interview, questionnaire etc.
Comments
Post a Comment