Layer 4: Multicultural Audience Analysis
Layer 4: Multicultural Audience Analysis
Demography (as outlined in Layer 2) looks at issues of race and ethnicity in a basic sense. However, we believe that in our increasingly diverse society, it is worthy to pay particular attention to the issue of speaking to a multicultural audience. Odds are that both your classroom audience and any real world audience that you encounter will have an underlying multicultural dimension. As a speaker, you need to recognize that the perspective you have on any given topic may not necessarily be shared by all of the members of your audience. Therefore, it is imperative that you become a culturally effective speaker. Culturally effective speakers develop the capacity to appreciate other cultures and acquire the necessary skills to speak effectively to people with diverse ethnic backgrounds. Keep these issues ever-present in your mind:
Language: Many people speak different languages, so if you are translating words or phrases, make sure that your translations are correct and that you are using concrete language instead of slang or jargon, which can be confusing.
Cognition: Realize that different cultures have different cultural-cognitive processes, or means of looking at the very concept of logic itself. Accordingly, gauge your audience as to their diverse ways of thinking and be sensitive to these differing logics.
Ethnocentricity: Do not assume that your culture is dominant or better than other cultures. Ethnocentrism is the belief that one’s own culture or ethnicity is superior to others. Remember that, in many cases, you will be appealing to people from other cultures. Ethnocentric viewpoints have the tendency to drive a wedge between you and your audience.
Values differ greatly: Not only do individuals have value systems of their own, but societies promote value systems, as well. Keep in mind the fact that you will be appealing to value hierarchies that are socially-laden, as well as those that are individually-borne.
Communication styles differ greatly: While you are trying to balance these language, cognition, cultural, and value issues, you should also recognize that some cultures prefer a more animated delivery style than do others. The intelligent speaker will understand this, and adapt his or her verbal and nonverbal delivery accordingly.
