SPCOM204 Chapter Notes - Chapter 11: Egocentrism, Ethnocentrism

• School: University of Waterloo
• Department: Speech Communication
• Course: SPCOM204
• Professor: Shannon Hartling

Document Summary

Audience-centredness - keeping the audience foremost in mind at every step of speech preparation and presentation. Identification - process where speakers seek to create a bond with audience by emphasizing common values, goals, and experiences. Egocentrism - the tendency for people to concern themselves with their own values, beliefs, and well- being above all else. Democratic audience analysis - focus on democratic factors such as age, gender, religion, sexual orientation, group membership, and racial, ethnic, or cultural backgrounds. Ethnocentrism - belief that one"s own group/culture is greater/better than others. High-context cultures - cultures where meaning of communication is primarily conveyed through body language and gestures rather than words. Low-context cultures - cultures where meaning of communication is primarily conveyed through words rather than body language or gestures. Situational audience analysis - focuses on situational factors such as setting and disposition of audience toward topic, speaker, and occasion.