BCom Audience Analysis Notes Study Material

BCom Audience Analysis Notes Study Material

BCom Audience Analysis Notes Study Material: We provide to all the students of Bachelor of Commerce. BCom 1st, 2nd, and 3rd Year Business Communication Notes Study material, Business Communication question answer, sample papers, mock test papers, and pdf. At gurujistudy.com you can easily get all these study materials and notes for free. Here in this post, we are happy to provide BCom Audience Analysis Notes Study Material.

BCom Audience Analysis Notes Study Material
BCom Audience Analysis Notes Study Material

BCom Audience Analysis Notes Study Material

The audience is the central figure in the whole communication process. Successful communication depends on the general background of communication between the sender and the audience (receiver). The receiver is known as the ‘audience’. It is very necessary to make an analysis of the audience for successful communication because the nature of the audience directly influences or affects the objective or target of the sender. So, it is essential to know who the audience or the receiver is of the message.

Who can be considered as an audience? In an organisation, the audience in respect of any message or statement can be divided into five groups:

  1. Initial audience. The initial audience is that who first receives the message and passes it on to other audiences.
  2. Gatekeeper. The gatekeeper audience is that who has the right to stop the message from passing on to the initial audience.
  3. Primary audience. The primary audience is that which necessarily fulfils the objectives of the communication. It is always activated according to the message. (BCom Audience Analysis Notes Study Material)
  4. Secondary audience. The secondary audience is that which executes/implements the message only after its confirmation.
  5. Watching audience. Watching the audience keeps a watch secretly on the exchange of messages between the sender and the primary audience and reacts on the basis of the evaluation of the message in the future. It neither has the right to stop the message, nor to react directly according to the message, but it can analyse the exchange of message and on that basis act accordingly in the future.

Analysis of Group Audience and Individual Audience. The nature of the audience largely affects the subject matter of the message and the voice or tone of the sender. Age-group of the audience is an important factor in the audience analysis. The audience compressing of different age-group of the audience have different reactions and experiences towards the message, like:

(i) Children always like to listen to stories, and, therefore, dramatic style affects them more. Joy, happiness, grief, sadness etc. are expressed through stories. So, the thoughts and ideas emerge in a family atmosphere.

(ii) High school children behave like mature people. They are more obedient, but their analytical power and cleverness are comparatively less. Video aids are more effective in this group audience. (BCom Audience Analysis Notes Study Material)

(iii) College students are young and energetic. They always respect and pay regard to new ideas and they praise honesty. They are clever and always active. The audience of this group is straight, simple and idealistic.

(iv) Young and mature persons are sober and kind. Their behaviour is sympathetic, and their interests are varied and extensive. They are always engaged providing in new ideas and plans. They are clever and efficient.

(v) Middle-aged audiences are conservative in thinking. They do not easily subscribe to new ideas. They have more knowledge and experience of life and, therefore, they are not very eager to accept easily new thoughts or changes. Although they listen to the message with interest they do not easily agree or give acceptance. (BCom Audience Analysis Notes Study Material)

(vi) Old audiences do not have any interest in any type of change. They have generally engrossed in their old memories, yet they are very curious about information related to worldwide changes. (BCom Audience Analysis Notes Study Material)

In addition to the above, there are many other things that the sender or speaker must know about the nature of the audience, like the educational, social and economic background of the audience which influences the understanding and concurrence of the listener or audience. Educated persons of any age group are naturally more clever and skilful, Rich and affluent people are not in favour of social transformation or social change, whereas poor people are curious and eager for social change. Apart from this, a particular occasion or some relevant activity also affects the nature of the audience and needs analysis.

For example, In the inauguration function of a photographic exhibition, only those will participate who have an interest in photography; or in an inauguration ceremony of a children’s park, most of the audience will comprise children.

Thus, it is clear that the sender must analyse his audience whether it is in the form of a group or an individual. If the audience is already known, for example, the particular officer or colleague, then the analysis of the audience becomes very easy, but if the audience is in a group, then its analysis becomes difficult and complicated. (BCom Audience Analysis Notes Study Material)

In such cases, the sender asks some questions about them, like—who are they What will be their expected response to the message? To what extent are they acquainted with the relevant subject matter? What type of relationship do they have with the sender? It is better to collect information about this. (BCom Audience Analysis Notes Study Material)

Various Steps of Audience Analysis

Suppose you are a sender of a message or speaker and wish to analyse the audience, then you should follow the following process for making an analysis of the audience:

(i) Acquire information about the size and structure of the audience. A large group of listeners shows relatively different behaviour patterns than the smaller group. For them, some other kind of communication technology has to be adopted, because the larger group is consisting of listeners belonging to different age groups, educational levels, and behaviour. Thus, while communicating you must have basic information about the size and structure of the audience. (BCom Audience Analysis Notes Study Material)

(ii) Having knowledge about the primary audience. When the audience is large, consisting of many listeners, then it is necessary to identify suitable listeners, who will fulfil the objective of your message. If you succeed in your finding then the objective of your message will reach to other listeners of the group easily. Generally, the primary audience may be a high-level or low-level executive of an organisation, but he is usually an expert in one or more specialised work. (BCom Audience Analysis Notes Study Material)

(iii) Having knowledge about the probable reaction of the audience. If you want to have a favourable response through critical arguments and negotiations then you will have to communicate the results and suggestions of your message with clarity. For this purpose evidence and proofs can also be used. If you a facing a large crowd then you should present your conclusion and suggestion with more authenticity in an orderly manner. (BCom Audience Analysis Notes Study Material)

(iv) Having knowledge and understanding of the audience. You should kneel observe and know the background of your audience. It is the content of the relevant messages which varies when the background of the sender and the audience differs, the sender or communicator should know how much preconditioning is required for the listener to grasp the same. At the same time, the sender should also know how much knowledge and experience of the relevant subject is possessed by the audience.

(v) What is the type of relationship between you and the audience? If you don’t know the audience then you must take the audience into confidence first to get their favourable response to the message. If you are communicating in a family environment then you can directly discuss your subject matter. Your designation and relation with the audience in the Organisation only determine the style and your presentation of the topic. (BCom Audience Analysis Notes Study Material)

For example, your communication of the message to your subordinate will be different from what you wish to communicate to your higher authority and again it will be different when you communicate with supplies, customers and consumers.

Satisfying Audience Needs

A listener has a number of expectations from the speaker, and it is the responsibility of the successful communicator i.e., the sender/speaker to fulfil these expectations, namely:

(i) Satisfy the information need of the audience. For effective communication, the speaker should communicate according to the needs of his audience, as given below:

(a) To know the requirement of the audience and what exactly he wants.

(b) To pre-conceive the expected questions.

(c) To provide all the important information.

(d) Knowledge of authenticity and meaningfulness of the information,

(ii) Satisfy the inspired need of the audience. There are various techniques of communicating messages which is necessary for the change in behaviour and trust of the audience. So, the sender should arrange to send his message in such a way that the audience accepts it.

(iii) Satisfy the practical needs of the audience. Most of the audiences are not very alert and sensitive about the sender’s message. So, the sender should make his message simple and easily acceptable. (BCom Audience Analysis Notes Study Material)

BCom Audience Analysis Notes Study Material

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