Attitudes

Definition

Attitudes are psychological tendencies that are expressed by evaluating a particular entity with some degree of favor or disfavor. They influence how individuals respond to various stimuli, including messages and situations, shaping their perceptions and behaviors. Understanding attitudes is crucial when preparing speeches and analyzing audiences, as they can significantly impact how messages are received and interpreted.

5 Must Know Facts For Your Next Test

1. Attitudes can be positive, negative, or neutral, and they are often influenced by personal experiences, social norms, and cultural factors.
2. When preparing a speech, understanding the audience's attitudes helps tailor the message to resonate better with them.
3. People often have both explicit attitudes (conscious) and implicit attitudes (unconscious) that can affect their responses in different ways.
4. Attitudes are not static; they can change over time through new experiences, education, or persuasive communication.
5. Effective speakers can appeal to an audience's attitudes to enhance engagement and motivate action, utilizing techniques such as storytelling or emotional appeals.

Review Questions

• How do attitudes affect the preparation and delivery of a speech?
  • Attitudes play a critical role in how speakers prepare and deliver their messages. By understanding the audience's attitudes, speakers can tailor their content to align with what resonates positively with listeners. For instance, if an audience holds a favorable attitude towards environmental issues, a speaker might emphasize sustainability efforts to strengthen connection and engagement. This knowledge allows speakers to anticipate potential objections and refine their arguments for better impact.
• Discuss how audience attitudes can be assessed and utilized in speech-making.
  • Assessing audience attitudes can be done through various methods like surveys, interviews, or observational analysis. Once identified, these attitudes can guide the speaker in selecting appropriate language, examples, and persuasive techniques. For example, if the audience is generally skeptical about a specific topic, the speaker may choose to include credible evidence or testimonials to shift those attitudes positively. This strategic use of audience analysis ensures the message is more likely to resonate and achieve its intended purpose.
• Evaluate the relationship between attitudes and persuasive techniques in effective communication.
  • The relationship between attitudes and persuasive techniques is essential in effective communication. Speakers must understand that audience attitudes shape how messages are interpreted and acted upon. By employing techniques such as emotional appeals, logical reasoning, or addressing counterarguments, speakers can effectively influence audience attitudes. For instance, a speaker might use storytelling to evoke empathy and challenge negative attitudes towards a subject. Evaluating this dynamic allows communicators to craft messages that not only inform but also inspire change in thoughts or behaviors.

Related terms

Beliefs: Beliefs are convictions or acceptances that something is true or exists, often forming the foundation for attitudes.

Values:

Values are deeply held principles that guide behavior and decision-making, often influencing the formation of attitudes.

Persuasion:

Persuasion is the process of influencing someone's beliefs, attitudes, or behaviors through communication.