CHAPTER 13

1. DIM CHANNA 2. BUN CHANREASEY 3. KHIEV KIMNANNARA

6. KHORN SREYNA 7. KHORN THET 8. NETH MEAKEA

4. SENG RATHANA

9. POK CHANTREA

5. SOM SOPHEAK DOUNGCHAI

CHAPTER OUTLINE

I II III IV V

- A Definition - The Speaker - The Audience - The Message - Summary

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1. A DEFINITION
Public Communication: Is the communication that one person designated the speaker, and rests are listener, or audience.

II. THE SPEAKER

Source credibility

Dimensions of credibility
Delivery
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- Dimensions of

Credibility

Impromptu, reading from manuscript, Memorized speech, Extemporaneous speaking Extrinsic Credibility Intrinsic credibility
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Visual Cues

Delivery

Vocal Cues Modes of Delivery

The Sleeper Effect A Word about stage fright

III. AUDIENCE
Audience Analysis
Listener Persuasibility

Audience Analysis
-Demographic Analysis
is the first mode of the speaker first consider some general chareristic Of audience. Purpose-Oriented Analysis Is the second mode of adapting of the message to the audience.

IV. THE MESSAGE

Organization Materials of support Visual aid message Language Economy of language Humor and satire Appeals to fear

How much change to Radio attempt One Face side or two sides to Face Climate order or Web anticlimax order? . Stated or implied conclusion? Speak first or have the last say?
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Cable TV

-Organization
introduction
Topical Chronological Spatial
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Body

Conclusion

Problem solution Causal

- Material of Support

Examples
Analogies

Statistics

Quotation

The Effectiveness of Evidence

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- Visual Aids
1. 2. 3. Prepare the aids well in advance and get used to using them. Keep all aids simple Be sure the aids can be seen, heard, and so on.

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Vividness

Metaphor

Language

Intensity

Transitions
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- Economy of Language is

Good

Bad

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- Humor and Satire

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- Appeals to Fear
is refer to

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- How Much Change to Attempt

1. Dominance to audience 2. Speaker interested maximum to speak 3. Maximum attitude change 4. The speaker elicits a negative reaction on the part of the listener 5. Bear in mind more deeply committed you are.
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Stated or Implied Conclusions?

Conclusion drawing No-Conclusion drawing
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- Speak First or Have the Last say?

Primacy effect: the first communication is remembered somewhat better the second. Recency effect: the second message is remembered somewhat better than the first.
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Summary
The speaker The audience The Messages

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I -A definition II-The speaker

-Source credibility -Dimensions of Credibility -Delivery

III-Audience Analysis IV-Listener Persuasibility

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