integrating theory--audience adaptation

I just published a public speaking textbook, Public Speaking: The Evolving Art, with Wadsworth, so I was especially interested in the section in the final chapter on audience adaption, Principle 7. Many theories address the need for audience adaptation in effective communication, but the classic theory is Aristotle's work. Aristotle took a systematic approach to studying rhetoric (or public speaking), writing The Rhetoric over the course of nine years, 342-330 B.C.E. He emphasized the importance of adapting speeches to the specific situation and audience. Much of the research in effective message design stems from Aristotle's initial discussion of the three proofs used in rhetoric: logos, pathos, and ethos. And research in credibility is grounded more specifically in Aristotle's conceptualization of ethos, or the speaker's character. In writing the public speaking book, my coauthor and I were influenced in part by the work of Aristotle. We also addressed mindfulness, particularly in the listener's role. One point we make in the book is that although you probably think of audience adaptation primarily in the public speaking context, you adapt to audiences in a range of situations, such as at work, with your friends, and in your classes.

Griffin's "cause for pause" in the principle of audience adaptation suggests that communicators sometimes try to adapt too much to what they think are the audience's expectations. The recent presidential campaign provided several examples of that. In such cases, audience members question the authenticity of the message and wonder about the candidate's true beliefs.

~ Professor Cyborg