chapter 9 question 3

What I really liked about this chapter describes audience attitudes and changes. It shows that the audience members come prior to speeches with their own beliefs and values and life experiences with them which the speaker must realize and relate to. This shows that they must understand the audience and appeal to them, “Psychologist Milton Rokeach believes that the human mind uses three kinds of cognitive structures: beliefs, attitudes, and values. Because these structures organize perception and motivate action, it is essential that public speakers understand them.” You have to be able to understand the audience in order to know how to present your speech and your point to them. You have to persuade them to think the way you do yet keeping in mind that they have their own beliefs and their own dimensions such as cognitive, affective, and behavioral, which is different for each individual. To be able to be open minded as a speaker is important and to be able to relate to your audience is key.