Out of all the different reasons for speakers to be ethical, which do

Public Speaking An Audience-Centered Approach

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Public Speaking An Audience-Centered Approach

Tenth Edition

Steven A. Beebe Texas State University

Susan J. Beebe Texas State University

Student Edition ISBN-10: 0-13-438091-6 ISBN-13: 978-0-13-438091-9

Books a la Carte ISBN-10: 0-13-440161-1 ISBN-13: 978-0-13-440161-4

Acknowledgments of third party content appear on pages 355–359, which constitutes an extension of this copyright page.

Copyright ©2018, 2015, 2012 by Pearson Education, Inc. or its affiliates. All Rights Reserved. Printed in the United States of America. This publication is protected by copyright, and permission should be obtained from the publisher prior to any prohibited reproduction, storage in a retrieval system, or transmission in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise. For information regarding permissions, request forms and the appropriate contacts within the Pearson Education Global Rights & Permissions department, please visit www.pearsoned.com/permissions/.

PEARSON, ALWAYS LEARNING, and Revel are exclusive trademarks in the U.S. and/or other countries owned by Pearson Education, Inc. or its affiliates.

Unless otherwise indicated herein, any third-party trademarks that may appear in this work are the property of their respective owners and any references to third-party trade- marks, logos or other trade dress are for demonstrative or descriptive purposes only. Such references are not intended to imply any sponsorship, endorsement, authorization, or promotion of Pearson’s products by the owners of such marks, or any relationship between the owner and Pearson Education, Inc. or its affiliates, authors, licensees or distributors.

Library of Congress Cataloging-in-Publication Data

Beebe, Steven A., 1950- author. | Beebe, Susan J. author. Public speaking: an audience-centered approach / Steven A. Beebe, Texas State University; Susan J. Beebe, Texas State University. Tenth edition. | Hoboken: Pearson, 2017. | Includes bibliographical references and index. LCCN 2016028583 | ISBN 9780134380919 (hardcover) LCSH: Public speaking. | Oral communication. LCC PN4129.15 .B43 2017 | DDC 808.5/1—dc23 LC record available at https://lccn.loc.gov/2016028583

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Dedicated to our parents, Russell and Muriel Beebe and Herb and Jane Dye

And to our children, Mark, Amanda, and Matthew Beebe

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Brief Contents

1 Speaking with Confidence 1

2 Presenting Your First Speech 19

3 Speaking Freely and Ethically 36

4 Listening to Speeches 48

5 Analyzing Your Audience 67

6 Developing Your Speech 95

7 Gathering and Using Supporting Material 115

8 Organizing and Outlining Your Speech 133

9 Introducing and Concluding Your Speech 157

10 Using Words Well: Speaker Language and Style 171

11 Delivering Your Speech 184

12 Using Presentation Aids 209

13 Speaking to Inform 228

14 Understanding Principles of Persuasive Speaking 244

15 Using Persuasive Strategies 264

16 Speaking for Special Occasions and Purposes 294

Appendix A Speaking in Small Groups 309

Appendix B Speeches for Analysis and Discussion 317

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Contents

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Preface xv

1 Speaking with Confidence 1

What Is Public Speaking? 2 Why Study Public Speaking? 3

Empowerment 3 Employment 3

The Rich Heritage of Public Speaking 4

The Golden Age of Public Speaking 4 Nineteenth- and Twentieth-Century Age of Political Oratory 5 The Technological Age of Public Speaking 5

The Communication Process 6 Communication as Action 6 Communication as Interaction 7 Communication as Transaction 8

Improving Your Confidence as a Speaker 9 Understand Your Nervousness 10 How to Build Your Confidence 12

Confidently Connecting with Your Audience: Begin with the End in Mind 15 Study Guide: Review, Apply, and Assess 17

2 Presenting Your First Speech 19

Consider Your Audience 20 Gather and Analyze Information about Your Audience 21 Consider the Culturally Diverse Backgrounds of Your Audience 22

The Audience-Centered Speechmaking Process 22 Select and Narrow Your Topic 22 Determine Your Purpose 24 Develop Your Central Idea 25 Generate the Main Ideas 25 Gather Supporting Material 26 Organize Your Speech 28

Sample Outline 29 Rehearse Your Speech 30 Deliver Your Speech 31

Confidently Connecting with Your Audience: Use Your Communication Apprehension to Enhance Your Performance 31 Sample Speech 33 Study Guide: Review, Apply, and Assess 35

3 Speaking Freely and Ethically 36

Speaking Freely 37 Free Speech and the U.S. Constitution 38 Free Speech in the Twentieth Century 38 Free Speech in the Twenty-First Century 39

Speaking Ethically 40 Have a Clear, Responsible Goal 41 Use Sound Evidence and Reasoning 41 Be Sensitive to and Tolerant of Differences 42 Be Honest 43 Don’t Plagiarize 43

Confidently Connecting with Your Audience: Remember That You Will Look More Confident Than You May Feel 43 Sample Oral Citation 45 Speaking Credibly 46 Study Guide: Review, Apply, and Assess 47

4 Listening to Speeches 48

Overcoming Barriers to Effective Listening 50

Listener Fatigue 50 Personal Concerns 50 Outside Distractions 51 Prejudice 52

Differences between Speech Rate and Thought Rate 52

How to Become a Better Listener 53 Listen with Your Eyes as Well as Your Ears 53 Listen Mindfully 54 Listen Skillfully 55 Listen Ethically 58

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Improving Critical Listening and Thinking Skills 58 Separate Facts from Inferences 59 Evaluate the Quality of Evidence 60

Analyzing and Evaluating Speeches 60 Giving Feedback to Others 61

Confidently Connecting with Your Audience: Look for Positive Listener Support 64

Giving Feedback to Yourself 64 Study Guide: Review, Apply, and Assess 65

5 Analyzing Your Audience 67

Gathering Information about Your Audience 69

Gathering Information Informally 69 Gathering Information Formally 69

Analyzing Information about Your Audience 72

Identify Similarities 72 Identify Differences 72 Identify Common Ground 72

Adapting to Your Audience 73 Analyzing Your Audience before You Speak 74

Demographic Audience Analysis 74 Confidently Connecting with Your Audience: Learn as Much as You Can about Your Audience 77

Psychological Audience Analysis 83 Developing Your Speech Step by Step: Consider Your Audience 84

Situational Audience Analysis 86 Adapting to Your Audience as You Speak 87

Identifying Nonverbal Audience Cues 88 Responding to Nonverbal Cues 90 Strategies for Customizing Your Message to Your Audience 90

Analyzing Your Audience after You Speak 91 Nonverbal Responses 92 Verbal Responses 92 Survey Responses 92 Behavioral Responses 92

Study Guide: Review, Apply, and Assess 93

6 Developing Your Speech 95

Select and Narrow Your Topic 96 Guidelines for Selecting a Topic 96 Strategies for Selecting a Topic 98

Confidently Connecting with Your Audience: Selecting an

Interesting Topic 100 Narrowing the Topic 100

Developing Your Speech Step by Step: Select and Narrow Your Topic 102 Determine Your Purpose 102

General Purpose 102 Specific Purpose 103

Developing Your Speech Step by Step: Determine Your Purpose 105 Develop Your Central Idea 105

A Complete Declarative Sentence 106 Direct, Specific Language 107 A Single Idea 107 An Audience-Centered Idea 108

Generate and Preview Your Main Ideas 108 Developing Your Speech Step by Step: Develop Your Central Idea 109

Generating Your Main Ideas 109 Developing Your Speech Step by Step: Generate Your Main Ideas 110

Previewing Your Main Ideas 111 Meanwhile, Back at the Computer . . . 112 Study Guide: Review, Apply, and Assess 113

7 Gathering and Using Supporting Material 115

Sources of Supporting Material 116 Personal Knowledge and Experience 116 The Internet 116 Online Databases 118 Traditional Library Holdings 119 Interviews 120

Confidently Connecting with Your Audience: Prepare Early 120 Research Strategies 121

Develop a Preliminary Bibliography 121 Locate Resources 121 Assess the Usefulness of Resources 122 Take Notes 122 Identify Possible Presentation Aids 122

Developing Your Speech Step by Step: Gather Supporting Material 122 Types of Supporting Material 123

Illustrations 123 Descriptions and Explanations 124 Definitions 125 Analogies 126 Statistics 127 Opinions 129

The Best Supporting Material 130 Study Guide: Review, Apply, and Assess 132

Contents xi

8 Organizing and Outlining Your Speech 133

Confidently Connecting with Your Audience: Organize Your Message 135 Organizing Your Main Ideas 135

Organizing Ideas Topically 136 Ordering Ideas Chronologically 137

Arranging Ideas Spatially 138 Organizing Ideas to Show Cause and Effect 139 Organizing Ideas by Problem-Solution 139 Acknowledging Cultural Differences in Organization 140

Organizing Your Supporting Material 141 Developing Your Speech Step by Step: Organize Your Speech 141

Primacy or Recency 142 Specificity 143 Complexity 143 From Soft to Hard Evidence 143

Organizing Your Presentation for the Ears of Others: Signposting 144

Previews 144 Transitions 145 Summaries 146

Outlining Your Speech 147 Developing Your Preparation Outline 147

Sample Preparation Outline 151 Developing Your Speaking Notes 153

Study Guide: Review, Apply, and Assess 155

9 Introducing and Concluding Your Speech 157

Confidently Connecting with Your Audience: Be Familiar with Your Introduction and Conclusion 158

Purposes of Introductions 158 Get the Audience’s Attention 159 Give the Audience a Reason to Listen 159

Introduce the Subject 159 Establish Your Credibility 160 Preview Your Main Ideas 160

Effective Introductions 161 Illustrations or Anecdotes 161 Startling Facts or Statistics 162 Quotations 162 Humor 163

Questions 164 References to Historical Events 164 References to Recent Events 165 Personal References 165 References to the Occasion 165 References to Preceding Speeches 166

Purposes of Conclusions 166 Summarize the Speech 166 Provide Closure 167

Effective Conclusions 168 Methods Also Used for Introductions 168 References to the Introduction 168 Inspirational Appeals or Challenges 169

Study Guide: Review, Apply, and Assess 170

10 Using Words Well: Speaker Language and Style 171

Differentiating Oral and Written Language Styles 172 Using Words Effectively 173

Use Specific, Concrete Words 173 Use Simple Words 174 Use Words Correctly 174

Use Words Concisely 175 Adapting Your Language Style to Diverse Listeners 176

Use Language That Your Audience Can Understand 176 Use Respectful Language 176 Use Unbiased Language 177

Crafting Memorable Word Structures 178 Creating Figurative Images 179 Creating Drama 179

Confidently Connecting with Your Audience: Use Words to Manage Your Anxiety 179

Creating Cadence 180 Analyzing an Example of Memorable Word Structure 180 Using Memorable Word Structures Effectively 182

Study Guide: Review, Apply, and Assess 183

11 Delivering Your Speech 184

The Power of Speech Delivery 185

Listeners Expect Effective Delivery 185 Listeners Make Emotional Connections with You through Delivery 185

Listeners Believe What They See 186

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Methods of Delivery 186 Manuscript Speaking 186 Memorized Speaking 187 Impromptu Speaking 187

Confidently Connecting with Your Audience: Re-create the Speech Environment When You Rehearse 188

Extemporaneous Speaking 189 Characteristics of Effective Delivery 190

Eye Contact 190 Gestures 191 Movement 193 Posture 194 Facial Expression 195 Vocal Delivery 195 Personal Appearance 200

Rehearsing Your Speech: Some Final Tips 201 Developing Your Speech Step by Step: Rehearse Your Speech 202 Delivering Your Speech 203 Developing Your Speech Step by Step: Deliver Your Speech 204 Responding to Questions 204 Study Guide: Review, Apply, and Assess 207

12 Using Presentation Aids 209

Types of Presentation Aids 210 Images 210 Text 215 Video 216 Audio 217 Objects and Models 218 People 218

Using Computer-Generated Presentation Aids 219 Basic Principles of Using Computer- Generated Presentation Aids 219 Tips for Using Computer-Generated Presentation Aids 220

Confidently Connecting with Your Audience: Practice with Your Presentation Aids to Boost Your Confidence 221 Guidelines for Developing Presentation Aids 222

Make Them Easy to See 222 Keep Them Simple 222 Select the Right Presentation Aid 222 Do Not Use Dangerous or Illegal Presentation Aids 223 Allow Plenty of Time to Prepare Your Presentation Aids 223

Guidelines for Using Presentation Aids 223

Rehearse with Your Presentation Aids 223 Make Eye Contact with Your Audience, Not with Your Presentation Aids 224 Explain Your Presentation Aids 224 Do Not Pass Objects among Members of Your Audience 224 Use Animals with Caution 224 Use Handouts Effectively 225 Time the Use of Visuals to Control Your Audience’s Attention 225

Study Guide: Review, Apply and Assess 227

13 Speaking to Inform 228

Informative Speech Topics 229 Speeches about Objects 230 Speeches about Procedures 231 Speeches about People 231 Speeches about Events 232 Speeches about Ideas 232

Strategies to Enhance Audience Understanding 233 Speak with Clarity 233 Use Principles and Techniques of Adult Learning 234 Clarify Unfamiliar Ideas or Complex Processes 235

Strategies to Maintain Audience Interest 236 Motivate Your Audience to Listen to You 236 Tell a Story 237 Present Information That Relates to Your Listeners 237 Use the Unexpected 238

Sample Informative Speech 238 Strategies to Enhance Audience Recall 239

Build In Redundancy 240 Make Your Key Ideas Short and Simple 240 Pace Your Information Flow 241 Reinforce Key Ideas 241

Developing an Audience-Centered Informative Speech 241 Study Guide: Review, Apply, and Assess 243

14 Understanding Principles of Persuasive Speaking 244

The Goals of Persuasion 245 Changing or Reinforcing Audience Attitudes 245 Changing or Reinforcing Audience Beliefs 245

Changing or Reinforcing Audience Values 246

Contents xiii

Changing or Reinforcing Audience Behaviors 246 How Persuasion Works 247

Aristotle’s Traditional Approach: Using Ethos, Logos, and Pathos to Persuade 247 ELM’s Contemporary Approach: Using a Direct or Indirect Path to Persuade 248

How to Motivate Listeners 249 Use Cognitive Dissonance 250 Use Listeners’ Needs 252 Use Positive Motivation 254 Use Negative Motivation 254

How to Develop Your Audience-Centered Persuasive Speech 256

Consider the Audience 256 Select and Narrow Your Persuasive Topic 257 Determine Your Persuasive Purpose 257 Develop Your Central Idea and Main Ideas 258 Gather Supporting Material 260 Organize Your Persuasive Speech 261 Rehearse and Deliver Your Speech 261

Confidently Connecting with Your Audience: Breathe to Relax 261 Study Guide: Review, Apply, and Assess 262

15 Using Persuasive Strategies 264

Enhancing Your Credibility 265 Understanding Credibility 265 Improving Your Credibility 266

Using Reasoning and Evidence 267 Understanding Types of Reasoning 267 Using Types of Evidence 272

Using Evidence Effectively 273 Avoiding Faulty Reasoning 274

Using Emotional Appeals 277 Tips for Using Emotion to Persuade 277 Using Emotional Appeals Ethically 280

Strategies for Adapting Ideas to People and People to Ideas 280

Persuading the Receptive Audience 280

Persuading the Neutral Audience 281 Persuading the Unreceptive Audience 282

Confidently Connecting with Your Audience: Enhance Your Initial Credibility 282 Strategies for Organizing Persuasive Messages 283

Problem–Solution 285 Refutation 285

Sample Persuasive Speech 286 Cause and Effect 288 The Motivated Sequence 289

Study Guide: Review, Apply, and Assess 292

16 Speaking for Special Occasions and Purposes 294

Public Speaking in the Workplace 295

Group Presentations 295 Public-Relations Speeches 298 Mediated Workplace Presentations 298

Ceremonial Speaking 299 Introductions 299

Confidently Connecting with Your Audience: Seek a Variety of Speaking Opportunities 299

Toasts 300 Award Presentations 300 Nominations 301 Acceptances 301 Keynote Addresses 302 Commencement Addresses 303 Commemorative Addresses 303 Eulogies 304

After-Dinner Speaking: Using Humor Effectively 304

Humorous Topics 305 Humorous Stories 306 Humorous Verbal Strategies 306 Humorous Nonverbal Strategies 307

Study Guide: Review, Apply, and Assess 308

A Appendix: Speaking in Small Groups 309

Solving Problems in Groups and Teams 310 Participating in Small Groups 313

Come Prepared for Group Discussions 313 Do Not Suggest Solutions before Analyzing the Problem 313 Evaluate Evidence 313 Help Summarize the Group’s Progress 313 Listen and Respond Courteously to Others 313 Help Manage Conflict 314

Leading Small Groups 314 Leadership Responsibilities 314 Leadership Styles 315

B Appendix: Speeches for Analysis and Discussion 317

I Have a Dream: Martin Luther King 317 Inaugural Address: John F. Kennedy 318 Second Inaugural Address: Barack Obama 320 Remarks to the U.S. Congress: Pope Francis 323 The Need for Minority Bone Marrow Donors: Julio Gonzalez 328

Endnotes 330

Glossary 348

Credits 355

Index 360

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Preface

The tenth edition of Public Speaking: An Audience-Centered Approach is written to be the primary text in a course intended to help students become better public speakers. We are delighted that since the first edition of the book was published more than

two decades ago, educators and students of public speaking have found our book a dis- tinctively useful resource to enhance public-speaking skills. We’ve worked to make our latest edition a preeminent resource for helping students enhance their speaking skills by adding new features and retaining the most successful elements of previous editions.

New to the Tenth Edition We’ve refined and updated this text to create a powerful and contemporary resource for helping speakers connect to their audience. We’ve added several new features and revised features that both instructors and students have praised. Like the previous edition, the tenth edition is also available in Revel, but this revision has enabled us to refine and improve our learning design and user experience, building on market feed- back from current users and reviewers.

Revel™

Educational technology designed for the way today’s students read, think, and learn When students are engaged deeply, they learn more effectively and perform better in their courses. This simple fact inspired the creation of Revel: an immersive learning experience designed for the way today’s students read, think, and learn. Built in col- laboration with educators and students nationwide, Revel is the newest, fully digital way to deliver respected Pearson content.

Revel enlivens course content with media interactives and assessments— integrated directly within the authors’ narrative—that provide opportunities for students to read about and practice course material in tandem. This immersive educational technology boosts student engagement, which leads to better understanding of concepts and im- proved performance throughout the course.

Learn more about Revel

http://www.pearsonhighered.com/revel/

Special FeatureS For public Speaking StudentS Revel is a dynamic learning experi- ence that offers students a way to study the content and topics relevant to communi- cation in a whole new way. Rather than simply offering opportunities to read about and study public speaking, Revel facilitates deep, engaging interactions with the concepts that matter most. For example, in Chapter 2, students are presented with the authors’ hallmark audience-centered model as an interactive figure diagramming the various tasks involved in the speechmaking process. This figure is used throughout the text to emphasize the importance of being audience-centered. Throughout chap- ters in Revel students can interact with this figure to learn more about each stage of the process, and in the Chapter 13 Study Guide they can take a self-checking, drag- and-drop assessment to put the stages of the model in order. In addition, students

xv

are presented with video examples throughout the book on topics such as improving listening skills, audience analysis, primary sources, speech delivery, using presen- tation aids, informative speeches, outlines, intercultural listening, and the fear of public speaking. As part of our commitment to boosting students’ communication confidence, our first discussion of improving your confidence in Chapter 1 features the Personal Report of Public Speaking Anxiety in Revel. Students can take this as- sessment right there in the context of our chapter, get their score, and continue reading about how to improve their own level of confidence. By providing opportunities to read about and practice public speaking in tandem, Revel engages students directly and immediately, which leads to a better understanding of course material. A wealth of student and instructor resources and interactive materials can be found within Revel. Some of our favorites include the following:

• Audio Excerpts Throughout the text, audio excerpts highlight effective speech examples. Students can listen to audio clips while they read, bringing examples to life in a way that a printed text cannot. These audio examples reinforce learning and add dimension to the printed text.

• Videos and Video Self-Checks Video clips appear throughout the narrative to boost mastery, and many videos are bundled with correlating self-checks, enabling students to test their knowledge.

• Interactive Figures Interactive figures help students understand hard-to-grasp concepts through interactive visualizations.

• Integrated Writing Opportunities To help students connect chapter content with personal meaning, each chapter offers two varieties of writing prompts: the Journal prompt, which elicits free-form, topic-specific responses addressing content at the module level, and the Shared Writing prompt, which encourages students to share and respond to each other’s brief responses to high-interest topics in the chapter.

For more information about all the tools and resources in Revel and access to your own Revel account for Public Speaking: An Audience-Centered Approach, Tenth Edition go to www.pearsonhighered.com/revel.

New and Updated Features In addition to the abundance of in-chapter inter- active and media materials you’ll find in Revel, we’ve refined and updated the text to create a powerful and contemporary resource for help- ing speakers connect to their audience.

new SpeecheS We’ve added new speech ex- amples throughout the text. In addition, two speeches in our revised Appendix B are new, selected to provide readers with a variety of positive models of effective speeches.

new exampleS and illuStrationS New exam- ples and illustrations provide both classic and contemporary models to help students master the art of public speaking. As in previous edi- tions, we draw on both student speeches and speeches delivered by well-known people.

new material in every chapter In addition to these new and expanded features, each chapter has been revised with new examples, illustrations,

xvi Preface

and references to the latest research conclusions. Here’s a summary of the changes and revisions we’ve made:

Chapter 1: Speaking with Confidence

To capture student interest, the chapter now begins with a new example about the annual Technology, Education, and Design (TED) Conference. The section on the rich heritage of public speaking has been moved before coverage of the communication process. In addition, updated research reinforces advice on the importance of developing public speaking skills.

Chapter 2: Presenting Your First Speech

This chapter provides an overview of the audience-centered speaking process, jump- starting the speechmaking process for students who are assigned to present speeches early in the term. To better streamline the chapter and reduce repetitive topics, we’ve reduced the number of sections from nine to two. Additional coverage has been added on considering the culturally diverse backgrounds of your audience. New research on the importance of speech rehearsal has also been included.

Chapter 3: Speaking Freely and Ethically

To highlight the balance between the right to speak freely and the responsibility to speak ethically, the chapter begins with a new, real-world example on racial tension at the Uni- versity of Missouri–Columbia. Coverage of free speech in the twenty-first century has been updated to include the Arab Spring and the terrorist attacks at the French humor maga- zine, Charlie Hebdo. We have also included new research on the consequences of plagiarism.

Chapter 4: Listening to Speeches

The chapter has been streamlined by removing topics already covered in other chapters. The discussion on prejudice has been updated. Research has been added on listening skills, including the influence of technology.

Chapter 5: Analyzing Your Audience

The discussion of sex, gender, and sexual orientation has be

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