AUDIENCE Who is the audience? The pie iece(s) may be targeted at a - - PowerPoint PPT Presentation
Targeting an AUDIENCE Who is the audience? The pie iece(s) may be targeted at a specific ic group of people: Volunteers Music enthusiasts Parents Parents of young children Parents of young children who play musical
Who is the audience?
The pie iece(s) may be targeted at a specific ic group of people:
Ok, that’s great, but what type of [parent/student/enthusiast] are they appealing to? What values, beliefs or attitudes are being targeted?
Values Beliefs Attitudes
EMPIRICAL
values/beliefs/attitudes Evidence Verifiable by
Acquired by senses Myopic
RATIONAL
values/beliefs/attitudes Reason/Reasoned Sensible Judicious Cogent Logic/Logical
CONSERVATIVE
values/beliefs/attitudes Tradition/Traditional Convention/Conventional Stability/Stable Unchanging/Unprogressive Status quo
MORALISTIC
values/beliefs/attitudes Judges behaviour Strong sense of right and
wrong
Black and white
HUMANISTIC
values/beliefs/attitudes Values agency of people Worth of individuals Dignity Human rights
NATIONALISTIC
values/beliefs/attitudes Patriotism/Patriotic Pride/Proud Sense of superiority Protective/Defensive
LOGICAL
values/beliefs/attitudes Straight thinking Objectivity/Objective Clarity/Clear Evidence/Analytical
LIBERAL
values/beliefs/attitudes Tolerance/Tolerant Freedom from prejudice Progressive
FEMINIST
values/beliefs/attitudes Gender equality Respect Self-determination
PRAGMATIC
values/beliefs/attitudes Realistic Sensible Best solution in given
circumstance
Useful decisions/actions
This next section will use the first article of the 2013 VATE practise exam (‘City Living’) for examples.
NATIONALISTIC / PATRIOTIC
Having strong feelings of pride in one’s country, and potentially a belief in the superiority of one's own country over
The use of inclusive language and repeated references to national successes, such as the economy and building industry, are designed to elicit pride in an audience with nationalistic or patriotic values, who would be drawn to agree with the author due to the sense of superiority and pride in Australia that he is able to establish in his opening remarks.
LOGICAL / RATIONAL
A person who favours clear, sound reasoning that is explicable through the application of evidence and logic.
The use of language that carries strong negative connotations of illogicality and senseless, such as the author’s description of the “apparent randomness” of the housing estates and the “waste” of “arable land”, is designed to grab the attention of a rational audience, who would react strongly against the lack of a clear and sensible purpose that is evident in the use of valuable land for “unnecessarily large houses”.
HUMANISTIC
A person having a strong interest in or concern for human welfare, values, and dignity.
“The author’s use of emotive language in his description of “young people who regularly perish” on country roads, and juxtaposing their “mourning families” against the “selfish indulgence of…city dwellers”, would resonate strongly with a humanistic audience, who would object to the devaluation of human life implied by his appeal.”
PRAGMATIC
Dealing with things sensibly and realistically in a way that is based on practical rather than theoretical or doctrinal considerations.
circumstance
The author’s urging to adopt a more “sensible plan” and consequential outlining of steps to take advantage of existing infrastructure would resonate strongly with a pragmatic audience, who would see this as a realistic and useful action in the circumstances outlined by the author.
CONSERVATIVE
Favouring traditional views and values; tending to oppose change.
Unprogressive
The author’s solution is phrased in a manner that emphasises how it will actually allow for the preservation of rural areas and the conservation of finances, which would appeal to a conservative audience who values stability and maintaining the status quo, and who may actually support this approach due to its focus on using “existing” infrastructure instead of “building more”, “leaving” other things alone.
MORALISTIC
Wishing to make moral judgements about others' behaviour and actions; seeing things in stark decisions, such as ‘good’ and ‘evil’.
and wrong
Not used in this text, but could still come up:
The letter opens with a clear appeal to moralists over pragmatists by asking the audience to consider the “moral worth”
questioning whether the issue of “cost” deserves to be at the “forefront”.
LIBERAL
Being willing to respect or accept behaviour or opinions different from
views progress and reform favourably.
Not used in this text, but could still come up:
However, a liberal audience would react strongly against these appeals, as they promote prejudice over tolerance.
OR…
A liberal audience would sympathise with this appeal, as they would see value in the potential for progress and wider social improvements that it implies.
FEMINIST
Advocating social, political, and all
men.
Not used in this text, but could still come up:
The author’s decision to focus on the experiences of female…in particular highlights the unique problems that gender poses in this regard, and would thus appeal to people who harbour feminist ideals and who desire to see equality in such situations.
Remember: the text will usually target a specific audience (here it was residents and voters in Melbourne), but that audience will usually embody several values/beliefs/ideas that the author will then target.
LIBERAL
values/beliefs/attitudes Tolerance/Tolerant Freedom from prejudice Progressive
MORALISTIC
values/beliefs/attitudes Judges behaviour Strong sense of right and
wrong
Black and white
HUMANISTIC
values/beliefs/attitudes Values agency of people Worth of individuals Dignity Human rights
CONSERVATIVE
values/beliefs/attitudes Tradition/Traditional Convention/Conventional Stability/Stable Unchanging/Unprogressive Status quo
NATIONALISTIC
values/beliefs/attitudes Patriotism/Patriotic Pride/Proud Sense of superiority Protective/Defensive
PRAGMATIC
values/beliefs/attitudes Realistic Sensible Best solution in given
circumstance
Useful decisions/actions
RATIONAL
values/beliefs/attitudes Reason/Reasoned Sensible Judicious Cogent Logic/Logical
HUMANISTIC
values/beliefs/attitudes Values agency of people Worth of individuals Dignity Human rights
PRAGMATIC
values/beliefs/attitudes Realistic Sensible Best solution in given
circumstance
Useful decisions/actions
How to use this approach…
persuasive devices: it is the final step in your analysis, and a way of showing a deeper engagement with the purpose behind the author’s language and reasoning.
suggests to the assessor that you harbour a detailed and nuanced understanding of the ways in which people are persuaded.
need to understand them and be able to explain them.
“this would resonate with a humanist audience”: you need to explain what makes it rational or why a humanist would respond to it!