Socioeconomic status is a person’s perceived impor- tance and influence based on such factors as income, occupation, and education level. In Europe, Asia, the Middle East, and other parts of the world, centuries-old tradi- tions of acknowledging status differences still exist today. Status differences exist in the United States but are often more subtle. A general estimate of your audience members’ incomes, occupations, and education levels can be helpful as you develop a message that connects with listeners.

● Income. Having some general idea of the income level of your listeners can be of great value to you as a speaker. For example, if you know that most audience members are struggling to meet weekly expenses, it will be unwise to talk about how to see the cultural riches of Europe by traveling first class. But talking about how to get paid to travel to Europe by serving as a courier may hold considerable interest.

● Occupation. Knowing what people do for a living can give you useful infor- mation about how to adapt your message to them. Speaking to teachers, you will want to use different examples and illustrations than if you were speaking to lawyers, ministers, or automobile assembly-line workers. Many college-age students may hold jobs but not yet the jobs they aspire to after they graduate. Knowing their future career plans can help you adjust your topic and supporting material to your listeners’ professional goals.

● Education. About one-third of U.S. high school graduates obtain a college diploma. Less than 10 percent of the population earn graduate degrees. The educa- tional background of your listeners is yet another component of socioeconomic sta- tus that can help you plan your message. For example, you have a good idea that your classmates in your college-level public-speaking class value education because they are striving, often at great sacrifice, to advance their education. Knowing the educational background of your audience can help you make decisions about your choice of vocabulary, your language style, and your use of examples and illustrations.

Adapting to Diverse Listeners The most recent U.S. Census figures document what you already know from your own life experiences: We all live in an age of di- versity. For example:

● Two-thirds of emigrants worldwide come to the United States.11

● It is estimated that more than 40 million U.S. residents speak something other than English as their first language, including 18 million people whose first language is Spanish.12

Focus on a target audience, but use strategies to accommodate a diverse audience, too. Use a vari- ety of supporting materials, tell stories, balance logical and emo- tional support, and appeal to commonly held values. You can also use visual materials to rein- force your message and help overcome any language barriers. [Photo: Getty Images/Digital Vision]

socioeconomic status A person’s perceived importance and influence based on income, occupation, and education level

92 CHAPTER 4 Analyzing Your Audience

● Whites are the minority ethnic group in nearly half of the largest cities in the United States.13

● People who have traditionally been called minorities are now in the majority in four states: Hawaii (75 percent), New Mexico (57 percent), California (57 percent), and Texas (52 percent).14

● During the past decade in the United States, the combined population of African Americans, Native Americans, Asians, Pacific Islanders, and Hispan- ics grew thirteen times faster than the non-Hispanic White population.15

Virtually every state in the United States has experienced a dramatic increase in for- eign-born residents. If trends continue as they have during the past quarter-century, cultural and ethnic diversity will continue to grow during your lifetime. This swell of immigrants translates to increased diversity in all aspects of society, including in most audiences you’ll face—whether in business, at school-board meetings, or in your col- lege classes.