Title: 5.3: Categories of Audience Analysis - Social Sci LibreTexts
Headings: 5.3: Categories of Audience Analysis
5.3: Categories of Audience Analysis
Situational Analysis
Demographic analysis
Psychological Analysis
Attitudes
Beliefs
Values
Multicultural Analysis
Language
Cognition
Ethnocentricity
Value
Communication Style
Interest and Knowledge Analysis

Content: But, above all else, attitudes are learned and not necessarily enduring. Attitudes can change, and sometimes do, whereas beliefs and values do not shift as easily. A sample list of attitudes can be found in Table 5.2. These are just a small range of issues that one can either be “for” or “against.” And, while we are simplifying the social scientific idea of an attitude considerably here, these examples serve our purposes well. Remember, attitudes are not as durable as beliefs and values. But, they are good indicators of how people view the persons, objects, ideas, or events that shape their world. Other people's beliefs may be myths, but not mine. ~ Mason Cooley
Beliefs
Beliefs are principles (Bem, 1970) or assumptions about the universe. Beliefs are more durable than attitudes because beliefs are hinged to ideals and not issues.