Age
Nov
11
Age has been used to predict audience reactions since the time of Aristotle, who suggested that young listeners are pleasure-loving, optimistic, impulsive, trusting, idealistic, and easily persuaded. Older people, he said, are more set in their ways, more skeptical, cynical, and concerned with maintaining a comfortable existence. Those in the prime of life, Aristotle argued, present a balance between youth and age, being confident yet cautious, judging cases by the facts, and taking all things in moderation.
Contemporary communication research supports the relationship between age and persuasibility that Aristotle predicted. Susceptibility to persuasion is at a maximum during childhood and declines as people grow older. Most research also suggests that younger people are more flexible and open to new ideas, whereas older people tend to be more conservative and less receptive to change. Some recent research, however, suggests that older adults may be more willing to change than was previously thought. You can change the minds of older adults, but you’ll have to work harder to do it.
Age can be an important factor in the selection of speech topics. For example, an audience consisting mainly of eighteen- and nineteen-year-olds might be interested in a speech on campus social activities. To an older audience, this topic could seem trivial or uninteresting. Age can also be important in terms of the language you use and the people, places, things, or events you refer to in your speeches. For example, an older audience probably read The Grapes of Wrath, probably listened to “Strawberry Fields,” and probably would ask “What is ‘Smashing Pumpkins’?”
What do demographics tell us about the average classroom audience? Perhaps the most striking feature of today’s college classrooms is their diversity. According to recent research, the demographics of people born between 1965 and 1985 are as follows: “69 percent Caucasian, 13 percent African American, 13 percent Hispanic, 3 percent Asian American, and 1 percent Native American.” If you live in New Mexico, California, Hawaii, New York, or the District of Columbia, there is a greater than 50 percent chance that any two individuals you encounter will differ ethnically or racially.
The average college student is also older than you might expect. In 1994, 31 percent of college students were over thirty, with 21 percent over thirtyfive. These figures are expected to hold steady within the foreseeable future. If your classroom is typical, there will probably be more females than males in the class. Over 55 percent of students enrolled in colleges and universities are female, and this percentage is expected to grow in the near future.
A 1998 survey of high school students suggests that over 85 percent of the females polled planned to continue their education beyond high school, compared with only 78 percent of the males.
What else does contemporary research tell us about today’s college students? In 1997, first-year students expressed less interest in political affairs than in any of the more than thirty years the Higher Education Research Institute at UCLA has conducted this research. The survey of more than 250,000 students indicated that students also were less likely to participate in community action programs, environmental cleanup activities, or programs designed to help promote racial understanding. A large generational marketing survey conducted by the Yankelovich firm yields some interesting insights into the age group they call “Generation X.” To begin with, “X’ers” don’t like being pigeonholed or labeled and are really put off by the stereotype of them in the mass media. They resent being talked down to or having anyone try to put something over on them. They are skeptical, especially of politicians and the media. A Nike ad targeted at this group announces, “Don’t insult our intelligence. Tell us what it is, tell us what it does, and don’t play the national anthem while you do it.” They believe there is a good side and bad side to almost everything and are accepting of alternative lifestyles.
Such survey information is interesting, but keep in mind that these conclusions are based on national data. Your own observations can help you confirm or correct this portrait of the contemporary college student insofar as your listeners are concerned.