Heritage & Clayman's (2010) Talk in Action: Interactions, Identities and Institutions discusses the way in which speakers, specifically political speakers, can incorporate techniques into their speeches to incite applause from the audience.Through the analysis of audience responses, Heritage & Clayman (2010) were able to identify the key aspects speeches to incorporate need in order to elicit the greatest responses from audience members.
The first technique is contrast. Heritage & Clayman (2010) describe contrast as "the most common and diverse weapon in a speaker's armory" (p.268). Contrasts in speeches come in the forms of contradictions, comparisons, opposites and phrase reversals and it is found that the likelihood of applause increases four times over with contrasts in comparison to regular sentencing (Heritage & Clayman 2010).
Heritage & Clayman (2010) also found that lists, particularly lists of three, were effective in creating an audience response, especially when the speaker pauses before the final item (p. 270). Types of lists include the use of three identical words, three different words, three phrases and three sentences.
The third technique that can be used by a speaker to incite applause is the 'Problem-Solution' technique. The speaker outlines a problem for the audience so that by the time the solution is then delivered to them, the audience has had ample time to anticipate the applause point (Heritage & Clayman 2010). Heritage & Clayman (p.171) also suggest that this technique is a good way to incorporate humour into the delivery of a political message.
The three techniques mentioned also work when used in combination throughout speeches. While Heritage & Clayman (2010) highlight the importance of correct formatting when it comes to writing and presenting speeches, they are also careful to place emphasis on not only the techniques but the correct use of pausing during delivery. A well planned pause when using a combination of contrasts, lists and the problem/solution technique, is invaluable in mobilizing audience response.
Heritage & Clayman (2010 p.276) also reiterate that while these techniques aid speakers in getting the response they desire from the audience, a speech has to work on several levels. Without good content and a speaker with good intonation, the formatting techniques may not be enough.
What I have learnt after reflecting on this article is the importance of using the appropriate techniques to create an effective speech. The success of speeches, as well as the popularity of the speaker, are so often judged based on the amount of applause receive and these techniques discussed by Heritage & Clayman (2010) are certainly useful to know in order to reliably attract applause. When an audience can project when applause is necessary, the more applause that can be expected by the speaker. It is about guiding the audience to the exact moment a response can be initiated (Heritage & Clayman 2010 p. 274).
References
Heritage, J & Clayman, S
2010 Talk in Action: Interactions, Identities, and Institutions, WileyBlackwell,
West Sussex, pp. 263-287.
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