Understanding Audience: Beliefs, Values, and Needs
AP® English Language and Composition | Unit 2 | RHS 1.B
Explaining How Arguments Demonstrate Audience Awareness
The Centrality of Audience
Effective arguments are never written in a vacuum. Skilled writers carefully analyze their audience and make strategic choices based on what they know—or assume—about their readers' beliefs, values, needs, and backgrounds. Understanding how writers demonstrate this awareness is essential for rhetorical analysis.
RHS 1.B requires students to explain how arguments reveal a writer's understanding of their audience. This means identifying the specific choices writers make—in appeals, evidence, tone, diction, and structure—to connect with, persuade, or motivate their intended readers.
Core Principle: Writers' Choices Are Audience-Driven
RHS-1.F: Perceptions of audience guide all rhetorical choices
Understanding the Principle
According to the AP® English Language and Composition Course and Exam Description, "Writers' perceptions of an audience's values, beliefs, needs, and background guide the choices they make" (RHS-1.F).
This means that everything in an argument—from word choice to organizational structure—is shaped by the writer's understanding of who will be reading and what will resonate with them.
What Writers Consider About Their Audience
- Beliefs: What the audience accepts as true or likely
- Values: What the audience considers important, good, or desirable
- Needs: What the audience lacks, wants, or requires
- Background: The audience's education, experiences, and prior knowledge
- Expectations: What conventions or formats the audience anticipates
- Context: The circumstances surrounding the communication
How Writers Demonstrate Audience Understanding
Strategic choices that reveal awareness
1. Rhetorical Appeals (Ethos, Pathos, Logos)
Writers select appeals based on what will most effectively persuade their specific audience.
Example:
- Academic audience: Heavy use of logos (research, data, logical reasoning)
- Emotional audience: Emphasis on pathos (vivid anecdotes, emotional language)
- Skeptical audience: Strong ethos (credentials, fair treatment of opposing views)
2. Evidence Selection
The type and source of evidence reflect assumptions about what the audience will find credible and convincing.
Example:
- Scientific audience: Peer-reviewed studies, statistical analysis
- General public: Relatable anecdotes, simplified explanations, accessible examples
- Religious audience: Biblical references, moral frameworks
3. Diction and Tone
Word choice and tone signal the writer's perception of the audience's sophistication, values, and relationship to the topic.
Example:
- Formal, technical language: Expert or professional audience
- Conversational, accessible tone: General or lay audience
- Urgent, direct tone: Audience that needs immediate action
4. Addressing Shared Values
Writers explicitly or implicitly reference values they assume the audience holds.
Example:
- Conservative audience: Emphasizing tradition, stability, individual responsibility
- Progressive audience: Highlighting justice, equality, innovation
- Business audience: Focusing on efficiency, profit, competitiveness
5. Anticipating and Addressing Counterarguments
Acknowledging opposing views shows awareness of audience concerns and potential objections.
Example:
A writer arguing for renewable energy who addresses cost concerns demonstrates awareness that the audience values economic practicality alongside environmental benefits.
6. Organizational Structure
How information is arranged reflects assumptions about audience knowledge and priorities.
Example:
- Sympathetic audience: Lead with thesis and main arguments
- Hostile audience: Build common ground before presenting controversial claims
- Uninformed audience: Provide substantial background and definitions
Rhetorical Appeals Adapted to Audience
RHS-1.H: Arguments persuade through audience-appropriate appeals
Understanding Appeals in Context
The College Board states that "Arguments seek to persuade or motivate action through appeals—the modes of persuasion" (RHS-1.H). Effective writers don't use appeals randomly; they select and emphasize appeals based on their understanding of what will resonate with their specific audience.
Ethos (Credibility) and Audience
What it is: Establishing the writer's credibility, character, and trustworthiness
Audience connection: Writers build ethos differently based on what the audience values in a credible source
Examples:
- Academic audience: Citing credentials, published research, institutional affiliation
- Community audience: Demonstrating personal connection, shared experiences
- Skeptical audience: Acknowledging limitations, addressing counterarguments fairly
Pathos (Emotion) and Audience
What it is: Appealing to the audience's emotions, values, and beliefs
Audience connection: Writers tailor emotional appeals to match audience values (RHS-1.G: "To achieve a purpose, writers make choices in an attempt to relate to an intended audience's emotions and values")
Examples:
- Parents: Appeals to child safety, future opportunities
- Patriotic audience: Invoking national pride, historical sacrifice
- Humanitarian audience: Emphasizing compassion, suffering, injustice
Logos (Logic) and Audience
What it is: Using reasoning, evidence, and logical structure to support claims
Audience connection: The type of logic and evidence varies based on audience background and values
Examples:
- Scientific audience: Empirical data, statistical analysis, controlled studies
- Business audience: Cost-benefit analysis, ROI calculations, market data
- General audience: Clear reasoning, relatable examples, simplified statistics
Using Comparisons to Connect with Audience
RHS-1.K: Shared comparisons advance purpose
The Power of Shared References
According to RHS-1.K: "Writers may make comparisons (e.g., similes, metaphors, analogies, or anecdotes) in an attempt to relate to an audience. Effective comparisons must be shared and understood by the audience to advance the writer's purpose."
This means writers select comparisons based on their audience's cultural knowledge, experiences, and frame of reference.
Examples of Audience-Appropriate Comparisons
Sports Fans:
"Implementing this policy without planning is like a quarterback throwing blind—you might occasionally connect, but you're more likely to be intercepted."
Tech-Savvy Audience:
"Think of climate change as a system overheating—like a computer processor without adequate cooling, eventually the system crashes."
Parents:
"Just as you wouldn't let your child cross a busy street alone, we shouldn't allow unregulated internet access without safeguards."
Word Choice, Bias, and Credibility
RHS-1.L & RHS-1.M: Language reflects audience perception
How Language Shapes Audience Response
RHS-1.L: "Writers' choices regarding syntax and diction influence how the writer is perceived by an audience and may influence the degree to which an audience accepts an argument."
RHS-1.M: "Word choice may reflect writers' biases and may affect their credibility with a particular audience."
Examples of Audience-Conscious Language
Formal/Academic Audience
Complex sentences, discipline-specific terminology, objective tone, hedging language ("suggests," "indicates")
General Public
Shorter sentences, accessible vocabulary, conversational tone, concrete examples
Sympathetic Audience
Direct statements, emotionally charged language, "we" language (inclusive), rallying tone
Skeptical Audience
Measured tone, careful qualifiers, acknowledgment of concerns, neutral language
Sample Analysis: Identifying Audience Understanding
Sample Passage
"Fellow educators, we stand at a crossroads. For decades, we've watched standardized testing consume our curriculum, reduce our students to numbers, and drain the joy from learning. Research from Stanford's Center for Opportunity Policy in Education shows that countries with fewer standardized tests—like Finland and Singapore—consistently outperform us in international assessments. But the data alone won't move us to action. Remember why you became a teacher: to inspire curiosity, to nurture creativity, to see that spark of understanding in a child's eyes. That spark can't be measured by a bubble sheet. We have the power to advocate for authentic assessment that honors the complexity of learning and the humanity of our students."
Analysis: How This Passage Demonstrates Audience Understanding
Audience Identified: Teachers
The opening "Fellow educators" immediately identifies a specific professional audience.
Shared Values Addressed
The passage appeals to teachers' values: fostering curiosity, creativity, and meaningful learning rather than test scores.
Shared Experiences Referenced
The writer assumes the audience has experienced the "spark of understanding in a child's eyes"—a moment unique to educators.
Balance of Appeals
Logos: Data from Stanford and international comparisons. Pathos: Emotional appeal to teaching vocation. Ethos: "Fellow educators" establishes shared identity.
Language Choices
"We" language creates solidarity; emotional vocabulary ("joy," "spark," "humanity") reflects teachers' values; professional tone maintains credibility.
Call to Action
Ending with "We have the power" empowers the audience, assuming they value professional agency and can influence policy.
How to Analyze Audience Understanding in Arguments
Step-by-Step Analysis Process
- Identify the intended audience: Who is the writer trying to reach? Look for explicit addresses, publication venue, or contextual clues.
- Determine audience characteristics: What beliefs, values, knowledge, or needs does this audience likely have?
- Analyze rhetorical choices: What specific appeals, evidence, language, or structure does the writer use?
- Connect choices to audience: How do these choices reflect the writer's understanding of the audience?
- Evaluate effectiveness: How well do the writer's choices address the audience's beliefs, values, or needs?
Questions to Ask
- What assumptions does the writer make about the audience's prior knowledge?
- Which values does the writer explicitly or implicitly appeal to?
- What type of evidence does the writer select, and why would this resonate with the audience?
- How does the tone reflect the writer's relationship to the audience?
- What needs or concerns does the writer address?
- What comparisons or references does the writer use that the audience would understand?
Common Mistakes in Analyzing Audience
❌ Identifying Audience Without Explaining Connection
Don't just say "The audience is parents." Explain HOW specific choices demonstrate understanding of parents' values and needs.
❌ Confusing Target Audience with All Readers
The target audience is who the writer is trying to persuade, not everyone who might read the text. Focus on the intended audience.
❌ Listing Appeals Without Analysis
"The writer uses pathos" is insufficient. Explain WHICH emotions are targeted and WHY those emotions would resonate with THIS audience.
❌ Ignoring Context
Audience understanding is contextual. Consider when and where the argument was made—historical moment, publication venue, cultural climate.
❌ Making Unsupported Assumptions
Don't assume audience characteristics without textual evidence. Use clues FROM the text to infer audience traits.
Applying RHS 1.B to the AP® Exam
Rhetorical Analysis Essay (Q1)
This is where RHS 1.B is most directly tested. You must:
- Identify the intended audience based on textual evidence
- Explain HOW specific rhetorical choices reveal the writer's understanding of that audience
- Connect appeals, evidence, diction, and tone to audience beliefs, values, or needs
- Show how these choices help achieve the writer's purpose
Argument Essay (Q3)
Demonstrate YOUR understanding of audience (RHS 2.B) by:
- Selecting evidence that would be credible and relevant to your audience
- Using appeals appropriate for your intended readers
- Anticipating and addressing counterarguments your audience might hold
- Maintaining an appropriate tone and level of formality
Multiple-Choice Questions
Questions may ask you to:
- Identify the intended audience of a passage
- Determine what values or beliefs the writer assumes the audience holds
- Explain how specific rhetorical choices appeal to the audience
- Evaluate whether certain strategies would be effective for a given audience
Scoring Tip
High-scoring essays consistently explain the connection between rhetorical choices and audience. Don't just identify what the writer does—explain WHY those choices make sense for THAT specific audience with THOSE specific beliefs, values, or needs.
Mastering Audience Analysis
Understanding how arguments demonstrate awareness of audience beliefs, values, and needs is central to rhetorical analysis. Effective writers don't make arbitrary choices—every decision about appeals, evidence, language, and structure reflects their perception of who they're addressing and what will move that audience.
By mastering RHS 1.B, students learn to see beyond the surface of texts to understand the strategic thinking behind rhetorical choices. This skill is invaluable not only for the AP exam but for navigating the persuasive arguments encountered daily in media, politics, and professional communication.
AP® is a trademark registered by the College Board, which is not affiliated with, and does not endorse, this content.
This resource is designed to support AP® English Language and Composition students in mastering audience analysis skills.