Principles and Types of Public Speaking, 16th Edition Raymie E. McKerrow, University of Maine Bruce E. Gronbeck, University of Iowa With a commitment to cultural sensitivity and scholarship in the discipline, Principles and Types of Public Speaking combines a focus on contemporary research with practical skills and advice on how to communicate in public settings. The text focuses on culture and community building, with a goal of helping students understand how they can adapt to cultural differences and what role communication plays in creating social cohesion, whether in informational, persuasive, ceremonial, or business-oriented settings. By focusing on both speechmaking in society and student presentations in the classroom, this text helps students to see the relationship between what they are learning and how they can use this knowledge outside of the classroom. New in the Sixteenth Edition A new discussion on speaking in a mediated society is included, focusing in particular on the use of technology as an asset in presentations. Thoroughly updated research is presented throughout the text and includes topics such as VALS and PRIZM. Continued emphasis on speaking in a diverse society is found throughout this new edition. A new chapter on critical listening provides a solid focus on this key skill. A restructured chapter on persuasion makes this critical topic clearer for students. [ MySpeechLab Ad ]