When we try to determine the audience's attitude towards the topic and speaker we are conducting a

I believe the answer should be: audience analysis.

Explanation:

Prior to giving a speech, it is important that the speakers know their audience. To do so, they must conduct an audience analysis, in which important elements will be anticipated and considered. One of them is the audience's attitude towards the topic. Certain topics might be less appreciated depending on the audience's cultural or religious background, for instance.

By anticipating their audience's background knowledge, social and economic status, age, gender, educational level etc., communicators can adapt their speech to ensure the message will be conveyed thoroughly and respectfully.

yes, they are. i think.