The intended audience were the African Americans fighting for equal rights and equal racial treatments in the 1960's.
'The ballot of the bullet' is the title of the speech given by Malcolm X on April 3, 1964. Malcolm X was a civil rights activists who thought the non-violent approach to tackle racial segregation was not enough. He advocated the need to establish a black nation within the USA and the self-determination and the self-defense of the black people in America.
Malcolm X tried to inform the audience about the risks of doing nothing and to allow the white people to rule over them. He criticizes the government for failing the black people and persuades the black people to take more action. They should actively get involved in the civil rights movements because nothing gets done from sitting and observing.
This type of appeal is called pathos. It appeals to the emotions of the audience and elicits feeling in them. It is delivered with passion and determination.The audience should feel encouraged, motivated and prompted into taking action.