Chapter 5 Analyzing Your Audience and Purpose Three

Chapter 5 Analyzing Your Audience and Purpose

Three Steps in Analyzing an Audience n Three steps in analyzing an audience: 1. 2. 3. Identify primary and secondary audiences. Identify basic categories of readers. Identify individual characteristics of readers. Chapter 5. Analyzing Your Audience and Purpose 2

Start by classifying your readers into two categories: n Two categories of readers: 1. A primary audience of people who use your document in carrying out their jobs n n 2. Focus on needs of the primary audience Ensure their needed information is displayed prominently A secondary audience of people who need to stay aware of developments in the organization but who will not directly act on or respond to your document n Information directed at secondary audience is provided in a less prominent place in the document, i. e. an appendix Chapter 5. Analyzing Your Audience and Purpose 3

Categories of Readers n Another categorization of readers: n Experts n read to gain an understanding of theory and its implications. n Technicians n read to gain a hands-on understanding of how something works or how to carry out a task. n Managers n read to learn the bottom-line facts to aid in making decisions. n General readers n read to satisfy curiosity and for self-interest. Chapter 5. Analyzing Your Audience and Purpose 4

Guidelines for Writing for an Expert Audience n Experts: Highly trained n Often carries out and communicates research n n When writing to an “Expert” audience: Include theory n Include technical vocabulary n Include formulas n Include sophisticated graphics n Chapter 5. Analyzing Your Audience and Purpose 5

Guidelines for Writing for a Technician Audience n When writing to a “Technician” audience: Include graphics. n Use common words, short sentences, and short paragraphs. n Avoid excessive theory. n Chapter 5. Analyzing Your Audience and Purpose 6

Guidelines for Writing for a Manager Audience n When writing to a “Managerial” audience: Focus on managerial implications, not technical details. n Use short sentences and simple vocabulary. n Put details in appendices. n Chapter 5. Analyzing Your Audience and Purpose 7

Guidelines for Writing for a General Reader n When writing to a “General Reader” audience n Use short sentences and paragraphs. n See Jane run. Use human appeal. n Use an informal tone. n Chapter 5. Analyzing Your Audience and Purpose 8

Determine individual characteristics of readers by asking: n Determine readers’ individual characteristics by asking: Who is your reader? n What are your reader’s attitudes and expectations? n Why and how will your reader use your document? n Chapter 5. Analyzing Your Audience and Purpose 9

Who is your reader? n What is the reader’s n Education? n n Professional experience? n n Age, etc. Personal preferences? n n Address specific concerns Personal characteristics? n n Range of expertise Job responsibility? n n Amount of support material Read their work Cultural characteristics? n Avoid offensive remarks Chapter 5. Analyzing Your Audience and Purpose 10

What are your reader’s attitudes and expectations? n n n What is the reader’s attitude toward you? What is the reader’s attitude toward the subject (see pg. 76)? What are the reader’s expectations about the document? Type of document n Scope n Amount of detail n Chapter 5. Analyzing Your Audience and Purpose 11

Why and how will your reader use your document? n Why is the reader reading your document? Carry out a task n Learn an answer to a question n Understand broad outline of a subject n n How will the reader read your document? Skim it vs. study it closely n Modify it & forward it n n What is the reader’s reading skill? n n Written, oral, computer-based What is the physical environment in which the reader will read your document? n Lighting, weather, contaminants (bathroom? ) Chapter 5. Analyzing Your Audience and Purpose 12

Writing for Multiple Audiences n n If your document may have a variety of readers, consider making it modules. Break the document into components addressed to different kinds of readers. Executive summary for managers n Full technical discussion for experts n Implementation schedule for technicians n Financial plan for budget officer n Chapter 5. Analyzing Your Audience and Purpose 13

Seven Major Cultural Variables That Lie on the Surface n Prevalent cultural variables: Political n Economic n Social n Religious n Educational n Technological n Linguistic n Chapter 5. Analyzing Your Audience and Purpose 14

Six Cultural Variables That Lie Beneath the Surface n Hidden cultural variables: Focus on individuals or groups n Distance between business life and private life n Distance between ranks n Nature of truth n Need to spell out details n Attitudes toward uncertainty n Chapter 5. Analyzing Your Audience and Purpose 15

With Hidden Cultural Variables, Keep In Mind: n n Each variable represents a spectrum of attitudes. The six variables do not line up in a clear pattern. Different organizations within the same culture can vary greatly. An organization's cultural attitudes are fluid, not static. Chapter 5. Analyzing Your Audience and Purpose 16

n Strategies for Writing for Readers from Other Cultures When writing for readers from other cultures: Limit your vocabulary. n Keep sentences short. n Define abbreviations and acronyms in a glossary. n Avoid jargon unless you know your readers are familiar with it. n Avoid idioms and slang. n Use the active voice whenever possible. n Be careful with graphics. n Be sure someone from the target culture 17 reviews your document. Chapter 5. Analyzing Your Audience and Purpose n

Determining Your Purpose n To determine the purpose of your document, ask yourself: n What do I want this document to accomplish? n Inform, convince, persuade, summarize What do I want readers to know or believe? n What do I want readers to do? n n Act, authorize, recommend Chapter 5. Analyzing Your Audience and Purpose 18