Ch 2 - Profiling Your Readers Flashcards
Why do people read technical communication?
To obtain information that helps them take action.
“readers are raiders”
What are the Types of readers of technical communication?
Primary readers (action takers) Secondary readers (advisors) Tertiary readers (evaluators) Gatekeepers (supervisors)
What four document Contexts of use should be anticipated?
Physical, mobile, economic, ethical
What is the purpose of a Reader Profile?
Helps anticipate readers’ needs, values, and attitudes, including cultural expectations.
What motivates people?
Needs - think Maslow’s hierarchy
Values - rooted in culture, community, family, and experience
Attitudes - how they feel about you, your team, or company
Name the steps to creating a Reader Profile.
Step 1: Identify your readers
Step 2: Identify readers’ needs, values, and attitudes
Step 3: Identify the Contexts in which readers will experience your document
Who are the most important readers to identify?
Decision makers who can say yes to your ideas.
Secondarily, identify those who advise or influence the decision makers.
What type of diagram is helpful to better envision the Types of Readers for a particular document?
Writer-Centered Analysis - Writer in center ring, then in each further ring the Primary, secondary, and tertiary readers. Note the gatekeepers separately.
Who are the Primary Readers?
Action Takers - need to make a decision based on the information that you are providing.
Who are the Secondary Readers?
Advisors - advise the primary reader. Typically experts in the field or have special knowledge that influences the primary.
Who are the Tertiary Readers?
Evaluators - they will be making judgements based on an outsider’s perspective, i.e., competitors, auditors, reporters, lawyers, politicians, etc.
Who are the Gatekeepers?
Supervisors - also lawyers, accountants, marketers, whoever might need to sign off prior to publishing
What five Considerations about the reader can help determine motivators?
Familiarity with the subject Professional experience Educational level Reading and comprehension level Skill level (regarding topic)
What form can help Analyze Reader Motivators?
Reader Analysis Worksheet - Table with the three motivators on x axis and types of readers on the y axis
What does a Context Analysis Worksheet help analyze?
The physical, mobile, economic & ethical context for the Primary Readers, the readers’ Company, and the readers’ Industry.
What comprises Physical Context?
The places where readers will use the document.
Factory floor? Office? Job site? How does environment affect how the document will be read?
What comprises Mobile Context?
How a document will be viewed on various media.
How does accessing the document on a mobile device change the experience of the message? scaling? links? flow?
What comprises Economic Context?
The money-related issues that will restrict the kinds of actions possible.
What economic issues will influence readers’ decisions? Cost/Benefit?
What comprises Ethical Context?
The personal, social, and environmental issues that shape the readers’ response.
How will message impact the rights, values, and well-being of others? Are there any laws, regulations, etc. to consider?
How do you overcome resistance to change in readers?
Appeal to readers’ core needs and values.
Where possible, let readers participate in solving problems and coming up with new solutions.
How do you use Reader Profiles to make documents more informative and persuasive?
1) Highlight most important terms, concepts and phrases from Reader Analysis and Context Analysis worksheets.
2) Derive major concepts and key words from highlighted items.
3) Organize document to feature the major concepts and highlighted items.
4) Determine style and design based on readers’ values and attitudes
What are five strategies for researching for global and trans-cultural readers?
Listen carefully Be polite Research the target culture Avoid humor Talk to colleagues (from or familiar with target culture)