Ch 2 - Profiling Your Readers

Question 1

Why do people read technical communication?

Answer 1

To obtain information that helps them take action.

“readers are raiders”

Question 2

What are the Types of readers of technical communication?

Answer 2

Primary readers (action takers)
Secondary readers (advisors)
Tertiary readers (evaluators)
Gatekeepers (supervisors)

Question 3

What four document Contexts of use should be anticipated?

Answer 3

Physical, mobile, economic, ethical

Question 4

What is the purpose of a Reader Profile?

Answer 4

Helps anticipate readers’ needs, values, and attitudes, including cultural expectations.

Question 5

What motivates people?

Answer 5

Needs - think Maslow’s hierarchy
Values - rooted in culture, community, family, and experience
Attitudes - how they feel about you, your team, or company

Question 6

Name the steps to creating a Reader Profile.

Answer 6

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

Question 7

Who are the most important readers to identify?

Answer 7

Decision makers who can say yes to your ideas.

Secondarily, identify those who advise or influence the decision makers.

Question 8

What type of diagram is helpful to better envision the Types of Readers for a particular document?

Answer 8

Writer-Centered Analysis - Writer in center ring, then in each further ring the Primary, secondary, and tertiary readers. Note the gatekeepers separately.

Question 9

Who are the Primary Readers?

Answer 9

Action Takers - need to make a decision based on the information that you are providing.

Question 10

Who are the Secondary Readers?

Answer 10

Advisors - advise the primary reader. Typically experts in the field or have special knowledge that influences the primary.

Question 11

Who are the Tertiary Readers?

Answer 11

Evaluators - they will be making judgements based on an outsider’s perspective, i.e., competitors, auditors, reporters, lawyers, politicians, etc.

Question 12

Who are the Gatekeepers?

Answer 12

Supervisors - also lawyers, accountants, marketers, whoever might need to sign off prior to publishing

Question 13

What five Considerations about the reader can help determine motivators?

Answer 13

Familiarity with the subject
Professional experience
Educational level
Reading and comprehension level
Skill level (regarding topic)

Question 14

What form can help Analyze Reader Motivators?

Answer 14

Reader Analysis Worksheet - Table with the three motivators on x axis and types of readers on the y axis

Question 15

What does a Context Analysis Worksheet help analyze?

Answer 15

The physical, mobile, economic & ethical context for the Primary Readers, the readers’ Company, and the readers’ Industry.

Question 16

What comprises Physical Context?

Answer 16

The places where readers will use the document.

Factory floor? Office? Job site? How does environment affect how the document will be read?

Question 17

What comprises Mobile Context?

Answer 17

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?

Question 18

What comprises Economic Context?

Answer 18

The money-related issues that will restrict the kinds of actions possible.

What economic issues will influence readers’ decisions? Cost/Benefit?

Question 19

What comprises Ethical Context?

Answer 19

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?

Question 20

How do you overcome resistance to change in readers?

Answer 20

Appeal to readers’ core needs and values.

Where possible, let readers participate in solving problems and coming up with new solutions.

Question 21

How do you use Reader Profiles to make documents more informative and persuasive?

Answer 21

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

Question 22

What are five strategies for researching for global and trans-cultural readers?

Answer 22

Listen carefully
Be polite
Research the target culture
Avoid humor
Talk to colleagues (from or familiar with target culture)