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Audience, Purpose,
& ContextWho?Why?What?
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Analyzing the Audience
Who will be reading, listening to, or using this material?
What particular characteristics do they have?
What are their backgrounds and attitudes towards the subject?
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Typical Business Audiences
Subordinates
Co-workers / peers
Supervisors
Investors
The Public
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“General” Audience
“The Public” isn’t a general audience.
The “general” audience does not exist.
When writing for the public, you are actually writing to interested members of the public. Or those you hope will become interested.
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Mixed Audiences
Many business documents have a mixed audience
Memos to subordinates may be read by superiors in a performance review
A document written for investors may be posted on the corporate web site
An internal email may be subpoenaed
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Analyzing the Purpose
Why is this communication important?
Why is it needed?
What will users do with this information?
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Typical Business Purposes
Informational
Persuasive
Analytical
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Mixed Purpose
Purpose, like audience, is often mixed:
An advertisement is often at least partly informational
An analytical report must persuade the reader that the analysis is valid
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Analyzing the Context
What are the organizational settings in which the document will be used?
Are there legal issues to consider?
How much time do the users have to perform a task?
Are the readers of this document members of a larger professional community?
Are the readers from one culture only or cross-cultural?
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Using Audience Analysis
The results of your audience analysis will affect
Word choice
Examples
Document format
Document length
Document genre
Included or excluded information
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Relevance
Relevant information is useful to the audience.
What do they already know?
What do they need to know?
Why are they reading this document?