Audience Analysis

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Basic audience analysis for undergraduate technical communication classes.

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Audience Analysis

  1. 1. Audience Analysis Sunday, September 12, 2010
  2. 2. Why not just wing it? Sunday, September 12, 2010
  3. 3. Three questions for every document: Sunday, September 12, 2010
  4. 4. Who are you talking to? Sunday, September 12, 2010
  5. 5. Why are you talking to them? Sunday, September 12, 2010
  6. 6. How are you going to accomplish that? Sunday, September 12, 2010
  7. 7. First things first. Sunday, September 12, 2010
  8. 8. What Is An Audience, Anyway? Sunday, September 12, 2010
  9. 9. The elusive “General Audience” Sunday, September 12, 2010
  10. 10. (It’s a rare and elusive beastie. Quite possibly extinct.) Sunday, September 12, 2010
  11. 11. But there is such a thing as a Highly Variable Audience Sunday, September 12, 2010
  12. 12. Bottom Line: You gotta figure out who they are and what they want from you. Sunday, September 12, 2010
  13. 13. How else do I find out? Sunday, September 12, 2010
  14. 14. How else do I find out? Ask them. Sunday, September 12, 2010
  15. 15. How else do I find out? Ask them. Do your research. Sunday, September 12, 2010
  16. 16. Demographic Features www.highcountryinfo.com Sunday, September 12, 2010
  17. 17. • Age • Gender • Education Level • Experience • Attitudes • Culture • Class / income level Sunday, September 12, 2010
  18. 18. Context-Dependent Features • Role(s) within the Organization • Decision-Making Power • Motives • Use of Information Sunday, September 12, 2010
  19. 19. Group Features • Group Ethos • Room Size • Room Layout Sunday, September 12, 2010
  20. 20. Secondary Audiences Sunday, September 12, 2010
  21. 21. Let’s apply this, shall we? Sunday, September 12, 2010
  22. 22. For my next trick... Sunday, September 12, 2010
  23. 23. I shall analyze this class. Sunday, September 12, 2010
  24. 24. Age 18-ish late-20s Sunday, September 12, 2010
  25. 25. Gender 43% 57% Female Male Sunday, September 12, 2010
  26. 26. Education Level • 100% undergraduate Junior Senior 5% 95% Sunday, September 12, 2010
  27. 27. Widely Varied Majors Sunday, September 12, 2010
  28. 28. Experience, Attitudes, Motives • Generally fairly inexperienced, although some may have gained moderate experience through coursework, internships, community work. • Generally here to fulfill degree requirements. Not particularly excited about the material. Sunday, September 12, 2010
  29. 29. Some plans to attend grad school Sunday, September 12, 2010
  30. 30. Roles Within Organization • Students • Tuition-paying • Consumers • Hope of Tomorrow, etc. Sunday, September 12, 2010
  31. 31. Decision-Making Power • Not decision makers within university, but can influence decision-makers • Can make decisions within classroom context Sunday, September 12, 2010
  32. 32. Group Ethos • Motivated to graduate • Prepared for boredom Sunday, September 12, 2010
  33. 33. So now we know who you are. Sunday, September 12, 2010
  34. 34. Now we need to figure out what our purpose is. Sunday, September 12, 2010
  35. 35. Purpose controls content! Sunday, September 12, 2010
  36. 36. How many purposes can you have? Sunday, September 12, 2010
  37. 37. 2 Sunday, September 12, 2010
  38. 38. Possible Primary Purposes: Sunday, September 12, 2010
  39. 39. To inform Sunday, September 12, 2010
  40. 40. To persuade Sunday, September 12, 2010
  41. 41. Both Sunday, September 12, 2010
  42. 42. Account for time and attention spans Sunday, September 12, 2010
  43. 43. Context defines purpose. Sunday, September 12, 2010
  44. 44. Is your topic sensitive or difficult? Sunday, September 12, 2010
  45. 45. Are you selling yourself? Sunday, September 12, 2010
  46. 46. Do you know your audience or are they strangers? Sunday, September 12, 2010
  47. 47. Common Contexts in STC • Training Seminars • Conference Presentations • Status Reports • Design Reviews • Group Reports • Pitches Sunday, September 12, 2010
  48. 48. Ask Yourself: • Who is my audience? • What do they want from me? • What do I need to take into consideration about this context? Sunday, September 12, 2010
  49. 49. Be as specific as possible. The primary purpose of my presentation is to _________ for an audience consisting of ____________. In order to effectively do this, I need to ____________, ___________, and ______________. Sunday, September 12, 2010

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