Audience Awareness
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Many factors affect the ability of audience members to receive, understand and use important information. Many are hidden from us.
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Audience Awareness
- 5. If the world were 100 people https://www.youtube.com/watch?v=QFrqTFRy-LU--the An Alphabet of Accessibility Issues https://the-pastry-box-project.net/anne- gibson/2014-july-31
- 6. 7 aged 65 or over 2 cannot visualize 2 Aboriginal 2 have PTSD right now 23 high stress 14 disabled 7.5 poverty effects 10 print-disabled 1 autism spectrum disorder 14 mood disorder or mental disorder As many as 76 have issues affecting reading and using information In each 100 readers
- 7. Homing in on the Audience • Targeted • Personalized • Generalized
- 8. Modern Tools •Personas •Service Design •Customer Journey •Journey Map •Empathy Map
- 9. We are only human: writers and readers Cognitive activities take place in the brain: writing, reading, remembering, thinking, and deciding Your brain controls what you write, but you cannot control how people read, understand, remember, think, judge or decide.
- 10. Physical: artifacts, tools, devices Behavioral: actions, activities, tasks Cognitive: thoughts, views, opinions Emotional: feelings, desires, state of mind Needs: goals, outcomes, jobs to be done Challenges: pain points, constraints, barriers Context: setting, environment, location Culture: beliefs, values, philosophy Events: triggers, moments of truth Aspects of an individual’s experience
- 12. Aristotle’s “audience” people attending a defined political, legal, or ceremonial occasion. Modern audiences 1. People with a specific interest or demographic. 2. Individuals with specific needs. 3. The general public.
- 13. Audience level 1 is targeted readers. What are readers’ interests and knowledge of the topic? The group of people you choose to reach. Cohort: a group of persons sharing a particular statistical or demographiccharacteristic.
- 16. Audience level 2 is the individual. • Personalization: Facebook ads • precision medicine: genetically specific medicine • solutions tailored to the individual: hospital’s personalized discharge letters
- 17. Audience level 3 is the general public: everybody out there.
- 20. Let’s find the facets on the diamond
- 21. The Generalized Public Made Human • Our own challenge to see: curse of knowledge • Culture • Language • Challenges •Cognitive biases •Health issues: stress, illness, invisible illness •Disabilities: invisible disabilities •Literacy
- 24. Curse of knowledge When better-informed people find it extremely difficult to think about problems from the perspective of lesser-informed people.
- 25. Curse of familiarity: Everybody’s life and work are just like mine. What is the environment when the person interacts with the content: •screen size •Internet connection •lighting •family situation •noise level
- 26. Stephen Pinker • Thinking strategies • Information overload • Intuition • Heuristic strategies • Psychology framing
- 27. • Cognitive biases • Stress effects, including PTSD • Language issues • Invisible illnesses • Invisible disabilities • Literacy challenges That which is hidden from us
- 28. Biases
- 29. Cognitive biases A person’s construction of their social reality determines their behavior; not objective input. Patterns of illogical thinking: • perceptual distortion • inaccurate judgment • illogical interpretation • irrationality
- 30. Cognitive biases arise from • information-processing shortcuts • mental noise, distracting thoughts, voices • the human mind's limited capacity • emotional and moral motivations • social influences
- 33. Language
- 34. Language issues • ESL • aphasia • autism • dementia • head injury • neurological diseases • hearing impairment
- 35. Language function is affected by health • adult coronary syndrome • chemotherapy (chemobrain) • metabolic syndrome • common medical conditions • type II diabetes • drug addiction • traumatic brain injury • menopausal transition • vascular risk factors
- 40. Stress and anxiety Interfere with capacity to • focus • concentrate • process information • think clearly
- 41. Stress and anxiety • Experiencing harassment or abuse • Physical health problems (head injury, trauma) • Mental health problems • Family, personal, or work problems • Poverty • Feeling intimidated by a person or situation • Fear • Exposure to excessive noise
- 42. Stress and anxiety •4.9 million people live in poverty in Canada •22 to 30% experience impatience or high stress •2% of the population is experiencing high stress now.
- 43. Stress and anxiety 1.9 million Canadians under the age of 30 provided some form of assistance to an ailing family member or friend, most often a grandparent or parent. They experience: •Worry and anxiety - 39% •Fatigue -36% •Feeling overwhelmed -28% •Feeling short-tempered or irritable -26%
- 44. Stress and anxiety The same part of the brain that responds to fearful situations also responds to anxiety caused by things like math. “I am so terrible at filling out any kind of legal documents. I always feel like I'm under constant suspicion, and am terrified I'm doing something wrong. Something as simple as filling out a passport form becomes fraught with anxiety.”
- 45. From Stress and Moral Injury to Medical Problem • 10% of civilian population will get PTSD at some point in their lives. • More than 2% have it now: 2 in 100 people currently experience Post- Traumatic Stress Disorder
- 47. Adults • 1 in 5--a diagnosable mental disorder in past year. • 1 in 25--serious functional impairment due to mental illness, like a psychotic or serious mood or anxiety More children—1 in 5— ages 13-18 with seriously debilitating mental disorder than with asthma or diabetes. Mental health problems prevalent in U.S.
- 48. Mood disorder due to another medical condition Manic or depressive episodes secondary to: • neurological disorders (dementias) • metabolic disorders (electrolyte disturbances) • gastrointestinal diseases (cirrhosis) • endocrine disease (thyroid abnormalities) • cardiovascular disease (heart attack) • pulmonary disease (chronic obstructive pulmonary disease) • cancer & autoimmune diseases (rheumatoid arthritis)
- 49. • 3 children in every classroom have a diagnosed mental illness. • 1 in 10 will develop eating disorder before 25th birthday. • 45 was average onset age for depression in 1960s. Today it is 14. (The Guardian, May 13, 2016) Children
- 50. • Hospitalizations from self-harm and eating disorders doubled in the past 3 years…. • 1 in 3 GP consultations is for a mental health problems. (The Guardian, May 13, 2016)
- 51. Poverty 1. People in poverty live in the permanent now: short on time and money; focused on the present and immediate needs. 2. Poverty costs a person a 13 point reduction in IQ, worse health, and earlier death 3. Childhood poverty affects brain development: •Language and reading •Memory •Self-regulation of thoughts and emotions esp. fear
- 53. Invisible illness Hidden, mild, undiagnosed, or unrecognized, like • 3 of 10 retired football players develop cognitive deficits. • 45% of doctor visits have mental health component. Must treat mental (including stress) AND physical health. • 14% of population have mood disorders
- 55. • 1.7 million emergency room visits for traumatic brain injury (TBI) plus unreported incidents of head trauma. • Undiagnosed brain injuries major cause of depression, panic attacks, drug and alcohol abuse, homelessness, ADD/ADHD, suicide. • Environmental and food-borne toxins can impair brain function Hidden brain trauma
- 56. Autism spectrum disorder frequency 1 in 100
- 59. Complex Chronic Disease Program patients: • 6 or more diagnoses • many medications • disabling fatigue • difficulty thinking and remembering • severe pain. Dr. Alison Bested, the former medical director of the Complex Chronic Disease Program
- 60. Disability
- 61. Categories of Disability • Visible or invisible • Congenital or acquired • Physical • Mobility • Sensory • Intellectual and/or developmental • Mental or psychiatric • Chronic disease or health condition
- 64. Prevalence of disability by type, Canada, 2012 Disability type % Pain, flexibility, or mobility 24.5 Mental/psychological 3.9 Dexterity 3.5 Hearing 3.2 Seeing 2.7 Memory 2.3 Learning 2.3 Developmental 0.6
- 66. Print disabled: unable to read conventional print due to a disability like: • Learning disability: an impairment relating to comprehension • Physical disability: the inability to hold or manipulate a book • Visual disability: severe or total impairment of sight or the inability to focus or move one's eyes.
- 67. • Dyslexia - 9.3% • Low Vision – 9.3% • Blind – 8% • Other visual Impairment – 9.5% • Dysfunctional literacy • Mentally-challenged • Physical or medical conditions Print disabled
- 68. Accommodations • Type size • Font • Layout • Formats
- 70. Literacy
- 71. Literacy challenges Some readers • Cannot read with the necessary skill • Suffer emotional or psychological problems that interfere with comprehension • Experience disabilities that interfere with reading or comprehension (physical or mental) • Experience "situational limited literacy“ • Lack knowledge of context
- 73. Not satisfactory in an information society 42% of Canadians have •limited vocabulary or •lack skill in parsing sentence constructions or •generally lack the cognitive skills needed to draw the intended meaning from your text
- 74. Spectrum of Literacy Level % of adults Skill 1 15% Poor readers 2 27% Narrow readers 3 39% Adequate skills 4/5 19% Highest skills 42% of working age adults have low skills. 27% of university graduates lack functional skills–are at levels 1 or 2
- 75. Numeracy
- 77. Systemic barriers Actual barricades and implicit biases: Built-in biases are systemic discrimination. No intent to discriminate • Adverse effect discrimination • Disparate impact Prison rehabilitation programs are reading-based. 2/3 of people entering prison have low literacy skills.
- 80. Principles of universal design • Equitable use • Flexibility in use • Simple and intuitive • Perceptible information • Tolerance for error
- 81. But…
Editor's Notes
- William Zinser called upon us to write with “vigour, clarity and humanity” and this presentation explores the humanity part. For most writers, the idea of a general public as audience is too amorphous. I am going to bring some focus to it. Modern reader: Overstressed, sleep-deprived, and time-starved, people are living in an age of information overload, says neuroscientist Daniel Levitin. Remember this: those with the highest literacy levels and the greatest expertise tend to have the most to read. They just don’t have the time to wade through reams of dry, complicated prose. https://gds.blog.gov.uk/2014/02/17/guest-post-clarity-is-king-the-evidence-that-reveals-the-desperate-need-to-re-think-the-way-we-write/
- Let us consider the general reading public as a raw, uncut diamond. I want to polish it so that we see the audience as a gemstone with many facets. This presentation gives clarity to the diverse features of the general public.
- An Alphabet of Accessibility Issues https://the-pastry-box-project.net/anne-gibson/2014-july-31
- What does it matter that two of the people are Aboriginal? In Canada, it means you should consider cultural differences and the possibility of low literacy. Canadian seniors: 5,780,900 in 2015 http://www.statcan.gc.ca/pub/89-503-x/2015001/article/14316/tbl/tbl01-eng.htm January 2016 estimate of total population is 36,048,500 http://www.statcan.gc.ca/daily-quotidien/160316/dq160316c-eng.htm Mental disorder include eating disorder that affects thinking 4 suffering serious functional disorder due to mental disease Absence of the “mind’s eye” http://medicine.exeter.ac.uk/research/neuroscience/theeyesmind/aboutthestudy/ Population of Vancouver and Toronto: 45% foreign-born. Different perspectives and contexts for info.
- Search Wikipedia for information on these tools.
- However, a deeper understanding of the psychology of readers may help you become a more realistic writer if you understand that plain language alone may not be the one-size-fits-all solution to communication problems. All from Mark Hochhausser, Clarity 72
- Fundamentals of mapping experiences Learn the basics—touchpoints, moments of truth, and jobs to be done—and study examples of successful user experiences. By James Kalbach April 26, 2016 https://www.oreilly.com/learning/fundamentals-of-mapping-experiences Chapter 2 from Mapping Experiences: A Guide to Creating Value through Journeys, Blueprints, and Diagrams, by James Kalbach. This chapter is part of "Design Fundamentals Volume 2,"
- In its origins, “audience” usually referred to the people attending a defined political, legal, or ceremonial occasion. Three levels of audience are being discussed these days: People with a specific common interest or demographic whom we address for a specific reason. Individuals with specific needs. The general public. The monolithic group formerly known as the audience — the passive customer, the compliant patient, the couch potato — are all relics of the pre-digital past when communication was mostly a one-way street from seller to buyer. Now communication goes both ways. Ernest J. Wilson III https://hbr.org/2015/09/empathy-is-still-lacking-in-the-leaders-who-need-it-most
- The first audience level will be well-known to you and to marketing and public relations, that is, the targeted readers. These are the ones you want to write to directly.
- Targeted reader, ideal reader, sample reader
- Example
- This concept rapidly developing as organizations use computers and databases to target advertising and information for maximum effect. For example, in health services, there is personalization and precision medicine. Medicines and treatment programs are being developed to suit the genetics and other features of an individual, so the health information given to that person can also be tailored to the individual. Example: personalized discharge letters from Amsterdam hospital: http://intqhc.oxfordjournals.org/content/early/2016/05/25/intqhc.mzw046.abstract Hubspot Facebook ads
- Difficulty in understanding can be transient or permanent in individuals, but it is persistent in the general reading audience. People do not read easily for many different reasons: health, physical, social, or cognitive. People with reading difficulties are not a separate target group but each of us at some point in our lives and all of us.
- Look deep to see the gem—as the diamond cutters do.
- Remaining agenda Plus Universal design
- People from different cultures may see things differently. Place this in the mental model category. Culture is just one factor that can affect understanding. A person's job, not in a familiar field, could be another. Just being in a different sector of a company can affect how you see or express things differently or how you use the same terminology for different concepts. Life experiences and education, of course, are other factors, and I am sure there are others.
- Are also the readers’ problems Not them and us. We are human: For example, keeping a nine-digit insurance policy number in mind without writing it down requires working memory, and can impair our ability to recall other information, like the phone number of the insurance agent.
- Federal public servants believe that everyone reading their material has 21" monitors hi-speed Internet, no kids yelling an office desk to sit at Per Robin Kilroy, Learning Advisor (Clear Communication) at Canada School of Public Service Consider we are all over-worked, lacking sleep, and multi-tasking, New Pew Findings on Ownership of Handheld Devices - In light of the Barbara Bush Foundation XPrize Competition now in process, it is important to know that, according to a new report from the Pew Research Center, Technology Device Ownership: 2015, some 68% of U.S. adults now own a smartphone (up from 35% in 2011), and 45% of adults own tablets (up from 4% in 2010). However, smartphone owners are more likely to be younger, more affluent, and highly educated. Only 40% of those who have not graduated high school own a smartphone, and just 56% of high school graduates do. This compares to 75% and 81% for those with some college and those who have graduated college. Ownership findings are consistent across all major demographic groups. Tablet ownership varies significantly across demographic groups, with more pronounced differences by educational attainment levels.
- Stephen Pinker Thinking strategies Information overload Intuition Heuristic strategies Psychology framing
- Your job is to figure out how you might be misunderstand from the other person’s perspective. “people who were aware of their own biases were not better able to overcome them.” http://bigthink.com/against-the-new-taboo/the-dangers-of-being-smart
- http://www.businessinsider.com/cognitive-biases-that-affect-decisions-2015-8 People take the shortest route, the least effortful, approach, to decisions. They use the least demanding strategy. “Plain language may make information more comprehensible for some readers but not all. You cannot magically change readers’ literacy skills or illnesses that affect their comprehension without understanding the decision-making processes that accompany reading and understanding. In addition, you have no control over how much information an aging reader’s brain can remember and process, or over which strategies they use to arrive at a decision. Therefore, we would all be wise to consider the use of plain language as a treatment—not a cure.” Mark Hochhauser, Clarity 72
- (Hochhauser, 2012; Weber, et al, 2012) More later
- Second languages by population, Statistics Canada, 2011 Census
- Emotional abuse of children can be just as harmful as physical abuse, a new study finds. Emotional abuse includes behaviours like intimidation, humiliation and rejection. Around one-third of children around the world suffer emotional abuse, which is far more common than physical abuse. abuse changes the way we tend to think, feel, and act.” Test group age 5- 13, poor http://www.spring.org.uk/2015/10/this-sort-of-child-abuse-just-as-harmful-as-the-physical-kind.php
- “In a prolonged alert or stress state, our Default Network goes offline. It stops supporting people to correctly distinguish things and understand what to do. People who suffered important stressful episodes in their childhood have not only difficulty accessing this network (as it is always in an alert state and hyper-activated). They also developed fewer connections.” Stress, Traumas and Affective Deprivation leaving a Mark. What happens to the Brain, Epigenetics, Emotions, Thinking and what can be done about it, http://www.realwayoflife.com/en/2015/11/10/stress-traumas-and-affective-deprivation-leaving-a-mark/ Default network: habitual thinking and acting patterns
- 8 million Canadians are caregivers. An estimated 1.9 million Canadians under the age of 30 provided some form of assistance to an ailing family member or friend, most often a grandparent or parent. The 2012 General Social Survey (GSS) on Caregiving and Care Receiving http://www.statcan.gc.ca/pub/89-652-x/89-652-x2014003-eng.htm?WT.mc_id=twtZ2395#a13
- For those who have suffered a traumatic incident, the nervous system is often working overtime, seeing risk and danger everywhere.
- Civilian = non-military and non-veteran What is moral injury? “Moral injury is when you've done something, failed to do something, witnessed something or avoided something that challenges your core moral beliefs,”
- Prevalence in U.S.: 1 in 5; 1 in 25; 1 in 5 Our best estimate of the number of adults with any diagnosable mental disorder within the past year is nearly 1 in 5, or roughly 43 million Americans.1 Although most of these conditions are not disabling, nearly 10 million American adults (1 in 25) have serious functional impairment due to a mental illness, such as a psychotic or serious mood or anxiety disorder. Fully 20 percent—1 in 5—of children ages 13-18 currently have and/or previously had a seriously debilitating mental disorder.2 By comparison, 8.3 percent of children under age 18 have asthma3 and 0.2 percent have diabetes. Director’s Blog: Mental Health Awareness Month: By the Numbers National Institute of Mental Health Thomas Insel on May 15, 2015 http://www.nimh.nih.gov/about/director/2015/mental-health-awareness-month-by-the-numbers.shtml
- Due to another medical condition[edit] "Mood disorder due to a general medical condition" is used to describe manic or depressive episodes which occur secondary to a medical condition.[48] There are many medical conditions that can trigger mood episodes, including neurological disorders (e.g.dementias), metabolic disorders (e.g. electrolyte disturbances), gastrointestinal diseases (e.g. cirrhosis), endocrine disease (e.g. thyroid abnormalities), cardiovascular disease (e.g. heart attack), pulmonary disease (e.g. chronic obstructive pulmonary disease),cancer, and autoimmune diseases (e.g. rheumatoid arthritis).[48]
- http://www.theguardian.com/society/2016/may/13/sacked-childrens-mental-health-tzar-natasha-devon-i-was-proper-angry Eating disorders are mental disorders defined by abnormal eating habits that negatively affect a person's physical or mental health.
- http://www.theguardian.com/society/2016/may/13/sacked-childrens-mental-health-tzar-natasha-devon-i-was-proper-angry Eating disorders are mental disorders defined by abnormal eating habits that negatively affect a person's physical or mental health.
- It’s not a lack of self-control that keeps people poor, Elliott Berkman, Assistant Professor, Psychology, University of Oregon The Conversation, September 22, 2015 Poverty makes it hard for people to care about the future and forces them to live in the present. Usual definition of self-control is choosing long-term over short-term outcomes. People in poverty live in the permanent now: short on time and money. Focused on the present and immediate needs. https://theconversation.com/its-not-a-lack-of-self-control-that-keeps-people-poor-47734 Review article: http://www.pnas.org/content/112/51/15530.full.pdf , language, certain dimensions of memory, and the ability to regulate thoughts and emotions
- Check out this article: http://www.theguardian.com/science/brain-flapping/2015/oct/21/mental-patient-halloween-costumes-a-scientific-guide-to-dressing-accurately Also: Cancer-related brain fog Only 1 in 8 people with pre-diabetes know they have a problem
- PTSD S.E.I.D.-Systemic exertion intolerance disease, a medical condition also known as Myalgic Encephalomyelitis/Chronic Fatigue Syndrome
- Principle 5 to Change Your Brain and Your Life 10/01/2015 By Daniel G. Amen, MD http://danielamenmd.amenclinics.com/principle-5-to-change-your-brain-and-your-life toxins – things like pesticides, molds, carbon monoxide, cleaning products, heavy metals, drugs and alcohol. Once they enter the body, toxins are carried through the blood stream into the brain. Toxins can impair brain function and even cause death. Chronic insomnia triples your risk of death from all causes and is associated with cognitive decline. Getting less than six hours of sleep at night has been associated with lower overall blood flow to the brain, and hurts your mood, focus, and memory for days after. Research indicates there are also many other not-so-obvious ways to hurt your brain, including: obesity sleep apnea hypertension, and even high normal blood pressure levels diabetes, prediabetes, and even high normal blood sugar levels many medications, such as benzodiazepines the Standard American Diet (SAD), filled with processed foods, sugar, and artificial colors and sweeteners unbalanced hormone levels chronic stress negative thinking even spending time with unhealthy people
- Autism, U.S. clinically significant functional impairment autism, Asperger syndrome, pervasive developmental disorder not otherwise specified (PDD-NOS), and childhood disintegrative disorder seizure disorder or epilepsy occurs in 11-39% of individuals with ASD. Includes Sensory processing disorder (SPD; also known as sensory integration dysfunction) is a condition that exists when multisensory integration is not adequately processed in order to provide appropriate responses to the demands of the environment.
- Higher rates of illness based on race or ethnicity
- 14%
- Statistics Canada
- http://www.statcan.gc.ca/pub/89-654-x/89-654-x2013002-eng.htm
- 19% 0f US pop is disabled Ontario definition relates to communication One form of nonverbal learning disorder makes it hard to adapt to new situations, transition between settings, interpret social cues, and orient yourself in space and time.
- http://www.cnib.ca/en/services/library/Documents/CNIB%20Library%20Year%20in%20Review_2010-11_EN.pdf ““I was reading about your website below. I went to check it out but it does not work very well with screen reading software. I thought it was important to bring this up because Diabetes is the leading cause of adult onset blindness…and in this regard, many people living with Diabetes and Vision Loss may not be able to benefit from your site. I did try to email you on your site with the “”contact us’”” option, but it seems you have a captcha. I am legally blind and cannot see the captcha and therefore it would not allow me to send an email to you.” ” Visual impairment: age-related macular degeneration Retinitis pigmentosis Corneal calcification Onchcerciasis Cross-check these with cataract, trachoma, AMD, DR, glaucoma, RE
- http://www.cnib.ca/en/services/library/Documents/CNIB%20Library%20Year%20in%20Review_2010-11_EN.pdf These diseases often limit a person’s ability to perform everyday tasks and affects their quality of life. Naturally, this will also affect their ability to access web content. Colour blindness roughly 1 in 12 men and 1 in 200 women ” Visual impairment: age-related macular degeneration Retinitis pigmentosis Corneal calcification Onchcerciasis Cross-check these with cataract, trachoma, AMD, DR, glaucoma, RE
- http://www.statcan.gc.ca/pub/89-555-x/89-555-x2013001-eng.pdf PIACC Survey
- Systemic discrimination is prohibited under the Charter of Rights and Freedoms, the Canadian Human Rights Act, and provincial human rights laws. “disparate impact” discrimination: http://bigthink.com/laurie-vazquez/heres-proof-that-better-science-results-in-more-justice The court held that “the impact a policy produces is sufficient to merit remedy… because unconscious prejudice and disguised animus can mask discrimination.” That means that the law “permits plaintiffs to counteract unconscious prejudices and disguised animus that escape easy classification as disparate treatment.”
- http://highconflictinstitute.com/calming-upset-people-with-e-a-r
- Systemic barriers Discuss Universal Design as apart of the solution https://en.wikipedia.org/wiki/Universal_design
- The Center for Universal Design at North Carolina State University expounds the following principles:[3] Equitable use Flexibility in use Simple and intuitive Perceptible information Tolerance for error Low physical effort Size and space for approach and use Each principle above is succinctly defined and contains a few brief guidelines[4] that can be applied to design processes in any realm: physical or digital. These principles are broader than those of accessible design and barrier-free design.
- The rough diamond does not represent the public audience but an uninformed vision of it. Neither does the clear diamond. We can now see the varied colors of the gems in our audience in the next slide.
- This is our reading audience (our general public). We must provide information in a way that all can locate, understand, and use it. Consider the principles of universal design.. https://en.wikipedia.org/wiki/Universal_design