Copyright © 2015, 2012, 2010 by Pearson Education, Inc. All rights reserved.

CHAPTER 2

Communicating in a
Reader-Focused Way

PowerPoint by Priya Sirohi, MA

Purdue University

Copyright © 2015, 2012, 2010 by Pearson Education, Inc. All rights reserved.
 CHAPTER 2 Communicating in a
Reader-Focused Way

In this chapter, you will learn:

• How to develop a comprehensive profile of a

document’s readers
• How to use the computer as a reader analysis tool
• How to sort your readers into primary, secondary,
tertiary, or gatekeeper audiences

Copyright © 2015, 2012, 2010 by Pearson Education, Inc. All rights reserved.
 CHAPTER 2 Communicating in a
Reader-Focused Way

In this chapter, you will learn:

• Techniques for identifying readers’ needs, values, and

attitudes about you and your document
• How to analyze the physical, economic, political, and
ethical contexts of use that influence the way readers
will interpret your text
• How to anticipate the needs of global and
transcultural readers
Copyright © 2015, 2012, 2010 by Pearson Education, Inc. All rights reserved.
 Creating a Reader Profile

• In technical communication, documents

are designed to suit the needs of specific
types of readers

• To build a reader profile, ask the “Five-W”

and “How” questions
Copyright © 2015, 2012, 2010 by Pearson Education, Inc. All rights reserved.
 Creating a Reader Profile
(Cont’d)

Keep in mind the following guidelines about

readers:

 Readers are raiders for information

 Readers are wholly responsible for interpreting your text
 Readers only want “need-to-know” information
 Readers prefer concise texts
 Readers prefer documents with graphics and effective
page design

Copyright © 2015, 2012, 2010 by Pearson Education, Inc. All rights reserved.
 Creating a Reader Profile
(Cont’d)

Step 1: Identify Your Readers

• Primary readers (action takers)

• Secondary readers (advisors)
• Tertiary readers (evaluators)
• Gatekeepers (supervisors)

Copyright © 2015, 2012, 2010 by Pearson Education, Inc. All rights reserved.
Copyright © 2015, 2012, 2010 by Pearson Education, Inc. All rights reserved.
 Creating a Reader Profile
(Cont’d)

Step 2: When profiling your reader,

consider the following:
• Reader’s familiarity with the subject matter
• Reader’s professional experience
• Reader’s educational level
• Readers’ reading and comprehension
• Readers’ skill level
• Readers’ needs
• Readers’ values
• Readers’ attitudes
Copyright © 2015, 2012, 2010 by Pearson Education, Inc. All rights reserved.
Copyright © 2015, 2012, 2010 by Pearson Education, Inc. All rights reserved.
 An environmental group has an
interest in your document about
emissions. What kind of an audience
is this group?

A. Primary audience
B. Secondary audience
C. Tertiary audience
D. Gatekeepers

Copyright © 2015, 2012, 2010 by Pearson Education, Inc. All rights reserved.
 An environmental group has an
interest in your document about
emissions. What kind of an audience
is this group?

A. Primary audience
B. Secondary audience
C. Tertiary audience
D. Gatekeepers

Copyright © 2015, 2012, 2010 by Pearson Education, Inc. All rights reserved.
 Profiling Contexts of Use

These are some key contexts of use:

• Physical context
• Economic context
• Political context
• Ethical context

Copyright © 2015, 2012, 2010 by Pearson Education, Inc. All rights reserved.
Copyright © 2015, 2012, 2010 by Pearson Education, Inc. All rights reserved.
 Using Reader Profiles to Your
Advantage

An analysis of readers and contexts of use

will help you:

• Make strategic decisions

• Organize your document

• Develop a persuasive style

• Design the document for places it will be used

Copyright © 2015, 2012, 2010 by Pearson Education, Inc. All rights reserved.
 Global and Transcultural
Communication

Global and transcultural issues will affect:

• Content
• Organization
• Style
• Design

Copyright © 2015, 2012, 2010 by Pearson Education, Inc. All rights reserved.
 Which of the following is
universally acceptable?

• Maintaining eye contact

• Saying “thank you”

• Use of graphs or charts

• None of the above

Copyright © 2015, 2012, 2010 by Pearson Education, Inc. All rights reserved.
 Which of the following is
universally acceptable?

• Maintaining eye contact

• Saying “thank you”

• Use of graphs or charts

• None of the above

Copyright © 2015, 2012, 2010 by Pearson Education, Inc. All rights reserved.
 The Key to Global and
Transcultural Communication
These strategies can help you navigate global
differences between readers:

• Listen carefully
• Be polite
• Research the target culture
• Avoid humor
• Talk to your colleagues

Copyright © 2015, 2012, 2010 by Pearson Education, Inc. All rights reserved.