《技术与商务交流英语（第二版）》课件Chapter 5 Audience Analysis.pptx

1、Determining purposesIdentifying audiencesAnalyzing audiencesMotivating audiences by psychological strategiesETBChastwomajorpurposes:toconveyinformationconciselyandaccuratelysothatyouraudiencescanunderstandtheinformation:topresentyourinformationconvincinglysothatyouraudienceswillacceptyourideasTechni

2、cal&businesswritingisa writer-responsible writing/reader-centeredwriting.(Theoppositeisreader-responsiblewriting.)Itisthewritersresponsibilitytomaketheirwritingeasytofollowandeasytousetoallreaders.Tomakeyourwritingusefultothereader,youshouldfirstunderstandyourreader.Putyourselfinyourreaderspositiona

3、ndmakeaudience analysis.Factors for Consideration about the audienceTorealizethetwopurposes,youshouldconsiderthefollowingfactorsaboutyouraudienceswhenyouareplanningadocument.Theinformationyouintendyouraudiencetolearn.Thereasonwhyyouwantthemtolearnthis.Thebackgroundinformationyoushouldgive.Difficulti

4、estheaudiencemighthaveincomprehension.Theinformationyoushouldprovidefortheaudiencetoovercometheanticipateddifficulties.Ideasorbeliefsyouintendtocausetheaudiencetoaccept.Actionsyouintendtheaudiencetotake.Theinformationyoushouldprovidetoconvinceyouraudience.Methodsyoushouldusetoconvinceyouraudience.Ob

5、jectionsyouraudiencemighthave.Thelogicalargumentyoushouldusetoovercometheobjections.Peoplereadtechnicalinformationforvariouspurposes.:Youshouldpreparetomeetreadersmultiplepurposes.Businessandtechnicaldocumentsareusuallywrittenforintendedaudiencesforspecificpurposes.Suchaudienceswantcertaininformatio

6、ntodealwithspecificproblems.Therefore,beforeyouanalyzeyouraudiences,youshouldfirstfindoutwhotheyare.1.Audiences Distinguished by Their RolesInbusiness,thesameinformationisoftenreadbyanumberofaudienceswithdifferentresponsibilities.Rolesofaudiencescanbeclassifiedintothreegeneralcategoriesbasedontheaud

7、iencespositionintheorganization,theirconnectiontotheparticularproblem,andtheirfunctionindecision-making.:theindividualforwhomyourdocumentisactuallyintended,thedecisionmakerwhowillactuallyusetheinformation.:thosewhoreceiveandreadyourdocument.Theyhaveaninterestbecausetheyareinfluencedbytheinformationo

8、rthedecisionbasedonit.:thoseoutsidetheorganizationbutaffectedbytheinformationorthedecisionbasedonit.Example:Theprimaryaudienceofaproposalforbuildinganewworkshopcouldbethegeneralmanagerofthecompany.Thesecondaryaudiencesmightincludetheboardofdirectorsofthecompany.Anexternalaudiencemightbealegalcounsel

9、orfromalawoffice.2.Audiences Distinguished by Their Knowledge and ExpertiseToproviderightinformationforrightpeople,youneedtounderstandthemintheir:education expertise expectionChildren:Havecompletedsomeschooling;mayhavesomespecialknowledgefromhobbiesandactivities.Havelimitedknowledgeintheoryandvocabu

10、lary;havestrongcuriosities.Wantexplanationonhowandwhythingshappen;preferinformationthathelpsthemlearnanddo.General Audiences Maybehighlyeducatedbutnotinwhattheyarereadingordoing.Havegeneralknowledgeinafield;havediverseinterests.Preferinformationthatexplainshowandwhy,andthathelpsthemlearnanddo.Colleg

11、e Students Workontheirundergraduateorgraduatedegrees,andmayhavespecializedtrainingfrompart-timejobsorinternship.Havegeneralknowledgeinafield;needtechnicaldetailsaswellastheoreticalexplanation.Preferinformationthathelpsthemlearnanddo;haveinterestinboththeoryandpractice.Workers Mayhaveon-the-jobtraini

12、ngbutlittleformaljob-relatededucation.Knowthejobtheyareassignedtodo;havelimitedknowledgeintheory.Prefersimpleanddirectinstructionsonhowtodo.Technicians Haveadegreefromatwo-orthree-yearcollegeorequivalentexperience.Knowthepracticeoftheirspecialties;mayhaveknowledgeintheory.Preferstraightforwardinstru

13、ctions;requireinformationforlearningtodo.Professional nonexperts Haveundergraduateorgraduatedegreesorequivalentexperience,butmaynotbeexpertsinareastheyareresponsiblefor.Knowgeneralprinciplesandconceptsofthefieldwheretheyareworking.Requireexplanationsforspecialconceptsandprocedures;preferinformationf

14、ordecision-making.Experts Possessundergraduateorgraduatedegreesorequivalentexperienceinspecializedfields.Knowtheories,practiceandtechnicalinformationintheirfieldofstudy.Requiredirectexplanations;useinformationforlearninganddoing.Analyzing AudiencesAfterdecidingonthepurposesforyourdocument&identified

15、thegeneralcategoryofaudiences,youneedtoknowmoreaboutthem.Tomeettheirneedsandexpectations,youshouldconsiderthefollowingfactorsinaudienceanalysis:Context Purposeandmotivation Readinglevel Expertise Organizationalrole 1.ContextContextreferstotheworkingconditionsinwhichaudiencesusethedocument.Noisyanddi

16、stractingsurroundingsmaydisturbreadersconcentrationandreducetheirreadingefficiency.Inpreparingatechnicaldocument,therefore,youshouldtakethecontextintoconsiderationandadjustelementssuchasparagraphdivision,headings,pagedesign,typeandsizeofillustrations,andeventhebinding,tomakethereadingeasier.Example：

17、Ausermanualusedbytechnicianswhiletheyarerepairingamachineinaworkshoprequiresastrongcover,pagesthatlieflat,adetailedtableofcontents,andclearheadingsandvisuals.Youcanuseorganizationalandgraphicdevicestoincreaseaudiencesreadingefficiency.Organizationaldevicesincludeabstracts,headings,transitions,logica

18、lorderandwell-designedpagelayout;graphicdevicesincludetables,graphs,diagrams,etc.2.Purpose and MotivationPurpose:Onceyouknowyourtargetaudience,youcananalyzetheaudiencespurposeinreadingadocument.Peoplesselectionofinformationisdirectlyrelatedtotheirprofessionalresponsibilities.E.g.Amanagermaywanttheor

19、iesandprinciplesthathelphimorhertomakeadecision,atechnicianmaywanttoreadanoperationmanual,andaworkermayrequireplainoraldirectionstocarryoutajob.Therefore,learningtheaudiencespurposehelpyoudeterminethecontentsofyourdocument.2.Purpose and MotivationMotivation:Anaudiencesmotivationinfluencestheirattitu

20、detocertaininformationfeelingofacceptingorrejectingit.Tounderstandtheaudiencesmotivation,youshouldlearnhowtheaudiencewillfeelaboutthedocumentpositive,neutralornegative,andhowmuchtheywillneedtheinformation.Toincreasetheirreceptivityandreducetheirresistance,youneedadjusttheorganizationofinformationacc

21、ordingtotheirmotivation.3.Reading LevelReadinglevelisthedegreeofdifficultyofinformationthataudiencescanunderstand.Yourwritingshouldbewellwithinthereaderscomprehensionoritisoflittleuse.Thegeneralguidelineisthatyourwritingshouldbeaseasyaspossibleprovidedthatthecontentisnotoversimplifiedordistorted.4.E

22、xpertiseAudiencesoftechnicaldocumentsarenowbecomingmoreandmorediverse:experts,professionalnonexperts,generalaudiences,children,etc.Youhavetoadjustyourmaterialforyourintendedreaderswithparticularlevelsoftechnicalcompetence.Youneedtochangethecomplexityofthecontents,vocabularyandstructureofyourdocument

23、.ReadthefollowingthreepassagesA,BandCandtellhowthewriteradaptsinformationtomeettheneedsofdifferentaudiences.FigureAWhat is a camera?Acameraisamachinefortakingpictures.Atraditionalcameragenerallyconsistsofanenclosedboxwithanopening(aperture)atoneendforlighttoenter,andarecordingsurfaceforcapturingthel

24、ightattheotherend.Amajorityofcamerashavealensfixedinfrontoftheaperturetogathertheincominglightandfocustheimageontherecordingsurface.Theapertureis,inturn,attachedtoashutter,amechanicaldevicethatcontrolsthelengthoftimethatthelighthitstherecordingsurface.FigureBThe Working Process of a Camera.Thelightr

25、eflectedfromanobjectorsceneentersthecamerathroughthefocusinglens,whichgatherstheincominglightandformsaclearimageintheviewfinder.Theadjustableaperturedeterminestheamountoflightenteringthecameraaccordingtothebrightnessanddistanceofthesceneorobject,andtheshuttercontrolstheopeningtimeoftheapertureforpho

26、tographicexposure.Whentheshutterisreleased,theapertureflipsopenandlightentersthefilmcompartment.Thelighthitstherecordingsurfaceandformsanegativeimageonthelightsensitivefilm.FigureCThe Operational Instruction of a Camera.SwitchthePowerbuttonto“on”.Graspthecamerawithitslenspointingawayfromyouinyourrig

27、hthandsothatyourindexfingeriswrappedaroundthetop,right-handcornerofthecamera.Yourremainingfingersshouldbeinthenotchofthelenscoverandyourthumbshouldbeonthefilmcompartmentdoor.Aimthecameraattheobjectthatyouwillbephotographingandlookthroughtheviewfinder.Centerthemainitemofyourpictureintothemiddleofthev

28、iewfinder.Makesurethesmall,innerboxintheverycenteroftheviewfinderisontheobjectyouwanttophotograph.Thisisthespotwherethecamerawillfocus.Failuretocenterthefocusingboxonyourobjectcanresultinblurredpictures.Makesurethatthereisnothing,fingersorshoulderstrap,directlyinfrontofthelens.Wheneverythingisready,

29、depresstheshutterrelease.Yourpictureistakenandthefilmisautomaticallyadvancedtothenextframe.Thecameraautomaticallyadjustsfordifferentlightingsituationsandturnstheflashonautomaticallywhenneeded.FigureAisaparagraphforbeginnersorschoolchildrenlearningaboutcameras.Hereverylittleknowledgeaboutthecameraisa

30、ssumed.Sentencesaresimpleinstructure,andtechnicalterms,suchasapertureandshutter,areclearlydefined.FigureBisaparagraphforcollegestudentslearningtheworkingprinciplesofacamera.Thewriterexplainstheprocessinmorespecificdetailswithoutprovidingdefinitionstotechnicaltermsbecausethestudentsareabletounderstan

31、dthemwithease.FigureCisaparagraphforinstructingphotographershowtotakehigh-qualitypictures.Herethereadersconcentrationisonhowtooperatethecamera,butnotonhowitworks.5.Organizational RolePeoplewithdifferentrolesinanorganizationmayrequiredifferentinformationonthesameissue.Youhavetoadjustinformationtosuch

32、audiencestomeettheirdifferentneeds.FiguresA,B,andCarethreee-mailmessageswrittenbythegeneralmanageronthesamesubject:theinstallationofanewassemblyline.Eachmessageisdirectedtoaseparatemanagerwithspecializedresponsibilitiesandinterests.FigureAMemototheProductionManagerToDavidParker,ManagerofProductionDe

33、partmentFromRichardNicholson,GeneralManagerDate12April2016SubjectNewGiantAssemblyLineThenewlyinstalledassemblylineisscheduledtogointoproductionbyApril25.Thislinewillsolvetheproblemsofmaterialtransportationyourdepartmenthasbeentroubledby,andthusincreaseproduction.Itwillalsoimproveproductqualityandred

34、ucewaste.Whenyourworkershavemasteredtheoperationoftheline,Ilookforwardtoareportontheincreasedratesofproductionpershift.FigureBMemototheFinanceManagerToPeterTaylor,ManagerofFinanceDept.FromRichardNicholson,GeneralManagerDate12April2016SubjectNewGiantAssemblyLineThenewlyinstalledassemblylineisaneffect

35、ivesolutiontotheproblemsofmaterialtransportationwehavebeentroubledby.Withtheexpectedwastereduction,productionincreaseandqualityimprovement,thepaybackperiodshouldbeshortenedbyatleasthalfayear.Thetrialproductionindicatesthatthenewassemblylinehasbeenanintelligentinvestment.FigureCMemototheManagerofMark

36、etingandSales.TODianeMartin,ManagerofMarketingSalesFromRichardNicholson,GeneralManagerDate12April2016SubjectNewGiantAssemblyLineWiththenewlyinstalledassemblylineintheproductiondepartment,productavailabilitywillincreasebyapproximately60%.TheproductstockpilingisexpectedtobeginonMay16.Therefore,anewpla

37、ninmarketingstrategyshouldbeinitiatedtoincreasesalesandexpandourmarkettonewareasincludingMiddleEastandWesternEurope.Thefocuschangesineachemailtoemphasizethecontentthatisrelevanttoitsintendedreaderconcerninghisorherresponsibilities.Thefirstonefocusesonsolvingtheproductionproblemsandincreasingproducti

38、on.Thesecondoneemphasizestheefficiencyoftheinvestment.Thethirdonehighlightsmarketdevelopmentduetotheincreaseinproduction.Youneedtowritedifferente-mailmessagessoastoincreasereadersunderstandingandsupport.Tomakeyourmessageeffective,youmayconsiderthefollowingsuggestions:Writingmainlyforprimaryaudiences

39、:Putfirstyourinformationforthosewhoneedtheinformationforactivitiesordecision-making.Consideringsecondaryaudiences:Includeinformationthatwillinterestsecondaryaudiencesbasedonitsvaluetotheprimaryaudiences.Usingeffectivedocumentdesign:Useheadings,bulletedornumberedlists,boldfaceanditalic,etc.tosignalim

40、portantinformation.Motivating audiences by psychological strategiesYourultimatepurposeinbusinesswritingistomaketheaudiencesacceptyourideaandtakeactionsyouintendthemto.Motivationisthereasonorcauseforonesaction.Audiencesmotivationinfluencestheirattitudetoyourinformationfeelingofacceptingorrejectingit.

41、Howtomotivateyouraudiencetoacceptyourideaandtakeactiondeterminesthesuccessorfailureofyourpersuasion.Motivationmainlyconcernstheaudiencesmentalandemotionalstate.1.Punish or Reward Your AudienceThecommonmethodstomotivatethestaffinanorganizationarethreats and punishment.However,threatsandpunishmentarep

42、assivemethodsofmotivationthatcannotbringpeoplesinitiativeintofullplay.Theymayalsocausetensionbetweenthelaborandthemanagement,andmayevenprovokecounter-aggression.Althoughsometimestheyareclearlynecessary,youshouldusethreatsandpunishmentwithrestriction.Rewardisapositivereinforcement.Itencouragespeoplef

43、ortheirachievementandbringstheirinitiativeintofullplay.Yourrewardsshouldincludethefollowingfeatures.Therewardsmustbeimportanttothepersonwhoisbeingrewarded.Therewardsmustbeappropriateandsincere.Therewardsmustbeimmediate.Ifyouwaittorecognizebiggerachievements,yourrewardwontbesoeffectiveingettingpeople

44、torepeatthebehaviorsyouwant.Breakdownlargeprojectsortasksintosmallercomponents,andrewardtheparticipantsateachstep.2.Appeal to the Audiences Growth NeedsTherearegenerallytwosetsofneedsthatmotivatepeople:deficiency needs and growth needs.Deficiencyneedsareareneedswerequiretosurvive,includingphysicalne

45、eds(food,water,andshelter)andsecurity(workingconditions).Growthneedsareneedsthatenhanceourlives,suchasrecognitionandesteembyothers,interpersonalrelations,responsibility,accomplishment,andadvancement.Whenconsideringrewards,wemostlythinkoftangibleitemsfordeficiencyneeds,suchasmoremoney,householdapplia

46、ncesorafreevacation.However,inactualmanagementpractice,thegrowthneedshavebeenfoundasthemorepositivemotivators.Thegrowthneedsmayincludeprideinachievement,recognitionbyothers,enjoymentoftheworkitself,responsibility,andopportunitytolearnnewskills,etc.Manypeopleregardtheseasmoreimportantthanmoneyintheir

47、career.3.Use Peoples Need for BalanceThebalancetheoryinsocialpsychology:1.Peoplepreferastateofpsychologicalbalancecalledconsistency orequilibrium.2.Whentheyhearideasconflictingwithwhattheyalreadybelieve,theylosethatstateofbalanceandfeelanxiety.3.Whentheyfeelanxiety,peopleattempttorestoretheirsenseof

48、balance.Howtopersuadepeopletoacceptyourideaandtakenecessaryactions:1.Youfirstprovideanewsituationorproblemtotopplethebalanceandcauseanxietyinthepeoplesmind.2.Whentheyfeelanxiety,peoplemayattempttorestoretheirsenseofbalanceeitherbyrejectingoracceptingthenewidea.3.Peopleareusuallyreluctanttodiscardthe

49、oldandtraditionalideasforsomethingnew.4.Togetthemtoacceptyouridea,youneedtoemphasizetheanxietyortheproblemthatiscausingthemimbalance,andthenofferasolutionthatwillmakethemfeelbalanced.Example 1:1.YouaresatisfiedwithyourEnglishpronunciation,buttheteacherpointsoutthatyouhavestronglocal(tail)accent,whic

50、hupsetsyourpsychologicalbalanceandcauseanxietyinyourmind.2.Atfirst,youarereluctanttoaccepttheteachersideaandrefusetoimprove.Theteacheremphasizestheanxietybypointingoutthatyouwontbeabletopassaninterviewwithyourpresentintonation,whichmakesyoubecomemoreanxiousandmoreunbalanceinmind.3.Tohelprestoreyourb