1.2: Who Is Your Audience and What Is the Rhetorical Context?

AUDIENCE AND RHETORICAL CONTEXT

It is your responsibility as the writer to provide your readers with clear and easy access to needed information. To do this you must know the needs of your audience. This is easier said than done. You will often have to compose documents for multiple audiences, often with different needs or levels of knowledge. Your audience is also not static; the composition of your audience and their needs can change depending upon the context of communication.

To create effective technical documents, consider multiple factors, such as the needs of the audience, the particulars of the message, and your credibility as an author. Paying attention to these factors and how they intersect will give you insight into the rhetorical context of the communication.

The following video will teach you how to analyze audience and craft technical documents with the rhetorical context in mind.

This video features the “Audience Rhetorical Approach” by Dr. Kim Campbell licensed under (CC BY-ND 3.0).

TYPES OF AUDIENCES

When preparing documents, it is important to remember potential audiences for your work. Awareness of the differences between intended and unintended audiences may impact how an author presents or includes information in a document, and may make a difference in the event of a legal issue concerning the document. Awareness of complex audiences will further ensure that an author’s writing does not exclude potential readers. You do not want to neglect an important figure if he or she needs to be addressed in your document.

INTENDED VS. UNINTENDED AUDIENCE

Intended audiences are best thought of as the people you are initially writing for; they are the obvious and immediate audience for your document. However, you may have to consider unintended audiences for your document as well. Unintended audiences might be anyone who comes across your writing at any point in time. Digital and printed documents can circulate beyond the intended audience, and your writing may be misconstrued outside of its original context.

Especially in business contexts, it is a good rule of thumb—as well as in your best interest legally—to remain professional in every document you produce.

COMPLEX AUDIENCE

In professional settings, you will often write for a complex audience of people who have different backgrounds, experiences, specialties, and expectations. You must carefully attend to features of your writing like technical terminology so that you don’t unintentionally exclude a portion of your audience. You might also need to design documents that audiences can quickly scan and locate sections relevant to them.

Writing for complex audiences is a difficult task that requires both practice and careful attention to the nuances of your audience and the rhetorical context.

TAILORING EMPLOYMENT DOCUMENTS FOR A COMPLEX AUDIENCE

A quick example of writing for a complex audience can be seen in employment documents such as a resume or cover letter. First, in employment documents, there is no such thing as “one size fits all.” Each resume or cover letter should be individually tailored for a specific job and company. All-purpose resumes can be easily spotted and it is easier to make a positive first impression if your materials are specifically relevant for the job and company you are applying to.

You also need to keep in mind that multiple individuals, with a range of backgrounds and experience levels, will likely read your employment materials. Your documents might also be reviewed by software like applicant tracking systems. You must keep this complex audience in mind when creating materials that clearly describe your qualifications.

To create effective employment materials, it helps to research the company and position. Some ways that this can be done include the following

• Looking at the job description – The job description usually gives a set of skills that will be required for the position. The skills outline what the employer is looking for and therefore what should be added to the resume. (One should never lie about applicable skills; instead, highlight and prioritize desired skills so that they stand out).
• Looking at the company website – Looking at the company’s website can help with understanding the company culture and values that may not be listed in a job description. This can be beneficial when writing a cover letter, where it is important to acknowledge the potential employer.

In addition to looking at the job description and company website, it is helpful to consider the type of job that you are applying for. If, for example, you are applying for a job in a design field, you might want to tailor your resume to be more creative and avoid using a generic template.

It is important to remember that in employment documents you are selling yourself. Each job will be slightly different, so it is crucial to tailor your resume to the employer. Emphasize your relevant qualifications and highlight your fit for the position. Additionally, make sure your documents are not cluttered with information the employer may find unnecessary.

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LICENSES AND ATTRIBUTIONS

• “Appreciating Technical Communication Audiences” by Dr. Elizabeth Lohman licensed under (CC BY: Attribution).
• “Appreciating Technical Communication Audiences” by Wikibooks licensed under (CC BY-SA).