2.3: Identifying the Audience

Identifying the Audience

The purpose of convincing an audience in writing and communication is to influence their thoughts, beliefs, or actions by presenting strong arguments, clear reasoning, and compelling evidence. It aims to gain the audience’s agreement or support by appealing to their logic, emotions, or values, ultimately encouraging them to see an issue from the writer’s or speaker’s perspective. Imagine you must give a presentation to a group of executives in an office. Weeks before the big day, you spend time creating and rehearsing the presentation. You must make important, careful decisions not only about the content but also about your delivery. Will the presentation require technology to project figures and charts? Should the presentation define important words, or will the executives already know the terms? Should you wear your suit and dress shirt? The answers to these questions will help you develop an appropriate relationship with your audience, making them more receptive to your message.

Note

Writing at Work

Thinking about the purpose of writing a report in the workplace can help focus and structure the document. A summary should provide colleagues with a factual overview of your findings without going into too much specific detail. In contrast, an evaluation needs evidence, research, or examples to back it up. To help determine a purpose for writing, listen for words such as summarize, analyze, synthesize, or evaluate when report. should include your personal opinion, along with supporting your boss asks you to complete a report.

Now imagine you must explain the same business concepts from your presentation to a group of high school students. Those important questions you previously answered may now require different answers. The figures and charts may be too sophisticated, and the terms will certainly require definitions. You may even reconsider your outfit and sport a more casual look. Because the audience has shifted, your presentation and delivery will shift as well to create a new relationship with the new audience.

In these two situations, the audience—the individuals who will watch and listen to the presentation—plays a role in the development of presentation. As you prepare the presentation, you visualize the audience to anticipate their expectations and reactions. What you imagine affects the information you choose to present and how you will present it. Then, during the presentation, you meet the audience in person and discover immediately how well you perform.

Although the audience for writing assignments—your readers—may not appear in person, they play an equally vital role. Even in everyday writing activities, you identify your readers’ characteristics, interests, and expectations before making decisions about what you write. In fact, thinking about audience has become so common that you may not even detect the audience-driven decisions.

For example, you update your status on a social networking site with the awareness of who will digitally follow the post. If you want to brag about a good grade, you may write the post to please family members. If you want to describe a funny moment, you may write with your friends’ senses of humor in mind. Even at work, you send emails with an awareness of an unintended receiver who could intercept the message.

In other words, being aware of “invisible” readers is a skill you most likely already possess and one you rely on every day. Consider the following paragraphs. Which one would the author send to her parents? Which one would she send to her best friend?

Examples

Example A
Last Saturday, I volunteered at a local hospital. The visit was fun and rewarding. I even learned how to do cardiopulmonary resuscitation, or CPR. Unfortunately, I think I caught a cold from one of the patients. This week, I will rest in bed and drink plenty of clear fluids. I hope I am well by next Saturday to volunteer again.

Example B
OMG! You won’t believe this! My advisor forced me to do my community service hours at this hospital all weekend! We learned CPR but we did it on dummies, not even real peeps. And some kid sneezed on me and got me sick! I was so bored and sniffling all weekend; I hope I don’t have to go back next week. I def do NOT want to miss the basketball tournament!

Most likely, you matched each paragraph to its intended audience with little hesitation. Because each paragraph reveals the author’s relationship with the intended readers, you can identify the audience fairly quickly. When writing your own essays, you must engage with your audience to build an appropriate relationship given your subject.

Imagining your readers during each stage of the writing process will help you make decisions about your writing. Ultimately, the people you visualize will affect what and how you write.

While giving a speech, you may articulate an inspiring or critical message, but if you left your hair a mess and laced up mismatched shoes, your audience would not take you seriously. They may be too distracted by your appearance to listen to your words.

Similarly, grammar and sentence structure serve as the appearance of a piece of writing. Polishing your work using correct grammar will impress your readers and allow them to focus on what you have to say.

Because focusing on audience will enhance your writing, your process, and your finished product, you must consider the specific traits of your audience members. Use your imagination to anticipate the readers’ demographics, education, prior knowledge, and expectations. Consider each of these areas:

• Demographics: These measure important data about a group of people, such as their age range, their ethnicity, their religious beliefs, or their gender. Certain topics and assignments will require these kinds of considerations about your audience. For other topics and assignments, these measurements may not influence your writing in the end. Regardless, it is important to consider demographics when you begin to think about your purpose for writing.
• Education: Education considers the audience’s level of schooling. If audience members have earned a doctorate degree, for example, you may need to elevate your style and use more formal language. Or, if audience members are still in college, you could write in a more relaxed style. An audience member’s major or emphasis may also dictate your writing.
• Prior knowledge: This refers to what the audience already knows about your topic. If your readers have studied certain topics, they may already know some terms and concepts related to the topic. You may decide whether to define terms and explain concepts based on your audience’s prior knowledge. Although you cannot peer inside the brains of your readers to discover their knowledge, you can make reasonable assumptions. For instance, a nursing major would presumably know more about health- related topics than a business major would.
• Expectations: These indicate what readers will look for while reading your assignment. Readers may expect consistencies in the assignment’s appearance, such as correct grammar and traditional formatting like double-spaced lines and legible font. Readers may also have content-based expectations given the assignment’s purpose and organization. In an essay titled “The Economics of Enlightenment: The Effects of Rising Tuition,” for example, audience members may expect to read about the economic repercussions of college tuition costs.

Exercise 1

On your own sheet of paper, generate a list of characteristics under each category for each audience. This list will help you later when you read about tone and content.

1. Your classmates
   • Demographics
   • Education
   • Prior knowledge
   • Expectations
2. Your instructor
   • Demographics
   • Education
   • Prior knowledge
   • Expectations
3. The head of your academic department
   • Demographics
   • Education
   • Prior knowledge
   • Expectations
4. Now think about your next writing assignment. Identify the purpose (you may use the same purpose listed in Exercise 4), and then identify the audience. Create a list of characteristics under each category.
   • My assignment:
   • My purpose
   • My audience:
     • Demographics
     • Education
     • Prior knowledge
     • Expectations

Collaboration: Please share with a classmate and compare your answers.

Exercise 2

At some point during your career, you may be asked to write a report or to complete a presentation. Imagine that you have been asked to report on the issue of health and safety in the workplace. Using the information in this section complete an analysis of your intended audience—your fellow office workers. Consider how demographics, education, prior knowledge, and expectations will influence your report and explain how you will tailor it to your audience accordingly.

Collaboration: Pair with a classmate and compare your answers.

Key Takeaways: Identifying the Audience

1. Audience shapes how and what you write. Strong writing adjusts content, tone, language, and structure based on who will read it.
2. Convincing an audience requires strategy. Writers use clear reasoning, strong evidence, and appeals to logic, emotion, or values to influence readers.
3. Audience awareness affects delivery. Just as presentations change depending on whether the audience is executives or high school students, writing must shift based on readers.
4. Readers influence writing—even if they are “invisible.” Writers imagine their audience’s expectations, knowledge, and reactions during every stage of the writing process.
5. Tone reveals your relationship with the audience. Informal language may work for friends, while formal language is more appropriate for professors or professionals.
6. Grammar is the “appearance” of writing. Clear sentence structure and correct grammar help readers focus on ideas instead of errors.
7. Consider four key audience traits:
   1. Demographics – age, background, culture, or beliefs
   2. Education – level of schooling and field of study
   3. Prior knowledge – what the audience already knows
   4. Expectations – what readers anticipate in format, style, and content
8. Purpose and audience work together. Before writing, identify both your goal and who you are addressing.
9. Effective writers adapt. They define terms when needed, adjust vocabulary level, choose appropriate examples, and maintain the correct level of formality.
10. Thinking about audience improves clarity and credibility. When readers feel understood, they are more receptive to your message.