Audience and Purpose_49e6001b801faa6340bb485927f80247 (1)

Objectives

  • Adapt messages for various audiences.

  • Identify a writer's intended audience and purpose.

Audience Characteristics

  • Factors affecting audience:

    • Level of knowledge

    • Level of education

    • Status

    • Social variables (age, gender, nationality, culture)

    • Mother tongue

    • Social, political, and religious beliefs

    • Audience size

Audience Analysis

  • Key questions to tailor your message:

    1. What does my audience need to know?

    2. What will interest my audience?

    3. What might provoke a negative reaction?

    4. How to present information for better understanding?

Audience Analysis Questions

  1. Who is my audience?

  2. What does my audience already know?

  3. What does my audience need to know?

  4. What will my audience do with this information?

Purpose of Communication

  • Business Messages:

    • Giving information (e.g., event details)

    • Requesting information

    • Persuading (e.g., encouraging purchases)

    • Promoting goodwill

Example Text Analysis: Coco Pops

  • Audience: Cereal eaters, chocolate lovers, health-conscious individuals.

  • Audience knowledge: Familiarity with cereals and benefits of fiber & vitamins.

  • Audience needs: Information on Coco Pops' health benefits.

  • Outcome: Encourage purchase decisions.

Purpose Analysis for Coco Pops

  • Infomation: Describing product features.

  • Request: None applicable.

  • Persuasion: Encouraging purchases.

  • Goodwill: Emphasizing care for consumer health.

Example Text Analysis: Mental Health Awareness Memo

  • Audience: All staff

  • Purpose: Informing about a workshop addressing mental health in the workplace.

Example Text Analysis: 2025 Residence Opening Date Memo

  • Audience: All Mandela students and staff

  • Purpose: Correction of previous communication regarding residence openings.