Journal of Business and Technical Communication Oct 2000

Tactics for Building Images of Audience in Organizational Contexts: An Ethnographic Study of Technical Communicators

Marjorie Rush Hovde Indiana University – Purdue University Indianapolis

Abstract

Discourse theories frequently emphasize the importance of understanding audience but seldom delve into how writers form conceptions of their audiences, especially in organizations. This study examines computer documentation writers’ tactics for conceiving of their audiences. Based on two ethnographic case studies and insights from activity theory, the author describes and evaluates technical communicators’ tactics for understanding audiences, constrained and supported by their organizations. She discusses the advantages and limitations of each tactic, looking at how each tactic might answer questions about audience. This research should be useful to technical communication educators as they expand students’ options for audience research in nonacademic settings. In addition, the findings of this study can enhance theories about the ways writers create images of their audiences.

Journal
Journal of Business and Technical Communication
Published
2000-10-01
DOI
10.1177/105065190001400401
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Closed
Topics
genre theory discourse analysis technical communication qualitative research digital rhetoric
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Citation Context

Cited by in this index (4)

  1. Schieber et al. (2019)
    Using Reflections to Gauge Audience Awareness in Business and Professional Comm…
    Business and Professional Communication Quarterly
  2. Robles et al. (2019)
    Using Case-Method Pedagogy to Facilitate Audience Awareness
    IEEE Transactions on Professional Communication
  3. Lam et al. (2016)
    Flipping the Audience Script: An Activity That Integrates Research and Audience…
    Business and Professional Communication Quarterly
  4. Hovde (2010)
    Creating Procedural Discourse and Knowledge for Software Users: Beyond Translat…
    Journal of Business and Technical Communication

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CrossRef global citation count: 8 View in citation network → Build reading path →

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