Introduction: Research shows that empathy is a core competence of communication professionals. Still, the pedagogy of including empathy in professional communication curricula has been underexposed in the literature. About the case: This article describes the development and evaluation of a course aimed at increasing students’ empathy competence in the final year of a Dutch bachelor-level communication program. A detailed description of the course is provided. Situating the case: The course operationalizes a recent model of empathy competence in professional communication settings. It focuses on empathy-related skills, knowledge, and attitudes. Experiential learning and student-led discussions are core elements in the course. Methods/approach: The course was taught in two different classes (N = 47). Student evaluations and reflections included standard institutional course assessment data, a report from an institution-led student panel evaluation, and student reflections during coursework as well as before, immediately after, and two years after the course. Results/discussion: The course was evaluated very positively in the institutional course assessment and panel evaluation. The student reflections show that students had a great appreciation for the course overall, as well as for specific course elements. The course made them aware of the complexity and multifaceted nature of empathy, and had a profound impact on their professional and personal identity. Conclusion: This article demonstrates the effectiveness of a course designed to develop empathy competence in communication professionals and advocates for future research to explore long-term effects and cross-industry applications.

Empathy competence is considered a key aspect of excellent performance in communication professions. But we lack an overview of the specific knowledge, attitudes, and skills required to develop such competence in professional communication. Through interviews with 35 seasoned communication professionals, this article explores the role and nature of empathy competence in professional interactions. The analysis resulted in a framework that details the skills, knowledge, and attitudinal aspects of empathy; distinguishes five actions through which empathy manifests itself; and sketches relationships of empathy with several auxiliary factors. The framework can be used for professional development, recruitment, and the design of communication education programs.

Research shows that Western and Chinese user instructions use visuals differently. Two basic tendencies may be discerned: Chinese manuals place more emphasis on visuals and their selection of visuals is less strictly confined to usability related functionality. This study investigates whether such cultural differences correspond to user preferences. Three hypotheses were tested: (a) Chinese users value pictures more than Western users; (b) Chinese users appreciate diverting, cartoon-like pictures more than Western users; and (c) Western users appreciate strictly instrumental pictures more than Chinese users. To test these hypotheses, a quasi-experiment ( N = 158) was conducted with cultural background as independent variable and appreciation for pictures as dependent variable. All participants rated 15 pictures, which were presented in the context of user instructions. All three hypotheses were confirmed. Cultural differences regarding the use of visuals should therefore be taken into account when localizing Western manuals for the Chinese market, or vice versa.

This study examines the effects of inductively versus deductively organized product descriptions on Chinese and Western readers. It uses a 2 × 3 experimental design with text structure (inductive versus deductive) and cultural background (Chinese living in China, Chinese living in the Netherlands, and Westerners) as independent variables and recall, reading time, and readers’ opinions as dependent variables. Participants read a product description that explained two refrigerator types and then recommended which one to purchase. The results showed that Chinese readers rated readability and persuasiveness higher when the text was structured inductively whereas Western readers rated these aspects equally high for the inductively and deductively structured text. The results suggest that culturally preferred organizing principles do not affect readers’ ability to read and understand texts but that these principles might affect their opinions about the texts.

Twitter is widely used by companies to reach various stakeholders, but how they use this social media platform is still unclear. To investigate how companies use Twitter, this study analyzes the content of the Twitter accounts of four large information technology companies, focusing on the arrangement of different Twitter accounts and on message characteristics (content, message elements, and communication strategies). The results show that companies used architectures of different Twitter accounts to serve various stakeholder groups. The companies’ tweets covered diverse topics within the corporate, marketing, and technical communication domains. The tweets focused more on providing information and promoting action than on facilitating dialogue.

Research problem: Cultural differences may be increasingly important in technical communication. Research is needed to investigate differences in document design practices and user preferences. This study examines cultural differences between Chinese and Western manuals for household appliances. Literature review: Earlier studies identified a wide range of possible differences between Chinese and Western documents, but the findings are not consistent and do not provide more generic perspectives on cultural differences. Possible reasons are the diversity of the documents used, the rather informal research designs, and relatively small sample sizes. Research question: To what extent and how do Chinese and Western manuals for household appliances differ from each other in terms of content, structure, and use of visuals? Methodology: To overcome these shortcomings, a quantitative content analysis was conducted, comparing 50 Chinese manuals and 50 Western manuals for household appliances. The coding scheme was based on earlier research findings and focused on content, structure, and the use of visuals. Results and conclusions: The results show that the content of Chinese manuals is less strictly confined to the function of user support than that of Western manuals. Compared to Western manuals, the structure of Chinese manuals appears to be fuzzier and less rigid. Regarding visuals, Chinese manuals contain more non-instrumental, entertaining illustrations than Western manuals. Underlying these differences is a more general distinction between highly instrumental Western manuals and more flexible Chinese manuals. These differences seem to point to two cultural dimensions: holistic versus analytic thinking and analog versus digital cultures.

Although corporate greenwashing is a widespread phenomenon, few studies have investigated its effects on consumers. In these studies, consumers were exposed to organizations that boldly lied about their green behaviors. Most greenwashing practices in real life, however, do not involve complete lies. This article describes a randomized 3 × 2 experimental study in the cruise industry investigating the effects of various degrees of greenwashing. Six experimental conditions were created based on behavioral-claim greenwashing (an organization telling the truth vs. its telling lies or half-lies) and motive greenwashing (an organization acting on its own initiative vs. its taking credit for following legal obligations). Dependent variables were three corporate reputation constructs: environmental performance, product and service quality, and financial performance. Compared to true green behavior, lies and half-lies had similar negative effects on reputation. Taking credit for following legal obligations had no main effect. Only in the case of true green behavior did undeservedly taking credit affect reputation negatively. Overall, the findings suggest that only true green behavior will have the desired positive effects on reputation.

Functional complexity is a widespread and underresearched phenomenon in Web sites. This article explores a specific case of functional complexity by analyzing the content of UNESCO World Heritage Web sites, which have to meet demands from both World Heritage and tourism perspectives. Based on a functional analysis, a content checklist was developed and used to evaluate a sample of 30 World Heritage Web sites. The results show that World Heritage Web sites generally fall short in all content categories. A cluster analysis reveals three types of World Heritage Web sites based on their emphasis on World Heritage content versus tourism content: (a) less well-developed Web sites (no emphasis), (b) Web sites of World Heritage Sites with touristic possibilities (emphasis on World Heritage), and (c) Web sites of touristic attractions with outstanding cultural or natural value (emphasis on tourism). In all, the findings show that functional complexity poses serious threats to the exhaustiveness of a Web site’s information and that evaluation approaches based on functional analysis can be useful in detecting blindspots in the content provided.

Research problem: Despite the abundance of research into usability and user experience (UX), there is still debate about the relationship between both concepts. The user perspective is under represented in all discussions. This study examines the personal conceptions that users of electronic and software products have of usability and UX. Research questions: 1. How do users of electronic and software products conceptualize usability and UX? 2. What do they think is the relationship between both concepts? Literature review: We review the literature on conceptualizations of usability and UX and their relationship. The literature suggests that both concepts are still developing and that there are different views about their relationship. A personal-constructs research approach appears to be a fruitful way of shedding more light on this. Methodology: Twenty-one participants were asked to place up to eight products in a grid with two axes: usability (high-low) and UX (high-low). They then filled out a short questionnaire about the products. Finally, interviews were held about their decisions and their views on usability and UX. Results and conclusions: A weak positive correlation between products' usability and UX scores indicates that the relationship between both concepts is far from straightforward. An analysis of the four quadrants of the grid provides a first typology of products based on how users perceive their usability and UX. When reflecting on the relationship between the two concepts, most participants see usability as a part of or contributing to UX. Based on our findings, however, it seems risky to assume that usability is sufficiently covered by the overall concept of UX.

The marketing success of green products has spawned the phenomenon of greenwashing, but studies on the effects of greenwashing on consumers are still limited. Using a 4 × 2 randomized experimental design, this study examines such effects by determining whether consumers respond differently to greenwashing, silent brown, vocal green, and silent green organizations selling hedonic products (perfume) or utilitarian products (detergent). The results show that consumers recognized the green claims in the greenwashing condition, which led to an environmental performance impression in between green and brown organizations but also to more negative judgments about the integrity of communication. Regarding purchase interest, greenwashing organizations performed similarly as silent brown organizations, with significantly lower scores than those of vocal green and silent green organizations. No significant effects of product type and no interaction effects were found. Overall, greenwashing has only limited benefits (perceived environmental performance), poses a major threat (perceived integrity), and has no true competitive advantage (purchase interest).

Network analysis is one of the instruments in the communication audit toolbox to diagnose communication problems within organizations. To explore its contribution to a communication audit, the authors conducted a network analysis within three secondary schools, comparing its results with those of two other instruments: interviews focusing on critical incidents and a communication satisfaction questionnaire. The results show that network analysis may complement interview and survey data in several ways, by uncovering unique problems or by explaining or corroborating problems that were uncovered by the critical incidents or the survey. The results also show that additional data are sometimes needed to make sense of network characteristics.

In addition to technical documentation, face-to-face helpdesks and telephonic helplines are a powerful means for supporting users of technical products and services. This study investigates the factors that determine user satisfaction with helpdesks and helplines. A survey, based on the SERVQUAL framework and questionnaire, shows that the SERVQUAL dimensions of customer satisfaction are not applicable in these contexts. Three quality dimensions were found instead: solution quality, the experience of the consultation, and, in the case of a physical environment, the so-called tangibles. Helpdesk customers base their overall quality perceptions mainly on their experiences during a consultation, while helpline customers focus strongly on the quality of the solution offered. The study also found a connection between the perceived helpline quality and the appreciation of the primary service.

This paper focuses on the interaction between teams of participants in the constructive interaction (CI) method. We analyzed transcripts and video recordings from five CI sessions in order to determine the types and frequencies of communicative acts performed as well as their usefulness to usability testers. In addition, we examined the contribution of the individual team members to the interaction and investigated whether the interaction took place according to a pattern of cooperation. Our analysis showed that team interaction in the CI test is highly task-oriented and hardly descriptive. For the most part, the five CI sessions contained communicative acts that are (potentially) useful to usability testers. The contribution of the team members to the interaction was largely similar in terms of types/frequencies of communicative acts, but the teams' cooperation pattern revealed that this equal contribution was no immediate guarantee for successful cooperation. To address this issue, we suggest several ways to improve the CI method.

The study examines the use of screen captures in manuals. Three designs of manuals were compared, one textual and two visual manuals. The two visual manuals differed in the type of screen capture that was used. One had screen captures that showed only the relevant part of the screen, whereas the other consisted of captures of the full screen. All manuals contained exactly the same textual information. We examined the time used on carrying out procedures (manual used as a job aid) and the results on retention tests (manual used for learning). We expected to find a trade-off between gain in time and learning effects. That is, we expected that higher scores on the retention tests involved an increase in time used and, vice versa, that gains in time would lead to lower retention test scores. We also explored the influence of manual design on user motivation. For job-aid purposes, there were no differences between manuals. For learning, the full-screen captures manual and the textual manual were significantly better than the partial-screen captures manual. There was no proof for the expected trade-off. More learning was not caused by an increase in time used. We found no effects on user motivation. This study does not yield convincing evidence to support the presence of screen captures in manuals. However, if one wants to include screen captures, this study gives clarity for the type of screen capture to choose. The use of full-screen captures is preferable to partial ones. Finally, we conclude that documentation designed to expedite the execution of tasks does not necessarily hamper the learning that may result.

Are technical writers able to predict the results of a reader-focused text evaluation? In this article we report a study with fifteen technical writers, who were asked to point out the reader problems in a public information brochure. The brochure was also evaluated with thirty readers from the target audience (using a combination of the plus-minus method, a questionnaire, and user protocols). The results of both kinds of text evaluation show little overlap. The technical writers only predicted a small proportion of the reader feedback, and produced a lot of new problem detections. In addition, there was little agreement among the technical writers with regard to their problem detections.