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Re audience awareness. The need to know your audience has been around at
least since Aristotle. It's a question of style and language, of course, but
also content. A description of a new process for an executive who had to
decide on the value of the process would have very different content than a
description of the same process for the technician who had to perform that
process.
Journal literature contains much good material on audience analysis. For two
of the best, see James W. Souther, "Identifying the Informational Needs of
Readers," IEEE Transactions on Professional Communication" PC-28 (1985):10;
and Mary Coney, "The Use of Reader in Technical Writing, Journal of Technical
Writing and Communication 8 (1978):104.
Tom Pearsall