1. Audience Analysis
the investigative and reasoning processes by
which a writer identifies his or her target
audience and the things that audience values,
in respect to their audience context

2. Target Audience
Primary audience:
The actual “target”, the person or people you hope
to influence with your writing
Examples:
• An HR manager when you are applying for a job
• Your grandma when you send her a birthday card

3. Secondary audience:
Other stakeholders to whom the writing is not
addressed but who may be influenced by it or asked
to read it by the primary audience
Examples:
• The manager you would be working with if HR
hired you
• Your grandfather, who also wants to know how
school is going

4. Tertiary audience:
Readers who may come across and read your
writing but who are not actually influenced by
its content
Examples:
• The receptionist at your potential new job
• Your grandma’s friends from the senior center

5. Audience context
– the relevant physical location and social situation
of the targeted audience
Ex: during wedding planning, on a hot day
Audience forum
– the actual place or device where the target
audience comes in contact with a text
Ex: dentist’s office, mailbox, iPad

6. Why does adjusting writing to suit
your audience matter?
• You have an agenda that they can help you
further
• They won’t take notice if you don’t convince
them it’s in their best interest as well
• If you try to convince them using
inappropriate language, they won’t get your
message

7. What audience traits should
you consider before
writing?

8. Prior Knowledge
How much does the audience know about your
subject?
- How many explanations should you include?
- How complex should your language be?
- Is industry jargon appropriate?

9. Tone
Gulf Coast fishermen might a lot about
saltwater fishing, but might not be receptive to
an academic tone even though they are experts
on the subject.

10. Tone
Chemistry professors may know little about
saltwater fishing, but would expect a more
restrained, academic approach in the
presentation of a paper.

11. Current Opinion
How does the audience feel about your subject?
- Are they mostly on your side but in need
of a little persuasion?
- Are they fully apathetic?
- Do they require a lot of convincing?

12. - Why is what you are saying valuable to your
readers?
- What can they take away from your paper?
- Can you motivate them to think more about
your issue?

13. Relationship to the Audience
- Are you an equal, an authority, or a
subordinate?
- Are you giving order, suggestions, or friendly
advice?
- Does your audience assume you are credible
or are they skeptical of you?

14. Relationship to the Audience
- As an authority, you’ll want to sound sure of
yourself.
-As a peer or subordinate, you might be more
tentative or suggestive.

15. Audience Demographics
Ask yourself if the following audience characteristics
should influence how you present information:
 Age  Sexual orientation
 Gender  Income level
 Race/ethnicity  Education level
 Region of residence  Religion
 Health  Political affiliation
 Culture  Type of employment

16. MOSTLY IMPORTANTLY
• Always find out as much about the reader’s
personality as possible
• Don’t rely on dated or offensive stereotypes to
guide your analysis
• Don’t be sycophantic or take on an overly
pandering tone