Routledge Readercentric Writing for Digital Media: Theory and Practice (Baywood's Technical Communications)

This book presents an altogether new approach to writing and evaluating writing in digital media. It suggests that usability theory provides few tools for evaluating content, because usability theory assumes only one kind of writing on the Internet. The author suggests three models: user-centric (usability model), persuasion-centric (encouraging the reader to linger and be persuaded--Canon camera ads), and quality-centric (encouraging the reader to linger and learn or be entertained because of the quality of the writing--NASA.gov and YouTube). <br><br>Designed for professional writers and writing students, this text provides a rubric for writing in digital media, but more importantly, it provides a rubric and vocabulary for identifying and explaining problems in copy that already exists. The Internet has become a pastiche of cut-and-paste content, often placed by non-writers to fill space for no particular reason or by computers with no oversight from humans (e.g., Amazon.com). Because these snippets are typically on topic (but often for the wrong purpose or audience), professional writers have difficulty identifying the problems and an even harder time explaining them. Finding an effective tool for identifying and explaining problems in digital content becomes a particularly important problem as writers increasingly struggle with growing complications in complex information systems (systems that create and manage their own content with little human intervention). Being able to look at a body of copy and immediately see that it is problematic is an important skill that is lacking in a surprising number of professional writers. From the Inside Flap A definite 5 star read for all technical communicators, both in the academy and in industry. It gives a clear rendition of . . . the complexities facing technical communicators as they advance in the 21st century. the complex topic of defining both what is a good text on the Internet and how to produce and evaluate it. our definitions of common terms (genre, text, writing), into terms relevant for dealing with the complexities of Internet-based communication.Professor Michael J. Albers, Technical and Professional Writing, Department of English, East Carolina University Dr. Hailey has taken on the arduous task of rediscovering, redefining, and refining what we thought we already knew. His light-hearted approach to broadening our understanding of rhetorical theory takes what could be an intimidating subject and makes it accessible and relevant. This is a valuable read for anyone trying to communicate using electronic tools.Kathleen Hegemann, Contracts Manager/Technical Writer, The Technical Writer Hailey's ReaderCentric Writing for Digital Media provides both a theoretical framework and practical, actionable steps to dramatically improve online media content. Hailey advances traditional concepts of audience and content analysis with an innovative rubric that's simple yet forces digital media developers to examine their work in new ways. The resulting online media content is effective for audiences in ways not consistently achievable through methods previously described by Pearsall, Spool, Nielson, Redish, and other major contributors to online content analysis and usability. This book is an important contribution to technical communication's body of knowledge, as a tool for practitioners, as new ideas to explore, and as a basis for additional research into improving online communication.Deborah S. Ray, President, RayComm, Inc. About the Author Dr. David Hailey has been researching and teaching professional and technical writing at Utah State University (USU), USA since 1994 and has been researching and developing digital media since 1991, working first with bulletin board and kiosk-based hypertexts and then with html-based hypermedia. He has produced more than a dozen book-length instructional projects for organisations, including the State of Utah, DOE, N