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Communicative Writing Week 8 MMC120 Instructed by Hillarie Zimmermann

Communicative Writing Week 8 MMC120 Instructed by Hillarie Zimmermann MMC120 Instructed by Hillarie Zimmermann

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Page 1: Communicative Writing Week 8 MMC120 Instructed by Hillarie Zimmermann MMC120 Instructed by Hillarie Zimmermann

Communicative WritingWeek 8

MMC120Instructed by Hillarie

Zimmermann

Page 2: Communicative Writing Week 8 MMC120 Instructed by Hillarie Zimmermann MMC120 Instructed by Hillarie Zimmermann

Today’s ClassToday’s Class

• Writing for web - mini lecture

• Website analysis• In-class assignment (FYI - course outline has changed a bit)

• Review homework

• Writing for web - mini lecture

• Website analysis• In-class assignment (FYI - course outline has changed a bit)

• Review homework

Page 3: Communicative Writing Week 8 MMC120 Instructed by Hillarie Zimmermann MMC120 Instructed by Hillarie Zimmermann

How Users Read the WebThey don’t - they scan the page: highlighted keywords (hypertext links serve as

one form of highlighting; typeface variations and color are others

meaningful sub-headings (not "clever" ones) bulleted lists one idea per paragraph (users will skip over

any additional ideas if they are not caught by the first few words in the paragraph)

the inverted pyramid style half the word count (or less) than

conventional writing

Page 4: Communicative Writing Week 8 MMC120 Instructed by Hillarie Zimmermann MMC120 Instructed by Hillarie Zimmermann

Credibility

Credibility is important for Web users, since it is unclear who is behind information on the Web and whether a page can be trusted.

Credibility can be increased by high-quality graphics, good writing, and use of outbound hypertext links. Links to other sites show that the authors have done their homework and are not afraid to let readers visit other sites.

Regular updates to websites is also extremely important for maintaining an engaged readership.

Page 5: Communicative Writing Week 8 MMC120 Instructed by Hillarie Zimmermann MMC120 Instructed by Hillarie Zimmermann

Reader level of interest

Every person has a certain level of interest in every web page. This may be:

• no interest• some interest• strong interest

Page 6: Communicative Writing Week 8 MMC120 Instructed by Hillarie Zimmermann MMC120 Instructed by Hillarie Zimmermann

Writing for each level of interest

The levels of interest can be more clearly defined:

no interest title only one sentence summary one paragraph summary major points minor points detailed interest thirst for more information

Page 7: Communicative Writing Week 8 MMC120 Instructed by Hillarie Zimmermann MMC120 Instructed by Hillarie Zimmermann

How to write for a variety of different

readers

Write a one sentence summary of the article Using this summary sentence, develop a short,

informative title Using that sentence write a one paragraph

summary for the article create the major headings (these can be placed

under the paragraph summary and hypertext linked)

write down the minor points for each section, ordering them appropriately

put relevant links next to their corresponding point

Use boldface to highlight the minor points

Page 8: Communicative Writing Week 8 MMC120 Instructed by Hillarie Zimmermann MMC120 Instructed by Hillarie Zimmermann

Bite - Snack - Meal Approach

The headline serves as the bite The snack is a two or three sentence summary of

the article beneath the headline The headline is hypertext linked to the full

article which is the meal.

This approach allows the reader to choose what level of detail he/she wants.

Page 9: Communicative Writing Week 8 MMC120 Instructed by Hillarie Zimmermann MMC120 Instructed by Hillarie Zimmermann

Review Sample text

Page 10: Communicative Writing Week 8 MMC120 Instructed by Hillarie Zimmermann MMC120 Instructed by Hillarie Zimmermann

General TipsGeneral Tips

The shorter, the better

Active voice

Strong verbs

Attribute sources

Contextual hyperlinking: Online narratives should allow readers to "branch off" and click through to other, more detailed, supporting content, depending upon a reader's level of interest.

Use formatting: Break up that boring mass of gray type by using lists and bold headers

Easy to read: No block of text more than five lines on the screen.

The shorter, the better

Active voice

Strong verbs

Attribute sources

Contextual hyperlinking: Online narratives should allow readers to "branch off" and click through to other, more detailed, supporting content, depending upon a reader's level of interest.

Use formatting: Break up that boring mass of gray type by using lists and bold headers

Easy to read: No block of text more than five lines on the screen.

Page 11: Communicative Writing Week 8 MMC120 Instructed by Hillarie Zimmermann MMC120 Instructed by Hillarie Zimmermann

Website FormatWebsite Format

Navigation pages - act as a road map for your entire site (readers scan these pages and move off of them quickly to content that they are interested in)

Content pages - add valuable and relevant content (can be a bit more detailed)

Each page should contain:

Organization’s name and logo

Link to the home page

A headline that summarizes the page content

A navigation bar

Content-driven copy with hypertext links

Navigation pages - act as a road map for your entire site (readers scan these pages and move off of them quickly to content that they are interested in)

Content pages - add valuable and relevant content (can be a bit more detailed)

Each page should contain:

Organization’s name and logo

Link to the home page

A headline that summarizes the page content

A navigation bar

Content-driven copy with hypertext links

Page 12: Communicative Writing Week 8 MMC120 Instructed by Hillarie Zimmermann MMC120 Instructed by Hillarie Zimmermann

Writing for Social Media

Writing for Social Media

Blogs - Short for web log, is an online personal essay and a place where readers can post comments

Wiki - is a site that allows for the easy creation and editing of information by readers

RSS feed - allows for regular updates to be fed to readers in a simple format

These forms of social media dissolve the barrier between writer and reader, creating a more informal and interactive writing environment. Written in a clean, active, conversational style that will make readers feel comfortable as if they were talking with a close friend.

Blogs - Short for web log, is an online personal essay and a place where readers can post comments

Wiki - is a site that allows for the easy creation and editing of information by readers

RSS feed - allows for regular updates to be fed to readers in a simple format

These forms of social media dissolve the barrier between writer and reader, creating a more informal and interactive writing environment. Written in a clean, active, conversational style that will make readers feel comfortable as if they were talking with a close friend.

Page 13: Communicative Writing Week 8 MMC120 Instructed by Hillarie Zimmermann MMC120 Instructed by Hillarie Zimmermann

The Importance of Keywords

Choose targeted and specific keywords for your site

This is extremely important for users to find your site

Many free tools to help you find the best keywords

Page 14: Communicative Writing Week 8 MMC120 Instructed by Hillarie Zimmermann MMC120 Instructed by Hillarie Zimmermann

Where to put keywords• Headline: Most people who read on the Web scan Web pages quickly.

This is why headlines are so important - they give your reader a chance to get what they need fast with a minimum of fuss

• Content: Keyword phrases are also in the site content. This is where it can get tricky, because it's easy to just write that keyword phrase where ever that keyword phrase might fit into where the keyword phrase could go (see what I mean? sounds terrible!). Be natural about it.

Page 15: Communicative Writing Week 8 MMC120 Instructed by Hillarie Zimmermann MMC120 Instructed by Hillarie Zimmermann

Analyze a websiteAnalyze a website

• With a partner, visit the webby awards website www.webbyawards.com

• Choose a website• Answer the following questions:

• Who is the audience?• What is the structure of layers, sub-layers, links and

navigation tools?• What information is targeted to each audience? • How would you characterize the writing?• How do you access more in-depth information? • What information is constant on each page? • What improvements would you recommend for this site?

• With a partner, visit the webby awards website www.webbyawards.com

• Choose a website• Answer the following questions:

• Who is the audience?• What is the structure of layers, sub-layers, links and

navigation tools?• What information is targeted to each audience? • How would you characterize the writing?• How do you access more in-depth information? • What information is constant on each page? • What improvements would you recommend for this site?

Page 16: Communicative Writing Week 8 MMC120 Instructed by Hillarie Zimmermann MMC120 Instructed by Hillarie Zimmermann

Integrated Advertising Project

Integrated Advertising Project

• Partner projectPartner project• Worth 30% of your final markWorth 30% of your final mark• Real life clientReal life client• Six components to the assignmentSix components to the assignment• Do you have a partner?Do you have a partner?• Do you have a client?Do you have a client?• By March 7By March 7thth – Memo/email to me identifying – Memo/email to me identifying who is your partner/client. who is your partner/client.

• Partner projectPartner project• Worth 30% of your final markWorth 30% of your final mark• Real life clientReal life client• Six components to the assignmentSix components to the assignment• Do you have a partner?Do you have a partner?• Do you have a client?Do you have a client?• By March 7By March 7thth – Memo/email to me identifying – Memo/email to me identifying who is your partner/client. who is your partner/client.

Page 17: Communicative Writing Week 8 MMC120 Instructed by Hillarie Zimmermann MMC120 Instructed by Hillarie Zimmermann

In-class AssignmentIn-class Assignment

• Rewrite a magazine article as Rewrite a magazine article as a website.a website.

• Due by 10:00 am tomorrow.Due by 10:00 am tomorrow.

• Rewrite a magazine article as Rewrite a magazine article as a website.a website.

• Due by 10:00 am tomorrow.Due by 10:00 am tomorrow.

Page 18: Communicative Writing Week 8 MMC120 Instructed by Hillarie Zimmermann MMC120 Instructed by Hillarie Zimmermann

What to expect next class…

What to expect next class…

• Schedule has changed.Schedule has changed.• Next week we will begin looking at Next week we will begin looking at print ads.print ads.

• Schedule has changed.Schedule has changed.• Next week we will begin looking at Next week we will begin looking at print ads.print ads.

Page 19: Communicative Writing Week 8 MMC120 Instructed by Hillarie Zimmermann MMC120 Instructed by Hillarie Zimmermann

HomeworkHomework

• Read “Print Advertisements” p. 131-138Read “Print Advertisements” p. 131-138

• Begin thinking about partner and client Begin thinking about partner and client for IAPfor IAP

• Read “Print Advertisements” p. 131-138Read “Print Advertisements” p. 131-138

• Begin thinking about partner and client Begin thinking about partner and client for IAPfor IAP