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Communicative WritingWeek 8
MMC120Instructed 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
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
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.
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
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
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
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.
Review Sample text
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.
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
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.
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
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.
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?
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.
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.
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.
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