LSC Analyzing Both Websites and Their Audiences Memorandum

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Overview of Audience Analysis Memo Assignment Audience Analysis Memo This read-me of the assignment sheet is for your benefit. This read-me gives you an exact overview of what is expected for the major assignment for this unit. Effective communication depends largely on understanding your audience. Your audience’s expectations, characteristics, knowledge level, and information needs determine the content you choose to present, the depth of detail you provide, the overall tone or attitude of your writing, and even the purpose you establish for your communication. In addition to knowing the importance of analyzing audience, you should also be able to distinguish a document’s primary and secondary audiences. • • Primary audiences are the major intended readers for your document. In the workplace, your primary audience is the person or persons who will understand and act on your message. Secondary audiences are the other potential readers of your document. These are people who may receive a copy of your document. Most workplace communication has a combination of primary and secondary audiences. For example, people attended your presentation (primary audience) might later share information about your presentation and your handouts with people who didn’t attend (secondary audience). Assignment Guidelines: For this assignment, choose two (2) websites that present information on the same subject. However, the two (2) websites should be aimed at different primary audiences. One website should be designed for a nontechnical audience and the other for a technical/specialized audience. Write a memo to your instructor analyzing both websites and their audiences (primary and secondary) and explain the persuasive strategies each website uses to serve its primary audience’s needs. Synthesize your analysis to the following questions: Note: You need to answer all of these questions; your failure to answer all questions will result in point deductions. • • • • • • • • What primary audiences do the two websites seem to aim for? What kind of knowledge do the audiences seem to possess about the subject matter? What are their age(s), genders, education level, occupations, and cultural background? Who are the secondary audiences of these websites? Who else might use information found on these sites? What persuasive strategies do the websites employ to appeal to their primary audiences? Do they use claims? Do they make an effort to connect with the audience? (See pages 48-51 of your textbook for more on persuasion) To what extent do the websites use technical language? Do you see any examples of jargon? Give examples How long is the average sentence in each website? How long is the average paragraph? Does this tell you anything about the audience? How formal/informal are their respective style? Why? Is there advertising? If so, what do the ads tell you about the audience? Do the website use tables, graphs, figures, illustrations or images? How different are they on the two websites? Requirements: • Keep in mind that your purpose is to compare and contrast the two websites, not merely to describe them (failure to compare and contrast will result in a 20-point deduction) • • • • • Do not simply type the questions followed by your answers. Like all professional memos, this one should summarize and organize the information into coherent and well-written narratives (failure to use a narrative will result in 5-point deduction) Format: Use a business memo format. (Failure to use a business memo format will result in 10-point deduction) Minimum word requirement: 750 words (Failure to meet the minimum word count will result in a 5-point deduction) Make sure to include the Websites’ URLs in your memo (Failure to include working URLs will result in a 5-point deduction) In-text citations and reference page should use APA format MEMORANDUM To: Dr. Dianne Pearman From: XXXXXXXXXX Date: June 23, 2019 Subject: Audience Analysis Memo Type 2 Diabetes Mellitus affects many people of different ages and backgrounds. These days, anyone with internet can access the wealth of information available online. There is no lack of information out there, whether it be for someone who just got diagnosed with diabetes looking for more information regarding the disease, or a medical provider who wants to brush up on the topic. The website, which will be referred to as “everyday health,” is user-friendly to those who do not have a medical background/the non-technical audience, while, which will be referred to as “Medscape,” is user-friendly to those who have medical background/the technical audience. This memo will discuss the similarities and differences between the two websites. Both websites are great resources for type 2 diabetes mellitus. Everyday Health provides information in simplified terms, and the scientific terms are explained so that someone with no medical background, or even someone who has forgotten their high school or college science, can follow. An example of this is describing what diabetes is, what insulin is, and what insulin resistance is. Medscape, in contrast, does not describe those three terms in detail. Because of its simplicity, basic information and helpful descriptions of the scientific terms, the lay person seeking more information about the condition, would find the Everyday Health website helpful. Those who have been diagnosed with diabetes and those who have not been diagnosed but have a family history of diabetes can be considered the primary audience for Everyday Health, while those who know someone with diabetes would find the information they need from Everyday Health and can be considered the secondary audience. Medscape, in turn, caters to healthcare providers who already have the medical background and look for help in diagnosis and treatment of diabetes. Healthcare providers with a bachelor’s degree or higher will find the website useful for their purposes. They are considered the primary audience for Medscape. Students wanting to get into the medical field will also find this website a great resource, and they are considered the secondary audience. Commented [DP1]: Write a brief introduction in which you identify the two websites and provide URL’s, introduce your search term, state the purpose of the memo Commented [DP2]: Identify the primary and secondary audience for each website and offer evidence for your claims about audience. Identifies the technical and non-technical audiences. Both websites try to capture readers’ attention, but they differ in their strategies. With the heading, “What Is Type 2 Diabetes? The Ultimate Guide to Preventing, Managing, Treating, and Thriving with the Disease,” (What Is Type 2 Diabetes? The Ultimate Guide to Preventing, Managing, Treating, and Thriving with the Disease) Everyday Health captures the eye of someone interested in the background and the basics of type 2 diabetes. It claims to be the “ultimate” guide to several key subjects of the condition. In subsequent paragraphs, it does a good job of connecting with the audience by acknowledging that having diabetes can be overwhelming, but it goes on to say that knowing enough about it can help make it very manageable. On the other hand, Medscape’s headings are the topics themselves, like “Type 2 Diabetes Mellitus Treatment and Management” (Type 2 Diabetes Mellitus) and “Medication Summary.” (Type 2 Diabetes Mellitus) Medscape presents facts and does not try to be personal, because its intended audience is not a patient. Healthcare providers need facts about the disease, and this is what the website does. The technical language in Everyday Health is limited to the very minimum. They explain the scientific terms, and the only time they become technical is when listing the diagnostic tests for type 2 diabetes – glycated hemoglobin (A1C) test. But even then, they still give a simplified description of this, “measurement of average blood sugar levels,” (What Is Type 2 Diabetes? The Ultimate Guide to Preventing, Managing, Treating, and Thriving with the Disease) and provides the ranges. Since Medscape is geared towards healthcare providers, most of the content is jargon. Examples of the differences between the two are easily noticeable in the symptoms – in Everyday Health, one symptom is “frequent urination,” while in Medscape, this is referred to as “polyuria.” Another example of symptom is “extreme thirst” in Everyday Health, while Medscape uses the term “polydipsia.” The two websites also differ in their styles – Everyday Health is informal, while Medscape is formal. Everyday Health uses contractions like don’t and it’s and uses second person (you). Medscape does not use contractions and does not address directly; instead, it refers to “patients.” Medscape organizes the topics on the left side, so that people can click on the link of the subject they are interested in. Everyday Health does not have the subjects organized in this way; instead, the subjects are part of one big article, with the subjects in bold headings. The average sentence in Everyday Health is between 15-20 words, while it is between 25-30 words for Medscape. While the number of words in each paragraph depends on the category it is addressing, in general, Everyday Health averages about 40-50 words, while Medscape averages about 60-75 words. While both elaborate on specific topics, Everyday Health seeks to simplify the information for its non-technical audience, but Medscape uses more jargon to appeal to its technical/professional audience(s). Both websites have advertising, but they differ. An example of an advertisement in Everyday Health is a discount on prescription drugs, which makes sense, because the intended audience is someone who has diabetes, who may have a need for help with the cost of medication. An example of an advertisement in Medscape is the Medscape application for smartphones, which makes sense, because this app would appeal to Commented [DP3]: Explains how the non-technical website seeks a personal connection with the reader by sympathizing with them and reassuring them. While Medscape just sticks to the facts that are important to its professional audience(s). Commented [DP4]: Offers specific examples (support) from the website to support her claims. Commented [DP5]: Offers more support for her claims. Commented [DP6]: Ties the “styles” of the two websites back to their audiences. Commented [DP7]: Explains what the advertising on each site tells us about the audience. doctors and nurses who are always on the go. The app would be very convenient to have at their fingertips at all times. Another difference between the websites is the use of illustrations and images. Everyday Health does not have any tables or graphs; instead, scattered throughout the website are images illustrating different articles, like a picture of candies with the heading “Is Sugar-Free Candy Okay for People with Type 2 Diabetes?” (What Is Type 2 Diabetes? The Ultimate Guide to Preventing, Managing, Treating, and Thriving with the Disease) and pictures of cake and beer with the heading “9 Foods to Avoid When You Have Type 2 Diabetes.” (What Is Type 2 Diabetes? The Ultimate Guide to Preventing, Managing, Treating, and Thriving With the Disease) These types of illustrations work well for people who want to know more about how Diabetes might affect their diets and would most likely lead them to click the links to the articles. Medscape uses illustrations showing the pathophysiology of diabetes and several graphs (examples: race-related and age- related demographics of people with diabetes). (Type 2 Diabetes Mellitus) These illustrations are useful to healthcare providers who want technical information that may help them in their research or study. The Medscape website also puts links to other articles at the bottom and the sides of the page instead of throughout, giving the site a more professional look. These two websites are great resources for Type 2 Diabetes Mellitus. They utilize different styles, different techniques, and have different intended audiences. Everyday Health seeks to inform the non-technical audience, while Medscape seeks to inform the technical audience. Both succeed in their purposes. Commented [DP8]: Ties advertising to audience Commented [DP9]: In this paragraph, she answers the prompt regarding the use of tables and graphs on the websites and explains how each site uses them to appeal to their particular audience(s) References Everyday Health Staff, Medically Reviewed by Kelly Kennedy, RD. What Is Type 2 Diabetes? The Ultimate Guide to Preventing, Managing, Treating, and Thriving With the Disease. Retrieved from Khardori, Romesh, MD, PhD, FACP. Type 2 Diabetes Mellitus. Retrieved from
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From: xxxxx
Subject: Audience Analysis Memo
Heart failure is a progressive condition resulting in injuries to the heart muscles due to high
blood pressure and heart attacks. Eventually, the heart loses its potentials for pumping sufficient
volumes of blood to satisfy the body's needs (HFSA, n.d). Individuals with heart failure can
experience weakened hearts that cannot pump enough blood or still heart that cannot be filled
with adequate blood. Modern era of information avail voluminous information for different
populations. The internet is an outstanding source of information that the general population and
specialists can use to access information related to heart failure. Among the sources are the
websites for the Heart Failure Society of America (HFSA) ( and the American Heart Association (AHS)
( The
AHS is user-friendly and targets the general population, while HFSA contains technical
information and targets health care professionals, especially specialists in heart diseases. The
purpose of this memo is to compare and contrast the AHS and HFSA websites.
HFSA and AHS address the same subject matter of heart failure. They follow a specific scheme
for identifying the disease and its definition and progress to its causes and risk factors. They also
highlight warning signs for heart failure, diagnosis criteria, treatment options and lifestyle
changes. However, they use different approaches to the disease, which defines the respective

target population. The HFSA does not focus on superficial information for the disease but
emphasizes technical aspects. The site outlines the facts related to the disease. Examples are its
prevalence, at the risk population and comorbidity in the introductory part. Such information can
be more impactful to healthcare professionals, particularly in the field of cardiology. In contrast,
the AHS presents information on heart disease in easy-to-understand and straightforward
approaches. For example, the definition of heart failure includes an elementary explanation of
how a normal heart works and how failure affects its mechanism. Many people, even without
advanced education or specialization in healthcare, can understand the i...

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