Who is my audience, and how
do they view my issue?
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Who
are my readers? How do I define them in
terms of age, economic and social class, gender, race, educational level, and
so forth?
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What
typical attitudes or stances toward my topic do they have?
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What
in their background or daily experiences helps to explain their point of view?
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What
are they likely to know about my issue?
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How
might they be uninformed or misinformed about it?
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How
would they like to see the problem, question, or issue resolved, answered, or
handled? Why? That is, what personal stake do they have in this issue?
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In
what larger framework—religious, ethical, political, economic—do they place my
issue? That is, what general beliefs
and values are involved?
What are our differences?
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Is
the difference a matter of assumptions?
If so, how can I shake my readers’ confidence in their assumptions and
offer another set of assumptions favorable to my position/argument?
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Is
the difference a matter of principle, the application of general rules to
specific cases? If so, should I dispute
the principle itself and offer a competing one the audience will also
value? O should I show why the
principle should not apply in some specific instance relevant to my case?
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Is
the difference a matter of a hierarchy of values—that is, do we value the same
things, but to different degrees? If
so, how might I restructure my readers’ values?
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Is
the difference a matter of ends or of means?
If of ends, how can I show that my vision of what ought to be is better
or that realizing my ends will also secure the ends my readers value? If a difference of means, how can I show
that my methods are justified and/or effective, more likely to be productive
than others?
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Is
the difference a matter of interpretation?
If so, how can I shake my readers’ confidence in the traditional or
common interpretation of something and show them that my interpretation is
better, that it accounts for the facts more adequately?
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Is
the difference a matter of implications or consequences? If so, how can I convince my readers that
what they fear may happen will not happen, that it will not be as bad as they
think, or that other implications or consequences outweigh any negatives?
What do we have in common?
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Do
we have a shared local identity—as members of the same organization, for
example, or students at the same university?
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Do
we share a more abstract, collective identity—as citizens of the same region or
nation, as worshippers of the same religion, and so forth?
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Do
we share a common cause or ultimate goal, such as promoting the good of the
community, preventing child abuse, or overcoming racial prejudice?
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Is
there a shared experience or human activity—raising children, caring for aging
parents, going to school, helping a friend in distress, struggling to make ends
meet?
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Can
we connect through a well-known event or cultural happening—a popular movie, a
best-selling book, something in the news that would impress or concern both
your readers and yourself?
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Is
there a historical event, person, or document that we both respect?
(Adapted from The Aims
of Argument, Crusius and Channell, 3rd ed.)