professional writing communicating meaning. professional writing appendix c: communicating meaning...

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Communicating Communicating MeaningMeaning

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Appendix C: Communicating Meaning

• Communication theory = what happens when we communicate

• Semantics = the way we perceive and process information

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• Communication Process1. Perception2. Interpretation3. Selection4. Encoding5. Transmission6. Decoding7. Feedback

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SemanticsSemantics1.1. PerceptionPerception involves the perceiver as

well as what’s perceived.2.2. InterpretationInterpretation: Observations,

inferences, and judgments are different. --No two things are exactly alike.--Things change significantly with time.--Most either/or classifications are not relevant to real-life situations.

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SemanticsSemantics3. Choice3. Choice: A statement is never the

whole story.4. Encoding and DecodingEncoding and Decoding: Words are

not identical to the things they represent. --Symbols used in communication must stand for the same things in the minds of both sender and receiver.

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Semantics: The Reader’s RoleSemantics: The Reader’s RolePerception: Perception: 1. Recognize everyone’s perceptions will

be somewhat biased. 2. Be aware that different positions cause

us to view reality differently and to make different inferences based on our observations.

3. If a new idea fails to fit with your world view, recognize that your world view, not the idea, may need tweaking.

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Semantics: The Reader’s and Writer’s Semantics: The Reader’s and Writer’s RolesRoles

Observations, Inferences, Judgments Observations, Inferences, Judgments 1. Check to see whether a statement is an

observation, inference, or judgment. 2. Estimate the accuracy of inferences by

comparing your experience with the source and with this type of situation.

3. To persuade others, use quantifiable or concrete examples, not generalized statements.

4. Label your inferences so audiences can distinguish between established fact and inference. “We estimate…”

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Exercises: Observations, Inferences, Judgments

• 1. A chair is in this room. • The Dow Jones Industrial Average closed

above 7000 for the first time in February 1997.

• High stock prices are a sign that the economy is healthy.

• Accounting majors get good jobs. • All the people in this room will be

employed three years from today. • It’s better to be 75% right and 100% on

time than 100% right and a week late. • This statement is a complete sentence.

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Appendix C: Communicating MeaningSemantics: The Reader’s and Writer’s Semantics: The Reader’s and Writer’s

RolesRolesNo Two Things Are Exactly AlikeNo Two Things Are Exactly Alike1. Guard against stereotyping.2. Recognize significant differences as well

as similarities.3. Be sure that any analogies you use in

arguments are accurate at the point of comparison.

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Appendix C: Communicating MeaningSemantics: The Reader’s and Writer’s RolesSemantics: The Reader’s and Writer’s Roles

A Statement Is Never the Whole StoryA Statement Is Never the Whole Story

1. 1. Assuming we know everything about a subject is a fallacy called allness.

Example: In Cause-Related Marketing campaigns, advertisers promise to make a donation to a particular charity for each purchase. When asked what the donation would represent, customers estimated from 4% to 8% of sales prices.

2. Recognize reports you receive may be filtered and you’re almost certainly getting inferences as well as observations.

3. Check correspondence you send out to ensure you provide readers with enough background for them to interpret your message accurately.

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Appendix C: Communicating MeaningSemantics: The Reader’s and Writer’s RolesSemantics: The Reader’s and Writer’s Roles

Words ≠ Objects They RepresentWords ≠ Objects They Represent1. Example: What’s the difference between an economic slump, a slow-down, a recession, and depression?2. Example: Commercials advertising healthcare coverage or healthcare benefits that lead consumers to believe they’re purchasing insurance. 3. Support general statements with specific evidence and examples. 4. Check your own responses to ensure your decisions are based on valid arguments, not labels.

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Making Your Writing Easy to Read

• Half-Truths about Style:– Write the way you talk. – Never use “I.”– Never begin a sentence with

“and” or “but.”– Never end a sentence with a

preposition. – A hefty vocabulary is impressive.

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Before Plain Language

• John Hancock Sovereign Balanced Fund:– The fund utilizes a strategy of

investing in those common stocks which have a record of having increased their shareholder dividend in each of the preceding ten years or more.

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After Plain Language

• John Hancock Sovereign Balanced Fund:– The fund’s stock investments are

exclusively in companies that have increased their dividend payout in each of the last ten years.

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• State Street Research Equity Income Fund:– The net asset value of the fund’s

shares will fluctuate as market conditions change.

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• State Street Research Equity Income Fund:– The fund’s shares will rise and fall

in value.

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• The applicability of the general information and administrative procedures set forth below accordingly will vary depending on the investor and the record-keeping system established for a shareholder’s investment in the Fund. Participants in 401(k) and other plans should first consult with appropriate persons at their employer or refer to the plan materials before following any of the procedures below.

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• If you are investing through a large retirement plan or other special program, follow the instructions in your program materials.

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What features did the “after” versions share?

• Appropriate, familiar words.• Limited technical jargon. • Active verbs.• Verbs carry the weight of the

sentence.• Readers figure in the

sentences.

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Familiar Words

• Formal Simple• Ameliorate improve• Commence begin• Utilize use• Enumerate list• Finalize finish,

complete• Prioritize rank

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Spare the Jargon

• Jargon comes in two varieties:– Specialized terminology in a

technical field: bytes, gigs, ROM, RAM

– Use technical jargon sparingly when addressing general audiences or audiences who lack specialized knowledge of technical terms.

– Businessese includes as per your request, enclosed please find and other totally unnecessary terms.

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Jargon = Trouble• Research conducted by Deloitte suggests

that jargon-filled messages may be a sign of business problems. A review of the last three years of communication from Enron showed an increase in the use of jargon and difficulty of its messages as company performance declined.

• In fact, announcements of the factors that led directly to the Enron collapse were features of company reports as early as 1998 but were embedded in so much jargon and information overload that they went undetected.

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Exercise: Eliminate Jargon

• Eliminate jargon and simplify language in these sentences:

1. Computers can enumerate pages when the appropriate keystroke is implemented.

2. Any alterations must be approved during the 30-day period commencing 60 days prior to the expiration date of the announcement.

3. As per your request, the undersigned has obtained estimates of upgrading our computer system. A copy of the estimated cost is attached hereto.

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Exercise: Eliminate Jargon

4. Please be advised that this writer is in considerable need of a new computer.

5. Enclosed please find the proposed schedule for the training session. In the event that you have alterations which you would like to suggest, forward same to my office at your earliest convenience.

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Put Readers in Sentences

• Use second-person pronouns (you), rather than third-person to enroll readers and provide you-attitude in sentences. – Funds in a participating employee’s account

at the end of each six months will automatically be used to buy more stock unless a “Notice of Election Not to Exercise Purchase Rights” form is received from the employee.

– Once you begin to participate, funds in your account at the end of each six months will automatically be used to buy more stock unless you turn in a Notice of Election Not to Exercise Purchase Rights” form.

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Exercises: Putting Readers in Sentences

1. Mutual funds can be purchased from banks, brokers, financial planners for from the fund itself.

2. I would like to take this opportunity to invite you back to Global Wireless. As a previous customer, we have outstanding new rate plans to offer you and your family. We invite you to review the rate plans on the attached page and choose the one that best fits your needs. All our customers are important to us.

3. Another aspect of the university is campus life, with an assortment of activities and student groups to participate in and lectures and sports events to attend.

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Use Parallel Structure

• When you use pairs or lists of items in sentences, be sure that the items are of the same grammatical type. – We included in the list of office

activities making sales calls, holding meetings, taking inventory, and decisions.

– We included in the list of office activities making sales calls, holding meetings, taking inventory, and making decisions.

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Exercise: Parallel Structure

Revise this sentence to create parallel structure:When you leave a voice-mail message,• summarize your main point in a sentence• the name and phone number should be spelled slowly and distinctly,• the speaker should give enough information that the recipient can act on the message. • tell when you’ll be available to receive the recipient’s return call.

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Businessese• What are the alternatives to the businessese

below?• At your earliest convenience• As per your request• Enclosed please find• Forward same to this office• Hereto, herewith• Please do not hesitate• Pursuant to• Please be advised• Said order• This will acknowledge receipt of your letter• Trusting this is satisfactory, we remain

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