6e. Viewing your audience as a panel of jurors
MAKING THE MOST OF YOUR HANDBOOK
You may need to consider a specific audience for your argument.
Analyzing your audience: 1a
Writing in a particular discipline, such as business or psychology: 65
Do not assume that your audience already agrees with you. Instead, envision skeptical readers who, like a panel of jurors, will make up their minds after listening to all sides of the argument. If you are arguing a public policy issue, you may want to aim your paper at readers who represent a variety of positions. In the case of a debate over offshore drilling, for example, imagine a jury that represents those who have a stake in the matter: consumers, policymakers, and environmentalists.
At times, you can deliberately narrow your audience. If you are working within a word limit, for example, you might not have the space in which to address the concerns of all interested parties. Or you might be primarily interested in reaching just a segment of a larger audience, such as consumers. Once you target a specific audience, it’s helpful to think about what kinds of arguments and evidence will appeal to that audience.
note: Your assignment may require a specific audience, or you may be free to target a broader group of readers. Check with your instructor before you make your case.
Academic English
Some cultures value writers who argue with force; other cultures value writers who argue subtly or indirectly. Academic audiences in the United States will expect your writing to be assertive and confident—neither aggressive nor passive. You can create an assertive tone by acknowledging different positions and supporting your ideas with specific evidence.
| too aggressive | Of course only registered organ donors should be eligible for organ transplants. It’s selfish and shortsighted to think otherwise. |
| too passive | I might be wrong, but I think that maybe people should have to register as organ donors if they want to be considered for a transplant. |
| assertive tone | If only registered organ donors are eligible for transplants, more people will register as donors. |
If you are uncertain about the tone of your work, ask for help at your school’s writing center.
hackerhandbooks.com/bedhandbook
- Academic reading and writing > As you write: Appealing to your readers
Using ethical, logical, and emotional appeals as a writer
To construct a convincing argument, you must establish your credibility (ethos) and appeal to your readers’ sense of logic and reason (logos) as well as to their values and beliefs (pathos). When using these appeals, make sure they are appropriate for your audience and your argument.
Ethical appeals (ethos)
To accept your argument, a reader must perceive you as trustworthy and fair, reliable and reasonable. When you acknowledge alternative positions, you build common ground with readers and gain their trust by showing that you are knowledgeable about the arguments relevant to your subject. And when you use sources responsibly, summarizing, paraphrasing, or quoting the views of others respectfully, you inspire readers’ confidence in your judgment.
Logical appeals (logos)
To persuade readers, you need to appeal to their sense of logic and sound reasoning. When you provide sufficient evidence, you offer readers logical support for your argument. And when you clarify the assumptions that underlie your arguments and avoid logical fallacies, you appeal to readers’ desire for reason.
Emotional appeals (pathos)
To establish common ground with readers, you need to appeal to their beliefs and values as well as to their minds. When you offer readers vivid examples and illustrations, startling statistics, or compelling visuals, you engage readers and deepen their interest in your argument. And when you balance emotional appeals with logical appeals, you highlight the human dimension of an issue to show readers why they should care about your argument.