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What’s
in
a
name?
The
future
for
plain
language
in
a
converging
communica7on
profession!
Dr Neil James!
Plain English Foundation!
Australia!
!
!
!
2. N
The school reunion
So what do you do now?!
What’s
in
a
name?
Neil
James
plenary
PLAIN
2013
Vancouver
N
©
Plain
English
Founda7on
2013
3. N
The school reunion test
Activity
Field
Practitioner
Checking your health
Medicine
Doctor
Doing a tax return
Accounting
Accountant
Learning new skills
Education
Teacher
Building a house
Construction
Builder
Buying a property
Real estate
Real estate agent
Fixing your pipes
Plumbing
Plumber
Preparing a document
?
?
What’s
in
a
name?
Neil
James
plenary
PLAIN
2013
Vancouver
N
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English
Founda7on
2013
4. N
A problem we share
•
•
•
•
•
•
Plain language!
Editing!
Technical writing!
Information design!
Usability!
Corporate communications!
What’s
in
a
name?
Neil
James
plenary
PLAIN
2013
Vancouver
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English
Founda7on
2013
5. N
What’s in a name?
What’s in a name?!
That which we call a rose!
By any other name!
would smell as sweet.!
!
What’s
in
a
name?
Neil
James
plenary
PLAIN
2013
Vancouver
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Plain
English
Founda7on
2013
6. What’s in a name?!
Topics for the session!
1. A fragmented profession!
2. Reuniting communication!
3. The pressure to converge!
4. Implications for the future!
7. N
Why so fragmented?
•
•
•
•
•
•
Plain language!
Editing!
Technical writing!
Information design!
Usability!
Corporate
communications!
What’s
in
a
name?
Neil
James
plenary
PLAIN
2013
Vancouver
N
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Plain
English
Founda7on
2013
8. 5 reasons
N
1. Historical contexts!
2. Fragmented theoretical base!
3. Rapidly changing practice!
4. Commercial pressures!
5. Divided institutional base!
What’s
in
a
name?
Neil
James
plenary
PLAIN
2013
Vancouver
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Founda7on
2013
9. 1. Historical contexts
N
Field
Context
Plain language
Government and legal documents
Technical writing
Engineering and technical
documents
Information design
Graphic and product design
Editing
Books, newspapers and magazines
Corporate
communications
Public relations and marketing
Usability
Human factors engineering
What’s
in
a
name?
Neil
James
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PLAIN
2013
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2013
10. 2. FragmentedN
theory
A
survey of 7 communications texts:!
• 249 ‘theories’ of communication!
• 80 per cent (195) appeared in only
one book.!
• Only 7 per cent (18) were included
in more than 3 books.!
!
Source: J A Anderson, Communication theory: !
Epistemological foundations. New York, Guilford Press, 1996.!
!
What’s
in
a
name?
Neil
James
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2013
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11. 3. We evolved N
rapidly
Period
Key developments in technical writing
Pre-1900
Morrill
Acts
1862
liKed
educa7on
of
engineers
Colleges
faced
literacy
gaps
in
engineering
students
Early 20th
century
Chandler
Earle’s
1911
defini7on
of
‘wri7ng
abili7es’
1920s
Sada
Harbager
English
for
Engineers
1940s-1960s
World
War
ll
boosted
demand
for
technological
skills,
along
with
long
tail
economic
boom
First
technical
wri7ng
socie7es
and
textbooks
1970s-1980s
First
major
technical
wri7ng
journals
Growth
in
academic
programs,
distant
from
industry
1990s-2000s
Impact
of
the
personal
computer,
DTP,
word
processing,
usability
and
content
management
What’s
in
a
name?
Neil
James
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2013
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2013
12. 3. We evolved N
rapidly
Period
Key developments in plain language
1940s-1960s
Ernest
Gowers
(UK)
and
Rudolph
Flesch
(USA)
Focus
on
expression
elements
Applica7on
in
government
and
media
1970s-1980s
Rise
of
consumer
movement
and
Plain
English
Campaign.
Mar7n
Cu`s
Guide
and
Clarity
Addi7on
of
structure
and
document
design
1990spresent
Influence
in
law,
finance
and
insurance
Growing
use
of
tes7ng
and
design
Expansion
of
applica7on
Center
for
Plain
Language
and
US
Plain
Wri7ng
Act
PLAIN
and
IPLWG
What’s
in
a
name?
Neil
James
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2013
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2013
13. 4. CommercialN
pressures
‘Is plain language enough?!
Many organizations are realizing that in fact more
is needed. To achieve the goals of plain language
- clarity and good comprehension - documents
must go beyond the use of simplified vocabulary
and sentence structure. …!
Good content design enables readers to quickly
and easily find and digest the information they
need. This expanded definition is often referred
to as clear and effective communications. …!
!
What’s
in
a
name?
Neil
James
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14. 5. Institutional N
silos
• PLAIN and Clarity!
• STC, Tekom and IEEE!
• International Institute for
Information Design!
• Societ(ies) of Editors!
• International Association
Business Communicators !
• Usability Professionals
Association!
What’s
in
a
name?
Neil
James
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15. N
Parallel evolution
What’s
in
a
name?
Neil
James
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2013
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Founda7on
2013
16. What’s in a name?!
Topics for the session!
1. A fragmented profession!
2. Reuniting communication!
3. The pressure to converge!
4. Implications for the future!
17. N
One discipline?
!
‘We really are all about the user
experience. My definition of
usability is identical to my
definition of Plain Language, my
definition of reader-focused
writing, my definition of
document design … !
We’re here to make the product
work for people.’!
Ginny Redish!
What’s
in
a
name?
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James
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18. Can we unite?
N
1. A common heritage!
2. Overlapping definitions!
3. Differences of degree!
4. The push to professionalise!
!
What’s
in
a
name?
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James
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19. N
1. A common heritage?
Rhetorical—communication as practical discourse.!
Semiotic—communication as mediation by signs.!
Phenomenological—communication as experience of
otherness.!
Cybernetic—communication as information
processing.!
Sociopsychological—communication as expression,
interaction and influence.!
Sociocultural—communication as (re)production of
social order.!
Critical—communication as discursive reflection.!
!
Robert T Craig ‘Communication theory as a field’ 1999.!
What’s
in
a
name?
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James
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20. N
The rhetorical tradition
5 canons of rhetoric!
• Inventio—developing content.!
• Dispositio—arranging the text.!
• Elocutio—setting the style.!
• Pronuntiatio—delivering a speech.!
• Memoria—remembering the text.!
!
!
What’s
in
a
name?
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James
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21. N
Rhetorical canons today
Traditional
canon
Traditional application
Current
equivalent
Inventio!
‘Discovery’ of arguments! Content!
Dispositio!
Arrangement of a speech! Structure!
Elocutio!
Setting language level!
Expression!
Pronuntiatio! Delivery of a speech!
Design!
Memoria!
Data storage!
Memorising long
passages of text!
What’s
in
a
name?
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James
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22. 2. OverlappingN
definitions
Plain language!
‘A communication is in plain language if
its wording, structure, and design are so
clear that the intended readers can
easily find what they need, understand
what they find, and use that information.!
Source: International Plain Language Working Group!
!
What’s
in
a
name?
Neil
James
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23. N
Technical writing
‘Technical communication is a broad field and
includes any form of communication that exhibits one
or more of the following characteristics:!
• Communicating about technical or specialized
topics, such as computer applications, medical
procedures, or environmental regulations.!
• Communicating by using technology, such as web
pages, help files, or social media sites.!
• Providing instructions about how to do something,
regardless of how technical the task is or even if
technology is used to create or distribute that
communication.’!
!
Source: www.stc.org/about-stc/the-profession-all-about-technical-communication
What’s
in
a
name?
Neil
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24. N
Information design
‘Information design is the defining,
planning, and shaping of the contents of
a message and the environments in
which it is presented, with the intention
to satisfy the information needs of the
intended recipients.’ "!
Source: www.iiid.net/Information.aspx!
What’s
in
a
name?
Neil
James
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2013
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25. Usability
N
ISO 9241-11!
‘[Usability refers to] the extent to which a
product can be used by specified users
to achieve specified goals with
effectiveness, efficiency and satisfaction
in a specified context of use.’!
Source: www.usabilityprofessionals.org/usability_resources/about_usability/
definitions_of_usability.html!
What’s
in
a
name?
Neil
James
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26. N
Spot the difference
• The subject matter?!
• The writing process?!
• The use of technology?!
• The people we date?!
What’s
in
a
name?
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James
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27. N
3. Degrees of difference
• Contexts we operate in!
• Texts we work with!
• Extent of our intervention!
• Focus of our work!
• Methods we apply!
What’s
in
a
name?
Neil
James
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28. N
A rhetorical spectrum
What’s
in
a
name?
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James
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29. 4. The push to N
professionalise
Our other common headache!
What’s
in
a
name?
Neil
James
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30. N
The options paper
1. A common definition!
2. International standards!
Clarity
!"#$%&'()''''''''''!*+%#$%&',-./*"&012'*3'45%
604%&0146*012' 177*86146*0
9&*#*460:' 92160'2%:12'210:"1:%
3. Training!
4. Research!
E0'4567'677"%
Dr Annetta Cheek
1. Defining plain language
5
Lynda Harris, Susan Kleimann and
Christine Mowat
2. Setting plain language standards
6. Certification!
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!%62'/1#%7
?"%74'%<64*&'3*&'!"#$%&''(@=
A10<&1'B675%&CD1&4607'10<
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33
Carlos Valdovinos
5. Advocating plain language
;<64*&'60'856%3=
/"26%'>2%#%04
26
Dr Karen Schriver and Frances Gordon
4. Grounding plain language in research
5. Advocacy!
16
Helena Englund Hjalmarsson and
Karine Nicolay
3. Training for plain language
40
Sandra Fisher-Martins
6. Certifying plain language
46
Dr Neil James and Eamonn Moran
7. Strengthening plain language institutions
54
Clarity and general news
This issue
Contributing to the journal
Member and other news and events
How to join Clarity
Message from the Presidents
3
32
53
61
62
7. A governing body!
What’s
in
a
name?
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James
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31. N
Testing professional status
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
Full time occupation!
Work based on extensive theoretical framework!
Field with presence in universities!
Requires extensive specific education !
Professional association or institute!
Testing and certification of competence!
Code of ethics or conduct!
Fee paid work for individual clients!
Mobility and autonomy of practitioner !
Institutional experience and ongoing learning!
Recognition of social benefit of occupation!
Regulation and authorisation through statute!
What’s
in
a
name?
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James
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32. Criteria
Edi*ng
Tech.
comms
N
ü
Plain
lang.
Info.
design
Testing professional ü
ü
status
Full
7me
occupa7on
ü
Theore7cal
framework
Usability
ü
Part
Part
Part
Part
Part
ü
ü
Part
Part
Part
Part
Part
Part
Part
Part
Fee-‐paid
work
ü
ü
ü
ü
ü
Mobility
and
autonomy
ü
ü
ü
ü
ü
Part
Part
Part
Part
Part
Professional
associa7on
ü
ü
ü
ü
ü
Tes7ng
and
cer7fica7on
ü
Part
û
û
û
Part
Part
û
û
Part
Regula7on
through
statute
û
û
ü
Part
û
State
recogni7on
of
benefit
û
û
ü
Part
û
University
presence
Extensive
specific
educa7on
Exp.
and
ongoing
learning
Code
of
ethics
What’s
in
a
name?
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James
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33. What’s in a name?!
Topics for the session!
1. A fragmented profession!
2. Reuniting communication!
3. The pressure to converge!
4. Implications for the future!
34. N
What is convergence?
Technological convergence: the tendency for
different technologies to evolve toward performing
similar tasks.!
Digital convergence: the merging of IT,
telecommunications, electronics and
entertainment industries.!
Accounting convergence: the development of
single accounting standards internationally!
!
Logic: the tendency for different transformations of
the same state to end up at the same end state.!
!
What’s
in
a
name?
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35. N
Communication convergence
The tendency for
different
communication
fields over time to
apply a common
range of methods.!
What’s
in
a
name?
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James
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36. The pressures N
converge
to
1. Technology!
2. Information age!
3. State sanction!
4. Self-interest!
What’s
in
a
name?
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37. 1. Technology N
main driver
the
•
Writer!
•
Editor!
•
Typesetter!
•
Designer!
•
Proofreader!
What’s
in
a
name?
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James
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38. N
The disappearing proofreader
Letterpress: attached to printing presses!
Offset lithography: moved to publisher!
Digital printing: merged with editorial!
E-publishing: outsourced or merged!
What’s
in
a
name?
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39. N
2. The information age
What’s
in
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40. N
3. State sanction
The Plain Writing Act!
‘To enhance citizen
access to Government
information and
services by establishing
plain language as the
standard style for
Government documents
issued to the public.’!
What’s
in
a
name?
Neil
James
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41. N
4. Our own interest
1. Resources!
2. Recognition!
3. Impact!
4. Income!
5. Professional status!
!
What’s
in
a
name?
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James
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2013
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2013
42. What’s in a name?!
Topics for the session!
1. A fragmented profession!
2. Reuniting communication!
3. The pressure to converge!
4. Implications for the future!
43. N
The plain language future
• Communication will be highly
fluid!
• There will continue to be a
demand for us!
• We need to adapt to new
skills and methods!
• Opportunities will emerge
across fields!
• There will be increasing
reason to converge!
!What’s
in
a
name?
Neil
James
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44. N
Step 1: start some dialogue
• Within each field!
• Between fields!
!
What’s
in
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45. N
Step 2: do some research
• What do we each do?!
• Where do we work?!
• What texts do we work on?!
• What skills do we have?!
• What do we earn?!
• What are we called?!
What’s
in
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James
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46. N
Step 3: put pieces together
• Draw from research!
• Formalise the dialogue!
• Look at institutional
options!
• Consider federation or
mergers!
• Move cautiously!
!
What’s
in
a
name?
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James
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47. N
Step 4: engage stakeholders
Academy!
• Unify research and theory!
• Negotiate a home!
Industry!
• Research job requirements!
• Map future benefits!
Government!
!
• Inform and seek support!
What’s
in
a
name?
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48. N
Step 5: pick a name
• Plain language !
• Clear communication!
• Technical writing!
• Information design!
• Editing!
• Usability!
• Professional communication!
What’s
in
a
name?
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James
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49. N
My crystal ball
• Plain language !
• Clear communication!
• Technical writing!
• Information design!
• Editing!
• Usability!
• Professional communication!
What’s
in
a
name?
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James
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50. N
More at the conference…
E: Neil.James@plainenglishfoundation.com!
T: @drplainenglish!
W: www.plainenglishfoundation.com!
F: www.facebook.com/plainenglishfoundation!
nt to display
ise what is consistent
conveyed via your
ologies.
s demonstrate the
business.
suasively can make all the
in government or law,
hances are that writing takes
place, even the best ideas can
x to write more effective
mos. Whether you need help
ext, selecting the right tone
the practical tools to achieve
for professionals at all
nd effective.
hich bewilders and baffles
rave clarity and brevity.
t they want.’
Neil James
riting workshops with
orkplace examples to show
in practice.
Writing at Work
ting is a key
nal success
$30
at
conference
www.allenandunwin.com
$20 at conference
www.scribepublications.com.au!
WRITING & EDITING
What’s
in
a
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Neil
James
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2013
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51. N
Copyright notice
This presentation is the property of Neil
James, the Plain English Foundation, and
other respective owners, and is protected
by copyright, trademark and other
intellectual property laws. It can only be
viewed and downloaded for personal and
non-commercial use. Material must not be
reproduced in any form, or used for any
purpose other than for individual
reference, unless the owners give
permission to do so in writing. !
What’s
in
a
name?
Neil
James
plenary
PLAIN
2013
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N
©
Plain
English
Founda7on
2013