What readers actually read
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What readers actually read
Per Henning Uppstad
Associate professor (PhD), UiS
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What readers actually read
The impact ofthe reader’sexpericence
The impact ofthe Task
The role ofattention and
motivation
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The reader’s experience
• Readers are different: background knowledge, personal style, speed, preferences
• However, some behaviour can be predicted: behaviour related to expericence in specificdomains
• What expert readers do: – They read with ease and speed– They are able to identify the difficult parts of the text,
reducing speed and re-read if necessary– They make an overview and summarize a text from a
limited set of markers
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Expert readers:
• Are familiar with the texts of a particularprofessional domain.
• ”10 000 hour rule” (Ericsson et al, 1991)
• Evaluation by intuition
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• Such positive markers are: – Well selected and informative graphics
• The reader should never think: what function has thispicture? Where is the point of the graph explained?
– Well organized structure of text, well formulatedtext.
– Highlighted text: Introductions, headings, summaries, key-text.
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reading paths
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The impact of the task
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Different texts –different entry points
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Entry points - newspaper
Holsanova, Rahm & Holmqvist, 2006
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The impact of the task
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Entry points
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The role of attentionand motivation
• ”Attention is limited” - readers don’t read with full concentration all the time. And even if they did– theywould still miss some of your points.
Consequences: Make sure that what attracts attention is important. - highlighted text (key text, headings, introductions, summaries) - Rethorical iteration (say what you are going to say, sayit, say what you have said). Never start or end a paragraph with a weak argument , put it between thegood ones.
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The role of attentionand motivation
• ”Motivation is fragile” Make sure you have presented the main point
before the reader gets bored. Expert readers willjudge at an earlier stage than less experiencedreaders.
Consequences: If a text passage is unclear for yourcolleague– it will be unclear to others, and a source of boredom. Experienced readers areaddicted to the feeling of understanding withrelative ease.
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Radial vs serial information graphics
radial
serial
Holsanova et al, 2008
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Integrated, serial graphics
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• Ericsson, K. A., and J. Smith, eds., 1991, *Toward a General Theory of Expertise: Prospects and Limits*. Cambridge, England: Cambridge University Press.
• Holsanova, J., Holmqvist, K. & Holmberg, N. (2008): Reading information graphics: The Role of Spatial Proximity and Dual Attentional Guidance. Applied Cognitive Psychology (2008).
• Holsanova, J., Rahm, H., & Holmqvist, K. (2006). Entry points and reading paths on the newspaper spread: Comparing semiotic analysis with eye-tracking measurements. Visual Communication, 5, 65–93.