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ADDICTED TO MEANING HOW GOOD TECHNICAL COMMUNICATION
IS LIKE BAD MAGIC TRICKS
Kai Weber
@techwriterkai
#tcworld12 - 23 October 2012
PROGRAM
Intro: Who am I and what do I know?
1. What is meaning…
… and why should technical communicators care?
2. How does meaning work in communication…
… and why does it still fail in tech comm?
Semiotics
3. How and why we create meaning…
… and how to create meaningful documentation?
Mental models
WHO AM I AND WHAT DO I KNOW?
WHAT IS MEANING?
Wisdom
Knowledge
Information
Data
Nothing lasts...
Used to be File menu
Open, Save, Print
Office 2007
WHAT IS MEANING?
Wisdom
Knowledge
Information
Data
Nothing lasts...
Used to be File menu
Open, Save, Print
Office 2007
ME
AN
ING
WHAT IS MEANING?
Can be in information, more valuable in knowledge
Allows us to “connect the dots”
Answers “why should I care?” and “what do I do?”
Turns information into relevant & applicable knowledge
WHY SHOULD TECHNICAL COMMUNICATORS CARE?
It’s what we do:
Turn information into relevant & applicable knowledge
Proof in tech comm principles & methods:
Know your audience!
… so documentation is relevant to reader
Task-oriented documentation
…so documentation is applicable in situation
HOW MEANING WORKS IN COMMUNICATION
Shannon & Weaver (1949) – process theory
Omits meaning!
HOW MEANING WORKS IN COMMUNICATION
Communication:
Production and exchange of meanings…
… by people interacting with messages…
… in cultural contexts.
Fiske (1990) – semiotics
HOW MEANING WORKS IN COMMUNICATION
Message: “Signs”
Conventions: “Codes”
Sender Receiver
Media: “Channels”
Culture: “Context”
Fiske (1990) – semiotics
HOW MEANING WORKS IN COMMUNICATION
Semiotics
diagnoses problems
Tech Comm
offers solutions
Message: “Signs” Represent “stuff”
arbitrarily
Definitions clarify with
images and glossaries
Conventions: “Codes” Include or exclude
social or ethnic groups
Language standards
ensure accessibility
Media: “Channels” Allow or restrict
feedback
Social media invite
collaboration
WHY DOES MEANING FAIL IN TECH COMM?
Aren’t message, conventions, and media clear?
von Foerster (1949ff.) – radical constructivism
There is no meaning
but the one created by the reader.
> TC: Sometimes “meaningless”
Each individual situation is
a new beginning, another page one.
> TC: FAQs rarely work
HOW WE CREATE MEANING
We combine our current situation…
… with past experience…
… by matching mental models.
Semi-consciously selected, incomplete images
What (we think) we understand of the world
Shape how we face the world
What (we think) our options are
How we try to solve problems
How confident we are in what we do
HOW WE CREATE MEANING
HOW WE CREATE MEANING
HOW WE CREATE MEANING
Ima
ge
cre
dit: jw
arl
ett
a
HOW WE CREATE MEANING
HOW WE CREATE MEANING
Mental models
Flexible and adaptable, within limits
Support meaningful knowledge
How we approach a task
How we react to a problem
How we look for help
Inert, uncontrollable
HOW WE CREATE MEANING
Mental models
Flexible and adaptable, within limits
Support meaningful knowledge
How we approach a task
How we react to a problem
How we look for help
Inert, uncontrollable
In tech comm:
Designer vs. user
Norman (1988)
WHY WE CREATE MEANING
We are addicted to meaning!
Conspiracy theories
Pop lyrics, “mondegreens”
Logos
Janoff (1977)
Image credit: Marcin Wichary
WHY WE CREATE MEANING
We are addicted to meaning!
Because we want to understand and do stuff:
What does this mean? How does this work?
Because we seek order:
How does this hang together? How to connect the dots?
WHAT IS MEANINGFUL USER ASSISTANCE?
1. Relevant to user, applicable to stituation
2. Or a way ahead, a workaround
3. Or an explanation
4. Or understanding and sympathy
HOW TO CREATE MEANINGFUL USER ASSISTANCE
1. Understand how we create meaning
2. Adjust to mental models of users
Observe user behaviour
Offer several paths: Tasks and roles/personas
Serve inertia
3. Apply minimalism
Assist users in connecting the dots
Focus on process and outcome, not product
Encourage skills and experimentation
FURTHER READING AND SOURCES
1. DIKW Pyramid
2. Shannon & Weaver’s process theory (1949)
3. Fiske on semiotics (1990) (chapters 3 & 4)
4. von Foerster on radical constructivism (interviews in German)
5. Mental models
in user interfaces
Norman: The Design of Everyday Things (1988)
6. Mondegreens in pop lyrics
7. Creating meaning in Phil Collins’s “In the Air Tonight”
8. Janoff, designing the Apple logo (1977)
9. Carroll on minimalism (1998), (esp. chapter 2)
THANK YOU! KEEP IN TOUCH!
kaiweber.wordpress.com
@techwriterkai