by Geoff Hart
Editing and writing both require an understanding of our audience, because without that knowledge, we can't shape our words to help them easily grasp difficult concepts. To understand our audience, we do what all writers and editors do, whether consciously or unconsciously: We create an image of our audience that guides our choice of words, images, and metaphors. This image is variously known as a "stereotype" (e.g., Schriver 1997) or a "persona" (e.g., Graham 2001). Keeping that image in mind as we work helps us satisfy the reader's needs, but if we're not careful, it can also cause us to waste valuable time collecting information that doesn't really help us communicate.