Tactics for Building Images of Audience in Organizational Contexts: An Ethnographic

Discourse theories frequently emphasize the importance of understanding audience but seldom delve into how writers form conceptions of their audiences, especially in organi-zations. This study examines computer documentation writers ’ tactics for conceiving of their audiences. Based on two ethnographic case studies and insights from activity the-ory, the author describes and evaluates technical communicators ’ tactics for understand-ing audiences, constrained and supported by their organizations. She discusses the advantages and limitations of each tactic, looking at how each tactic might answer ques-tions about audience. This research should be useful to technical communication educa-tors as they expand students ’ options for audience research in nonacademic settings. In addition, the findings of this study can enhance theories about the ways writers create images of their audiences