Communication in the digital age

We live in an age of information overload. [1] Research shows that the average social
media user receives about 300 pieces of
content a day—roughly equivalent to the
number of words in a standard novel. With
such a huge amount of content available,
people are likely to spend less time going
through each piece of information. Therefore,
data has to be delivered quickly and
effectively in order to grab people’s attention.
SEVEN WAYS TO COMMUNICATE
MORE EFFECTIVELY
Here are some suggestions on ways we can
engage our audience in our writing and during
presentations:
Use subheadings. They allow you to group your ideas and guide your readers.
Describe your ideas in a simple way. To test whether your description is simple enough, try
explaining it to someone who knows nothing about your topic. But make sure that you keep the
essential parts—avoid dumbing ideas down until they lose their meaning.
Present ideas logically and concisely. Use clear language and avoid technical words.
Include stories. Personal stories can provide a human connection and make your point more
memorable.
Give analogies. They help to make complex ideas meaningful. For example, you could describe
electricity as water flowing through a pipe.
Use quotes. They are often interesting ways to start or end a presentation, and can be a source of
humor.
Use attractive visuals. Visual aids such as photographs, diagrams, and charts can appeal directly to
your audience’s imagination and create a more lasting impact.
GETTING OUR IDEAS ACROSS
Gone are the days when only a select few could share their ideas with a wide audience. Today,
modern technology allows anyone to reach a wide audience. Now that we have this power, it is
even more important that we learn to present our thoughts clearly and effectively in the digital age.
ONLINE STRATEGIES
According to a 2015 study by Microsoft, the average Internet user is estimated to have an attention
span of about eight seconds—even shorter than that of a goldfish! Other research also shows that
one in three users will switch websites if the page doesn’t load within five seconds. So how can
writers keep online readers’ attention and interest? Below are a few things to note for online
communication:
• Highlight your main goal right at the start—grab the viewer’s
attention immediately with a short and clear message.
• Use bullet points to reduce the amount of text and focus attention
on the most important details.
• Ensure that pages load fast. There are many web resources that
can analyze websites and suggest ways to make them faster.
• Avoid cluttering [2] the page—less is definitely more when it
comes to web design.
[1] overload: n. too much of something
[2] clutter: v. to fill something in a messy way

Now Answer the following questions by choosing the correct option:

MAIN IDEAS
1. What is the main purpose of the passage? Underline.
a. to explain how technology helps us communicate
b. to suggest ways to increase people's attention span
c. to discuss how we can get our ideas across effectively

UNDERSTANDING DETAILS

2. The Online Strategies section gives data on our attention spans to show that ________.
a. people have become slower at reading
b. websites need to engage readers very quickly
c. more people prefer to get information online

3. Which of the following is the author likely to agree with?

a. Social media sites are becoming reliable sources of information.
b. Online content writers tend to focus more on text than design.
c. With access to technology, people can now reach out to a very wide audience.

CRITICAL THINKING
Look at the article again. Choose three ideas for effective communication that you think are
important. Explain your choices (use your own words)

Effective Explanation
communication ideas
this will make you feel more drawn to the text
Describe your ideas in a
simple way.
Include history This will show it more credible and more enjoyable

Use attractive visuals. draw attention quickly

VOCABULARY
INSTRUCTIONS
A. Complete the sentences using the correct form of the words in blue from the text:
“ Communication in the digital age”
1. The average human life ________span_________ has increased greatly over the last 100 years.

2. Learning how to write ________concisely_______ is one of the most important skills for a
writer.

3. Don't complicate your essay with too many _________technical__________ terms.

4. The treatment had a(n) _____lasting__________ effect on me—I no longer get backaches.

5. Comparing the human brain to a computer can be a good _________analogy____________ for

describing how the brain works.