‫‪Lecture 1‬‬

‫‪1-Reader and Audience Analysis‬‬

‫‪The Primary Audience:‬‬

‫اﻟﻤﮭﻤﺔ اﻻوﻟﻰ ھﻰ اﺧﺘﯿﺎر اﻟﺠﻤﮭﻮر اﻻﺳﺎﺳﻰ ‪ .‬ﻓﺎن اﺧﺘﯿﺎر اﻟﺠﻤﮭﻮر اﻻﺳﺎﺳﻰ ﯾﻜﻮن ﻣﻦ‬
‫ﺧﻼل طﺒﯿﻌﺔ اﻟﺘﻘﺮﯾﺮ‪ .‬ﻟﻜﻦ ﺳﯿﻜﻮن ھﻨﺎك ﺷﺨﺺ ھﻮ اﻟﻤﺴﺆول ﻋﻦ اﺗﺨﺎذ اﻟﻘﺮارات اﻟﺘﻰ ﺗﺨﺺ‬
‫ﻣﺸﻜﻠﺘﻚ‪ .‬ﺳﯿﻜﻮن ھﺬا ھﻮ ﻗﺮار ﺗﻤﻮﯾﻞ او ﻋﺪم ﺗﻤﻮﯾﻞ ﻣﺸﺮوع‪ .‬ﻣﻦ ﯾﺘﺨﺬ ھﺬه اﻟﻘﺮارات ھﻮ‬
‫اﻟﺠﻤﮭﻮر اﻷﺳﺎﺳﻲ اﻟﺬي ﺗﺤﺘﺎج إﻟﻰ ﻣﺨﺎطﺒﺘﮫ ﺗﻘﺮﯾﺮك‪.‬‬
‫‪Secondary Audiences:‬‬
‫ﺳﯿﻜﻮن ھﻨﺎك اﻟﻌﺪﯾﺪ ﻣﻦ اﻟﺠﻤﺎھﯿﺮ اﻟﺜﺎﻧﻮﯾﺔ ﺳﯿﻜﻮن ﻣﺸﺮﻓﻚ اﻟﻤﺒﺎﺷﺮ ﻣﻨﮭﻢ ﻻﻧﮫ ﯾﺠﺐ ان ﯾﻮاﻓﻖ‬
‫ﻋﻠﻰ ﺗﻘﺮﯾﺮك ﻗﺒﻞ ان ﯾﻤﺮره اﻟﻰ اﻻﺧﺮﯾﻦ اﻟﺬﯾﻦ ﯾﺘﺨﺬون اﻟﻘﺮارات اﻟﻨﮭﺎﺋﯿﺔ‪ .‬ﺗﺘﻤﺜﻞ اﯾﻀﺎ اﻣﺜﻠﺔ‬
‫ﻣﻦ اﻟﺠﻤﺎھﯿﺮ اﻟﺜﺎﻧﻮﯾﺔ ﻣﺜﻞ ﺗﻨﻈﯿﻤﻲ اﻟﻮﻛﺎﻻت ‪ ،‬ووﻛﺎﻻت اﻟﺘﻤﻮﯾﻞ ‪ ،‬وزﻣﻼء اﻟﻌﻤﻞ ﻓﻲ أﺟﺰاء‬
‫أﺧﺮى ﻣﻦ ﻣﺆﺳﺴﺘﻜﻮ‪ ،‬ورﺑﻤﺎ ﻣﺠﻤﻮﻋﺎت اﻟﻤﻮاطﻨﯿﻦ اﻟﻤﮭﺘﻤﯿﻦ ﺑﺎﻟﻨﺘﺎﺋﺞ ﻣﻦ ﺣﻠﻮل ﻣﺸﻜﻠﺘﻚ‬
‫اﻟﻔﻨﯿﺔ‪ .‬ﯾﻮﺟﺪ اﯾﻀﺎ اﻟﻌﺪﯾﺪ ﻣﻦ اﻟﺠﻤﺎھﯿﺮ اﻟﻐﯿﺮ ﻣﻌﺮوﻓﯿﻦ ﺗﻤﺎﻣﺎ ﻗﺪ ﯾﺼﺎدﻓﻮن ﺗﻘﺮﯾﺮك ﻓﻰ ﺳﯿﺎق‬
‫ﻋﻤﻠﮭﻢ ‪ .‬ﻻ ﯾﻤﻜﻨﻚ ﺗﺼﻤﯿﻢ اﻟﺘﻘﺮﯾﺮ ﻟﮭﻢ ﺑﻞ ﻟﻠﺬﯾﻦ ﯾﺘﺨﺬون اﻟﻘﺮارات اﻟﻨﮭﺎﺋﯿﺔ ھﻢ ﻓﻘﻂ ﻻﺧﺬ‬
‫اﻟﻤﻌﻠﻮﻣﺎت اﻟﻤﻔﯿﺪة‪.‬‬
‫?‪What information do they have‬‬
‫ﺳﯿﻜﻮن اﻟﻌﺪﯾﺪ ﻣﻦ اﻟﺠﻤﺎھﯿﺮ ﻟﺪﯾﮭﻢ ﻣﻌﺮﻓﺔ او ﻣﻌﻠﻮﻣﺎت ﺑﺴﯿﻄﺔ ﻟﺬﻟﻚ ﯾﺠﺐ ﻋﻠﯿﻚ ان ﺗﺠﻌﻠﮭﻢ‬
‫ﯾﻔﮭﻤﻮن ﺗﻘﺮﯾﺮك ‪ .‬و ھﺬا ﻣﻦ اھﻢ ﻣﮭﺎﻣﻚ ھﻮ ﺗﻘﺪﯾﻢ اﻟﻤﻌﻠﻮﻣﺎت اﻟﻤﻔﻘﻮدة ﻟﻠﻘﺮاء ﺣﺘﻰ ﯾﺘﻤﻜﻨﻮا ﻣﻦ‬
‫ﻓﮭﻢ رﺳﺎﻟﺘﻚ‪ .‬ﺣﺘﻰ ﻻ ﺗﺘﻠﻘﻰ اﻻھﺎﻧﺔ ﻣﻦ اﻟﻘﺮاء ﯾﺠﺐ ﻋﻠﯿﻚ اﻟﺘﺨﻤﯿﻦ و اﻟﺘﻔﻜﯿﺮ اﻟﺠﯿﺪ ﺣﺘﻲ ﯾﺘﻤﻜﻦ‬
‫اﻟﺠﻤﯿﻊ ﻣﻦ ﻓﮭﻢ رﺳﺎﻟﺘﻚ ﻓﻤﻦ اﻻﻓﻀﻞ ان ﺗﺰﯾﺪ ﻣﻦ اﻟﻤﻌﻠﻮﻣﺎت و اﻟﻤﻌﺮﻓﺔ و ان ﺗﻜﻮن رﺳﺎﻟﺘﻚ‬
‫ﻓﻰ ﻧﻄﺎق واﺳﻊ ﻣﻦ اﻟﻤﻌﻠﻮﻣﺎت و اﻟﻤﻌﺮﻓﺔ‪.‬‬
‫?‪What will they do with your report‬‬
‫ﯾﺴﺘﺨﺪم ﻛﻞ ﻓﺮد ﺗﻘﺮﯾﺮك ﺑﻄﺮﯾﻘﺔ ﻣﺨﺘﻠﻔﺔ ﻣﺜﻼ ﻣﻠﻒ ﯾﺤﺘﺎﺟﮫ اﻟﻤﺪﯾﺮ اﻟﻤﺎﻟﻰ اﻟﻰ ارﻗﺎم اﻟﻤﯿﺰاﻧﯿﺔ‬
‫ﺣﺘﻰ ﯾﺘﻤﻜﻦ ﻣﻦ اﻗﻨﺎع اﻋﻀﺎء اﻟﻤﻨﻈﻤﺔ اﻣﺎ ﻋﻦ ﻋﻀﻮ ﻣﺠﻠﺲ اﻟﻤﺪﯾﻨﺔ ﺳﯿﺒﺤﺚ ﻋﻦ اﻟﺘﺄﺷﯿﺮات‬
‫اﻟﺴﯿﺎﺳﯿﺔ ﻓﻰ ﺗﻘﺮﯾﺮك وﯾُﺘﻮﻗﻊ ﻣﻦ ﻣﺮاﺟﻊ اﻟﻮﻛﺎﻟﺔ اﻟﺘﻨﻈﯿﻤﯿﺔ أن ﯾﺒﺤﺚ ﻋﻦ اﻻﻣﺘﺜﺎل ﻟﻠﻘﻮاﻋﺪ‬
‫اﻟﺤﺎﻟﯿﺔ‪ .‬ﻟﺬﻟﻚ اﺳﺎل ﻧﻔﺴﻚ ﻛﯿﻒ ﯾﻤﻜﻦ اﺳﺘﺨﺪام ﺗﻘﺮﯾﺮك و ﯾﺠﺐ ﺗﻮﻗﻊ ﺟﻤﯿﻊ اﻻﻋﺘﺮاﺿﺎت و‬
‫اﻟﺘﻔﻜﯿﺮ ﻓﻰ اﺟﻮﺑﺔ ﺣﺘﻰ ﻻ ﯾُﺴﺘﺨﺪم ﺿﺪك‪.‬‬
‫?‪What are their pre judies‬‬
‫ﻻ اﺣﺪ ﯾﺤﺐ اﻟﺤﻠﻮل اﻟﻤﻌﻘﺪة اﻟﺠﻤﯿﻊ ﯾﺤﺐ اﻟﺤﻠﻮل اﻻﺑﺴﻂ ﻓﻠﺬﻟﻚ ﺗﻌﺮض اﻟﺘﻘﺮﯾﺮ ﻟﻠﻤﺪﯾﺮ ﺣﺘﻰ‬
‫ﯾﻨﺼﺤﻚ ﺣﺘﻰ ﯾﺘﻢ ﻗﺒﻮل ﺗﻘﺮﯾﺮك و ﻧﻠﺠﺎ ﻟﻠﺤﻠﻮل اﻟﻤﻌﻘﺪة ﺣﯿﻦ ﻋﺪم وﺟﻮد ﺣﻠﻮل ﺑﺴﯿﻄﺔ و ﯾﺠﺐ‬
‫ﺗﻮاﻓﺮ ﺷﺮح ﻟﻤﺎذا ﻻ ﯾﺠﺐ ﺣﻠﻮل اﺑﺴﻂ‪.‬‬
‫?‪What are their functions and concerns‬‬
‫ﯾﺠﺐ ﻣﺮاﻋﺎة ﻣﺨﺎوف ﺟﻤﯿﻊ اﻟﺠﻤﮭﻮرﻣﺜﻞ ﻣﺪﯾﺮي اﻹﻧﺘﺎج وﻣﺪﯾﺮي اﻟﻤﺎﻟﯿﺔ واﻟﺘﻨﻈﯿﻤﯿﯿﻦ‬
‫اﻟﻤﺘﺨﺼﺼﯿﻦ ‪ ،‬إﻟﺦ‪ .‬ﻻﻧﮭﻢ ﺟﻤﯿﻌﺎ ﻣﻦ ﺣﻠﻘﺔ ﺻﻨﺎع اﻟﻘﺮار‪ .‬ﻓﺎذا ﺗﻢ ﺗﺠﺎھﻞ اﻟﻘﻠﻖ ﻓﮭﺬا ﯾﻤﻜﻦ ان‬
‫ﯾﺴﺒﺐ رﻓﺾ ﺗﻘﺮﯾﺮك‪ .‬ﻓﯿﺠﺐ ﻣﺮاﻋﺎة اﻟﺠﻤﯿﻊ ﺣﺘﻰ ﯾﺘﻢ ﺗﻨﻔﯿﺬ اﻟﺘﻘﺮﯾﺮ‪.‬‬
‫?‪How will your report affect them‬‬
‫ﯾﺠﺐ اﻟﺘﻔﻜﯿﺮ و اﻟﺴﺆال ﻣﻦ ﺳﯿﻘﺎوﻣﮭﺎ؟ ﻟﺬﻟﻚ ﯾﺠﺐ ﻋﻠﯿﻚ ان ﺗﻜﻮن ﻣﺴﺘﻌﺪ ﻟﻠﻌﺮض و اﻟﺮد ﻋﻠﻰ‬
‫ﻛﻞ ﻣﻦ ﺳﯿﻘﺎوم و ﺗﻜﻮن ﻣﺘﺎﻛﺪ ﻣﻦ ان ﯾﺠﺐ اﻟﺘﻐﯿﺮ و ان ﺗﻘﺮﯾﺮك ﻣﮭﻢ ‪ .‬ﻻﻧﮫ ﯾﻮﺟﺪ اﻟﻜﺜﯿﺮ ﻣﻦ‬
‫اﻟﺠﻤﮭﻮر اﻟﺬى ﻻ ﯾﺮﯾﺪ اﻟﺘﻐﯿﺮ ﻻﺳﺒﺎب ﻣﮭﻨﯿﺔ ﻟﺬﻟﻚ ﯾﺠﺐ ﻣﺮاﻋﺎة ﻛﻞ ﻣﻦ ﺳﯿﻘﺎوم ﺣﺘﻰ ﯾﻘﻮم‬
‫اﻟﺠﻤﯿﻊ ﺑﺎﻟﻤﻮاﻓﻘﺔ‪.‬‬
‫‪Time and money‬‬
‫اﻟﻮﻗﺖ و اﻟﻤﺎل ھﻤﺎ اھﻢ ﺳﺆاﻟﯿﻦ ﯾﮭﺘﻢ ﺑﮭﻢ اﻟﺠﻤﮭﻮر ﻓﻠﺬﻟﻚ ﯾﺠﺐ ان ﺗﻘﺮﯾﺮك ﯾﺸﻤﻞ رد‬
‫ﻋﻠﻰ ھﺬﯾﯿﻦ اﻟﺴﺆاﻟﯿﻦ ﺣﺘﻰ ﯾﺘﻢ ﻗﺒﻮﻟﮫ‪.‬‬