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Writing for the Web follows many of the same guidelines set forth when writing for a print publication. However, when writing for the Web an author must consider the audience and adjust his/her style to reflect the desires of the audience. Web writing is entering a new frontier with the introduction of “blogging,” yet still faces the challenges of copyright issues and libel.
[edit] History
According to “The Cyberspace Handbook,” “Professional writing in cyberspace virtually did not exist before the 1990s” (Whittaker 2004). Although the Internet had long been used for newsgroups, e-mail and bulletin boards, it was not until the World Wide Web was introduced to the public on Aug. 6, 1991 that professional writing began to flourish. The debut of the service introduced a visual appeal that led many to believe it could be used as a viable way to communicate to mass audiences (Whittaker 2004). However, since the inception of the Web, online writing has become a topic that has battled stereotypes of a decline in journalistic standards. Many journalists feel that Web journalists use their work primarily as a source of income rather than, “professional pride for job satisfaction” (Whittaker 2004). In addition, the anonymity and usability of the Internet now allows anyone to write online whether it is hard news or opinion. Blogs have become a widely used vehicle for online writing and are further changing the landscape of how writers use the Web (Whittaker 2004). Web writing now allows anyone with Internet access to become a published author regardless of any formal training.
[edit] News writing v. Web writing
[edit] The Inverted Pyramid
In professional writing, both traditional news writing as well as Web writing make use of the inverted pyramid. The inverted pyramid proposes that the most important information should be presented at the top of the story. In addition, the inverted pyramid requires writers to answer the who, what, where, when, how and why early in the story; preferably within the first few lines (Filak, Quinn 2005). The idea is practiced to allow readers to grasp the most important information first as it has been shown readers do not always read the entire story.
[edit] Shovelware
The earliest efforts of Web writing were often a result of “shovelware.” Shovelware is known as pasting a story to the Web that has already been produced in print. This practice allows the journalist to adapt a story to the Web easy and inexpensively (Filak, Quinn 2005).
[edit] Breakout Formats
One of the main differences between traditional news writing and Web writing is the use of “breakout” formats (Filak, Quinn 2005). Due to the fact that Web users are very specific in seeking out Web stories and often only scan the article, breakout formats enable a journalist to grab an online reader more effectively. The use of headlines, subheadings and breaks in the story allow readers to follow the story more easily. In addition, these formats cut out unnecessary words and provide readers with the essential details only (Filak, Quinn 2005).
[edit] Audience Behavior
[edit] What They Read
When writing for the Web, a journalist must consider the audience they intend to reach. Readers of online content behave much differently from readers of traditional print media. Researchers with the Stanford Poynter Project worked with 67 subjects to track their eye movements and understand what readers look at and how they look at it. The study found that 47 percent of the subjects began their news search with views of their local newspaper. Overall, 48 percent of the subjects studied read their local news. National news was also a focus of the subjects during the study. Overall, 67 percent of subjects spent time reading Web sites that featured national news. In more specific terms, 80 percent of subjects read crime and disaster news coverage. Sports articles were also one of the most highly read news items with 70 percent of subjects reading the material. Finally, nearly all of the subjects studied spent some time reading opinion articles (Lewenstein 2000). Knowing what the audience is looking for enables a journalist to target their writing to best entice the audience.
[edit] How They Read
The same study also tracked the manner in which Web readers seek out information. The good news for journalists is that on average, readers eyes’ went over more than 75 percent of the length of the entire story, meaning that readers are spending time with the articles. In addition, a reader’s eyes are first attracted to the text presented on the page, not images. According to the study, this means that, “the provider’s first chance to engage the reader is through text.” Finally, readers were shown to spend approximately 30 minutes reading online news each day (Lewenstein 2000).
[edit] Headlines
Although a copy editor is often in charge of crafting the headline, reporters and untrained journalists alike should be careful when selecting a headline. No matter if the story is put out by an official news source, company or hobby writer, the headline should follow the rule of, “less is more” (Filak, Quinn 2005). The headline should not only grab attention, but must clearly state to readers what the story contains. Capturing what is new and what is interesting in the headline is a good formula to use. In addition, a headline for the Web is often shorter than the headline would be for the same story in traditional print (Filak, Quinn 2005).
A lead consists of the first few sentences of the story that reveal the most important facts. A lead for the Web is more direct than a lead for a print story and should set the tone for the piece. Just like the headline, the lead should contain what is new and what is interesting together. If a lead is not direct and to the point, the writer will often lose readers (Filak, Quinn 2005). After revealing the most important facts in the lead, a quote is often added to make the story more interesting. A quote generally appears in the second or third paragraph of the story and supports the facts stated directly beforehand (Filak, Quinn 2005). A quote gives the story a more personal feel and engages the reader into the lead.
[edit] Nut Graph
“The ‘nut graph’ is a paragraph high up in the story, usually the fourth or fifth paragraph, that explains why the story is important” (Filak, Quinn 2005). This section tells the reader why they should care about the story. The nut graph can also be used to summarize a story that has been in the news frequently. It can bring a reader up to date with where the story is now headed (Filak, Quinn). If used properly, the nut graph will make the reader care and urge them to read on to the body.
By the time a reader reaches the body, they should have already obtained all the necessary facts. The body can include more details to add to the story’s beginning and fully explain the situation. Again, using the inverted pyramid style, the story should filter down from the most important facts at the beginning to the least important facts at the end. Web writing should not contain information that is not pertinent to the story, or “filler” information. Quotes can be added as long as they add to the story’s explanation (Filak, Quinn 2005).
[edit] Mechanics
Writing for the Web should always be direct and to the point because Web readers are so picky and move on so quickly. Therefore, using an active voice is a more effective way of reaching the reader. The active voice structures the sentence with the subject taking the action. On the other hand, the passive voice structures the sentence with the subject being acted upon. An active voice always lets the reader know who exactly is doing what and makes the story more clear (Kilian 1999). Using simple sentences makes it easier for the reader to understand the information. If a reader has to pause to breathe while reading the sentence, it is too long. The reader may lose interest or be lost in confusion. Although short and simple sentences are better, it is important not to “dumb down” the writing. Varying sentence patterns will keep the writing intelligent and interesting (Killian 1999). The proper diction is a must for writing for the Web. “Diction refers to the manner of expressing ideas using words” (Killian 1999). Using the proper diction will add clarity to the story. On the opposite hand, some words can confuse the audience if the writer uses them for the wrong purpose. Finally, it is essential to avoid common errors in grammar and usage. These common errors can harm the reputation of the writer and further confuse the reader. Some of the most common errors are sentence fragments, subject-verb disagreements, incorrect pronouns and the misuse of adjectives for adverbs (Killian 1999).
[edit] Hazards
Although it is imperative that online writing maintains a short and succinct format, there are hazards to avoid in pursuing this format. If the writing is too fragmented, a reader will feel “overwhelmed and frustrated by too many choices” (Horton, 2000). The writing will also seem less coherent if there are too many fragments in the story. Redundancy is also a hazard of writing for the Web. Again, online readers are specific and methodical in their reading and will quickly move on from a redundant article (Horton, 2000). Finally, although the use of links may engage the reader and encourage interactivity, excessive linkage can be detrimental to the story. Instead, a story should contain a well-written subject that provides background and links to support this subject. The links should not be necessary to understand the subject (Horton, 2000).
Blogs, or “web logs” are changing the face of online writing. No longer must an individual be trained in journalism or creative writing to become a published author. There are several characteristics of blogs. First, they tend to be personal and contain very specific points of view. The objectivity that journalism strives for is often abandoned with blogs. Second, blogs usually consist of short passages that are posted without much thought or research. Finally, blogs are interactive and allow others to comment on the statements or carry on a discussion (Filak, Quinn 2005). Blogs pose a threat to the credibility of online writing as they often do not follow any specific format and can serve as an open forum for anyone with Internet access.
[edit] Regulation/Ethics
The Internet has experienced significant growth since its inception and now reaches various countries around the globe. Following this growth has been many problems, concerns and dilemmas for online content. There have been attempts to regulate the Internet and the conduct of those who use it. The Communications Decency Act (CDA) was an attempt by Congress to regulate online content and its level of decency. Writing for the Web takes center stage as much debate about regulation and ethics on the Internet revolve around copyright infringement, libel and obscenity (Whittaker 2002).
[edit] Copyright Issues
The Internet has made it simple to access the data, including online text, of others around the world. After accessing, it is then possible for a person to copy the data and transmit it to others, possibly even passing the work off as one’s own. The 1998 Digital Millennium Copyright Act in the United States helped to clarify the subject of intellectual property. Intellectual property refers to the legal ownership of intellectual creations, including writing (Whittaker 2002). Copyrighted material is prohibited from being placed on various Web sites without permission, but due to the expansive face of the Internet, it often goes unnoticed and unpunished. Copyright laws will most likely become more strict and detailed as the digital age progresses (Whittaker 2002).
Just as in traditional print writing, online writers must be concerned about libel. However, even the common blogger must be aware of libel laws now with their freedom of posting information and opinion on the Web. Libel is the written defamation of the character of an individual (Whittaker 2002). A defense against libel is that of fair comment. Fair comment enables a writer to harshly criticize an individual in the case it is an honest opinion. In addition, text is not considered libelous if it is made of true statements and facts. When writing it is imperative to acknowledge that opinion is much different from a fact. If there is any inclination a writer’s work was motivated by malice, the best decision is not to publish the article (Whittaker 2002).
[edit] See Also
[1] Inverted Pyramid [2] News Style [3] Publishing [4] Defamation [5] Blog
[edit] External Links
[6] Legal Guide for Bloggers [7] Basic News Writing [8] Writing/Editing [9] The Poynter Institute [10] Defamation, Libel and Slander Law
[edit] Sources
Filak, Vincent, and Stephen Quinn. 2005. Convergent journalism: an introduction. Burlington, MA: Elsevier Inc. Horton, Sarah. 2001. Web teaching guide. Hanover, NH; Darmouth College. On-line. Available from Internet http://www.dartmouth.edu/~webteach/articles/text.html accessed 21 February 2008. Kilian, Crawford. 1999. Writing for the Web. Canada: Self-Counsel Press. Lewenstein, Marion. 2000. Stanford Poynter project. Stanford University. On-line. Available from Internet, http://www.poynterextra.org/et/i.htm accessed 22 February 2008. Whittaker, Jason. 2004. The cyberspace handbook. New York: Routledge. Whittaker, Jason. 2002. Web production for writers and journalists. London: Routledge.
Caseyann85 (talk) 03:05, 25 February 2008 (UTC) Articles for creation/2008-02-25
Declined. The proposed article is not suitable for Wikipedia. Thanks for your contribution. Although this is clearly an excellently written and researched piece of academic writing, I don't feel that an encyclopaedia is the right place for it. MSGJ (talk) 11:05, 25 February 2008 (UTC)