I liked the concept behind chapter 11, because what is the point of collecting data and doing research if you can't present it in a way that your target audience will understand it? This may seem a simple concept but I have been to lectures before where the speaker talked over the audience's heads. What do I mean by that? I have seen lecturers give a very technical presentation to a very general audience and the results usually consist of yawning, fidgeting and a lack of attention being paid to the speaker. Is the fault of the audience? No, the speaker set themselves up by not speaking in terms that their audience could comprehend.
Most audiences are there because they must have some interest in your subject (unless they are a captive audience, like a school group or prison inmates) so getting their attention immediately seems to be a key point. The title is what most likely got their attention to start with so it might be good to start with information related directly to the title. From there you can start making your argument or you can clarify your title by giving more information about the subject. This introduction is important since most of your audience will decide from there whether to continue or not in reading your work, listening to you speak, watching your video presentation, ect.
Thinking about the ending next may seem a little out of order but this is also important. The ending is where you tie everything together and answer all of the questions that you may have brought up. Unless you are planning on doing a series of writings or presentations you don't want to end leaving your audience asking more questions about your subject than when you began.
The middle is where you lay out all of your evidence and make your arguments that support your side. This is where you want to make sure the evidence and arguments you are making go along with your introduction and conclusion. If you find through your research that the argument you wanted to make is flawed then it might be time to change your point of view and reflect that in the conclusion. There is nothing wrong with expressing a certain point of view to start with and finding through your research that it is flawed and acknowledging that in your conclusion. I often find this more interesting than a paper where the author makes themselves look like they have all the answers and are never wrong.
You brought up some good points in your blog. I wish I would've made more valid points in my post...guess that just defeated the purpose of reading the chapter. But I completely agree, organizing your information so your audience can comprehend it is very necessary!
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