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Att skriva för internet - hur man utformar effektiv text för nätet i allmänhet och en kulturell verksamhet i synnerhet
2001 (Swedish)Independent thesis Basic level (degree of Bachelor)Student thesis
Abstract [en]

The Internet is a medium of growing importance. By means of the Internet, people can communicate, obtain information, and entertainment. It also plays an important role in peoples working lives, as does it for those working in the field of media and communication. Therefore, it is crucial to understand how the Internet affects the information, and more specifically, the text that is being displayed on web sites. As future web writers, we are of the opinion that one must adapt one’s text to fit the specific medium in which it is to be published. The object of this paper is to analyze what influence the Internet has on text and on how people read, and, as a consequence, look into how one should adapt text for the web. In order to apply our theories to an existing web site, we have co-operated with Kulturhuset in Stockholm, www.kulturhuset.stockholm.se. To attain our objective we have, firstly, studied current research, and secondly, done eight qualitative interviews with users and designers of Kulturhuset’s web site. The existing research lead us to believe that we were right in assuming that one must adapt text in order for it to fit a web site. The Internet’s characteristics, e.g. its interactivity, speed, and unique literacy, require certain adjustments. According to various experts, writers should be succinct, objective, make their text easy to scan, and use hypertext to split up long information into multiple pages. Moreover, they should use sophisticated layout elements, such as illustrations, photographs, audio, and video, moderately. When we analyzed the results from our interviews, however, we came to the conclusion that some of these established theories cannot be applied to a web site like Kulturhuset’s. Their target group seems to be interested in the content to such an extent that being concise becomes unsuitable. Moreover, the level of usage should, rather than being objective, be entertaining and pleasant. Refraining from using multimedia does not work well with the content of Kulturhuset’s web site either. Our conclusion is that one cannot only take into consideration the characteristics of the Internet, but also the ones of the specific web site. It is important to analyze the content and the target group of one’s web site before deciding which of the general rules for web writing to follow, and which to reject. Finally, we have designed a tool for web writing, which can be used when the web site has a highly motivated target group and a content similar to Kulturhuset’s. We hope that it will be applicable to Kulturhuset as well as to other organisations with similar web sites.

Place, publisher, year, edition, pages
2001. , 50 p.
Identifiers
URN: urn:nbn:se:kau:diva-57273Local ID: MKV C-23OAI: oai:DiVA.org:kau-57273DiVA: diva2:1121884
Subject / course
Media and Communication Studies
Available from: 2017-07-12 Created: 2017-07-12

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Permanent link

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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf