Article Review: Academics Are from Mars, Practitioners are from Venus: Analyzing Content Alignment within Technical Communication Forums

Note: I had written the following article review as part of my Annotated Bibliography project during my graduate program.

Boettger, R. K., & Friess, E. (2016). Academics Are from Mars, Practitioners Are from Venus:Analyzing Content Alignment within Technical Communication Forums. Technical Communication63(4), 314-327.

Boettger and Friess’ article investigates the content misalignment in the technical communication publications for academics and practitioners. In this empirical study, the authors conducted a quantitative content analysis of 1048 articles published in four leading technical communication journals and one published magazine over a period of 20 years. The study confirmed the disconnect between the academic and practicing communities and helped the authors formulate recommendations to bridge the disconnect.

The authors sought to understand how is content broadly classified across the publications, what primary content areas do the publications address, and who are the primary audiences for the publications. The authors selected the four leading publications (JBTC, TC, TCQ, and TPC) based on previous studies which found these publications to be the leading publications in technical communication. They selected Intercom as the longest published magazine in technical communication. Because Intercom has been published as a magazine since 1996, the authors selected January 1996 as the starting time for the time period of analysis. They analyzed the articles from 1996 to 2015, when this study was published. The authors populated the 3605 articles published in all five publications in the 20-year timeframe in an Excel sheet and used a random number generator software to randomly select 30% of the total articles.

The authors coded the 1048 articles for four content variables: forum, broad topic, primary topic, and primary audience. Over six norming sessions, three raters used an independent sample of articles to test and refine the coding categories. Then over 10 coding sessions, three raters coded the sample set of 1048 articles. Inter-rater reliability was calculated with Krippendorff’s alpha coefficient. The results of the agreement were: forum (100%), broad topic (80.2%), primary topic (82%), and primary audience (76%).

The authors analyzed the data through descriptive statistics and correspondence analysis (CA). CA is a geometric technique used to analyze two-way and multi-way tables containing some measure of correspondence between the rows and columns. CA reveals patterns in complex data and provides output that can help researchers interpret these patterns.

Based on the analysis, the following results were obtained: Intercom published more process-oriented articles, whereas the journals published more education-oriented articles. There was a strong association between the following forum and broad topic: Intercom and profession, TCQ and education, and TC and product. As for primary content, professionalization and technology content areas were prominent in Intercom, whereas content on pedagogy, rhetoric, assessment, comprehension, and design were prominent in the journals. Rhetoric as a topic was identified only in journals. A strong association was found between the following forum and primary topic: Again, Intercom with professionalization, TCQ with rhetoric, and TPC with pedagogy. With respect to the primary audience, the primary audience for the journals were academics and managers, while for Intercom, the primary audience was writers, content developers, managers, and so on. There was a strong association between the following forum and primary audience: Intercom and writer/content developer, JBTC and TCQ with academic, and TC and manager.

Based on the results, the authors verified the disconnect between the publications and recommended remedies to bridge the disconnect. They recommend unifying the existing forums, identifying new audiences, and involving practitioners in technical communication research.

The main question about the study is the premise that the content forums for technical communicators need to be unified. As we learned in the History of Technical Communication course, the different publications were started to serve different audiences and meet their varied requirements. Unifying the forums would defy the original purpose of the publications. Another concern is the publications excluded from the study. Not all academics and especially practitioners read the publications studied in this article. In today’s Internet age, popular online blogs such as I’d rather be writing and ffeathers need to be considered to ensure maximum readership is accounted for.