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Audience Confusion

I find it both amusing and annoying (more of the latter, to be honest) when Cable News anchors say to their expert-interviewees, "explain to me how ..."

Explain to WHOM?

Why on earth do news anchors — many of whom just a few short months ago might have been reading weather reports into the camera or doing exit interviews at Jonas Brothers concerts — think experts should explain things to THEM?

"Please explain to me, General Smith, how the President's plan to send more troops to Afghanistan is expected to impact the Taliban's campaign of terror."

"Tell me, Dr. Rosen Rosen, how Propofol travels through the blood stream and what the effects are of different dosages on the nervous system."

"Professor Corey, some critics claim that the pflugenhagen will jeopardize the bleckindaggen. I want you to tell me why you disagree."

Does this amuse and annoy you, too?

What annoys me isn't so much that these news anchors are exhibiting pretentiousness and arrogance (which, it seems, they are) by making it out as if they are nearly as expert on these issues as the experts they're interviewing.

What annoys me is that they're confused about who their audiences are. It's almost as if they've forgotten there's an audience out there beyond the cameras. (Come to think of it, given the quality of Cable News programming, that's almost understandable.)

Understanding one's audience is critical when it comes to TV news.

It's also critical when it comes to Web-site projects.

When Web developers design and build Web sites with the goal of indulging their artistic or programming prowess — or with hopes of impressing other developers — they're missing the mark. Similarly, when Web-site clients try to impose design decision that are based on their personal preferences, they're missing the mark.

It's always a good idea to ask oneself, "Who are my audiences, and what do I hope they'll do as a result of experiencing this product, service or message?"

Ironically, I have Cable News anchors to thank for reminding me of this.