Audience and Genre are connected because the genre you select should be influenced by the audience that you envision (p.1 para.4). You must first identify your audience as either known or unknown to you. Knowing this information will decide how much back ground you must provide in order to connect with the audience and not have them wondering what you are talking about (p. para.).
You must also identify with your audience in order to reach them by knowing their interests, their demography and what political stance they may take, what do they already know about your topic and what does the audience need or want from you (p.4).
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