Info Skills
MODULE A
1. Intended audience
Sources of information are created for different audiences which affects their
content and layout. Based on their intended audience, sources can be categorized into
3 main groups:
o Popular sources: meant for readers who do not have specialist
knowledge of the subject
o Professional/trade sources: written by and for professionals or
practitioners in a particular field or industry
o Scholarly/academic sources: written by scholars who are experts in a
particular field of study and serve to keep other scholars in that field up
to date on the most recent research findings ideas
The intended audience affects all aspects of a source, such as the difficulty of
information shared, the overall appearance, the presence and the nature of
advertisements, and more…
Popular Professional Scholarly
Advertising Many adds, Often adds related No (or very little)
typically for retail to profession or advertising
products and industry
sponsored content
Appearance slick design, glossy Slick design, glossy Plain, serious
paper with color paper with color appearance, may
pictures, photos pictures, photos include charts,
and illustrations and illustrations graphs or tables
Authors Journalists, Professionals with Scholars (academic
(freelance) writers, experience in a researchers) who
or an editorial staff particular field, are experts in
(sometimes trade or industry certain fields
unsigned) (sometimes
unsigned)
Audience Large general Specialists in a Scholars and
, public certain profession, students of a
trade or industry, certain academic
professionals field
Language Language that is Specialist language Specialized, formal
easy to understand but less terminology from a
complicated than certain academic
scholarly language field
Purpose Inform or entertain Provide practical Inform and report
the reader, sell information for on research done
products, promote professionals, by scholars
a viewpoint promote education
and skills within
the profession or
industry
2. Traditionally published sources
Method of publishing
In categorizing sources, there are other perspectives to consider beyond the
audience to which a source is directed. One possible perspective is the method used to
publish a source. How as by whom is the source made accessible to the public? When
you start searching for literature you will come across sources that are ‘traditionally’
published.
What is a traditionally published source?
They come from a commercial or academic publisher. Example: a university
press.
Examples: 1. Books/e-books, focusing on different audiences:
o Popular books
o Professional/trade books
o Scholarly books
2. Periodicals (publications that are published regularly: daily, weekly,
monthly or quarterly), again focusing on different audiences:
o Popular periodicals (newspapers; magazines)
o Professional/trade periodicals (journal or magazine)
o Scholarly periodicals (journals)
Availability
Publishers are widely available from public libraries, university libraries, (online)
bookstores, supermarkets and gas stations.
Formats
Print form, digital versions (e-journals), print books (e-books).
3. Scholarly communication
MODULE A
1. Intended audience
Sources of information are created for different audiences which affects their
content and layout. Based on their intended audience, sources can be categorized into
3 main groups:
o Popular sources: meant for readers who do not have specialist
knowledge of the subject
o Professional/trade sources: written by and for professionals or
practitioners in a particular field or industry
o Scholarly/academic sources: written by scholars who are experts in a
particular field of study and serve to keep other scholars in that field up
to date on the most recent research findings ideas
The intended audience affects all aspects of a source, such as the difficulty of
information shared, the overall appearance, the presence and the nature of
advertisements, and more…
Popular Professional Scholarly
Advertising Many adds, Often adds related No (or very little)
typically for retail to profession or advertising
products and industry
sponsored content
Appearance slick design, glossy Slick design, glossy Plain, serious
paper with color paper with color appearance, may
pictures, photos pictures, photos include charts,
and illustrations and illustrations graphs or tables
Authors Journalists, Professionals with Scholars (academic
(freelance) writers, experience in a researchers) who
or an editorial staff particular field, are experts in
(sometimes trade or industry certain fields
unsigned) (sometimes
unsigned)
Audience Large general Specialists in a Scholars and
, public certain profession, students of a
trade or industry, certain academic
professionals field
Language Language that is Specialist language Specialized, formal
easy to understand but less terminology from a
complicated than certain academic
scholarly language field
Purpose Inform or entertain Provide practical Inform and report
the reader, sell information for on research done
products, promote professionals, by scholars
a viewpoint promote education
and skills within
the profession or
industry
2. Traditionally published sources
Method of publishing
In categorizing sources, there are other perspectives to consider beyond the
audience to which a source is directed. One possible perspective is the method used to
publish a source. How as by whom is the source made accessible to the public? When
you start searching for literature you will come across sources that are ‘traditionally’
published.
What is a traditionally published source?
They come from a commercial or academic publisher. Example: a university
press.
Examples: 1. Books/e-books, focusing on different audiences:
o Popular books
o Professional/trade books
o Scholarly books
2. Periodicals (publications that are published regularly: daily, weekly,
monthly or quarterly), again focusing on different audiences:
o Popular periodicals (newspapers; magazines)
o Professional/trade periodicals (journal or magazine)
o Scholarly periodicals (journals)
Availability
Publishers are widely available from public libraries, university libraries, (online)
bookstores, supermarkets and gas stations.
Formats
Print form, digital versions (e-journals), print books (e-books).
3. Scholarly communication
