Topoi - or how to find out what to actually write on your web site by Thomas Hansen, Society of Danish Language & Literature

Topoi - a part of classical rhetoric 1.Find out what to say (inventio); use topoi! 2.Arrange it (dispositio) 3.How to express it (elocutio) 4.Memorize it (memoria) 5.Practice (actio)

The problem Existing web writing guidelines have a lot to say about how to arrange your text, but very little about what you should write.

Generally, a written text should function as a TRUTHFUL representation of the writer's intentions a message which is RELEVANT to the reader a TRUE account of the matter at hand a CORRECT use of language as a system an open CHANNEL between reader and author and, if you're any good at writing, an object of aesthetic value

On the internet keeping an open channel between reader and author is difficult. Readers don't read; they scan, and leave. Main reasons Screen resolution limits the amount of text visible to the reader Emission of light from the screen makes reading online tiresome Access to content is provided by search engines

Consequently, a good web text is a matter of design and economy Emphasis is on learning How to use lists and bullet points How to write meaningful headings and links How to use illustrations How to keep your sentences short How to maintain a consistent design, etc.

Less attention is payed to the other functions -too little perhaps Being truthful = Avoid inconsistent design! Being relevant = Don't provide anything but necessary information! Being true = Don't oversell! Being correct = Avoid typos!

Topoi can help clarifying what to write Common topoi in explanations of the reality of a matter are concepts like Event (what, who, when, how, why and with what) Definition (definiendum, definiens) Reasoning (induction, deduction, abduction) Cause (coincidence, physical, behavioural, social) Motive (objectives, measures, policy) Common topoi in accounts of the quality of a matter, for instance Analysis (whole and part) Value Comparison, etc.

Learning points Topoi should be made explicit when you write. Topoi cover ground common to both reader and author. In online media, where less is more, it may be worth while to take advantage of this. Guidelines could, I think, include suggestions on, say, when and how to use definitions; when and how to use reasoning, causal explanation, and other topoi. But, really, topoi are relevant in any kind of communication, written or oral. Contact info: Thomas Hansen,