1. Who is the Speaker/Source?
H – Home - country of origin, national or ethnic identity
O – Occupation or profession
G – Gender
W – Worldview – values as reflecting religious, philosophical, or other cultural ideals
A – Age
R – Real Knowledge – that is what are the limitations of the speaker – what could they know or not know
T – Theoretical Ideals - political, economic, or other social / intellectual values
S – Social Status, including class, caste, wealth and education

2. What is the tone of the document?
Consider the SHOCK AND AWE approach. Is the speaker or message:
S – Sad or wistful?
H – Haughty or condescending or insensitive?
O – Obsessed or fanatical or just committed?
C – Cruel or antagonistic or ruthless?
K – Knowledgeable or arrogant or uncertain?
A – Amused or tolerant or unsympathetic?
N – Negative or defensive or judgmental?
D – Deferential or respectful?
A – Annoyed or outraged or disgusted?
W – Worried or panic stricken?
E – Excited or guilty or ashamed?