Writers usually want to achieve a certain goal. A policy writer wants readers to agree with the approach he proposes. How can writers write a text that functions optimally (has the intended effect)? In any case, they will have to observe two principles, namely the principle of cooperation and the principle of courtesy. Proper application of the maxims of these principles undoubtedly leads to well-functioning texts.
Pragmatics
Anyone writing a text cannot suffice with an error-free and grammatically correct text. He will also have to ask himself whether his text will function properly. Are the instructions mentioned in the text actually followed? Will the invitation to visit the exhibition be heeded? Does the person contacted not feel offended? An error-free and grammatically correct text unfortunately offers no certainty.
What else is needed then? Writers who want to achieve their goal will have to adapt their language use to the circumstances. Writers (often unconsciously) use all kinds of rules for this. In pragmatics, a sub-field of linguistics, the interaction between language use and circumstances is studied. Rules that lead to an optimally functioning text are described.
Those who want their text to function properly will need to be aware of those rules. Application of these rules is necessary to be able to write optimally functioning texts.
The cooperation principle
Anyone who wants to write a text will first have to get a good idea of the target group of his text (for whom is my text intended?), The function of his text (inform people, give instructions, invite, change their behavior, etc.) , and the situation in which his text will function (civil servants, interested parties, (un) acquaintances, colleagues, etc.).
A text can only function properly if there is good cooperation between the writer and his readers. In pragmatics this becomes it cooperation principle mentioned.
Rules
In order to ensure good cooperation with the reader, the writer will have to meet the reader’s expectations. He can achieve this by following a number of maxims. A writer who wants to achieve his goal observes the following maxims:
- [Maximof[Stelregelvanquality, providing correct information (no incorrect information).
- [Maximof[Stelregelvanquantity, provide the correct amount of information (no less or no more than is necessary).
- Maxim of relationship, provide only relevant information (no unnecessary information).
- Maxim of style, providing clear information (not ambiguous, incomprehensible words or wordiness).
The author of the following text apparently did not observe the maxims.
Museum information
‘The safety museum has a very personal character. The museum is open all year round and is easily accessible by public transport. The staff are happy to explain the collection and the toilets are hygienic. ‘
The writer has the maxim quantity not observed. Important information is missing (for example about the composition of the collection and the route to be followed by public transport). He also has the maxim relationship not observed. Information is provided that is not relevant to (future) visitors. The author of this text will undoubtedly not achieve his (possible) goal of increasing the number of visitors to the museum. After all, the text gives the impression that the museum’s collection does not amount to much.
The courtesy principle
Besides it cooperation principle there is also a principle at work that in pragmatics the politeness is called. The writer must prevent the recipient of the text from losing face. He will therefore have to act tactfully. Failure to observe it politeness undoubtedly leads to a disturbed relationship with the reader (s) of his text.
Undoubtedly, a customer will not be happy with the following response to their complaint:
‘Your complaints about the coffee machine supplied by our company are completely unfounded. You should have read the manual more carefully. Apparently you are too bad to regularly descale the coffee machine. The consequences are therefore for your account. Repair of the device is not covered by the warranty.
This reaction will undoubtedly lead to loss of face for the customer (the customer is accused of improper behavior) and for the trader (the customer believes that the trader does not provide the promised good service). This loss of face undoubtedly leads to a disrupted relationship, which can result in the loss of the customer.
Rules
The main maxim of the courtesy principle is the maxim of tact. Negative matters must be limited to the reader.
The loss of sight for the reader can be limited by packaging a message politely or carefully. So the writer must be tactful. Unsuccessful applicants are therefore often made aware of the large number of candidates. It is also often stated ‘We regret that you are not one of the selected candidates.’
Another important maxim is the maxim of agreement. Suggest a difference of opinion as small as possible.
A writer can (try to) suggest that both parties are of the same opinion. A writer of a policy document does not therefore suddenly introduce a new approach to a problem that has already existed for some time. He first points to the existing will of all those involved to solve the problem in good consultation, or to the fact that both parties consider a solution necessary in the short term.
Application of the courtesy principle depends on the type of text (in a review it is best to criticize) and on the relationship with the reader. Is it a review, a bill or a personal or business letter? How well does the writer know his reader (s)? The writer must therefore always determine what degree of politeness is desirable.
As we have seen, a text will only have the intended effect if the writer of the text takes sufficient account of the broad concept of context (the position of its reader (s), the relationship with its reader (s), the time readers available, type of text, etc.).
