The known-new contract - Technical definitions and descriptions

Practical models for technical communication - Shannon Kelley 2021

The known-new contract
Technical definitions and descriptions

Effective definitions and descriptions benefit from using what the audience knows already and adding new information to that familiar foundation. Called the Known-New Contract, this basic principle of communication allows you to create a logical and easy-to-follow progression from sentence to sentence.1 There are many ways to create definitions and descriptions using the Known-New Contract, but two of the most common methods include the Fork Method and the Chain Method.

In the Fork Method, each statement furthers the understanding of the topic. For example, in figure 8.9, the handle (A) is the topic: the connection between fast food and obesity. Each “prong” of this topic gives more information about the link between fast food and obesity. Prong B introduces more information related to the topic: “Studies have shown a strong association between fast food and obesity.” Prong C adds more information to that: “These studies compare the number of fast-food restaurants and obesity rates per geographic area.” Prong D adds a little more: “The research shows a significant increase in obesity in neighborhoods with a high concentration of fast-food restaurants.”

Figure 8.9. The Fork Method. The Fork Method represents one way to make meaning using the Known-New Contract. In this method, the handle of the fork is the main topic (the Known), and the prongs provide additional information on the topic (the New).

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The Chain Method begins with a sentence with a topic accompanied by a comment on the topic. In this method, you build progressively on your audience’s understanding. The comment at the end of your first sentence becomes the topic for the next sentence and so on, creating an interlocking chain of information. This method is one way to make your descriptions coherent and logical. Notice the variation in the phrasing from topic to comment in figure 8.10. These slight changes keep the explanation from becoming repetitive.

When to Use

Technical communicators frequently employ the Known-New Contract in all kinds of technical communication, but this principle is especially useful when writing definitions and descriptions.

When offering a definition, begin with what the user knows. By starting with a familiar concept, you create a pathway for the user to follow you into the more advanced concept. For example, when Steve Jobs introduced the iPad in 2010, he explained that it was “way better than a laptop, way better than a smartphone.”2 Jobs built on his audience’s knowledge of the laptop and smartphone to sell his new idea.

Figure 8.10. The Chain Method. The Chain Method represents another way to make meaning using the Known-New Contract. Each link of the chain establishes new information (the New), which builds on information (the Known) previously introduced.

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How to Use

Begin with what you can confidently assume your user knows. This is your starting point. Don’t begin with new, complex concepts, or you’ll risk losing the user’s attention. For example, Leticia and Jason will need to introduce the users of their game to original concepts. They should begin by reminding the user of familiar gaming concepts and then relate those familiar concepts to unfamiliar elements found in the game. A logical decision for Leticia and Jason would be to relate the concepts of the game to other games. This strategy works for both kinds of players: gaming enthusiasts and people who want a break from the family fights caused by Monopoly.