'A lack of focus and fractured thinking can persist, interrupting work, family, and offline time.'

daqui: 15 Big Ways The Internet Is Changing Our Brain. all is fine and in the fait divers section of the mind, until one actually has to learn how to write for the new kind of reader. (e quando o new kind of reader afinal sou eu)


"Web Writing Best Practices

 Web readers rarely read entire articles or pages. In fact, they spend an average of about 30 seconds on any one page before moving on. This means that you, a Web writer, need to engage readers quickly and inform them efficiently. Content that’s easy to scan, places the most important information up high, written in active voice, contains engaging hyperlinks, and consists of short, impactful paragraphs is best suited for this tactic.

 To make your content easy to scan, use bulleted or numbered lists whenever Special Instructions allow them. Generally, bulleted lists are a great way to show the reader the multiple components of or options within the subject you’re writing on. For example, if you’re writing a buyer’s guide for readers who are trying to decide what type of portable computer they want, you could list the various kinds and some essential information about them, like so:

 Notebooks, which typically feature full keyboards and gaming capabilities
Netbooks, which are designed for Internet browsing and feature ultralight construction and long batter life
Tablets, which typically feature long battery life, ultralight construction and advanced touchscreen technology
Smartphones and PDAs, which vary in battery life but function as telephones and are very lightweight and compact.

Numbered lists tend to work best in conveying instructions to readers, as they imply that one item should be read or completed before the next.

 Placing the most essential information about the subject you’re writing on up high in an article, product description, or other piece of Web content, is also essential to promoting Web friendliness. Information that supports the main points should follow the essentials. More specialized, anecdotal, or background information about the subject should appear next. This structure is known as the inverted pyramid, because the content of the greatest import, which constitutes the bulk of your meaning or impact, is on the top, while information that is less important appears at the bottom.

 Writing in active voice is preferred for the Web. Content that’s written in this style emphasizes action by placing it closer to the beginning of sentences, whereas its opposite, passive voice, tends to reserve it for the end, increasing the chances that a reader will skip the sentence or the entire paragraph for lack of interest. See Section 2.4 of this style guide for more about writing in active voice.

 Because readers often do not stay on one page for long, it’s important to incorporate helpful and engaging hyperlinks in your Web writing. Pay close attention to what text you’re using for hyperlinks, however. Under no circumstances should you hyperlink “click here” in your copy. This is a bad practice because “click here” doesn’t tell the reader anything about what’s on the other side of the link, let alone whether they want to travel there or not. Instead, use text that describes the page on the other side in just a few words.

For example, instead of
 “To learn more about how to embed links in Microsoft Word, click here"
 try 
“To learn more about how to embed links in Microsoft Word, read our Glossary entry on the subject.”

Finally, make sure paragraphs destined for a Web page are short, to the point, and incorporate strong, eye-catching keywords. When a reader sees a block of text stretching from the top of their browser to the bottom, they're not likely to bother reading it. When information is presented in shorter, bite-sized paragraphs of three to four sentences, however, the reader is more likely to be engaged and stick around for longer. Also, readers' eyes are drawn on a page to the words or phrases they're looking for in the first place, so using keywords and keywords phrases naturally throughout your copy is a must.

 Great Web writing may seem terse or oddly structured to writers used to publishing in more traditional venues or academia. But content with the characteristics outlined above will give readers exactly what they need: helpful, relevant information that can be digested in as little time as possible.

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há malta imune a isto. por exemplo, a tv7 dias que a minha mãe compra diz sobre o filme Anna Karenina: "Amor Proibido (grandes letras) Baseado na intemporal obra de Victor Hugo, o filme conta a história de blablabla."