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“Ordinary People do this”: Rhetorical Examinations of Novice Web Design

EVEN AS WEBLOGS, content management systems, and other forms of automated Web posting and journals are changing the way people create and place content on the Web, new Web pages mushroom overnight. Many new Web designers produce Web pages that seem to ignore fundamental principles of “good design”: full of colored backgrounds, animated pictures, multiple colors and styles of text, and little to no navigation or Web-based structure. Even in courses devoted to Web design, students still produce pages that lack unity, coherence and emphasis: “though they [students] seem to understand (and can critique) others’ efforts, they’re stymied when it’s time for production. Few have the skills or experience writing in this medium” (Yancey & Wickliff, 2001, p. 180). Similarly, individuals working on their own or working from documentation struggle with being able to create Web pages due to the same lack of experience writing on the Web. Few resources exist that approach Web design as a unique rhetorical process (an exception is Mason, 2001). Most scholarship and practice treats writing for the Web either as a transfer of existing skills and processes for writing print documents and/or as a series of technological challenges that must be mastered to successfully create a Web page (Handa, 2001). It is imperative to understand the specific processes of composing on/for the Web to develop effective pedagogies, documentation, and scholarship.