Give it to them the way they want it.

As a graduate student pursuing a master's degree in English, I have come to analyze the world through the lens of literary theory, quick to apply principles of postmodernism that require the "deconstruction" of all that is standard, conventional, and traditional.

In looking ahead at the effectiveness of editorial writing in meeting the needs of the reader, deconstructing the editorial is an effective tool that requires one to critically question the familiar.

In scrutinizing the editorial, the tried and true will likely miss the market terribly, appealing only to those readers who still view the world as full of discernible absolutes. To reach the rest of the citizenry - the Baby Boomers, the GenXers, the Nintendo Generation, and subsequent members of the post-literate age - the editorial, at least its packaging and image, warrants reinvention.

Most obvious, and most at risk, is the traditional means of distribution. The new world is fast, technologically savvy, and desires choice. Good writing holds no intrinsic value of its own, but is dependent on the attention and appreciation of the reader to give it worth. The purveyors of opinions must adjust and give it to them the way they want it.

This fast, ever-changing environment necessitates distributing the editorial in a variety of ways - hard copy in the daily newspaper, on TV and cable, on the radio, online, perhaps electronically delivered via e-mail in a "customizable" format - to offer the reader better flexibility and efficiency.

The game has changed.

The objective of the editorial game has changed. Before, the reader supported and respected the well-formulated, eloquent, one-sided debate of an issue. It was as if reading the position of the editorialists helped secure or justify the reader in his own beliefs. Presenting the masterful, moral position that reflects the sensibilities of primarily one segment of society has given way to the need for a more open forum, hosting a wide variety of perspectives and voices.

A progressive editorial page will reflect plural perspectives so that the reader is no longer simply persuaded but better informed as to the complexity and multi-faceted nature of any situation. Employers will inevitably have differing opinions on the proper amount of maternity leave than will pregnant working mothers. Single male employees not likely to benefit from maternity leave, rather staying at work to take up the absent new moro's workload, will represent a third voice, as small-business owners who can't afford to offer lavish benefits but compete for competent workers will have a fourth, differing perspective.

The new reader wants to see all of these opinions on one page, side by side, so that she may formulate her own truths. Giving voice to many vested groups models the importance of building a more cooperative, interactive community willing to listen to its fellow members.

In the new marketplace, the anonymous editorial that represents the views of the large corporate newspaper conglomerate or its local identityless editorial board is meaningless because of the lack of a recognizable persona worthy of empathy. The space now occupied by anonymous editorials would be better allocated to guest editorialists who have life experiences to share. Including the opinions of fellow community members gives a richness of texture and a more intimate, authentic tone that better mirrors the community.

Inviting the work of untrained, unproven journalists introduces the question of quality. With the support of good editors and writing collaborators, quality does not have to be sacrificed. I am not suggesting that the profession be dumbed down, nor do I intend to threaten the perch of editorialists who have waded through the trenches and progressed through the ranks. Instead, adding to the foundation of the eloquent, tightly structured, traditional editorial, there is ample room for a little spice and flavor, and much to be shared as the seasoned pro partners with the insightful outsider or mentors the eager rookie.

As to form, the editorial is exceptionally unique from the straight news story because of the civic responsibility it plays and the possibilities its persuasive position renders. But to be effective in the new information-addicted environment, the editorial needs to enhance its well-rounded, thought-provoking discussions by adding more information to the mix. The writer's photograph, quick bio information, and e-mail address should be included with each editorial so that the writer is perceived as a receptive, accessible partner in the community versus a sage dispensing opinions from some lofty tower.

Informed and involved

Entire editorial spreads that include diverse opinions and thorough historical background columns should be devoted to single issues. In addition, a box that lists additional references and resources like suggested books, Web sites, agencies, and support groups to contact encourages the new reader to become not only better informed but also involved.

For the more visually attuned audience, now is the time to entertain the idea of the editorial serial comic strip's moving to the op-ed page as well as to consider presenting the photographic essay.

Only the newspaper that can meet the preferences of new readers and reflect the complexity of the cultural context of their daily world in exciting, fresh ways will be deemed worth the time, trouble, and patronage.

NCEW student member Jamie Baker attends the University of Memphis. Her e-mail address is [e-mail]