Module 01 The Basics of Feature Writing SA · Welcome to the Basics of Feature Writing Course. The next five modules will take you through the exciting process every writer goes through,

The Basics of Feature Writing

Module One

SA WRITERS’ COLLEGE The Basics of Feature Writing Course

SA Writers’ College ©, Nichola Meyer, All Rights Reserved 2

YOU ARE HERE

The Basics of Feature Writing Course Outline

Module 1 – What is feature writing?

• A look at the structure of a feature article

• Writing articles for print publications

• Web-writing tools and tips for online articles

• Selecting a target publication

• Writing Assignments

Module 2 – Writing the lead

• An overview of different article openings


Module 3 – Writing the article middle

• Twenty key tips to write a feature article


Module 4 – The perfect closer

• Ending your article in style

• How to create sidebars, pull quotes, sub-headings and contributor bios


Module 5 – Tying up the loose ends

• Editing tips and final checks

• Writing assignments



Module One

What is feature writing?

Outcomes for this Module:

1.1. Top 10 questions about feature writing

1.2. What characterizes feature writing?

1.3. How is web journalism different from print?

Exercises for this Module:

• Analysing the critical components of feature writing

• Choosing your target publication

• Analysing your target publication



Introduction

Welcome to the Basics of Feature Writing Course. The next five modules will take you through

the exciting process every writer goes through, from finding a sellable idea, to writing up a

publishable piece. This course will teach you the core skills you need to write a feature article -

skills you can use to write articles for newspapers, magazines, community publications,

corporate newsletters and online media.

For those of you who complete this introductory course, and want to break into a specific

medium of writing, we offer specialist courses, such as our Magazine Journalism Course,

Broadcast Journalism Course, Travel Writing Course, Press Release Writing Course and Write

Better Corporate Newsletters Course.

Two important things to remember:

1. You have three to five months to complete your course.

2. You will need to schedule at least two hours per week to successfully complete

this course. We find it works best to choose a specific time slot on a specific day

and, most important, to stick to this time!

For dozens of additional articles on magazine and web journalism, do visit our blog at

www.writerscollegeblog.co.za and make use of the student library. Our newsletter will keep you

up to date with student progress, and you can receive weekly updates and news from us on

Facebook.



In this module:

Before we look at the nuts and bolts of how to write a feature, we explore the backbone of

feature writing: What is a feature? How does it stand apart from hard news journalism and

fiction? We also look at how writing features for the Web differs from print.



1.1. Top 10 questions about feature writing

1. What is feature writing?

A feature story can be defined as follows:

“(It is) an article in a newspaper, a magazine, or a news website that is not meant

to report breaking news, but to take an in-depth look at issues behind a news

story, often concentrating on background events, persons or circumstances.”

(http://en.wikipedia.org/wiki/Feature_story)

A feature is a comprehensive article that allows the writer more scope to analyse the topic

and include background information in the areas of current affairs, politics, business analysis,

sport, travel and entertainment, to name but a few.

Furthermore, unlike a brief 200-word news report, features could run up to 2000 words, if not

more for some publications. These extra inches give the writer the freedom to include longer

quotations, background information and evocative language that isn’t found in a straight news

report.



2. Can I make money by writing features?

You can make a living as a freelance journalist writing for newspapers, news magazines,

magazines, community publications, corporate newsletters and the online versions of these.

To succeed, though, you need to be an adept self-starter and be able to manage your own

business and finances. You also constantly need to keep abreast of current affairs and be

sniffing out and pitching potential stories. It can be hard work.

Per word:

The going rate for journalists in South Africa is upwards of R1.00 per word for newspapers,

and R2.00 per word for magazines, although some magazines may pay less, especially for

junior writers. In the past, the standard word count for features was 1500 words; however, to

cut costs, most magazines have trimmed the word count to 1200 words for a standard

article. Some magazines, like Fairlady, pay a flat rate of R3000 per 1500-word article.

Magazines like SA Country Life pay a flat rate per page (for photos and words) from R600

per page.

Per month:

Considering that most features are 1200 to 1500 words in length (but can range up to 1800

words for some publications), you would bring in between R2400 and R3000 per article. If

you write, and sell, 6 pieces per month, your total monthly income would be between R14

400 and R18000, with an annual income of roughly R200 000. And then, remember, you

would still need to pay 25 % tax on that income.

Seasoned journalists can write about 13 pieces per month (this can include columns,

advertorials, as well as corporate writing), and could gross up to R30 000 per month.

However, regardless of how many years you’ve worked in the industry, your income as a

freelancer depends entirely on how hard you’re willing to work, how well you can write, the

thoroughness of your research and your general professionalism when dealing with the

publishing houses.



3. How do I submit an article to an editor of a newspaper, magazine or webzine?

You have two options.

1. “On spec”:

The first option is to write the article, and then e-mail it to the features editor of the

publication.

When you send a completed article, it’s known as “submitting on speculation” (or “on

spec”). This method works well if you’re a novice writer, and need a foot in the door

with a publication. The editor can immediately assess the quality of your writing, and if

it will fit with the style and tone of their writing. Usually the editor will let you know

within a few days if your piece has been accepted for publication.

However, submitting on spec is more common when you write for magazines and

webzines. Feature writers for newspapers rather tend to follow the method below.

2. “Querying” or “pitching” an idea:

The other option is to pitch your idea straight to an editor in a query letter and see if

the editor is interested in your proposed article. If the editor likes your idea and gives

you the go-ahead to write the article, then you simply need to deliver the piece to

deadline.

Your first step in getting published is to establish a professional relationship with the

news editor on the paper. This is easier said than done. News editors usually have

their hands full just dealing with their permanent staff, so a query or a phone call with



a story pitch from you – the freelancer - will need to be well thought-out and

newsworthy to get their attention.

If you want to get published, send the news editor a professional CV, published clips

and liaise through his/her secretary to organize meetings or telephone calls. Also find

out from the secretary about possible articles required for upcoming supplements and

special projects, and offer your services.

4. What makes a good writer?

Surprisingly, good writing is not just about fine writing skills. Editors emphasise these key

habits of their star journalists:

• They are inquisitive, questioning, fascinated by people and the world around them,

and have a nose for news.

• They generate newsworthy ideas and angles.

• They stick to deadlines.

• Their facts are accurate; their research is sound and thorough.

• Their work is not “shoddy” – meaning that spelling, grammar and punctuation are

correct, and sentences are carefully crafted.

• They behave professionally, from cover letter to invoice.

5. How do I get paid for articles?

As a freelance journalist, you are in charge of your own “small business”. Usually, after your

article is published, someone from the accounts department at the newspaper house will

contact you for your banking details, or request an invoice from you.



6. For whom can you write?

There are dozens of newspapers and hundreds of community papers, magazines, hundreds

of reputable websites, so we will only mention the biggest players here.

Newspapers

For now, here are some of the key newsrooms across the country.

• Business Day (National)

• Business Report (National)

• City Press (National)

• Cape Argus (Cape Town)

• Cape Business News (Cape Town)

• Cape Times (Cape Town)

• City Vision West Cape (Cape Town)

• Daily News (Durban)

• Independent on Saturday (Durban)

• Mercury (Durban)

• Post (Durban)

• Sunday Tribune (Durban)

• Dispatch (East London)

• Zululand Observer (Empangeni)

• Citizen (Johannesburg)

• Daily Mail and Guardian (Johannesburg) -

• Sowetan (Johannesburg)

• Star (Johannesburg)

• Sunday Times (Johannesburg)

• Maritzburg Views (Pietermaritzburg)

• Witness (Pietermaritzburg)

• Northern Review Noordelike Review (Polokwane Pietersburg)

• Talk of the Town (Port Alfred)



• Herald (Port Elizabeth)

• Port Elizabeth Express (Port Elizabeth)

• Pretoria News (Pretoria)

• Mopani News (Tzaneen)

• Vaal Weekly (Vanderbijlpark)

Source: www.hotnewspapers.com



For Magazine Writing

Topic

In South Africa….

Some Local Publications

with a circulation of 10 000

+

1. Animals

Many magazines are

devoted to this market, but it

can be low paying.

ANIMAL TALK

A FRIEND IN HARNESS

FOUR-LEGGED FRIENDS

AFRICA BIRDS AND

BIRDING

SA HORSEMAN

2. Automobiles

The SA market has more

than 13 well-known Motoring

magazines.

CAR

WHEELS

TOPCAR

DRIVE

SA 4X4

3. Business

and Financial

There are at least 10 highly

esteemed publications in

this field in SA. This can be

a highly lucrative field.

FINANCIAL MAIL

PERSONAL FINANCE

GOING CONCERNS

NOSEWEEK

S.A. ENTREPRENEUR

LEADERSHIP



SUCCEED

FINWEEK

TRIBUTE

YOUR BUSINESS

THINKER

4. Child Care

and Parenting

SA child-care and parenting

magazines have many

opportunities for freelance

writers. It is also an area

where it is easy to speak to

experts – most of us know

someone with a child.

LIVING & LOVING

YOUR BABY & TODDLER

MAMAS en PAPAS

YOUR PREGNANCY

CAPE TOWN’S CHILD

BABA EN KLEUTER

5.

Entertainment

These magazines are

always popular, but may go

for shorter pieces rather

than full-length articles.

TV PLUS

TIME OUT MAGAZINE

SA CITY LIFE

YOU MAGAZINE

TOP 40 MAGAZINE

HEAT

HYPE

PEOPLE

YOU

6. Health and

This topic is in high demand

and generally pays quite

TLC

SIT (VIRGIN ACTIVE



Fitness well. Not only health

magazines (like Shape,

Men’s Health) carry these

types of articles, but many

other consumer and trade

magazines feature health

and fitness issues.

MAGAZINE)

LONGEVITY

SHAPE

DISCOVERY MAGAZINE

CLICKS CLUB CARD

WOMEN’S HEALTH

WEIGH-LESS

COMPLETE YOGA

FITNESS

HEALTH INTELLIGENCE

MY HEALTH

NATURAL MEDICINE

MAGAZINE

VITAL HEALTH MAGAZINE

7. Men’s

Interest

There are a number of

men’s magazines in SA.

Remember, style differs

quite substantially: compare

the style of Men’s Health

with FHM.

GQ

FHM

MEN’S HEALTH

MAGNUM

DRUM

DESTINY MAN

ESQUIRE

MAXIM



8. Women’s

Interest

These magazines often

cover a broad range of

topics including: beauty,

fashion, health,

relationships, travel, profiles

of women, parenting and

childcare, financial and

interior decorating advice.

However, it is often difficult

to break into this competitive

market.

ROOI ROSE

SARIE

ESSENTIALS

FAIR LADY

COSMOPOLITAN

ELLE

MARIE CLAIRE

WOMEN’S VALUE

DESTINY

TRUE LOVE

DRUM

O, THE OPRAH MAGAZINE

WOMEN & HOME

YOU

SIMPLE

GOOD HOUSEKEEPING

9. Home and

Gardening and

Lifestyle

These pay well, and the SA

industry boasts over 15

popular glossy magazines in

this market.

HOUSE & LEISURE

VISI

CONDE NASTE HOUSE &

GARDEN

SA GARDEN AND HOME

SOUTH AFRICAN



GARDENER

HOME & GARDENING

HABITAT

TOPBILLING

SA HOME OWNER

IDEAS

SA GARDEN

ELLE DECORATION

PRESTIGE

10. Travel

This is a competitive market;

it is difficult to break into the

big travel glossies. However,

many magazines include a

travel piece or section,

including general men and

women’s magazines. Don’t

forget in-flight magazines.

NATIONAL GEOGRAPHIC

TRAVELLER

GETAWAY

SAWUBONA (SAA Magazine)

FAMILY HOLIDAY &

LEISURE

GATEWAY TO KWAZULU

NATAL

SOUTH

COUNTRY LIFE

AFRICA GEOGRAPHIC

RETREAT MAGAZINE

TRAVELMAGSA (digital)



11. Children

and Youth

Glatzer states that these

don’t pay too well. You could

keep an eye out for teen

magazines, like Seventeen

or Wicked – especially if you

have a feel for the latest

youth trends.

PLANET E

MINI MAG

TEENZONE

BLUNT

SEVENTEEN

SALTWATERGIRL

CLEO

GLAMOUR

SOMETHING WICKED

SHOUT

TIGER BEAT

12. Religion

and Faith

Although this is a relatively

new field in SA, if the

burgeoning overseas market

is anything to go by, we’ll be

seeing the same interest

locally.

TRUTH

TODAY

ODYSSEY

JOY

VISION

13. Sex SA magazines (e.g. Men’s

Health) like local content for

their sex features.

Supposedly this is quite

hard for them to find.

HUSTLER

ALL MEN’S AND WOMEN’S

MAGAZINES FEATURE SEX



14. Sports

This is possibly one of the

biggest sections, carrying a

proud 25 high-paying

markets.

SA CYCLING

RIDE

STYWE LYNE AND TIGHT

LINES

SOCCER LADUMA

KICK OFF

BEYOND 42

SA SPORTS ILLUSTRATED

BIKE SA

GOLF COURSE LIVING

GOLF DIGEST

MUSCLE EVOLUTION

15. Décor, Art

and

Architecture

A more recent addition to

our shop shelves, the fields

of interiors and architecture

are likely to grow as quickly

as our current interest in

beautiful homes.

VISI

ART SOUTH AFRICA

ARCHITECT

ONE SMALL SEED

16. Technology

and IT industry

As with the other niche

markets, this is a flourishing

industry. Would require

specialist writers, and pay

relatively well.

BRAINSTORM

NAG MAGAZINE

STUFF

POPULAR MECHANICS



17. Outdoor

and Adventure

As with travel article, this

niche market is competitive

and can pay well.

FAMILY HOLIDAY AND

LEISURE

18. Food

A popular field and possibly

well-paying, as big brands,

like Woolworths and Pick ‘n

Pay back some of these

publications.

TASTE

FOOD AND HOME

ENTERTAINING

AVOCADO

FRESH LIVING

WINE

19.

Environmental

issues

This is a new market and

possibly low-paying until it

has established a strong

readership.

SIMPLY GREEN

AFRICAN WILDLIFE

ENVIROKIDS

Trade magazines, for example, offer work to freelance writers, although they may pay

slightly less per word. Trade magazines for Edgars, Clicks, Southern Sun, Sun International,

Foschini, Lewis, Jet, Joshua Doore and Russels are open to contributions, as are all the

Medical Aid companies with in-house magazines, like Old Mutual’s Oxygen Magazine,

Discovery and Momentum Health’s magazine.



For Web Writing:

There are four main options:

1. You can write articles that end up on the online websites of popular print

magazines, such as Cosmopolitan, Wired, Elle, Men’s Health, GQ, O, the Oprah

Magazine, Yes, Good, Mindfood, Epicurious, etc.

2. You can write for the myriad magazines that only exist in digital format. Some of

these are a closed format, such as Rue, and High Gloss. Others, like Gunpowder

Magazine and PC Mag present their articles in a website-format, which makes all

their articles indexed and trackable by Google.

3. If you are a superb writer, you can write features and op-eds for online

newspapers like the Huffington Post, Grist, The Daily Beast. As a beginner writer,

look for local equivalents of these.

4. Once you are an established writer, you can blog for any of the major

newspapers online. Most of these are paid gigs. The rules of writing a good blog

post are the same as those for writing a good article. For example, read the best

in the world on the environmental blogs of The Guardian; blogs on sociocultural

issues on The Guardian; dozens of blogs on every conceivable topic at the New

York Times.



7. For whom do I work?

You would work directly under the features editor if you are submitting articles to a magazine,

webzine, corporate newsletter or even a newspaper.

It helps to have some idea of the hierarchy in a newsroom. Journalist Beth Cooper has put

together this basic outline of the newsroom hierarchy. Titles and staff numbers may vary from

publication to publication, but the basics are essentially the same. Advertising, layout and

design specialists, IT, administration and related departments have been excluded.

EDITOR or EDITOR-in-CHIEF (Executive management level)

|

MANAGING/DEPUTY EDITOR (Reports directly to editor or editor-in-chief)

|

ASSISTANT EDITORS (May include news editor)

|

NEWS EDITOR - CHIEF SUB-EDITOR - SECTION EDITORS (Sport, arts, etc)

|

SENIOR REPORTERS/PHOTOGRAPHERS - SENIOR SUB-EDITORS

|

REPORTERS (including freelancers) – SUB-EDITORS

Here is a brief summary of these editorial roles.

The Editor, sometimes referred to as Editor-in-Chief, is the main person in charge of

editorial (news) content. You are unlikely to have much to do with the editor as a news



journalist – you report directly to the news editor, who in turn reports to the editor. The

editor has final say over news content, particularly the front page and main front story

(front page lead). Legal, ethical and editorial queries are ultimately handled by this

veteran journalist. He/she is effectively the managing director of the newsroom.

Managing / Deputy Editor: Is the editor’s representative in the newsroom and is

responsible for the day-to-day management of staff and news.

Assistant Editors: Assist editor and managing editor with staff, editorial, legal and

ethical issues. Represent executive management at functions, write opinion pieces

and may be in charge of specific editorial sections of the publication.

News Editor: His or her role involves managing the staff of reporters, assigning

stories, acting as a go-between between the public and newspaper management.

Chief Sub-Editor: Responsible for organising reports and pictures on the pages,

delegating pages for editing to a team of sub-editors.

Section Editors: In charge of special sections such as Arts, Sport, Politics, Business,

etc.

Senior Reporters and Photographers: Usually journalists with five or more years’

experience.

Reporters: Usually journalists with less than five years’ experience.

Sub-editors: Edit copy, place copy and pictures on pages and write headlines.



Freelancers: Freelance journalists would fall under the “senior reporter” or “reporter”

category. They would work in the newsroom only during specific projects or be called

in during staff shortages (holiday leave, maternity leave, illness, etc).

8. What skills do I need to increase my chances of making it in the industry?

The essential skills have already been mentioned under question 3.

Additional skills include:

• Networking ability (just like in any business!). The more editors you know

– the more articles you are likely to write.

• Integrity: plagiarism and faulty research is likely to spell the end of your

career.

• Determination: One publication’s “No” can often be another’s “Yes”. Keep

trying. Keep writing.

9. What happens if a publication doesn’t want to publish one of my articles?

This happens often, even for experienced writers. The publication may have second thoughts

about covering your topic, or the article doesn’t fit the style of the publication, or it’s simply not

up to standard. In those cases (and you can politely ask the editor why they’ve declined to

publish your piece), you can send it on to another publication for possible publication.

However, if your article is simply not up to standard, you will need to rewrite and edit, before

you can try selling it again.



10. What legal rights and support do I have as a writer?

As the writer, you retain copyright over your piece as long as you don’t sign away “All

Rights” in a contract. This means that a publication has no legal right to re-sell your piece in

any form or format, without paying you again for the re-sale.

Every country has writers’ guilds or groups of writers that support each other. In South

Africa, we have SAFREA (www.safrea.co.za). They offer invaluable advice to their members

around issues of tendering, libel, slander, defamation, usage rights, as well as insider

information about writing jobs and correct protocol in the publishing industry. Other local

online resources are http://www.iaj.org.za/ and www.journalism.co.za. Visit our SAWC links

page at

www.sawriterscollege.co.za/index.php?option=com_content&task=view&id=14&Itemid=34

for dozens of helpful links for journalists.



1.2. What characterises feature writing?

A feature is an in-depth article that allows the writer more scope to analyse the topic and

include background information. While a typical hard-news article might only be a few

hundred words long, a feature could run to 2000 words. These extra inches give you, as the

writer, the freedom to include quotes, background information and evocative language that

there just isn’t room for in a hard-news article.

Another difference between a feature and a hard news piece is that while the hard news

article is perfect for delivering just the facts as the news breaks, the feature will be less

reflexive. A writer might spend weeks or months researching and crafting a feature. This

attention to detail obviously doesn’t suit the reporting of daily current affairs, such as public

outrage at the kidnapping of a five-year-old. The angle for the feature though, might be a look

back at public response to films in recent years. This could include a balanced discussion

(with quotations from both sides) on appropriate entertainment versus censorship and an

assessment of how well age ratings are received.



Here are some excerpts from the various media to illustrate the differences:

Compare the following four excerpts. The first is an example of hard-news writing; the second

an extract from a newspaper feature; the third, a novel; and the fourth a magazine feature

article excerpt.

Excerpt A: Hard News Journalism: News report Daycare Can Harm Your Child

Excerpted from The Argus By Olinka Koster

LEAVING children under two in crèches can cause them long-term damage, an alarming

study reveals today.

They have fewer social skills and are less co-operative than those looked after by a

parent or child-minder.

The children also demonstrate lower levels of concentration and less initiative than

youngsters receiving one-to-one care.

The Oxford University Study, which followed 1202 British toddlers from birth to

school age, indicates that the less time children spend in daycare, the better. Even putting a

child of less than two in a crèche for as little as 12 hours per week can be harmful,

according to the preliminary findings.

The trends being observed in the Families, Children and Childcare project, co-

directed by childcare expert, Dr Penelope Leach, add to the growing body of evidence that

sending a child to nursery school in its earliest years causes serious harm.

The Oxford study will worry parents who have no choice about placing their children

in nurseries because of the pressure of work.



Leach, who has sold millions of books, is a child psychologists and campaigner for

children’s welfare, known for her strong views against smacking.

“It is a very detailed study about how children are cared for,” she said.

“Our preliminary findings do suggest the same things that others are saying about

infants who spend long hours in daycare.”

“It’s easier for an infant to catch up on cognitive skills later on, but they can’t catch

up on insecure attachment.”….

Excerpt B: The Novel Extract

Slow Man

By J M Coetzee

The blow catches him from the right, sharp and surprising and painful, like a bolt of

electricity, lifting him up off the bicycle. Relax! he tells himself as he flies through the air

(flies through the air with the greatest of ease), and indeed he can feel his limbs go

obediently slack. Like a cat he tells himself: roll, then spring to your feet, ready for what

comes next. The unusual word limber or limbre is on the horizon too.

That is not quite as it turns out, however. Whether because his legs disobey or

because he is for a moment stunned (he hears rather than feels the impact of his skull on

the bitumen, distant, wooden, like a mallet blow), he does not spring to his feet at all, but on

the contrary, slides metre after metre, on and on, until he is quite lulled by the sliding.

He lies stretched out, at peace. It is a glorious morning. The sun’s touch is kind.

There are worse things than letting oneself go slack, waiting for one’s strength to return. In

fact there might be worse things than having a quick nap. He closes his eyes; the world tilts

beneath him, rotates; he goes absent.



Excerpt C: Magazine Feature Article

Are Cell Masts Making You Sick? By Biddi Rorke, Femina

When Elizabeth Forbes* moved into her beautiful Randburg home more than 10 years ago,

she imagined sharing a blissful life with her husband in their semi-rural retreat. The reality is

somewhat different.

When a cellphone operator erected a base station just 250 metres from the Forbes’ front

door a few years ago, Elizabeth started experiencing a host of physical complaints – and

she is convinced that they are related to the radio frequency waves emitted by the unsightly

cellphone mast.

“I’ve lost almost 12 kg, I feel a constant burning sensation in my limbs and excruciating pain

in my muscles,” she says….

Although doctors have been unable to offer a specific reason for Elizabeth’s deterioration in

health, the 53-year-old is adamant that she is sensitive to the electromagnetic field around

her home.

“Whenever I am away from my house, I feel better instantly. Just 15 minutes back in my

lounge can drain me of all my colour,” she says….

Elizabeth is not the only person to blame her extraordinary symptoms on the presence of a

cellphone mast. In a recent Special Assignment programme, directed by Jessica Pitchford,

electronic technician Meyndert Bornman from Westdene, Johannesburg, told how he and

his wife, Renée, turned a “strange shade of blue” after a low cellphone mast was erected in

their area. The couple and their daughter, Corné, complain of constantly feeling tired and

aggressive and of developing highly sensitive teeth. In addition, their once chilly home

started getting substantially warmer, particularly the rooms facing the mast. Renée claims



“The results show that

inhabitants who live close to

transmitter antennas compared

to inhabitants who live outside

the 400 m zone double their risk

of developing cancer.”

that “it became so hot in our bedroom that I couldn’t sleep under a blanket in the middle of

winter. There was simply no sign of the cold any more. I am sure that it was radiation

coming into our bedroom.”

Making the headlines

Cellphone companies say that the thousands

of base stations (Vodacom has 6000, MTN

4735, and Cell C more than 2100 sites nationally) springing up all over the country are

perfectly harmless. But an increasing number of international reports are suggesting

otherwise….

Excerpt D: Feature article typical of newsletters or newspapers

How Crisis Leads to Opportunity By Monique Verduyn (Entrepreneur Magazine)

The direst economic disaster since the Great Depression has led to the emergence of new

consumer behaviours. Here’s how to cash in on what people want.

The long-term impact of the downturn is slowly coming into view: austerity, mistrust of big

corporates and a new resourcefulness characterise the emerging breed of consumer.

“The devastation we have seen in the US, the UK and Europe, and places like Dubai has

changed people’s value systems,” says Dion Chang, trend analyst and editor of The State

We’re In: The 2010 Flux Trend Review. “2010 will signal the beginning of a new world order



and although South Africa takes a little while to get up to speed with international

developments, there is no doubt that we are going to be impacted by the same trends.”

Consumer Activism

The most significant and dominant trend to emerge, according to Chang, is the rise of civil

society and the growth of the civil voice. It’s a movement that is giving rise to new

opportunities for entrepreneurs.

“Consumers have found freedom online,” says Chang. “They are able to communicate, to

shop comparatively, and to customise just about everything they buy, from bed linen to

muesli.

Food For Thought

One sector that is feeling the effects of the new consumer activism more and more is the

food industry. With “green” being the watchword in the developed world, moneyed

consumers in South Africa are becoming increasingly concerned with the provenance of

what they put on their plates.

New Zealand company Icebreaker introduced Baacode in 2008, a system that invites

customers to trace their wool garments from the farm through each stage of the supply

chain process. In South Africa this year, Checkers introduced lamb products which are

traceable back to the farm of origin (known as the “farm to fork” approach) and include an

ecological audit to ensure the maintenance of pasture health. These products now account

for 50% of all lamb sold at Checkers and Checkers Hyper stores.

“Companies are quickly learning that consumers are becoming stronger and more vocal,”

Chang adds. “They will soon not part with their money unless they can be assured that the

organisations they interact with practice good corporate governance and eco-friendly

practices. Customer loyalty is not about the product anymore; it’s about what the company

is doing to reduce its carbon footprint.”

There are at least 14 critical differences in these four pieces. By highlighting these,

the principle characteristics of feature writing become clearer. Let’s see how these

are applicable.



The 14 Key Elements of Feature Writing

Feature Writing…

1. Has elements of story-telling

Like fiction (i.e. the novel), feature writing has an element of entertainment, even drama.

The feature writer strives to “show” scenes rather than merely telling the reader the facts.

How? By describing people, places or issues.

To quote Roy Peter Clark of the Poynter Institute, "If you want to write a great narrative, be an

eyewitness." Feature writers use visual and emotive language to draw the reader in, rather

than just re-telling a list of events.

Scenes created often have dramatic sensory appeal and atmosphere, seducing the reader

into finishing the story. Like fiction writers use characters in their novels, feature writers use

stories from real people (called case studies), as well as dialogue.

Topical scoops and celebrity profiles might use generous story-telling in the articles;

science, business and technical writing would keep description concise and the style brisk

and factual.



2. Uses detail and description

Feature writing mimics the novel in that it pays close attention to detail that would be

considered unnecessary and inappropriate in newspaper journalism.

Details draw the reader in; generalizations keep them out. Yet, the details included are

relevant, entertaining, to the point and written in the short sentences that epitomises most

good journalism.

For example, see the underlined descriptive phrases in this opening paragraph of a feature

article, something you would not see in a front-page news report:

When Elizabeth Forbes* moved into her beautiful Randburg home more than 10 years ago,

she imagined sharing a blissful life with her husband in their semi-rural retreat. The reality is

somewhat different.

Here is an example from Marie Claire magazine: ‘The Fake MySpace Boyfriend’. Note the

number of details and descriptions.

Creating a fake boyfriend to make your ex jealous used to be a complicated matter (see The

Wedding Date), but now, all it takes is a laptop and a little free time. After Tatum, a 28-year-

old New Yorker, broke up with her BF, she started seeing posts on his MySpace page from

women she'd never met (but who looked kind of slutty). So, she found a photo of a

handsome, shaggy punk bassist from Portland and created a profile for him (a surfing

nonprofit owner named Kai, with degrees in art history and business ethics). Then she

started dropping flirty posts on both pages full of references to "last night." Even after Tatum

got what she wanted, a deeply satisfying e-mail — "So, he's into surfing, huh?" — from her

ex-boyfriend, she says she kept Kai around: "It's kind of like having a pet."



3. Has facts and opinion

Newspaper reporting handles hard facts rather than opinion. Fiction is just that – pure

storytelling from the author’s point of view. Feature writing, however, tends to present both

fact and opinion (and in some cases, the writer’s opinion).

In most articles (celebrity profile, topical scoop, travel piece) you would be able to determine

the writer’s opinion on their subject matter by paying careful attention to the structure of the

argument and tone of the piece. In good feature writing, the facts have to be correct and the

opinion has to be balanced. The writer will gather expert outside opinions to corroborate on

the story, as well as offer counter arguments or information.

The amount of opinion offered by the writer will vary according to the niche market. For

instance, you have a better chance of publishing an article in O, The Oprah Magazine, if you

submit a personal, human interest story (as opposed to their How-to’s already covered by a

range of experts). The more input from the writer, the better.

However, unless the writer has an established reputation in the field of science, medicine,

business or politics, editorial input from the writer is frowned upon in these fields. Up to 90%

of business writing will be other people's opinions and not the writer’s own opinion.

4. Is based on a strong angle

An angle is the very specific subject of the article. For example:

• 10 Things Your Doctor Wished You Knew

• Revamp your life: Why life coaches work!

• Why Hedge Funds Are Out Right Now



The angle, which may be controversial, edgy or sensational, provides the focus of a feature

article. Every line of the feature article is congruent with this angle.

For example, here is an excerpt from a Men’s Health article, ‘Six Crazy Cures’ by Kate

Levinson, and note the strong angle.

If you believe Johanna Brandt, she discovered a cure while living in South Africa. The

remedy: grapes. Bunches of them. In fact, all you can eat, because, well, grapes are all you

can eat for one to two weeks, if you follow the plan outlined in Brandt’s 1928 book The

Grape Cure. Proof? She claims to have conquered her stomach cancer with the power of

purple.

Needless to say, the medical establishment never swallowed grapes as the answer to

cancer. And yet, today’s researchers are uncovering compelling evidence that natural

chemicals in the fruit of Vitis vinifera could help prevent and, yes, even treat certain types of

tumours in mice. Granted, you wouldn’t want to stake your life on a rodent in remission, but

there are other examples of modern science finding that some really odd antidotes might be

just crazy enough to work.

This article, “Fraud detectives – The threat of collusion” (Success Magazine) hones in on

collaborative fraud in companies.

It is often said that there must be a separation of powers in companies to prevent fraud. It is

common practice to have one person to request a cheque, another to sign it, and a third to

accept the goods. According to Nico Theron, legal adviser of fraud detection company

Alchemy Business Consultants, this is no guarantee.



“Putting processes in place to prevent fraud will never work if the parties in that process are

in collusion. I am currently working on a matter where seven people colluded to defraud a

company. Together they smuggled R800 000 worth of goods off the premises.”

He explains that the company was involved in transporting valuable items by truck. Every

conceivable check and balance was in place, including security guards and supervisors who

had to sign off the goods on departure.

“They created an additional truck load of goods to be shipped out of the company between

the legitimate loads. The goods were signed off by the loading supervisor, loaded by a

driver and then checked out by security – all of whom were in on the plot,” says Theron.

“The extra load then went to a point that they had arranged with an external party, from

where it was sold to unsuspecting parties.”

The moment all parties in a process collude, it is very difficult to prevent the crime. “The best

advice is to have these people arrested and prosecuted immediately. In this scenario, they

will get up to 15 years in prison,” he says. “If you are going to let it slide and just dismiss

them, you will not succeed in sending out a message to your staff.”

5. Is structured like an argument

Feature writing uses quotations to support or dramatically oppose the argument underlying

the piece. Not just experts or authorities are interviewed, but personal stories and unusual,

offbeat personalities are frequently cited.

For example, here is an extract from an article from Fairlady magazine: ‘Should dads be in

the delivery room?’



Should reluctant fathers-to-be be coerced into witnessing their children's birth? Absolutely

not, says a growing body of medical opinion.

Michael, who is a competent, loving and assured father of three, attended the delivery of his

first-born child because he felt he 'ought' to be there. Not because his wife urged him to be

there, not even because she necessarily wanted him there, and certainly not because he

wanted to be there.

He attended because 'all the other dads seemed to be doing the same, and I'd have felt as if

I were letting my wife down had I not been there'. He hated every minute of it. Not because

he is squeamish, but because 'here was the person I loved most in the world undergoing

this horrendous pain and there was absolutely nothing I could do to alleviate it for her.

'I kept thinking she was just like any other birthing animal, and there was something hugely

disturbing seeing her reduced to that'. Second and third time around, Michael, with his wife's

support, opted out.

His choice put him in the clear minority: In the UK, where statistics are available, 93% of

fathers who live with their partners are present at the birth of their children, according to

Kathleen Kiernan, Professor of Social Policy and Demography at the University of York, UK.

6. Makes use of literary devices

Feature writing makes use of all the literary devices common to fiction writing, including

rhetorical questions, metaphors, similes and bathos. These would be inappropriate in hard

news journalism.



7. Has a relatively slow pace

Unlike news articles that provide the 5 W’s (who, what, where, when and why) and H (how)

in the first paragraph, the opening in a feature often withholds this information for later, first

hooking the reader with story-telling and then producing the hard facts later.

Let’s clarify that. In many ways the feature for a newspaper and a newsletter is very similar to

the magazine article. Both have some of the entertainment value of fiction, possibly using

plot, scenes, characters and description. At the same time, the feature journalist presents

interesting, topical information – hard facts gained from research and interviews. So how

does the feature for the newspaper and newsletter differ from that found in a magazine? The

pace of a newspaper or newsletter feature is faster, the style is crisp, and the paragraphs are

slightly more fact-based than a magazine article.

Generally, each paragraph presents one or two hard facts, whereas in hard-news writing you

have up to four or five facts per paragraph, and in magazine journalism, you may cover one

fact per paragraph.

8. Can be written from a personal viewpoint

The point of view taken may be personal, whereas in news reporting, this would be

inappropriate. News reporting is almost always in the Third Person, e.g. He said…; She

said…. In Feature writing, the use of First Person, “I”, is sometimes appropriate.

However, for the purposes of this course, we highly recommend that students steer clear of

using First Person perspective in their articles and writing assignments. Once you are a

famous writer, you can bend the rules as you see fit.



9. Has a more informal, even colloquial style

News reporting makes use of a writing style that could be described as factual, formal and

crisp. Feature writing, on the other hand, may be informal, personal and even colloquial. For

instance, slang and colloquial expressions are common in this genre, as this excerpt from ‘I

Love My Body’ (Cosmopolitan) illustrates:

The first step in loving your body is accepting it the way it is

And accept it right now – even celebs have feel-beautiful body mantras. We especially love

Drew Barrymore’s: ‘My limbs work, so I’m not going to complain about the way my body is

shaped.’ So, to get into your body mojo-mode, use this rah-rah guide:

STEP 1

Before a night out or a date, or any time you’re feeling low, write out a simple, positive

affirmation and proclaim what you want, such as: ‘I am going to look hot tonight’ or ‘My

body/nose/potbelly is beautiful.’ The key is to make your wish a reality….

However, the style of writing remains plain and accessible, rather than the poetic,

meandering writing that may characterise the style of the novelist.



10. Can present a wide range of tones

Tone refers to the emotional feel underlying an article. In news reporting, most articles have

a serious, neutral tone. This is very different from the tone of a feature piece. Here the tone

could be humorous, witty, questioning, persuasive, irreverent, sarcastic, sentimental, heart-

warming or informative.

Writer, Maura Kelly, adopts a witty, slightly sarcastic tone in her personal expose of Xanax

use in “Love in the Time of Xanax” (from Maire Claire).

When I met Hank at a jazz club in Brooklyn for our first date, he seemed like a gentleman —

a mild-mannered Midwesterner with an MBA and some kind of straitlaced business job. He

was rock-star skinny, and the physical chemistry was automatic: We couldn’t stop grinning;

our knees kept bumping into each other. I felt jittery in a good way, and Hank seemed like

he did, too. Conversation moved fast — spurred in part by Hank’s audio-visual props. While

telling me about a recent trip to Sicily, he pulled out a tiny camera so I could see the short

videos he’d taken there. Then, smiling, he flipped down the collar of his cargo jacket to

reveal special hooks for his iPod earbuds. For his third trick, he showed me a Swiss Army

pillbox attached to his key chain. The stylish metal accoutrement was covered by a clear

flap of plastic emblazoned with the company’s logo, through which slender white tablets

were visible.

“What are those?” I asked.

“Just Xanax. They’re prescription.”

Sheepishly, I said, “Remind me: What’s that stuff for again?”

“It’s an anti-anxiety drug. It helps me not be a stress case.”

I wondered momentarily if it was odd that Hank was packing meds on a first date, but then

figured probably not. I didn’t know exactly how Xanax worked; maybe it was the kind of thing



you took if your subway train got evacuated because of a bomb scare or the corner bagel

store ran out of your favorite kind.

Contrast this with the questioning, exploring approach of this Marie Claire article by Lea

Goldman in “What Kind of Mother Leaves Her Kids?”

Divorcing dads give up custody every day. Increasingly, so do moms. So why are

they judged more harshly for it? Three women tell their story.

During her 15-year marriage, Maria Housden played the role of suburban mom. She

shuttled her three kids to playdates and made sure a balanced dinner awaited them upon

their return. But as much as she loved her children, something just didn't seem right. "It

started as a restlessness. I had this feeling that I could write a book, that I'd like to travel the

world," Housden recalls. It didn't help that Housden's husband, Claude, routinely criticized

her housekeeping and child rearing. The marriage was starting to fray.

Then, the unthinkable happened: In 1994, the couple lost a child, 3-year-old Hannah, to

kidney cancer. Initially, Hannah's battle galvanized them, and a year after she died,

Housden gave birth to her fourth child, Madelaine. But gradually, the couple's tenuous

reconciliation began to give. "Hannah's death made me realize life is too short. At what point

do you say, 'This isn't working?'" she declares. Three years later, Housden filed for divorce.

While Housden and her husband desperately sought an amicable custody arrangement, she

didn't want to be tied to New Jersey, where they had lived. Housden longed to write about

the devastating experience of losing a child, an undertaking that would require intense

reflection — and freedom from the daily grind of raising three kids. It was Claude who first

suggested that he retain physical custody. But the idea horrified her. "Are you crazy?" she

yelled. "What kind of mother makes that decision?"



This example of an article from Noseweek illustrates the more neutral tone of investigative,

informative pieces.

Sociopaths stole my farm (Excerpt from Noseweek)

A retired Scottish aircraft engineer, now facing financial ruin, has learned the hard way how

to lose a farm in Africa after he crossed paths with the brothers Kotze, two sociopaths from

Gordons Bay, both of whom have long criminal records.

In desperation Dave Cater has applied to the Cape High Court to have one of the brothers,

JP Kotze, declared a vexatious litigant, in order to stop the torrent of legal abuse that has

come his way since he tried to save his property after it fell into Kotze’s hands by fraud.

Cater is the first person in decades to apply to the court for such an order.

The saga started almost four years ago when Cater sold the shares in Alba Olives (Pty) Ltd

to JP Kotze’s brother, St Michael Pierre Kotze, for R3.4m (plus some furniture for a further

R500,000). The sole asset of Alba Olives is a small buchu farm near Firlands, Gordons Bay.

“My wife and I purchased the property with all the money which we had saved for our

retirement, planning to sell it for a profit sufficient for us to be secure for the rest of our

lives,” Cater explained.



11. May be controversial

Whereas news reports present factual coverage of events, the writer of feature articles is

encouraged to be original, creative and edgy. Anything goes, depending on the type of

article the publication is interested in publishing.

“The men who live forever”, by Christopher McDougall, appeared in Men’s Health. Note the

original, edgy descriptions and excellent story-telling.

In the hills of Mexico, a tribe of American Indians outruns death and disease.

Discover how the rest of us can catch up

Salvador, our amateur guide and semiprofessional mariachi singer, is throatily butchering

something about a bra-full of bad news named Maria when the song suddenly dies in his

mouth. His eyes are fixed on a big, red van with smoked-black glass that just burst through

the dust ahead on this dirt gully of a road.

“Narcotraficantes,” he mutters.

Drug runners. Salvador edges our truck as close as he can to the crumbling edge of the cliff

on our right and stops, granting the red van every bit of road he can spare. No trouble here,

is the message he’s trying to send. Just minding our own, non-drug-related business. Just

don’t stop. Because what would we say if they cut us off and came piling out, demanding

that we speak slowly and clearly into the barrels of their assault rifles while we explained

just what the hell we were doing out here in the badlands of Mexican marijuana country?

We’re not federales, we’d have to stammer. We’re not searching for drugs, but for a people

who are guarding something far more valuable: the secret of perpetual health and

happiness. The phantom Tarahumara Indians are said to have found a way to party all their

lives and never pay the consequences, living on a diet of carbs and beer but still being able

to hop up and run more than 150km at a time, even in their sixties.



12. Uses jargon

Feature articles often include jargon pertaining to the subject, where jargon refers to terms

that are specific to the subject matter. For instance, an article about trans fats would use

“jargon” like “molecular structure”, “hydrogenated vegetable fats”, “cholesterol”, among

others. However, jargon should be kept to a minimum in general consumer magazines, as it

tends to alienate the average reader who may not know the meaning of the words.

13. Plays with perspective

One way of analysing feature articles is to see the piece as a camera lens. The writer might

start by describing a fine detail (a personal experience or perspective, a specific moment in

the narrative), then open up the lens to take in the wide view (the general / global backdrop),

and then close the piece by narrowing back to the fine detail. Or the writer could go the

other way: starting with the wide view, focusing in, then opening up to the wide view again.

14. Runs like a movie

Many feature articles, like the work of fiction, unfold like a movie with characters, plot,

dialogue, climax and a sharp ending. The feature piece often first works to establish setting

and character, and then, once the reader is hooked, introduces the facts.



1.3. How is web journalism different from print?

Writing and preparing feature stories for online newspapers, webzines and online newsletters

requires a slightly different approach from writing and preparing content for print publications.

Writing copy for the Web that grabs attention and gets the results you want, requires a special

skill and focus.

When you write an article for a print publication, it is relatively straightforward. In the multi-

dimensional environment of digital journalism, though, you have to learn some extra tools that

will help you build story components. You may need to use hypertext (links), and you will learn

web writing techniques like how to "chunk" a story into layers.

Online magazines or digital magazines, like Matchbox, present articles in much the same way

as their print counterparts. They do not use links, or video or sound, and the layout looks like a

typical magazine. The only difference is that you will read the magazine on your iPad. As the

articles exist in PDF format, or another “closed” format, the articles are not indexed or

searchable by Google.

Online websites, however, can offer articles with links and crosslinks. Look at the Huffington

Post as an example.

It sounds obvious, but the single most distinguishing factor of Internet Journalism is that it is

digital, and that, as such, information can be indexed and searched on a variety of platforms -

print, video, sound, graphics. For example, look at this article on PC magazine that uses video

interspersed with text, http://www.pcmag.com/article2/0,2817,2396998,00.asp . This means that

a large percentage of the burden of storytelling is with the reader or end-user. The author

therefore becomes not only a storyteller, but also a careful architect of the digital story

components. Web writing is not flat; it is multi-dimensional.



How writing a feature for Web is different to the print version

Remember that people who use the Web don’t usually behave like people reading a book. They

don’t get nice and comfortable, sit back and begin to read from the front of the website to the

back, knowing what to expect page after page – FOBs, features and then, BOBs. Or even a

newspaper where they know the news is on the front page, the sport at the back, and they read

the paper in a predictable way. Rather, they jump from article to article, clicking on graphics and

links that catch their eye.

The exceptions to this are all those digital magazines that exist in a Kindle or iPad-friendly

format. These are the same as their traditional print counterparts, but simply in digital format.

People who surf the Web are usually looking for specific information

Many info-junkies get onto social networks like the aptly named Stumbleupon and literally

stumble around the Web with like-minded people discovering images and information. So, we

do not necessarily always go to the Web looking for anything specific, but we bless the writers

who use great keywords and tag their stories so well, because we discover wonderful articles

and sources of information.

As a Web writer, you must make it easy for readers to find what they want. It must be easy for

people to find your articles even if they do not know they want to find them.

You must therefore write each article so that it is interesting on its own, and at the same time,

you must encourage readers to move on and read more within your pages.

Scanability

Countless eye-tracking and usability studies have shown that people read differently online than

they do offline. According to Web usability guru, Jakob Nielsen, writing for the Web is very

different from writing for print:

• 79% of users scan the page instead of reading word-for-word

• Reading from computer screens is 25% slower than from paper



• Web content should have at the least 50% of the word count of its paper equivalent

So, take a guess: where do your eyes go first when you read articles on the Web?

What do you notice, and what do you miss?

How we look at a Web Page

The upper left quarter of the screen gets the most attention, according to the Eyetrack III

research of The Poynter Institute, the Estlow Center for Journalism & New Media, and Eyetools.

Eyetrack III found some very common behaviour patterns. Reconnaissance comes first. Eyes

flick over the entire screen at whatever attracts their attention. The first hot spots include

headlines, captions of images, subheadings, links, menu items and the logo of the page.

If the upper left corner of the screen gets special attention, according to Eyetrack III, the right-

hand and lower parts of the page consistently get less attention.

For Web authors, it is well worth knowing about this pattern. When significant content is outside

that key upper left corner, it may be virtually invisible when people are making the big decision:

whether to read more or quit the page.

Scanning text (skim reading) is an extremely common behaviour, especially for higher-literacy

users. It has a purpose: it quickly identifies what people really want to read. The really good

news? When readers on the Net start reading an article on the Web, they read a larger

proportion than if they were reading on paper.

Jakob Nielsen gives us some reasons why people scan rather than read:

• Reading from computer screens is tiring for the eyes and about 25 percent slower than

reading from paper.

• The Web is a user-driven medium where users feel that they have to move on and click

on things. People want to feel that they are active when they are on the Web.

• Each page has to compete with hundreds of millions of other pages for the user's

attention. Users don't know whether this page is the one they need or whether some



other page would be better: they are not willing to commit to reading the page in the

hope that it will be good.

• Modern life is hectic and people simply do not have time to work too hard for their

information. As one of our test users said, “If it doesn't come right out at me, I'm going to

give up on it.”

Chunking and Stickiness

There is nothing quite as scary as a full screen of solid copy that hits you smack in the face

when a website comes up on the screen. Most people ignore it or move on. Web journalists

need to use ‘chunking’ to increase readability.

What Is Chunking? Chunking is simply writing copy in easy-to-understand bits or "chunks" of

information. You can link these chunks; for example, using “read more…”

By chunking your information, you have more control over how your message is received. So

write your information in chunks. Using subheadings and bullet points also helps to chunk down

the information.

Rich in Keywords and Key Phrases

Keywords are used by Web surfers to describe what they hope to find when performing a Web

search. Keywords and key phrases are the words in your article that need to match the search

terms people type into the search engines in order for you to get any traffic to your article.

If you want your article you have written to rank high in the search engines – if you want to be

found - you are going to have to understand how to select keywords and key phrases carefully

and position them optimally in your article in order to get good rankings. This means your article

is more likely to be read. Remember, on the Web, it is all about findability.

Let’s go online and look at some magazines that only exist in their digital form. As you browse

through some of these publications, ask yourself how the magazine has succeeded (or not!) in

creating a friendly Internet Reading Experience.

1. Is the layout reader-friendly?



2. How easy is it to scan the page?

3. Have they used chunking to break up text?

4. Do they use sub-headings?

5. Are paragraphs short and reader-friendly?

Remember that you need to subscribe to some of these magazines to see their actual content

and layout. The look of the articles on the website does not reflect the layout that was used in

the actual digital magazine.

Matchbook Magazine is a new online lifestyle magazine for

those looking to lead a “charmed life.” Here’s what they say

about their ethos:

“Our monthly issues cover past and present fashion, decor, the

arts, travel and culture. Brimming with intriguing interviews,

stately homes, captivating memoirs and swoon-worthy fashion

spreads, matchbook seeks to inspire women around the globe

to design a life they adore. From lipstick to letterpress, gelato to

grosgrain, and Paris to Peru, consider us your field guide to a

charmed life.”

Read through one of their issues here: http://matchbookmag.com/issues/issue-eleven.php

Rue Magazine is a decor magazine that also features food,

fashion and jewellery. You can read the past issues here.



Avantoure Magazine uses interactive content, videos, music and audio interviews to

complement their feature articles.

PC Magazine is a hugely popular tech magazine that built up a readership over 27 years, and

then, for the past three years, has existed solely online.

h+ Magazine covers technological, scientific and cultural trends that change human beings.

Find more online magazines here: http://www.emagazines.com/newsstand/



Module one exercises

Please answer all three parts of this assignment in one document. It helps your tutor

keep track of your work if you call the document file “Module One [Your name]”. Use

the same method for subsequent modules.

Part One:

Analysing the Critical Components of Feature Writing

Read the article below. Then answer the question below in no more than 600 words:

Question: How is this piece typical of feature writing? In other words, what makes this article

feature writing, and not a hard news report or fiction writing?

• Use examples from the piece to prove your point.

• Make sure you refer to the 14 literary aspects covered in this module, like the

Tone, Style, Point of View, Elements of Story-telling, Literary devices, Angle,

Blend of Fact and Opinion, Use of detail, Pace of the extract, etc.

• Re-read the 14 Key Elements of Feature Writing to be clear what we mean by

these elements. For example, tone refers to the emotional feel of a piece.

This exercise is marked out of 25.



More Mr Nice Guy

By Andrew Luyt

From An Article in Health24.com (a news-type feature article for the web)

Many of us were brought up to believe that the world is a rough, dog-eat-dog sort

of place. Men especially are led to think that the way to get to the top of the pile,

be it at school, on the sports field, or in business, is to look after themselves first

and to be aggressive, tough and competitive. It’s the survival of the fittest. That

is, after all, how we evolved as a species. Darwin told us so. Right?!

Cooperation beats competition

Wrong! It might come as a surprise, but as far as human evolution is concerned,

Darwin’s opinion diverged as much from that of most of his contemporaries as it

does from that of many of his modern-day admirers. He actually believed that

empathy, not egoism or competitiveness, is a human being’s strongest instinct

and a universal trait that has helped us survive and flourish as a species.

A growing body of scientific evidence suggests that the old man had a valid point.

It would appear that we were actually hardwired to be kind. According to US

psychologist Dacher Keltner, the co-director of the University of California

Berkeley’s Greater Good Science Centre [http://greatergood.berkeley.edu],

“evolution has crafted a species – us – with remarkable tendencies towards

kindness, play, generosity, reverence and self-sacrifice, which are vital to the

classic tasks of evolution – survival, gene replication and smoothly functioning

groups.”

Big-headed

In a simplified fashion, the theory of the evolution of human compassion goes

something like this. When our distant ancestors decided to start walking about on



two legs, it gave them a number of advantages over their competitors, but also

caused a major rearrangement and narrowing of the pelvis in pregnant females.

As our predecessors were also evolving constantly expanding brains, this made

it physically impossible for fully-developed, big-headed babies to be born. The

solution: human infants are born very prematurely, which explains why they’re so

helpless and in need of years of attentive parenting, much more so than is the

case in other animals.

Says Keltner, “because of our very vulnerable offspring, the fundamental task for

human survival and gene replication is to take care of others.” This argument can

be extended to adult humans as well. We’re not really physically strong enough

to make it on our own as individuals. “Human beings have survived as a species

because we have evolved the capacity to care for those in need and to

cooperate”.

Ancient intensive care

Keltner insists that “our capacity for virtue and cooperation and our moral sense

are old in evolutionary terms” and this seems to be supported by archaeological

evidence. Scientists who have studied the severely deformed, 530 000-year-old

skull of a hominid child believe that it provides evidence for compassionate care

of severely disabled individuals even that far back in pre-history. Without loving

and intensive support form his or her parents and community, the child who

probably suffered from a debilitating genetic disorder, would never have been

able to survive for as long as it did.

Viva Las Vagus

According to Keltner, “recent studies have revealed that our capacity for caring,

play, reverence and modesty is built into our brains, bodies and social practices”

and we’re even equipped with an organ for compassion: the little-known vagus

nerve. This bundle of nerves which originates in the top of the spinal column and

connects to most of our internal organs is unique to mammals and plays a pivotal

role in our capacity for compassion, caring and kindness.



The vagus nerve is thought to be closely connected to the body’s receptor

network for oxytocin, the natural feel-good chemical. It also helps to control your

heart rate and breathing and creates that fuzzy feeling you get when someone

gives you a hug or when you see a cute puppy. Research suggests that this

nerve bundle is associated with the promotion of altruism, gratitude, cooperation,

love, happiness and giving as well as the sense that all human beings share a

common humanity, no matter what their social or ethnic background.

Born to be good

In the past people thought our emotions are essentially molded by our culture,

but while cultural influences may frequently create rather unpleasant traits –

patriarchy leads to gender divisions, materialism makes us greedy,

fundamentalism and nationalism make us aggressive towards others, etc. – it

would appear that positive emotions like kindness actually have more biological,

neurological and evolutionary underpinnings.

So what should we make of all this? Simple: being kind is good for us. All of us –

even for us men! So fellows, lay off the competitive machismo once in a while,

think “survival of the kindest” and give someone a brotherly hug.

Read these books on the subject:

The Compassionate Instinct: The Science of Human Goodness by Dacher

Keltner

The Age of Empathy: Nature's Lessons for a Kinder Society by Frans de

Waal

Born to Be Good: The Science of a Meaningful Life by Dacher Keltner



Part Two – Choosing Your Target Publication

It is time to select a target publication for which you would like to write. Do you want to write

for a newspaper, magazine, website or community newsletter?

Analyse a publication for which you would like to write, answer these questions:

Which field of writing do you want to break into, and why? (i.e. do you want to write

features for your community newspaper? Or does seeing your name in the byline of a

magazine article appeal to you? Or did your boss ask you to write an article for your

monthly newsletter at work?). Answer this in 100 words or fewer.

(For feedback only)



Part Three – Analysing your target publication

Whatever publication option you choose, you, the writer, need to ensure that your article fits

seamlessly into your chosen publication, creating a finished product that is highly readable

and enticing.

How do you do this? You first work out the “formula” of the publication you’re targeting - the

special package that each publication offers its unique readership. Any article that you submit

will have to replicate the tone, style and format of this target publication.

In Part Two you chose a publication for which you would like to write. Now write a 400-word

review answering the following questions about your target publication. You are welcome to

answer in point form:

1. What topics are usually covered in this publication?

2. What is the social level of the publication? (Educated? General public? Specialist

knowledge?)

3. Who, specifically, reads this publication? (Women or men? What age? What income

bracket? Where are they from?)

4. How long is the typical article? (word count: 700 words? 1200 words? 1500 words?

1800 words?)

Choose one article from the publication, and answer these questions.

5. What is the tone of the piece? (neutral, witty, outraged, sarcastic?)

6. In what style is the article written? (Formal writing? Colloquial with slang?)

7. How long are the paragraphs? (an average of three to four sentences? Or more?)

8. Are there many facts per paragraph?

9. How many interviews (experts and case studies) are used?

10. Are ‘scenes’ used, where a scene is a picture painted by the writer?

11. Are checklists used?

12. Title – is it descriptive, ironic, play on words, teasing?

13. What is the purpose of the typical article? Does the article give advice? Does it inform

and educate? Does it entertain?

14. Does the writer use stories about people to illustrate a point?



15. Look at the opening and closing paragraph – what techniques are used? Is there a

wrap-up paragraph at the end?

16. Are there sub-headings?

17. Does the piece include sidebars?

(10 marks)

E-mail the assignments to your tutor in one document for assessment.



Module One Checklist

To complete Module One, e-mail the three completed assignments in one document

to your tutor.

Well done. You have completed Module One.

Documents

Module 01 The Basics of Feature Writing SA · Welcome to the Basics of Feature Writing Course. The next five modules will take you through the exciting process every writer goes through,