A közönséghez alkalmazkodás komplexitása a szaklapírás egy történeti példáján: a borravaló ügye a Kávésok Lapjának néhány cikkében
The Complexity of Accommodating the Audience in Writing Trade Press Articles: The Issue of Tipping in Kávésok Lapja [Café Owners’ Journal]

Summary/Abstract: In this paper, I analyse the mediating function of trade journalism in the light of the challenges of the accommodating the audience. My aim is to synthesize some insights of literatures of trade press, freelance trade article writing, technical communication, and then illustrate them on historical Hungarian material. Regarding the trade press, the most important consideration for my paper is that of Thomas F. Corrigan’s, which suggests that however closed and niche medium may a trade journal be, it can relate to the actors of the industry it covers in various ways (resulting in a kind of modal volatility). The literatures of freelance trade article writing and technical communication – chiefly the works of Harley L. Sachs – provide such guidelines which draw attention to the challenges of accommodating to the views of different audience segments. My research material is the Hungarian Kávésok Lapja (“Café Owners’ Journal”), which was published between the two world wars. My analysis focuses on a few articles on the issue of tipping. I try to prove that these texts can reveal a kind of oscillation among the interests of the different stakeholder groups within the café industry (the coffeehouse owners, the waiters, and the guests).

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