Research in reading and cognitive psychology reveals that reading is much more complex than passive reception of information. Instead, readers are busy making their own meanings. They depend on their prior knowledge, interests, and attitudes as well as on the text. A reader’s understanding will not necessarily match the writer’s intended meaning, even if the sentences and organization are clear.
Although writers and editors cannot know exactly how readers will respond, they can be certain of two things: readers create their own meanings, and they read selectively.”
Carolyn D. Rude and Angela Eaton, Technical Editing, 5th Ed.
This book is assigned reading for my Professional Editing course. I had to share this because I’ve always wondered how there can be so many completely different reviews on one book. This explains it.