Audience
Observe the tone that is used in the text (formal, informal, helpful, poetic)
Where does the text come from? The type of publication will tell you a lot about the intended audience (newspaper, music magazine, health form)
What kind of vocabulary is being used? The types of words and expressions in the text will help you understand the audience (complex, descriptive, simple)
Purpose
Does the text openly outline its objectives, or why it has been written?
What is the argument in the text, what opinion is the writer expressing?
Again, what kind of words and expressions are being used? For instance, is the writing instructive, or explicatory