Ethical Implications of Intercultural Audiences

1
Ethical Implications of Intercultural Audiences

• Kelly Kennedy

2
Introduction

• We live in a global market and the audience is
  important for example, it's hard for the French
  to interpret English instructions.
• There is a need to implement standards.

3
Reasons to Teach Cultural Awareness

• So readers in other countries can decipher our
  documents - able to sell products based on
  readability of information.
• We will be able to relate and work with foreign
  co-workers more efficiently.

4
Myth of Universal Standard

• Though visuals are good, there are still some
  cultural connotations, such as colors.
• Standard was attempted, for example IKEA made
  instructions with mostly men to avoid offense
  towards Muslims, however, Norway accused Ikea of
  being sexist towards women.
• No standard.

5
English as Global Language

• Spoken by 402 million native speakers, 600
  million as second language.
• Dominates scientific language.
• Can connect people, but also seen as dominance.

6
Striving for Clarity

• Clarity is important in technical writings
  through Plain Style.
• Plain Style replaces words like accomplish and
  utilize with do and use to make it easier
  for nonnative readers.
• However, some cultures are more used to the
  former language.
• Not all cultures focus on clarity, ex Asian
  cultures value silence and politeness.

7
Rise of Globalization

• Can no longer assume all readers speak and read
  English.

Hello!
8
Localization and Translation

• Localization focuses on the cultural differences
  instead of trying to erase them
  (internationalization).
• Example Microsoft released appropriately geared
  versions of Windows to other countries.
• Translators can be referred to as a standard
  audience, avoids internationalization.
• Must provide translators with contextual
  information, no use of metaphors, and need to
  chunk information

9
Expanding the Field

• Cultural and linguistic differences must be
  analyzed in order for localization to succeed.
• Can also implement a curriculum how to read
  human behavior and messages by improving
  interpretive and translation skills.
• Engage in courses beyond technical communication
  like anthropology and linguistics.

10
Dangers of Localization

• Different communities can form different
  interpretations, even differences among same,
  single community.
• Can lead to generalization - myth and
  stereotyping.
• It is rarely adopted because it's expensive and
  time consuming.
• Should ethics be compromised for the sake of
  profit?

11
Conclusion

• Learning guidelines for translation writing is
  very important.
• However, tech communicators must learn to adapt
  their writing to specific situations.
• Most important adaptability - when each method
  is appropriate.
• Example internationalization over
  localization/translation for airport signs.

12
Reference

• Heitzman, Lisa. 2005. Ethical Implications of
  Intercultural Audiences. Orange.
• Website accessed 9/9/2007.
• http//orange.eserver.org/issues/6-4/heitzman.htm
  l

13
Questions/Comments?