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Multi-language Websites in a Multi-cultural Country: a South African Perspective

Multi-language Websites in a Multi-cultural Country: a South African Perspective. Jean-Paul Van Belle Ryan Fellstad Clinton Steele Wendy van Bakel University of Cape Town. Contents. Context & motivation Research methodology Sample 5 major findings Conclusions.

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Multi-language Websites in a Multi-cultural Country: a South African Perspective

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  1. Multi-language Websites in a Multi-cultural Country: a South African Perspective Jean-Paul Van Belle Ryan Fellstad Clinton Steele Wendy van Bakel University of Cape Town

  2. Contents • Context & motivation • Research methodology • Sample • 5 major findings • Conclusions

  3. Language of Online Users 85% of sites = English

  4. Context • Technology exists to easily maintain multilingual websites • Unlike in Europe, only very limited work has been done so far in (South) Africa • South Africa • culturally diverse • 11 official languages

  5. South African Languages The various cultural groupings in South Africa are amaXhosa (who speak isiXhosa), amaZulu (isiZulu), Vhavhenda (Tshivhenda), Maswati (isiSwati), Basotho (Sesotho), Batswana (Setwana), amaNdebele (isiNdebele), amaTsonga (Xitsonga), Afrikaners (Afrikaans) and English speakers. [http://www.nalane.net]

  6. South African Speakers

  7. Research Methodology • Ho: There is a demand for multi-language websites from current internet users who speak English well but whose home-language is not English • Convenience sample: • Momentum Life staff (38 / 100 = 38%) • Commerce students at UCT (87 / 280 = 31%) • Own questionnaire • No theoretical framework

  8. Sample profile (n = 87) • Male / female = 52% / 48% • Young (63% < 26 years) • 68% black / 15% "coloured" / 15% white / 3% Asian • Frequent internet users (50% daily) • Internet savvy (90% "average" or above) • Home language • 96 % "fluent" English • most are "multi-lingual"

  9. Finding 1: Lack of african language sites

  10. Finding 2:The need for multilingual sites

  11. Finding 3:Differential use of home language

  12. Finding 4:Desired info in home language

  13. Finding 5:Marketing opportunities • 22% prepared to pay (incl. students!) for content in home language • 43% would look at banners in home language • 8% received "spam" in non-English language • moral imperative  PR

  14. Conclusions • SA = multicultural & multilingual but has almost no non-English websites. • There is a definite pent-up demand for content in home-language, even amongst fluent English speakers • This demand varies: • for different types of contents • for different language groups • There are strong moral & sound business reasons for providing non-English websites.

  15. Some comments • “We need transformation; we need websites in our own languages. This in return will see us growing and going towards the African renaissance.” • "Other language Internet should be a right, not a privilege.” • “In the New South Africa, I would expect companies to be offering their services in Xhosa or other official languages." • “English is far more difficult to understand than people think. I often avoid going on the Internet because it takes me so long to find information.” • “English is the universal language, so don’t bother changing anything.” • “Why learn a language that will not provide a job?” • “I would love to see my language being used, but not in all cases. I prefer English most because we [live] in a modern world.”

  16. Oh, very funny! We'd still like somehowever it's pronounced

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