Ethical Implications of Intercultural Audiences

1. Lisa Heitzman Ethical Implications of Intercultural Audiences Presented by: Imelda Kwakye-Ackah April 26, 2011

2. Overview • The Global Market • Importance of Cultural Awareness • The Myth of a Universal Standard • English as a Global Language • Striving for Clarity • Rise of Globalization • Localization and Translation • Expanding the field • Dangers of Localization • Conclusion

3. The Global Market • Evidence of global market impact • Technology from diverse places • Audience Adaptation • Growing complexity with globalization • Need for new analysis • Employees of GE Medical Systems, France • Company Documents and Instructions • Ethical and Cultural Implications • Cultural bias and dominance

4. Importance of Cultural Awareness • Marketing purposes • International Companies • Large Audience • Readers in other countries can read the documents we make • Employee cooperation • Relationship with co-workers • Values and Language • Social and cultural values • Awareness and knowledge to adapt

5. The Myth of a Universal Standard • Visuals Documentation • More Universal • No textual translation • Not perfect • Internationalization • Universal mode of communication • Ikea

6. English as a Global Language • America pioneer of globalization • Most spoken and learned as a second language • English necessary for success • Main language of books, newspapers, airports, air-traffic control, international business and academic conferences, science, technology, and diplomacy • Document Design • Linear orientation • Circular Orientation (Navajo) • English is superior • Compromise part of culture

7. Striving for Clarity • Focus on Clarity • Cultural Bias • Asian Culture: Silence and Politeness over Clarity • Simple Words • Fill-up and Put-off • Unfamiliar Idioms • Latin “accomplish” and “utilize” with German “do” and “use” • French, Spanish and Italian

8. Rise of Globalization • Intercultural communication more important • The Assumption no longer holds • Rise of globalization • Rise to prominence of other languages • Mandarin – next global language

9. Localization and Translation • Cultural Differences a Focus • Unlike Internationalization • Microsoft Office other versions of Windows • Translation • Solution to diverse audience • Learn to choose and work with translators • Trial and Error • Learn to write for translation • Metaphors • Contextual Information

10. Expanding the Field • Cultural Awareness among Technical Writers • Avoid Internationalization, Adopt Localization • Beyond literacy, rhetoric and technology-oriented approach • Interdisciplinary approach • Courses outside technical communication • Anthropology and linguistics • Linguistic and Cultural knowledge of international audiences.

11. Dangers of Localization • What constitutes as culture? • Standards and Boundaries • Trend towards Generalization • Myths and Stereotypes • Expensive and Time Consuming • Ethical Concern • Profit-Maximizing

12. Conclusion • Globalization • Cultural Awareness • Learn to write to a diverse audience • Internationalization • Universal Standard • Cultural Bias and Dominance • Localization and Translation • Adaptability

13. Works Cited • Dombrowski, Paul M. Ethics in Technical Communication Boston: Allyn and Bacon 2000. • “English Language.” Wikipedia 27 April 2005 http://en.wikipedia.org/wiki/English_language. • Fish, Stanley. “Change.” Doing What Comes Naturally. Duke University Press: Durham and London, 1989. 141-160. • Fisk, Mary Lou. “People, Proxemics, and Possibilities for Technical Writing.” IEEE Transactions on Professional Communication 35.3 (Sept 1992): 176-182. • Flint, Patricia, Melanie Lord Van Slyke, Doreen Starke-Meyerring, and Aimee Thompson. “Going Online: Helping Technical Communicators Help Translators.” Technical Communication 46.2 (1999): 238-248. • “French Fight Shift to English.” The Guardian 23 November 2004. 27 April 2005

14. Works Cited • Hoft, Nancy. “Global Issues, Local Concerns.” Technical Communication 46.2 (May 1996) • “Ikea Bans the Instruction Manual.” The Evening Standard 11 March 2005. 27 April 2005 • Kostelnick, Charles. “Cultural Adaptation and Information Design: Two Contrasting Views.” IEEE Transactions on Professional Communication 38.4 (Dec 1995): 182-196. • Maylath, Bruce. “Writing Globally: Teaching the Technical Writing Student to Prepare Documents for Translation.” Journal of Business and Technical Communication 11.3 (1997): 339-352. • St. Amant, Kirk. “When Culture and Rhetoric Contrast: Examining English as the International Language of Technical Communication.” IEEE Transactions on Professional Communication 42.4 (1999): 297-299.

15. Works Cited • Shannon, Claude E and Warren Weaver. The Mathematical Theory of Communicaiton Urbana: The University of Illinois Press 1949. • Subbiah, Mahalingam. “Adding a New Dimension to the Teaching of Audience Analysis: Cultural Awareness.” IEEE Transactions on Professional Communication 35.1 (1992): 14-18. • Thrush, Emily A. “Plain English? A Study of Plain English Vocabulary and International Audiences.” Technical Communication 18.3 (Aug 2001): 289-296. • Weiss, Timothy. “Reading Culture: Professional Communication as Translation.” Journal of Business and Technical Communication 11.3 (July 1997): 321-338.

16. Questions