Lisa Heitzman

Presented by:Imelda Kwakye-AckahApril 26, 2011

The Global Market Importance of Cultural AwarenessThe Myth of a Universal StandardEnglish as a Global LanguageStriving for ClarityRise of GlobalizationLocalization and TranslationExpanding the fieldDangers of LocalizationConclusion

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

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

Visuals Documentation More Universal No textual translation▪ Not perfect

Internationalization Universal mode of communication▪ Ikea

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

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

Intercultural communication more important The Assumption no longer holds▪ Rise of globalization

Rise to prominence of other languages Mandarin – next global language

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

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.

What constitutes as culture? Standards and Boundaries

Trend towards Generalization Myths and Stereotypes

Expensive and Time Consuming Ethical Concern Profit-Maximizing

GlobalizationCultural AwarenessLearn to write to a diverse audience InternationalizationUniversal StandardCultural Bias and DominanceLocalization and TranslationAdaptability

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