Transcript Oral Presentation: Ethical Implications of Intercultural

Lisa Heitzman
Presented by:
Imelda Kwakye-Ackah
April 26, 2011
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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
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Evidence of global market impact
 Technology from diverse places
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Audience Adaptation
 Growing complexity with globalization
▪ Need for new analysis
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Employees of GE Medical Systems, France
 Company Documents and Instructions
▪ Ethical and Cultural Implications
▪ Cultural bias and dominance
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Marketing purposes
 International Companies
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Large Audience
 Readers in other countries can read the documents
we make
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Employee cooperation
 Relationship with co-workers
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Values and Language
 Social and cultural values
▪ Awareness and knowledge to adapt
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Visuals Documentation
 More Universal
 No textual translation
▪ Not perfect
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Internationalization
 Universal mode of communication
▪ Ikea
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America pioneer of globalization
 Most spoken and learned as a second language
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English necessary for success
 Main language of books, newspapers, airports, air-
traffic control, international business and academic
conferences, science, technology, and diplomacy
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Document Design
 Linear orientation
▪ Circular Orientation (Navajo)
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English is superior
 Compromise part of culture
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Focus on Clarity
 Cultural Bias
 Asian Culture: Silence and Politeness over Clarity
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Simple Words
 Fill-up and Put-off
▪ Unfamiliar Idioms
 Latin “accomplish” and “utilize” with German “do”
and “use”
▪ French, Spanish and Italian
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Intercultural communication more important
 The Assumption no longer holds
▪ Rise of globalization
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Rise to prominence of other languages
 Mandarin – next global language
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Cultural Differences a Focus
 Unlike Internationalization
 Microsoft Office other versions of Windows
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Translation
 Solution to diverse audience
 Learn to choose and work with translators
▪ Trial and Error
 Learn to write for translation
▪ Metaphors
▪ Contextual Information
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Cultural Awareness among Technical Writers
 Avoid Internationalization, Adopt Localization
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Beyond literacy, rhetoric and technologyoriented approach
 Interdisciplinary approach
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Courses outside technical communication
 Anthropology and linguistics
 Linguistic and Cultural knowledge of international
audiences.
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What constitutes as culture?
 Standards and Boundaries
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Trend towards Generalization
 Myths and Stereotypes
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Expensive and Time Consuming
 Ethical Concern
 Profit-Maximizing
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Globalization
Cultural Awareness
Learn to write to a diverse audience
Internationalization
Universal Standard
Cultural Bias and Dominance
Localization and Translation
Adaptability
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