Jeremy Evas Prifysgol Caerdydd/Cardiff University Don’t make me think... Syniadau ynghylch sut y gall e-wasanaethau gefnogi ieithoedd lleiafrifol Ideas for the future use of services in minority languages

Amser Ymarfer Ffiseg Physics Practice Time Cwestiwn 1: Beth yw ‘ffrithiant’? Question 1: What is ‘friction’?

Siwrne dda? Smooth journey, guv? Taith y Defnyddiwr The User Journey Siwrne dda? Smooth journey, guv?

Llyfn ond llwm? Smooth but scant or severe?

Trafferth ymhob twll a chornel? Pitted with frustration?

“Nobody’s asked for the Welsh language Service/to work in Welsh...”

“Nobody’s asked for the Welsh language Service...

Oops. Rhodri speaks Welsh. He’s just taken his driving test in English... [You can take your theory and practical driving tests in Welsh Phone xxx. You have a choice.

“Nobody’s asked for the Welsh language Service...” [so let’s tell them they exist.../encourage them to do it with information] Behavioural economists Fogg, Chanasyk, Quihuis, Moraveji, Hreja and Nelson (2011), posit that ‘believing that information leads to action’ is one of the ten most common mistakes of behavioural changing techniques. Fogg, B.J., Chanasyk, K., Quihuis, M., Moraveji, N., Hreja; J., & Nelson, M. (2010). Top 10 Mistakes in Behaviour Change. Persuasive Tech Lab, Stanford University: http://www.slideshare.net/captology/stanford-6401325

Ymwybyddiaeth o gyfleoedd Cymraeg, neu hyfforddiant Ymwybyddiaeth Iaith Gymraeg (‘critigol’)? Should we raise awareness of Welsh language opportunities? Or should we engage in critical language awareness training?

TWO DIMENSIONAL MODEL OF BEHAVIOUR CHANGE REASONABLE HUMAN BEING INFORMATION TO MAKE INFORMED DECISIONS INCENTIVES AND DISINCENTIVES TO ENCOURAGE A BEHAVIOUR ‘IN HIS/HER OWN INTERESTS”

THREE DIMENSIONAL MODEL OF BEHAVIOUR CHANGE THE POWER OF COMPETITIVE BEHAVIOUR INTUITIVE ACTION HABIT PRESSURES OF TIME EXPECTATIONS EXPECTED OUTCOME WHAT OTHERS ARE DOING EMOTIONAL REACTION SOCIAL, ECONOMIC, HISTORICAL, CULTURAL CONTEXT SELF & GROUP IDENTITY LIKELYHOOD OF BEING CAUGHT OUT PREJUDICE AND BIAS

The 14 motivators that will persuade us to act [to work bilingually?] PERSONAL IDENTITY NEED FOR THE NEW GOOD REASONS BENEFITS TO OTHERS EMOTION FEAR/FEAR OF LOSS INTUITION WHAT OTHERS DO PRINCIPLES FUTURE GOALS CONTROL FITS INTO MY LIFE NEED TO KNOW BENEFITS TO ME SOURCE: THE 14 MOTIVATORS OF PERSONAL ACTION – DRUMMOND ET AL, 2008

“How small changes can make a difference” Beth fyddai’n digwydd: Petai siaradwyr Cymraeg byth yn gorfod dewis defnyddio systemau Cymraeg? Petai ‘polisi grŵp’ yn awtomeiddio’r dewis iddynt? (gyda modd o optio allan?) What would happen: If Welsh speakers never had to choose to use Welsh language systems? If a ‘group policy’ automated the choice for them (with means of opt out)?

Defnydd o ryngwyneb Cymraeg Use of Welsh Language Interface MS Office/OpenOffice

Cyfrifiaduron Cymraeg? Rhy ddrud! Computers in Welsh? Too expensive! Myth 1 Cyfrifiaduron Cymraeg? Rhy ddrud! Computers in Welsh? Too expensive!

Myth 2 Mae’n rhy anodd ei ddefnyddio yn Gymraeg It’s too difficult to use in Welsh

We can’t use it – our technicians don’t speak Welsh Myth 4 Allwn ni ddim defnyddio technoleg Cymraeg – mae’n technegwyr yn ddi-Gymraeg We can’t use it – our technicians don’t speak Welsh

Myth 5 Mae’n ysgol/cartre/swyddfa i yn ddwyieithog – alla i ddim rhannu cyfrifiadur gyda rhywun sy’n ddi-Gymraeg My school/home/office is bilingual – I can’t share a computer in Welsh with someone who doesn’t speak Welsh

Myth 6 Does dim modd defnyddio technoleg yn Gymraeg ar rwydwaith You can’t use Welsh language technology on a network

Myth 7 Smo ‘Nghymrâg i’n ddigon da – sai’n deall y termau My Welsh isn’t good enough – the terms are too complicated

Rhesymau/Reasons? Ymwybyddiaeth? Problemau gosod Hyder wrth ddefnyddio technoleg Hyder mewn ansawdd/defnydd iaith Gweinyddwyr system Awareness? Installation issues Confidence in use of technology Confidence in use/quality of language System admins

Status quo/Present bias...

Mind the [values <> action] gap... 14/03/2007 Arolwg ar hybu technoleg yn Gymraeg 13/06/2008 Hybu Technoleg Gwybodaeth Cyfrwng Cymraeg: Ailymweld â Phrosiect Hyrwyddo Technoleg 2007 yn Ynys Môn 22/08/2008 Prosiect Hyrwyddo Defnyddio Technoleg Cymraeg: Gwynedd a Chonwy 23/10/2008 Prosiect Hyrwyddo Defnyddio Technoleg Cymraeg: Gwynedd a Chonwy (Deudraeth Cyf.)

Evas, J. and Cunliffe, D. 2017. Behavioural economics and minority language e-services — the case of Welsh. In: Morris, J. and Durham, M. eds. Sociolinguistics in Wales.  Basingstoke:  Palgrave MacMillan.

Ein Hymchwil/Our Research Exploratory Research 2014-15 N=147 M=39.5%, F=60.5% Mainly students Fluent Welsh Speaker: 96.6% Speak Welsh Daily: 80% Ymchwil Gychwynnol 2014-15 N=147 G=39.5%, B=60.5% Myfyrwyr yn bennaf Rhuglder yn y Gymraeg: 96.6% Ei siarad yn ddyddiol: 80%

Pa un o’r sgriniau hyn ar beiriant arian fyddai’r un fwyaf tebygol o annog siaradwr Cymraeg i ddefnyddio’r Gymraeg? Which one of these cashpoint screens would be most likely to encourage a Welsh speaker to use Welsh?

Q11

Q12

Q13

Q14

Dychmygwch y sefyllfa ganlynol, rydych newydd brynu cyfrifiadur newydd ac mae’r blwch deialog canlynol yn ymddangos. Ym mha Iaith byddech yn parhau? Imagine the following situation, you have just bought a new computer, and the following dialogue box appears. In which language would you continue?

Hergwd a’r Gymraeg/Nudge and Welsh ...peidied neb â meddwl bod yr hawl i’r Gymraeg a chynyddu defnydd o’r iaith bob amser yn mynd law yn llaw. Nac ychwaith y bydd deddf iaith newydd yn cyfrannu rhyw lawer at adfer yr iaith os na roddir sylw manwl i sut y gellir ‘nydjio’ trwch y boblogaeth Gymraeg ei hiaith i fanteisio ar unrhyw gyfleoedd newydd a ddaw yn ei sgil. Yn ogystal â’r hawl, mae angen yr hergwd. …let no-one think that the right to use Welsh and increasing Welsh language use always go hand in hand. Nor that a new Welsh language act will contribute substantially to language revival unless detailed attention is given to how the majority of Welsh speakers can be ‘nudged’ into taking advantage of the resultant opportunities [to use the language]. As well as rights, a nudge is needed. Roy Thomas, Barn, 566, 3/2010, 20.

Pensaernïaeth Dewis/Choice Architecture Casgliadau... Conclusions... Gofynnwch i’r cwsmer am ddewis iaith, heb ddisgwyl iddo/iddi ofyn i chi Cynigiwch y Gymraeg yn rhagweithiol (peidiwch codi ymwybyddiaeth) Defnyddiwch gysyniad ‘taith ddi-ffrithiant’ UI i’r defnyddiwr Beth sydd y tu hwnt i’r ffrwythau pensaernïol isel? Ask the customer about their language choice, don’t wait to be asked Actively offer Welsh language Services (don’t raise awareness of them) Use the ‘friction-free user journey’ UI Concept What comes after the low-hanging architectural fruit?