Lisa Heitzman Presented by: Imelda Kwakye-Ackah April 26, 2011

 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

 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

 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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 Hoft, Nancy. “Global Issues, Local Concerns.” Technical Communication 46.2 (May 1996)  “Ikea Bans the Instruction Manual.” The Evening Standard 11 March April 2005  Kostelnick, Charles. “Cultural Adaptation and Information Design: Two Contrasting Views.” IEEE Transactions on Professional Communication 38.4 (Dec 1995):  Maylath, Bruce. “Writing Globally: Teaching the Technical Writing Student to Prepare Documents for Translation.” Journal of Business and Technical Communication 11.3 (1997):  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):

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