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Increasing User Acceptance of Technical

information in Cross-Cultural Communication

Thomas L. Warren, ProfessorTechnical Writing ProgramOklahoma State University

Stillwater, OK 74078

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Overview of Talk

• Communication Theory• Applying a theory• Conclusions/

Recommendations• Questions

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Communication Theory

• Provides insight into how best to communicateProcessPreparation

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Compliance-Gaining (C-G) Theory

• What the theory suggestsUse conscious strategy to

have receiver comply with sender’s request

Behavioral change only needed; not cognitive—you want the receiver to act a certain way (or avoid acting a certain way)

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C-G Strategies

General strategies summarized (4)1. Rewarding—Promising a

reward for compliance2. Punishing—Threatening

punishment for noncompliance

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C-G Strategies. Cont.

General strategies summarized, cont.3. Expertise—“I” know subject

as well as good/bad outcomes

4. Impersonal/Personal Commitments—moral appeals/call in debts

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Rhetorical Strategies

• Description• Narration• Illustration• Division-

Classification• Process

analysis

• Comparison-Contrast

• Cause-Effect• Definition• Argumentati

on-Persuasion

Traditional methods of development

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Cultural Elements

ITEM CULTURE A/B IMPLICATIONS A/B

Individuality and Goals

A: Personal, individual achievements; free willB: Interpersonal, group reactions; fate

A: Help advance; focus on self; “I need to do . . .”B: Improve group; self unimportant; “We need to do . . .”

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Applying the Theory to Instructions

Compliance-Gaining RHETORIC CULTURE

Rewarding Cause-effect A: You will be rewardedB: The group will benefit

Punishing Description A: You will be failB: The group will fail

Expertise Comparison-contrast

A: I’ve been there; done thatB: I’ve seen impact on group productivity

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Applying the Theory, cont.

Compliance-Gaining

RHETORIC CULTURE

Impersonal Commitments

Process A: You will accomplish tasksB: The group will meet goals

Personal Commitments

Process A: Owe it to yourself.B: Owe it to the group

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Sample Text

Microsoft® Office 2000 office suite opens an exciting new door to business computing for the millennium. Now you can work faster and more efficiently than ever before by using the wealth of new features that Office 2000 provides. That much you might expect. But Office 2000 also offers new ways to collaborate with other people who are using the Web, or with your company’s intranet. Whether you work with people in the same room, down the hall, or around the world, Office 2000 can help you in ways that you might not imagine.

SOURCE: Discovering Microsoft Office 2000 Premium and Professional. Microsoft Corporation, 1999, p. 2.

Assumed Reader: American.

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Analysis

Microsoft® Office 2000 office suite opens an exciting new door to business computing for the millennium.

C-G Strategy: Expertise (“I” know. . . .) to support Promise.

Rhetorical Strategy: Description.

Cultural Strategy: Looks outward to business.

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Analysis, cont.

Now you can work faster and more efficiently than ever before by using the wealth of new features that Office 2000 provides.

C-G Strategy: Reward. Promise of results from complying.

Rhetorical Strategy: Description of what will happen.

Cultural Strategy: Individual benefits.

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Analysis, cont.

That much you might expect.

C-G Strategy: Expertise. “I” understand you.

Rhetorical Strategy: Cause-effect.

Cultural Strategy: Uses 2nd person you; individual goals and expectations.

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Analysis, cont.

But Office 2000 also offers new ways to collaborate with other people who are using the Web, or with your company’s intranet.

C-G Strategy: Reward. Comply and get additional cooperation.

Rhetorical Strategy: Comparison-contrast between old and new ways of working.

Cultural Strategy: Working with others. But still uses 2nd person your.

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Analysis, cont.

Whether you work with people in the same room, down the hall, or around the world, Office 2000 can help you in ways that you might not imagine.

C-G Strategy: Expertise. “I” know what will happen.

Rhetorical Strategy: Narration. Presents “story.”

Cultural Strategy: Encourage improved work within the group. But still uses 2nd person you.

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Summary of Analysis

• Compliance-Gaining StrategiesRelies on rewards Promises from sure knowledge of

product and outcomes (Expertise)

• Rhetorical StrategiesDescription is the main strategy

used

• Cultural StrategiesFocuses on 2nd person pronoun you Individual goals

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Applied to Culture B

• To make it more accessible to Culture BPerspective should be more

“Expertise”—speaking with the voice of authority

Increase narration to show increase in group goals and productivity

Change pronouns to 3rd person to emphasize group

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Conclusions/Recommendations

• Turning to communication theory can help improve reader acceptance

• Especially important when developing cross-cultural communications

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Questions

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Contact

Thomas L. Warren, twarren@okstate.edu

Technical Writing Program/M205

Oklahoma State University

Stillwater, OK 74078

+1 405 744 9473 (V), +1 405 744 6326 (F)

www.okstate.edu/artsci/techwr