Lisa Heitzman Presented by: Imelda Kwakye-Ackah April 26, 2011.
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Transcript of Lisa Heitzman Presented by: Imelda Kwakye-Ackah April 26, 2011.
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Lisa Heitzman
Presented by:Imelda Kwakye-AckahApril 26, 2011
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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
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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
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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
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Visuals Documentation More Universal No textual translation▪ Not perfect
Internationalization Universal mode of communication▪ Ikea
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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
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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
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Intercultural communication more important The Assumption no longer holds▪ Rise of globalization
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
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
Beyond literacy, rhetoric and technology-oriented approach Interdisciplinary approach
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
Trend towards Generalization Myths and Stereotypes
Expensive and Time Consuming Ethical Concern Profit-Maximizing
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GlobalizationCultural AwarenessLearn to write to a diverse audience InternationalizationUniversal StandardCultural Bias and DominanceLocalization and TranslationAdaptability
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Dombrowski, Paul M. Ethics in Technical Communication Boston: Allyn and Bacon 2000.
“English Language.” Wikipedia 27 April 2005 http://en.wikipedia.org/wiki/English_language.
Fish, Stanley. “Change.” Doing What Comes Naturally. Duke University Press: Durham and London, 1989. 141-160.
Fisk, Mary Lou. “People, Proxemics, and Possibilities for Technical Writing.” IEEE Transactions on Professional Communication 35.3 (Sept 1992): 176-182.
Flint, Patricia, Melanie Lord Van Slyke, Doreen Starke-Meyerring, and Aimee Thompson. “Going Online: Helping Technical Communicators Help Translators.” Technical Communication 46.2 (1999): 238-248.
“French Fight Shift to English.” The Guardian 23 November 2004. 27 April 2005
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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 2005. 27 April 2005
Kostelnick, Charles. “Cultural Adaptation and Information Design: Two Contrasting Views.” IEEE Transactions on Professional Communication 38.4 (Dec 1995): 182-196.
Maylath, Bruce. “Writing Globally: Teaching the Technical Writing Student to Prepare Documents for Translation.” Journal of Business and Technical Communication 11.3 (1997): 339-352.
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): 297-299.
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Shannon, Claude E and Warren Weaver. The Mathematical Theory of Communicaiton Urbana: The University of Illinois Press 1949.
Subbiah, Mahalingam. “Adding a New Dimension to the Teaching of Audience Analysis: Cultural Awareness.” IEEE Transactions on Professional Communication 35.1 (1992): 14-18.
Thrush, Emily A. “Plain English? A Study of Plain English Vocabulary and International Audiences.” Technical Communication 18.3 (Aug 2001): 289-296.
Weiss, Timothy. “Reading Culture: Professional Communication as Translation.” Journal of Business and Technical Communication 11.3 (July 1997): 321-338.
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