STF 287 Multicultural Communication 1 Matching language and cultural requirements Specialist Task...

STF 287Multicultural Communication

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Matching language andcultural requirements

Specialist Task Force STF 287“User-oriented handling of multicultural issues

in multimedia communications”Funded by the EC/EFTA

Mike Pluke, STF leader

Francoise Petersen

Derek Pollard

Bianca Szalai


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ETSI

Develops: Wide range of standards Other technical documentation

Contributes to world-wide standards in: Telecommunications Broadcasting Information Technology

Independent but works in close co-operation with: EU ITU CEN/CENELEC Other world-wide bodies


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eInclusion

A key eEurope 2005 objective:

“to give everyone the opportunity to participate in the global information society”

Our work:

Seeks to remove or reduce cultural/language barriers

Is therefore fully in support of this objective


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Issues

Information and communication services should support cultural and language preferences of

a) someone: communicating with other people or accessing services

in other countries; visiting or residing in a country where the language is

not their native language; who only speaks a minority language of a country; who only has a limited vocabulary in their own

language; who lip-reads, uses sign language, or the Bliss symbols

system.

b) public and private sector organisations dealing with customers or organisations in other

countries.


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The one simple requirement

In all of these different scenarios, the requirement is simple:

Everyone wants to be able to communicate or access information in ways that are compatible with their language and cultural preferences.


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Counterproductive cultural adaptation

Organisations often think that they have solved the language and cultural issues with simple techniques

These may work for a majority of users But for a significant minority they may cause big

problems for the user e.g. Guessing language from an IP address Basing text prediction dictionaries on the user interface

language chosen by the mobile phone user


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Critical situations

Some situations where language and cultural factors are not addressed may have fatal consequences

e. g Calling emergency services …


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Emergency situation


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Emergency situation


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Other scenarios

Visiting a tourist attraction

Network announcements

Communication between a deaf sign language user and a call centre

Text messaging from a mobile telephone

Technical business communication

…..


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We propose to give guidance on

Defining levels of language skill and how people might assess their own capabilities

Storing information about cultural preferences and language skills

How a service provider can access this information to deliver an appropriate version of a service to a user

and …


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and guidance on

Delivery of content and the handling of user input taking account of a range of cultures and languages

Optimising the match of service options to user preferences

The use of existing standards and guidelines - identifying where new ones need to be developed

The incorporation of country-specific legal requirements into business ICT provision


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How we are going to do it

Identifying existing standards and guidelines:including ETSI work on User Profile Management and a Universal Communications Identifier (UCI)

Extensive consultation with a wide range of stakeholders, e.g. Globalisation, internationalisation, localisation and

translation companies Information service providers Other standards bodies e.g. CEN and ISO Research projects etc.

Write guidelines Identify further work that needs to be done


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Project Overview

Work commenced: April 2005

Table of contents and scope: June 2005

Main consultations: June – December 2005

Draft for approval by ETSI HF: May 2006

Document publication: September 2006

Final reporting and closure: December 2006


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Summary

The ultimate aim is ….

Removing or reducing cultural/language barriers to give everyone the opportunity to participate in the global information society

Follow the story at:http://portal.etsi.org/STFs/HF/STF287.asp

STF 287 Multicultural Communication 1 Matching language and cultural requirements Specialist Task...

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