1. “Ethical Implications of Intercultural Audiences” By Lisa Heitzman Cleo Thomas Engl 393 February 18, 2008

2. Main Points Importance of variety Why we should teach cultural awareness The myth of a universal standard English language as a global language Striving for clarity Rise of globalization Localization and translation Expanding the field Dangers of localization Conclusion

3. Importance of Variety We live in a world of the global market (imports and exports across the globe) Problems arise when communicating between cultures about the products Technical writing must adapt to target a wide and diverse audience. Audience adaptation

4. Why we should teach cultural awareness With a growing global market, more businesses and employees are becoming culturally and linguistically diverse. Will help everyone relate to each other better Will make business transactions easier Promotes awareness of ethical implications Allows writers to become familiar with issues as hand

5. The myth of a universal standard Need to implement a global standard for communication and understanding Visuals are easier than written or spoken word No single standard can erase all cultural connotations It is nearly impossible to have a universal standard of communication

6. English language as a global language Internationalization often gives power and authority to one community as a standard According to British Counsel: - English is the main language of books, newspapers, airports and air-traffic control, international business and academics, conferences, science, technology, and diplomacy. - Over 2/3rds of the world’s scientists read in English. Overall, most linguistic and cultural practices are based on Western norms.

7. Striving for clarity English speaking countries place importance on clarity. This emphasis may be considered a cultural bias Guidelines for clarity: - common words, pronouns, active voice, and short sentences Should concentrate on correctness of translation

8. Rise of Globalization Americans (or any other culture) cannot assume they are the center of the world. Other languages (ex. Mandarin) are quickly becoming global languages Technical writers must learn to adapt to different languages and cultures.

9. Localization and Translation Products geared to or targeted towards a particular area, language, or culture. (ex. Microsoft) Translation is key Focuses on maintaining unique differences Technical writers must learn to write to the translator audience.

10. Expanding the Field Technical writers should be educated in other fields such as anthropology and linguistics. “Interdisciplinary approach” Establishing a cross-discipline curriculum would be helpful

11. Dangers of Localization Criteria must be decided what constitutes as a culture, where the boundaries lie, and what the characteristics of the culture are. Must avoid generalization Localization can promote stereotyping and power struggles. Must avoid indifference

12. Conclusion “Teaching cultural awareness and ethical implications of intercultural communication in the classroom would help to raise awareness of the importance of the issue and be a starting point to change our attitude.” …Any Questions???