1. Ethical Implications of Intercultural Audiences Kelly Kennedy

2. Introduction We live in a global market and the audience is important; for example, it's hard for the French to interpret English instructions. There is a need to implement standards.

3. Reasons to Teach Cultural Awareness So readers in other countries can decipher our documents - able to sell products based on readability of information. We will be able to relate and work with foreign co-workers more efficiently.

4. Myth of Universal Standard Though visuals are good, there are still some cultural connotations, such as colors. Standard was attempted, for example: IKEA made instructions with mostly men to avoid offense towards Muslims, however, Norway accused Ikea of being sexist towards women. No standard.

5. English as Global Language Spoken by 402 million native speakers, 600 million as second language. Dominates scientific language. Can connect people, but also seen as dominance.

6. Striving for Clarity Clarity is important in technical writings through Plain Style. Plain Style replaces words like “accomplish” and “utilize” with “do” and “use” to make it easier for nonnative readers. However, some cultures are more used to the former language. Not all cultures focus on clarity, ex: Asian cultures value silence and politeness.

7. Rise of Globalization Can no longer assume all readers speak and read English.

8. Localization and Translation Localization focuses on the cultural differences instead of trying to erase them (internationalization). Example: Microsoft released appropriately geared versions of Windows to other countries. Translators can be referred to as a standard audience, avoids internationalization. Must provide translators with contextual information, no use of metaphors, and need to chunk information

9. Expanding the Field Cultural and linguistic differences must be analyzed in order for localization to succeed. Can also implement a curriculum: how to read human behavior and messages by improving interpretive and translation skills. Engage in courses beyond technical communication like anthropology and linguistics.

10. Dangers of Localization Different communities can form different interpretations, even differences among same, single community. Can lead to generalization - myth and stereotyping. It is rarely adopted because it's expensive and time consuming. Should ethics be compromised for the sake of profit?

11. Conclusion Learning guidelines for translation writing is very important. However, tech communicators must learn to adapt their writing to specific situations. Most important: adaptability - when each method is appropriate. Example: internationalization over localization/translation for airport signs.

12. Reference Heitzman, Lisa. 2005. Ethical Implications of Intercultural Audiences. Orange. Website accessed 9/9/2007. http://orange.eserver.org/issues/6- 4/heitzman.html

13. Questions/Comments?