1. Introduction to Localisation
Masters T2M & E-langues
Alex Frame

2. Lecture plan Introduction to intercultural communication (20.10)
Website localisation analysis exercise (TD, 03.11)
Cultural differences and localisation (10.11)

3. High culture National culture Popular culture Philology Anthropology
Classics
Art history
Sociology of culture
Area studies
Popular culture
Intercultural communication
Media studies
Cultural studies

4. Culture and Communication
“Culture is communication...
and communication is culture”
Edward T. Hall, The Silent Language, New York: Doubleday, 1959
(trad. française aux Editions du Seuil, 1984)

5. What is Culture? Defining culture
"A society's culture consists of whatever it is one has to know or believe in order to operate in a manner acceptable to its members“
(Ward Goodenough, 1964: 36).
Goodenough, Ward (1964), « Cultural Anthropology and Linguistics », Language in Culture and Society, éd. Dell Hymes, Harper, New York, pp

6. Iceberg Metaphor (L. Robert Kohls)
Copyright 2011-Matejovsky/Diploweb.com

7. Onion Model of Culture (Helen Spencer-Oatey)
Helen Spencer-Oatey (ed.), Culturally Speaking: Culture, Communication and Politeness Theory, London: Continuum, 2000

8. “Culture is a fuzzy set of attitudes, beliefs, behavioural conventions, and basic assumptions and values that are shared by a group of people, and that influence each member’s behaviour and each member’s interpretations of the ‘meaning’ of other people’s behaviour.”
Spencer-Oatey 2000: 4
Helen Spencer-Oatey (ed.), Culturally Speaking: Culture, Communication and Politeness Theory, London: Continuum, 2000

9. How Culture Affects our Communication
Codes :
linguistic
paralinguistic, extralinguistic
non-linguistic : kinésic, proxémic, olfactive, haptic, dress codes, …
(Ray Birdwhistell, Kinesics and Context, University of Philadelphia Press, 1970)
Schemas, Roles and Rituals
A Roman Centurion walks into a bar, holds up two fingers and says: "Five beers please". 

10. Cross-Cultural Approaches to Communication
Value Surveys / National Cultural Representations
Multi-Dimensional Models
Cultural Profiles
(Geert Hofstede, Fons Trompenaars)

11. Trompenaars, F & Hampden-Turner, C (1993) Riding the Waves of Culture
Universalism vs. particularism
(What is more important, rules or relationships?)
2. Individualism vs. collectivism (communitarianism)
(Do we function in a group or as individuals?)
3. Neutral vs. emotional behaviour
(Do we display our emotions?)
4. Specific vs. diffuse social relations
(To what extent do we compartmentalize our lives?)
5. Achievement vs. ascription
(Do we have to prove ourselves to receive status or is it given to us?)
6. Sequential vs. synchronic time
(Do we do things one at a time or several things at once?)
7. Internal vs. external control
(Do we control the environment or are we controlled by it?)

12. Localisation
Master T2M
Alex Frame