tcuk 2013 - andrew peck - when culture meets content
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TCUK 2013 - Andrew Peck - When culture meets contentTRANSCRIPT
When Culture Meets Content
Andrew Peck
What do these mean to you? 5-a-day
Vegetables Prayers
Yellow (adj.) Cowardly Pornographic
Moon (symbol) Witchcraft Religion
What was investigated?
A “cultural update” to the language materials
Cultural insiders were asked about their opinion of the changes
Image and textual changes were investigated
Cultural insiders profiled their own culture
Why?- The outsider perspective
Physical contact between male/female Revealing clothing Love, sex or non-marriage male/female
relationships (LSNM) Alcohol Pork Religion Name/face/place (NFP) Other (cultural) Other (non-cultural)
What was learnt?
The reactions to images
The problem with outsider perspectives
Big “C” cultural assumptions Lots of negatives The use of stereotypes in generating
audience profiles
Applications to Technical Communications
User communities must be accurately profiled Similar to accessibility focus groups
guidelines The use-case comes first Members of other cultures may need
more information, not less.
Importance in the future
The global marketplace The multi-cultural workplace The pan cultural individual The unknown final recipient
Does this matter? Stereotypes
Does this matter?
Laudable Attitudes
“This game was developed by a multicultural team of various faiths and beliefs.”
We view Equality and Diversity as critical components in the generation and maintenance of Operational Effectiveness, and not for reasons of political correctness. We values the inherent qualities in every individual, respects their differences, and enables them to make the selfless commitment that we demand in the knowledge that they will be treated fairly.
QUESTIONS?