Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
When Culture Meets Content
Andrew Peck
What do these mean to you?
 5-a-day
 Vegetables
 Prayers

 Yellow (adj.)
 Cowardly
 Pornographic

 Moon (symbol)
 ...
What was investigated?
 A “cultural update” to the language
materials
 Cultural insiders were asked about their
opinion ...
Why?
- The outsider perspective
 Physical contact between male/female
 Revealing clothing
 Love, sex or non-marriage ma...
What was learnt?
The reactions to images
The problem with outsider
perspectives
 Big “C” cultural assumptions
 Lots of negatives
 The use of stereotypes in gene...
Applications to Technical
Communications
 User communities must be accurately
profiled
 Similar to accessibility focus g...
Importance in the future





The global marketplace
The multi-cultural workplace
The pan cultural individual
The unkn...
Laudable Attitudes
 “This game was developed by a multicultural
team of various faiths and beliefs.”
 We view Equality a...
QUESTIONS?
Upcoming SlideShare
Loading in …5
×

TCUK 2013 - Andrew Peck - When culture meets content

2,170 views

Published on

TCUK 2013 - Andrew Peck - When culture meets content

Published in: Business, Technology
  • Be the first to comment

TCUK 2013 - Andrew Peck - When culture meets content

  1. 1. When Culture Meets Content Andrew Peck
  2. 2. What do these mean to you?  5-a-day  Vegetables  Prayers  Yellow (adj.)  Cowardly  Pornographic  Moon (symbol)  Witchcraft  Religion
  3. 3. 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
  4. 4. 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)
  5. 5. What was learnt?
  6. 6. The reactions to images
  7. 7. The problem with outsider perspectives  Big “C” cultural assumptions  Lots of negatives  The use of stereotypes in generating audience profiles
  8. 8. 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.
  9. 9. 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?
  10. 10. 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.
  11. 11. QUESTIONS?

×