MIDTERM NOTES (PART 2)

WORLD ENGLISHES
Globalization has brought the world the following benefits: exchanges of goods, easy access to
information, learning different cultures and languages from around the globe and creation of
varieties of the English language. In some ways, human beings have become globalized in lifestyle,
business, music, fashion, and even food. However, other elements of culture such as language,
philosophy, religion, and value system remain diverse and varied.
Culture and language are inseparable. An individual creates his identity through the culture he
practices and observes as he grows older. Likewise, the language that he learned is basically rooted
from his background, culture, and tradition. Without culture an individual has no identity and
cannot be distinguished.
What are World Englishes?
According to Putri (2017), World Englishes refer to the varieties of English spoken in different
parts of the world. You must know that English has become a global language. English was mostly
spread by migration, such as in Australia, New Zealand, and North America, and by colonialism,
such as in India, Singapore, and the Philippines. People from different speech communities,
cultures, and countries whose first language is not English use English to communicate with other
people from other speech communities. The English that they use is influenced by their native
languages.
Linguist David Crystal said that pronunciation, vocabulary, even the meaning of words also vary.
For instance, in South African English, the term “robot” means traffic light (BritishCouncilSerbia,
2013) whereas in American English, it refers to “a device that automatically performs complicated,
often repetitive tasks (as in an industrial assembly line” (MerriamWebster, 2021). Crystal added
that South Africans have contributed 10,000 words to the English language that only they can fully
understand. This variety of English is basically influenced by the culture of the people
(BritishCouncilSerbia, 2013)
LOCALIZATION & GLOCALIZATION IN COMMUNICATION
Localization in communication is the process of adapting a message, product, or service to
resonate with a specific target audience's cultural, linguistic, and regional preferences. It goes
beyond simple translation to ensure that the content feels authentic and appropriate, using
culturally relevant language, idioms, and references to avoid misunderstandings and make the
message effective in a new context.
Understanding Cultural Differences in Communication
Cultural differences can significantly impact the way people perceive and respond to messages.
Understanding these nuances is essential for effective localization.

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Cultural Nuances and Their Impact on Communication
Cultural nuances refer to the subtle differences in values, norms, and behaviors that distinguish
one culture from another. These nuances can affect how people communicate, interpret, and
respond to messages. For instance:
• In some cultures, direct eye contact is seen as a sign of confidence and respect, while in
others it's considered aggressive or confrontational.
• In some societies, hierarchy and authority are deeply ingrained, and communication styles
reflect this (e.g., using formal titles and last names).
• Certain cultures place a strong emphasis on collectivism, while others prioritize
individualism.
These cultural nuances can influence the effectiveness of your communication. For example, a
message that is considered funny or relatable in one culture might be perceived as insensitive or
confusing in another.
Language Differences and Translation Challenges
Language is a critical aspect of communication, and translation is often necessary to reach diverse
audiences. However, translation is not a straightforward process. Idioms, colloquialisms, and
cultural references can be lost in translation, leading to misinterpretation or confusion.
Some common translation challenges include:
• Idiomatic expressions: Idioms and colloquialisms can be culturally specific and difficult to
translate.
• Cultural references: References to local customs, traditions, or historical events may not
be understood or appreciated by non-native audiences.
• Linguistic nuances: Subtle differences in language, such as tone, syntax, and word choice,
can significantly impact the meaning and tone of a message.
Visual Elements and Their Cultural Significance
Visual elements, such as images, colors, and graphics, can also be culturally sensitive. Certain
images or colors may be associated with different meanings or connotations in various cultures.
For example:
• The color white is often associated with purity and innocence in Western cultures, while
it's associated with mourning in many Asian cultures.
• Images of certain animals or objects may be considered sacred or taboo in specific cultures.
To avoid cultural missteps, it's essential to consider the cultural significance of visual elements in
your communication.

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Strategies for Localized Communication
Now that we've explored the importance of cultural differences in communication, let's discuss
strategies for localized communication.
Adapting Tone, Style, and Content for Local Audiences
To effectively communicate with local audiences, you need to adapt your tone, style, and content
to resonate with their cultural preferences. This may involve:
• Using local language and terminology
• Adjusting the level of formality or informality
• Incorporating local customs, traditions, or references
• Modifying the tone to suit the local culture (e.g., more direct or indirect)
Using Local Idioms, Expressions, and References
Using local idioms, expressions, and references can help make your communication more relatable
and engaging. However, it's crucial to use them correctly and in context. This may involve:
• Researching local idioms and expressions
• Consulting with local experts or translators
• Testing your content with local audiences
Incorporating Cultural Preferences in Visual Design
Visual design is also an essential aspect of localized communication. This may involve:
• Using culturally relevant images and graphics
• Selecting colors and typography that resonate with local cultures
• Adapting the layout and design to suit local reading habits (e.g., right-to-left or left-to-
right)

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Implementing Localization in Communication
Implementing localization in communication requires a structured approach. Here are some key
steps to follow:
Conducting Cultural Research and Analysis
To develop effective localized communication, you need to understand the cultural nuances and
preferences of your target audience. This involves conducting cultural research and analysis, which
may include:
• Reviewing cultural studies and research papers
• Consulting with local experts and cultural advisors
• Conducting surveys or focus groups with local audiences
Collaborating with Local Experts and Translators
Collaboration with local experts and translators is crucial for effective localization. They can
provide valuable insights into local cultures, languages, and customs, ensuring that your
communication is accurate and culturally sensitive.
Some benefits of collaborating with local experts and translators include:
• Ensuring cultural accuracy and sensitivity
• Avoiding cultural missteps or misunderstandings
• Improving the overall quality and effectiveness of your communication
Testing and Refining Localized Content for Maximum Impact
Once you've developed localized content, it's essential to test and refine it to ensure maximum
impact. This may involve:
• Conducting user testing or feedback sessions with local audiences
• Analyzing metrics and performance data
• Refining your content based on the insights gathered

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The following table summarizes the key steps involved in implementing localization in
communication:

Step Description

1. Conduct Cultural Research and Understand the cultural nuances and preferences of your target
Analysis audience

2. Collaborate with Local Experts Ensure cultural accuracy and sensitivity, and improve the
and Translators overall quality of your communication

3. Test and Refine Localized Ensure maximum impact and effectiveness of your localized
Content content

Localization is a critical aspect of effective communication in today's globalized world. By

understanding cultural differences, adapting your tone and style, and incorporating local
preferences in visual design, you can develop communication strategies that resonate with diverse
audiences. By following the steps outlined in this article, you can implement localization in your
communication and achieve greater success in reaching your target audience.
Glocalization in communication refers to the practice of adapting global messages, products, or
services to suit local cultures, languages, and preferences to make them more relatable and
effective for diverse audiences
WHAT ARE MULTIMODAL TEXTS?
Many young people today have constant access to texts in different modes and through different
media. These texts are pieces of communication that are combined with words, pictures, moving
images and sounds mediated through digital devices such as computers and mobile phones. These
texts are called multimodal texts. A mash-up of numerous and mode is referred to as a multimodal.
A mode is a technique of communication, such as the words you use in a paragraph to describe
ideas and the imagery you use to show distinct concepts (Arola, et al., 2014).
Some examples of multimodal texts are websites, dissertations, performances, newspapers,
advertisements, and music videos. To help you think through the different modes present in a
multimodal text, study the five modes of communication (i.e., linguistic, visual, aural, gestural,
and spatial) and their key elements outlined by the New London Group (Arola, et al., 2014) in
Figure 6 below

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HOW TO INTERPRET A MULTIMODAL TEXT?

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After recognizing the different multimodal texts and its modes, one must then learn the steps on
how to evaluate them to come up with a desired meaning.
1. DETERMINE the type of message to evaluate.
2. IDENTIFY the message.
3. STATE the purpose of the message.
4. DESCRIBE how the message is conveyed.
5. SPECIFY the target audience.

Photos courtesy: trendingbudolnialbert/Tiktok, Caroline Ballard/KUER, & Morexette Marie B. Erram - Senior Multimedia
Reporter - CDN Digital

References:

AbdelGafur, L. N. M., Abdussalam, A. R., Derogongan, R. M., Jali-Kabirun, S. S. Z. M., Masorong, S.

K., Pantao, A. G., Penduma, A. M., & Sarip, H. D. (2020). Purposive communication [E-worktext]. In B.
S. M. Ibrahim (Ed.), E-Building Block 1 series (e-worktext). Mindanao State University, Purposive
Communication Committee.
Website link for Localizationn article [Link]