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Diversity. Awareness. Why?? Demographic reality Multicultural Policy – State/Cth/Local Good Practice Legal Obligations – eg. Anti Discrimination legislation. Providing a Service In A Culturally Diverse Society.

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Diversity

Awareness


Providing a service in a culturally diverse society

Why??

Demographic reality

Multicultural Policy – State/Cth/Local

Good Practice

Legal Obligations – eg. Anti Discrimination legislation

Providing a Service In A Culturally Diverse Society


Why do it because diversity impacts

Culturally specific assumptions embedded in practice – notions of public library/borrowing etc

Communication – language barriers, interpreters, non verbal communication

Taking cultural factors into account in providing services – what is ‘culture’/what does ‘culturally appropriate mean’

Administrative and procedural problems – slower pace when interpreters are used/budgets/planning

Knowledge and understanding of the library system – previous experiences/expectations impact

6 Specific issues for refugees/torture and trauma survivors

Why Do It? Because Diversity Impacts…..


Earth's Village notions of public library/borrowing etc

If we could shrink the Earth's population to a village of precisely 100 people, with all existing human ratios remaining the same, it would look like this:

• 57 Asians

• 21 Europeans

• 14 from the Western Hemisphere (north and south)

• 8 Africans

Of these:

• 51 would female, 49 would be male

• 70 would be non-white, 30 white

• 50 would be non-Christian, 30 Christian

• 50% of the entire world's wealth would be in the hands of only 6 people and all 6 would be citizens of the United States

• 80 would live in substandard housing

• 70 would be unable to read

• 50 would suffer from malnutrition

• One would be near death

• One would be near birth

• Only one would have a college education

• One would own a computer


At the 2001 Census, Australia had 18,769,074 people. Of this population:

43% were either born overseas or had at least one parent born overseas. This represents just over eight million Australians

Over 200 languages were spoken, with the most common being English, Italian, Greek, Cantonese, Arabic, Vietnamese and Mandarin.


Individual understanding our identities

DIVERSITY – population

ABOUT US NOT THEM

Individual: Understanding Our Identities


Contrast between individualism and collectivism
Contrast Between populationIndividualism and Collectivism


Managing diversity personal interpersonal competencies
Managing Diversity: Personal/Interpersonal Competencies population

  • Understanding Diversity and its impact at all levels on you and others

  • Understand personal lens and paying attention to the interpretive lens of others

  • Understand personal values, beliefs and their impact on providing services

  • Explore the impact of conscious and unconscious prejudice upon decision making



(HAVING WORKED OUT WHAT WE KNOW, WHAT WE NEED TO populationKNOW AND WHAT OUR WILLINGNESS IS TO DO SOMETHINGABOUT THE ISSUES, CHOOSING TO ACT ON THAT INFORMATION)


  • Stereotypes population are a cognitive component

  • of human interactions

  • Prejudice is the evaluative component

  • Discriminationis the behavioural

  • component

  • Racism/isms is the institutionalised

  • component


  • Communication Challenges population

  • might arise from:

    • Differing assumptions and values regarding the situation and roles of the parties

    • Cultural differences in structuring information

    • Different use or understanding of linguistic symbols or conventions

    • Insensitivity/misunderstanding to non-verbal language

    • Inability to work effectively with an interpreter.


  • NON VERBAL BEHAVIOUR population

  • CULTURAL DIFFERENCES IN NON VERBAL BEHAVIOUR CAN BE

  • CATEGORISED AS:

  • KINESICS

  • Movements of various parts of the body. Gestures in one country

  • may well be inappropriate in another country

  • 2. OCULESICS

  • Use OR avoidance of eye to eye contact.

  • 3. HAPTICS

  • Where, how and how often people touch each other while conversing

  • are culturally determined patterns of behaviour


  • The web of culture population

  • Famous Global Marketing Mistakes

  • Author Anonymous

  • These are the nominees for the Chevy Nova Award. This is given out in honor of the GM's fiasco in trying to market this car in Central and South America. ‘Nova’ means, of course, in Spanish, "it doesn't go".

  • 1. The Dairy Association's huge success with the campaign "Got Milk?" prompted them to expand advertising to Mexico. It was soon brought to their attention the Spanish translation read "Are you lactating?"

  • 2. Coors put its slogan, "Turn It Loose," into Spanish, where it was read as "Suffer From Diarrhea."

  • 3. Scandinavian vacuum manufacturer Electrolux used the following in an American campaign: "Nothing Sucks like an Electrolux"

  • 4. Clairol introduced the "Mist Stick," a curling iron, into Germany only to find out that "mist" is slang for manure. Not too many people had use for the "Manure Stick."


The web of culture population

Famous Global Marketing Mistakes (cont)

5. When Gerber started selling baby food in Africa, they used the same packaging as in the US, with the smiling baby on the label. Later they learned that in Africa, companies routinely put pictures on the labels of what's inside, since many people can't read.

6. Colgate introduced a toothpaste in France called Cue, the name of a notorious porno magazine.

7. Pepsi's "Come Alive With the Pepsi Generation" translated into "Pepsi Brings Your Ancestors Back From the Grave" in Chinese.

8. The Coca-Cola name in China was first read as "Kekoukela", meaning "Bite the wax tadpole" or "female horse stuffed with wax", depending on the dialect. Coke then researched 40,000 characters to find a phonetic equivalent "kokou kole", translating into "happiness in the mouth."

9. Frank Perdue's chicken slogan, "It takes a strong man to make a tender chicken" was translated into Spanish as "it takes an aroused man to make a chicken affectionate."


Summary providing appropriate and accessible library services

Develop and Maintain profile of multicultural community population

Differences between migrant and refugee communities

Current government terminology: CALD/NESB

History of the community/settlement

Avoid homogenising

Determine the type and range of services and resources required

- access issues – barriers to library services

- understanding of concepts etc

Provide appropriate signage to facilities, resources etc

Cross cultural training for staff/managers

SUMMARY: Providing Appropriate and Accessible Library Services


Summary providing appropriate and accessible library services1

Provide a Range of Multicultural resources population

Ensure Collection reflects the needs of the multicultural community

Promote resources across the community – develop promotion and advertising strategies

Consult with Local Communities re Needs

- importance of building relationships

SUMMARY: Providing Appropriate and Accessible Library Services


Building a relationship

importance of credibility population

Using appropriate ‘language’

Getting naming systems right

Building trust

identifying key stakeholders

observing appropriate protocols

Elders

Religious leaders

Getting permission

understanding preferred communication channels

Are ‘meetings’ the best way to proceed

Importance of face to face for many communities

Be cognisant of indirect communication

establishing the parameters

Building a Relationship


Communication
Communication population


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