LM632 MSc in Multilingual Computing and Localisation CS6302 Best Practice Internationalisation

1. Enterprise Internationalisation IThe Globalisation Discussion: Effects on Digital Content Creation LM632 MSc in Multilingual Computing and Localisation CS6302 Best Practice Internationalisation Reinhard Schäler CS6302 BPI 03.1 1314

2. Last Lecture: Digital Content • Developers have to be educated to internationalise their code • General guideline exist – but have to be made specific for development environment (programming language, operating systems) • Cost of international development is considerable – but it pays off long term • Internationalisation has to be part of original product development, it should not be an add-on CS6302 BPI 03.1 1314

3. This Lecture • A closer understanding of Globalisation • Different aspects of Globalisation • Do definitions have common dimensions? • Is there a difference between Internationalisation and Globalisation? • What is the impact for digital content creation? CS6302 BPI 03.1 1314

4. Globalisation • So far: • A business strategy (not so much an activity) addressing the issues associated with taking a product to the global market. Includes world-wide marketing, sales and support. • New? • “A social condition characterised by the existence of global economic, political, cultural, and environmental interconnections and flows that make many of the currently existing borders and boundaries irrelevant.” (Steger) CS6302 BPI 03.1 1314

5. Going Global • The concept of globalization covers more aspects than often implied • It has many different dimensions • Economic • Political • Cultural • Ideological CS6302 BPI 03.1 1314

6. Redefining Globalisation • “A set of social processes that are thought to transform our present social condition into one of globality. At its core, then, globalization is about shifting forms of human contact.” • Indeterminate Character of Globality implies that different models are possible. • Model A • Values individualism and competition • Economic system of private property • Model B • Values communal and social arrangements • Economic system based on shared property CS6302 BPI 03.1 1314

7. Five Prominent Definitions • Globalisation can thus be defined as the intensification of worldwide social relations which link distant localities in such a way that local happenings are shaped by events occurring many miles away and viceversa (A. Gidden, Director of the London School of Economics) • The concept of globalisation reflects the sens of an immense enlargement of world communications, as well as of the horizon of a world market, both of which seem far more tangible and immediate than in earlier stages of modernity (F. Jameson, Duke University) • Globalization may be thought of as a process (or set of processes) which embodies a transformation in the spatial organizations of social relations and transactions – assessed in terms of their extensity, intensity, velocity and impact – generating transcontinental or interregional flows and networks of activity, interaction, and the exercise of power (D. Held, Prof Political Science, LSE) • Globalization as a concept refers both to the compression of the world and the intensification of consciousness of the world as a whole. (R. Robertson, Prof of Sociology, University of Pittsburgh) • Globalization compresses the time and space aspects of social relations. (J. Mittelman, Prof of Intl. Relations, American University) CS6302 BPI 03.1 1314

8. In Common • Creation of new and multiplication of existing social networks and activities: globally operating news corporations combine professional networking with technological innovation, and political decisions (e.g. Al Jazeera) • Expansion and Stretching of social relations, activities, and interdependencies: financial markets around the globe; shops offer goods from around the globe; global non-governmental organisations, commercial enterprises, global organisations (UN, OAU, WEF, Microsoft) • Intensification and acceleration of social exchanges and activities: local events are shaped by those occurring far ad viceversa; the local and the global become a spatial continuum. • Creation, expansion, and intensification of social interconnections and interdependencies make people increasingly conscious of social interdependence and acceleration of social interactions: a keen sense of becoming of a global whole. CS6302 BPI 03.1 1314

9. Final Definition • Globalization refers to a multi-dimensional set of social processes that create, multiply, stretch and intensify worldwide social interdependencies and exchanges while at the same time fostering in people a growing awareness of deepening connections between the local and the distant. • There is an ongoing academic discussion about which dimension represents the essence of globalisation. CS6302 BPI 03.1 1314

10. Globalization vs Internationalization A View by Daly (1999): What do you think? • Internationalisation • Core: Nation • Between Nations • Trade, relations, treaties, alliances • Nations compete on international markets: comparative advantage (national gains) • Globalisation • Global economic integration • From many national economies to one global economy • Free trade • Free capital mobility: absolute advantage (global gains) • The erasure of national boundaries for economic purposes • “The disintegration of the national egg is necessary to integrate the global omlet. CS6302 BPI 03.1 1314

11. Relevance for Digital Content • Globalization (MSDN) • This step involves designing and coding an application that is culture-neutral and language-neutral, and that supports localized user interfaces and regional data for all users. It involves making design and programming decisions that are not based on culture-specific assumptions. While a globalized application is not localized, it nevertheless is designed and written so that it can be subsequently localized into one or more languages with relative ease. • Shift • Moving away from building for one national market • No more ‘internationalization’? • Creating digital content for global markets • Globalisation! CS6302 BPI 03.1 1314

12. Summary • Main Points: Globalisation • A more differentiated understanding of Globalisation • Common dimensions of globalisation • There a difference between Internationalisation and Globalisation. Do we share Daly’s view? • Some digital publishers have moved from ‘internationalisation’ to ‘globalisation’. • Outlook: Going Global for the Greater Good CS6302 BPI 03.1 1314