دانلود رایگان مقاله جهانی- محلی شدن در نوشتن وب سایت: مورد MNsure / مخاطبان واقعی

Abstract

Glocalization is an approach that considers audience expectations related to both local and global concerns. As websites become increasingly complex, glocalization requires closer attention to the needs of multiple and layered audiences. This case study uses a glocal perspective to examine one website that represents different audience groups that might wish to purchase health insurance in Minnesota as mandated by the Affordable Care Act (2010). In this case, attention to actual audiences was just as critical as attention to imagined audiences. Usability methods including personas, site visits, and usability testing—in combination with dimensions of difference—are mentioned as ways to anticipate glocal audience needs.

6. Conclusion

The concept of glocalization extends our understanding of globalization to include both local and global audience considerations in website writing, and glocalization can be productively applied in local and regional contexts. In our increasingly complex and glocal society (even within state borders), it is more important than ever for web writers to conduct audience analysis on multiple levels and to engage real users in the process. To better prepare web writers for glocalization, I have suggested a framework of “imagined” and “actual” glocal audience considerations that integrates dimensions of difference such as language, literacy, physical environment, cultural norms, and infrastructure, which can provide helpful ways to better understand glocal audiences when writing for the web. I also have suggested ways to integrate usability research to increase attention to “imagined” and “actual” glocal audiences considerations so we can better address glocal audiences in our local communities. These suggestions underscore a more active, involved notion of audience in web writing practices.