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.
