Digital Communication: Accomodate differences or establish a universal standard?
Barry Thatcher’s article, Understanding Digital Literacy Across Cultures, brings up one of the most important, but rarely discussed aspect of digital communication: cultural differences. No matter where we are in the world, we can access the Internet from the same types of devices, but not always the same websites. Or, sometimes one website is adapted to display differently according to region and native language. We are using the same Internet, but not always viewing, absorbing and processing the same things.
I work for an ecommerce web design company that is based in the US but works with several contractors in Pakistan and India. Aside from working with people overseas on a regular basis, we get clients from all over the world. Lately, I have been noticing that a lot of our clients want bi or multilingual websites, which, from a coding and design standpoint, can be complicated and ultimately expensive. Additionally, a lot of the major ecommerce platforms we work with will allow multi-language support, but only with a lot of custom coding, which, again, can be quite expensive.
One of the most complex problems we have yet to find a solution to is the ability to create a bi or multilingual ecommerce store with the checkout process to be in the language of the shoppers’ choosing. Yes, even with custom-coding and advanced functionality, it is incredibly difficult to translate the checkout process in a language other than English with a hosted ecommerce platform.
Thatcher’s article had me thinking of this particular issue because we are able to translate every part of the online shopping experience except for the most important: the checkout. This is where actual money is exchanged and people want this to feel the most comfortable, but we are unable to do that for them. I’ve been doing some research on this for work and I have discovered that many international shoppers simply accept this as the norm, but I feel like it is unfair for this to be so.
Ultimately, cultural differences on the Internet have led me to contemplate the benefits and downfalls of ignoring cultural norms an instead create a universal, digital culture with its own set of beliefs, language and functions. Some may argue that this already exists, but as Thatcher has us realize, we have only been viewing the Internet through a North American lens. The Internet is different everywhere and we need to take that into consideration more often.