{"rowid": 159, "title": "How Media Studies Can Massage Your Message", "contents": "A young web designer once told his teacher \u2018just get to the meat already.\u2019 He was frustrated with what he called the \u2018history lessons and name-dropping\u2019 aspects of his formal college course. He just wanted to learn how to build Web sites, not examine the reasons why.\n\nTechnique and theory are both integrated and necessary portions of a strong education. The student\u2019s perspective has direct value, but also holds a distinct sorrow: Knowing the how without the why creates a serious problem. Without these surrounding insights we cannot tap into the influence of the history and evolved knowledge that came before. We cannot properly analyze, criticize, evaluate and innovate beyond the scope of technique.\n\nHistory holds the key to transcending former mistakes. Philosophy encourages us to look at different points of view. Studying media and social history empowers us as Web workers by bringing together myriad aspects of humanity in direct relation to the environment of society and technology. Having an understanding of media, communities, communication arts as well as logic, language and computer savvy are all core skills of the best of web designers in today\u2019s medium.\n\nControlling the Message\n\n\n\t\u2018The computer can\u2019t tell you the emotional story. It can give you the exact mathematical design, but what\u2019s missing is the eyebrows.\u2019 \u2013 Frank Zappa\n\n\nMedia is meant to express an idea. The great media theorist Marshall McLuhan suggests that not only is media interesting because it\u2019s about the expression of ideas, but that the media itself actually shapes the way a given idea is perceived.  This is what McLuhan meant when he uttered those famous words: \u2018The medium is the message.\u2019\n\nIf instead of actually serving a steak to a vegetarian friend, what might a painting of the steak mean instead? Or a sculpture of a cow? Depending upon the form of media in question, the message is altered.\n\nFigure 1\n\nMust we know the history of cows to appreciate the steak on our plate? Perhaps not, but if we begin to examine how that meat came to be on the plate, the social, cultural and ideological associations of that cow, we begin to understand the complexity of both medium and message. A piece of steak on my plate makes me happy. A vegetarian friend from India might disagree and even find that that serving her a steak was very insensitive.\n\nTakeaway: Getting the message right involves understanding that message in order to direct it to your audience accordingly.\n\nA Separate Piece\n\nIf we revisit the student who only wants technique, while he might become extremely adept at the rendering of an idea, without an understanding of the medium, how is he to have greater control over how that idea is perceived?  Ultimately, his creativity is limited and his perspective narrowed, and the teacher has done her student a disservice without challenging him, particularly in a scholastic environment, to think in liberal, creative and ultimately innovative terms.\n\nFor many years, web pundits including myself have promoted the idea of separation as a core concept within creating effective front-end media for the Web. By this, we\u2019ve meant literal separation of the technologies and documents: Markup for content; CSS for presentation; DOM Scripting for behavior. While the message of separation was an important part of understanding and teaching best practices for manageable, scalable sites, that separation is really just a separation of pieces, not of entire disciplines.\n\nFor in fact, the medium of the Web is an integrated one. That means each part of the desired message must be supported by the media silos within a given site.  The visual designer must study the color, space, shape and placement of visual objects (including type) into a meaningful expression. The underlying markup is ideally written as semantically as possible, promote the meaning of the content it describes. Any interaction and functionality must make the process of the medium support, not take away from, the meaning of the site or Web application.  \n\nExamination: The Glass Bead Game\n\nFigure 2\n\nFigure 2 shows two screenshots of CoreWave\u2019s historic \u2018Glass Bead Game.\u2019 Fashioned after Herman Hesse\u2019s novel of the same name, the game was an exploration of how ideas are connected to other ideas via multiple forms of media. It was created for the Web in 1996 using server-side randomization with .htmlx files in order to allow players to see how random associations are in fact not random at all.\n\nTakeaway: We can use the medium itself to explore creative ideas, to link us from one idea to the next, and to help us better express those ideas to our audiences.\n\nComputers and Human Interaction\n\nSince our medium involves computers and human interaction, it does us well to look to foundations of computers and reason. Not long ago I was chatting with Jared Spool on IM about this and that, and he asked me \u2018So how do you feel about that?\u2019 This caused me no end of laughter and I instantly quipped back \u2018It\u2019s okay by me ELIZA.\u2019 We both enjoyed the joke, but then I tried to share it with another dare I say younger colleague, and the reference was lost.\n\nRaise your hand if you got the reference! Some of you will, but many people who come to the Web medium do not get the benefit of such historical references because we are not formally educated in them. Joseph Weizenbaum created the ELIZA program, which emulates a Rogerian Therapist, in 1966. It was an early study of computers and natural human language. I was a little over 2 years old, how about you?\n\nConversation with Eliza\n\nThere are fortunately a number of ELIZA emulators on the Web. I found one at http://www.chayden.net/eliza/Eliza.html that actually contains the source code (in Java) that makes up the ELIZA script.\n\nFigure 3 shows a screen shot of the interaction. ELIZA first welcomes me, says \u2018Hello, How do you do. Please state your problem\u2019 and we continue in a short loop of conversation, the computer using cues from my answers to create new questions and leading fragments of conversation.\n\nFigure 3\n\nAlbeit a very limited demonstration of how humans could interact with a computer in 1966, it\u2019s amusing to play with now and compare it to something as richly interactive as the Microsoft Surface (Figure 4). Here, we see clear Lucite blocks that display projected video. Each side of the block has a different view of the video, so not only does one have to match up the images as they are moving, but do so in the proper directionality.\n\nFigure 4\n\nTakeway: the better we know our environment, the more we can alter it to emulate, expand and even supersede our message.\n\nLeveraging Holiday Cheer\n\nSince most of us at least have a few days off for the holidays now that Christmas is upon us, now\u2019s a perfect time to reflect on ones\u2019 environment and examine the messages within it. Convince your spouse to find you a few audio books for stocking stuffers. Find interactive games to play with your kids and observe them, and yourself, during the interaction. Pour a nice egg-nog and sit down with a copy of Marshall McLuhan\u2019s \u2018The Medium is the Massage.\u2019 Leverage that holiday cheer and here\u2019s to a prosperous, interactive new year.", "year": "2007", "author": "Molly Holzschlag", "author_slug": "mollyholzschlag", "published": "2007-12-22T00:00:00+00:00", "url": "https://24ways.org/2007/how-media-studies-can-massage-your-message/", "topic": "ux"}
{"rowid": 317, "title": "Putting the World into \"World Wide Web\"", "contents": "Despite the fact that the Web has been international in scope from its inception, the predominant mass of Web sites are written in English or another left-to-right language. Sites are typically designed visually for Western culture, and rely on an enormous body of practices for usability, information architecture and interaction design that are by and large centric to the Western world.\n\nThere are certainly many reasons this is true, but as more and more Web sites realize the benefits of bringing their products and services to diverse, global markets, the more demand there will be on Web designers and developers to understand how to put the World into World Wide Web.\n\nInternationalization\n\nAccording to the W3C, Internationalization is:\n\n\n\t\u201c\u2026the design and development of a product, application or document content that enables easy localization for target audiences that vary in culture, region, or language.\u201d\n\n\nMany Web designers and developers have at least heard, if not read, about Internationalization. We understand that the Web is in fact worldwide, but many of us never have the opportunity to work with Internationalization. Or, when we do, think of it in purely technical terms, such as \u201cwhich character set do I use?\u201d\n\nAt first glance, it might seem to many that Internationalization is the act of making Web sites available to international audiences. And while that is in fact true, this isn\u2019t done by broad-stroking techniques and technologies. Instead, it involves a far more narrow understanding of geographical, cultural and linguistic differences in specific areas of the world. This is referred to as localization and is the act of making a Web site make sense in the context of the region, culture and language(s) the people using the site are most familiar with.\n\nInternationalization itself includes the following technical tasks:\n\n\n\tEnsuring no barrier exists to the localization of sites. Of critical importance in the planning stages of a site for Internationalized audiences, the role of the developer is to ensure that no barrier exists. This means being able to perform such tasks as enabling Unicode and making sure legacy character encodings are properly handled.\n\tPreparing markup and CSS with Internationalization in mind. The earlier in the site development process this occurs, the better. Issues such as ensuring that you can support bidirectional text, identifying language, and using CSS to support non-Latin typographic features.\n\tEnabling code to support local, regional, language or culturally related references. Examples in this category would include time/date formats, localization of calendars, numbering systems, sorting of lists and managing international forms of addresses.\n\tEmpowering the user. Sites must be architected so the user can easily choose or implement the localized alternative most appropriate to them.\n\n\nLocalization\n\nAccording to the W3C, Localization is the:\n\n\n\t\u2026adaptation of a product, application or document content to meet the language, cultural and other requirements of a specific target market (a \u201clocale\u201d).\n\n\nSo here\u2019s where we get down to thinking about the more sociological and anthropological concerns. Some of the primary localization issues are:\n\n\n\tNumeric formats. Different languages and cultures use numbering systems unlike ours. So, any time we need to use numbers, such as in an ordered list, we have to have a means of representing the accurate numbering system for the locale in question.\n\tMoney, honey!  That\u2019s right. I\u2019ve got a pocketful of ugly U.S. dollars (why is U.S. money so unimaginative?). But I also have a drawer full of Japanese Yen, Australian Dollars, and Great British Pounds. Currency, how it\u2019s calculated and how it\u2019s represented is always a consideration when dealing with localization.\n\tUsing symbols, icons and colors properly. Using certain symbols or icons on sites where they might offend or confuse is certainly not in the best interest of a site that wants to sell or promote a product, service or information type. Moreover, the colors we use are surprisingly persuasive \u2013 or detrimental. Think about colors that represent death, for example. In many parts of Asia, white is the color of death. In most of the Western world, black represents death. For Catholic Europe, shades of purple (especially lavender) have represented Christ on the cross and mourning since at least Victorian times. When Walt Disney World Europe launched an ad campaign using a lot of purple and very glitzy imagery, millions of dollars were lost as a result of this seeming subtle issue. Instead of experiencing joy and celebration at the ads, the European audience, particularly the French, found the marketing to be overly American, aggressive, depressing and basically unappealing. Along with this and other cultural blunders, Disney Europe has become a well-known case study for businesses wishing to become international. By failing to understand localization differences, and how powerful color and imagery act on the human psyche, designers and developers are put to more of a disadvantage when attempting to communicate with a given culture.\n\tChoosing appropriate references to objects and ideas. What seems perfectly natural in one culture in terms of visual objects and ideas can get confused in another environment. One of my favorite cases of this has to do with Gerber baby food. In the U.S., the baby food is marketed using a cute baby on the package. Most people in the U.S. culturally do not make an immediate association that what is being represented on the label is what is inside the container. However, when Gerber expanded to Africa, where many people don\u2019t read, and where visual associations are less abstract, people made the inference that a baby on the cover of a jar of food represented what is in fact in the jar. You can imagine how confused and even angry people became. Using such approaches as a marketing ploy in the wrong locale can and will render the marketing a failure.\n\n\nAs you can see, the act of localization is one that can have profound impact on the success of a business or organization as it seeks to become available to more and more people across the globe.\n\nRethinking Design in the Context of Culture\n\nWhile well-educated designers and those individuals working specifically for companies that do a lot of localization understand these nuances, most of us don\u2019t get exposed to these ideas. Yet, we begin to see how necessary it becomes to have an awareness of not just the technical aspects of Internationalization, but the socio-cultural ones within localization.\n\nWhat\u2019s more, the bulk of information we have when it comes to designing sites typically comes from studies and work done on sites built in English and promoted to Western culture at large. We\u2019re making a critical mistake by not including diverse languages and cultural issues within our usability and information architecture studies.\n\nConsider the following design from the BBC:\n\n\n\nIn this case, we\u2019re dealing with English, which is read left to right. We are also dealing with U.K. cultural norms. Notice the following:\n\n\n\tLocation of of navigation\n\tUse of the color red\n\tUse of diverse symbols\n\tMix of symbols, icons and photos\n\tLocation of Search\n\n\nNow look at this design, which is the Arabic version of the BBC News, read right to left, and dealing with cultural norms within the Arabic-speaking world.\n\n\n\nNotice the following:\n\n\n\tLocation of of navigation (location switches to the right)\n\tUse of the color blue (blue is considered the \u201csafest\u201d global color)\n\tNo use of symbols and icons whatsoever\n\tLimitation of imagery to photos\n\tIn most cases, the photos show people, not objects\n\tLocation of Search\n\n\nAdmittedly, some choices here are more obvious than others in terms of why they were made. But one thing that stands out is that the placement of search is the same for both versions. Is this the result of a specific localization decision, or based on what we believe  about usability at large? This is exactly the kind of question that designers working on localization have to seek answers to, instead of relying on popular best practices and belief systems that exist for English-only Web sites.\n\nIt\u2019s a Wide World Web After All\n\nFrom this brief article on Internationalization, it becomes apparent that the art and science of creating sites for global audiences requires a lot more preparation and planning than one might think at first glance.  Developers and designers not working to address these issues specifically due to time or awareness will do well to at least understand the basic process of making sites more culturally savvy, and better prepared for any future global expansion.\n\nOne thing is certain: We not only are on a dramatic learning curve for designing and developing Web sites as it is, the need to localize sites is going to become more and more a part of the day to day work. Understanding aspects of what makes a site international and local will not only help you expand your skill set and make you more marketable, but it will also expand your understanding of the world and the people within it, how they relate to and use the Web, and how you can help make their experience the best one possible.", "year": "2005", "author": "Molly Holzschlag", "author_slug": "mollyholzschlag", "published": "2005-12-09T00:00:00+00:00", "url": "https://24ways.org/2005/putting-the-world-into-world-wide-web/", "topic": "ux"}