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WhenGlobalInformationandLocalInteractionCollide."

O'

ReillyEmergingTechnologyConference,SanDiego,CA.March6.

INTRODUCTION

Goodafternoon.Mynameisdanahboydandi'

maPhDstudentatUC-BerkeleyandaresearcheratYahoo!

ResearchBerkeley.

Mytalktodayisabout"

glocalization,"

oneofthemostgrotesquewordsthatacademicshavemanagedtocoin.Thetermitselfhasmanyinterestingrootsineconomics,socialnetworksandperformancestudies.Whatthetermmeansineachisactuallyquitedifferent.Forthoseofyoufamiliarwithoneormultipleofthedisciplinarydefinitions,iwanttoaskyoutoputasideyourknowledge.Forthepurposeofthistalk,iamgoingtoworkfromtheviscerallinguisticandcognitiveimpressionthatthistermconveysratherthananydisciplinarydefinition.

Glocalizationistheuglinessthatensueswhentheglobalandlocalareshoveduncomfortablyintothesameconcept.Itdoesn'

tsitwellonyourpalette,itdoesn'

thaveaniceeuphoricring.Itimpliesallsortsoflinguisticandcognitivediscomfort.Thisisthestateoftheglobalandlocalindigitalcommunities.Wehaveallsortsoflocalculturesconnectedthroughaglobalnetwork,resultinginallsortsofuglytensions.Designerswhoworkwithnetworksmustfacethesetensionsanddesigntotakeadvantageoftheglobalwhilenotdestroyingthelocal.Thisisaheftychallengeandonethatiwantustodiveinto.

Iwanttotalkaboutwhatitmeanstoconnecttheglobalandlocaltogetherintechnologyandhowthisaffectsthedesignprocess.Iwanttotalkaboutwhysocialsoftwaremustaddressglocalizationinordertosucceed.Thismeansthinkingaboutallsortsofsquishystufflikelanguage,economics,policy,culture,socialrelations,andvalues.Thesearenotjustissuesformarketingorbusiness;

theydirectlyaffecthowpeopleuseyourtechnologiesand,thus,howyoumustdesignthem.

Thedigitalerahasallowedustocrossspaceandtime,engagewithpeopleinafar-offtimezoneasthoughtheywerejustnextdoor,dobusinesswithpeoplearoundtheworld,anddevelopinformationsystemsthatpotentiallynetworkusallcloserandclosereveryday.Yet,peopledon'

tliveinaglobalworld-theyaremoreconcernedwiththeculturesinwhichtheyparticipate.

Togetatthisissue,iamgoingtobeginbydiscussingthesignificanceofculture.Iwillmovefromtheretotalkingabouthowcultureemergesinonlinecommunitiesandthevariouschallengesthatexist.Iwillofferaframeworkfordesigningwithcultureinmind-embeddedobservation.Iwillthenbackandanddiscusssomeoftheissuesthatarecurrentlyatplayinglocalizedcommunitiesandwhytechnologysolutionsfailtosolvetheproblems.Finally,iwillconcludewithsomebroaderdesignconsiderations.

WHATISCULTURE?

Let'

sbeginwithculture.Cultureisthesetofvalues,normsandartifactsthatinfluencepeople'

slivesandworldview.Cultureisembeddedinmaterialobjectsandinconceptualframeworksabouthowtheworldworks.

Ineverydayspeech,weoftenspeakof"

differentcultures"

toimplypeoplefromdifferentnation-statesorwhospeakdifferentlanguages.Whatisimportantinthinkingaboutculturesisnotthelocationortongueofthepopulation,butwhatsharedculturalframeworkspeoplehave.Forexample,thereisaJewishculturethatcrossesnationalitiesandlanguages,butsharesmanyofthesamevaluesandculturalframings.

Peopleareapartofmultiplecultures-themostobviousofwhichareconstructedbyreligionandnationality,butthereareallsortsofculturesthatformfromidentitiesandcommunitiesofpractice.Forexample,manyofyouintheroomcomefromageekculture.Identificationandparticipationinthatculturemeanssharingacertainsetofculturalvaluesandideasabouthowtheworldshouldwork.Therearecommonaestheticsandterminology,makingiteasiertoidentifyeachother.Justlookforgeekyt-shirtsorpeopletalkingaboutAJAX.

Culturalnormsevolveovertime,influencedbypeople,theirpractices,andtheirenvironment.Cultureiswrittenintolawandlawsinfluencetheevolutionofculture.Culturesdeveloptheirownsymbolsasawayofconveyinginformation.Often,thesesymbolsmakesensetothosewithinaculturebutarenotparsabletothoseoutside.Partofbecomingindoctrinatedintoacultureislearningthesymbolsofthatculture.I'

msurethatthoseofyouwhohaveworkedinlargecorporationshavehadyourfairshareofTLAsandorgchartstofigureout.Therearestagestothisprocess-curiosityandadeepdesiretoknow,irritationattheinanenessoftheorganization,andthenembodimentoftheculturalsymbols.Inthesecondstage,manypeoplevowtomaketheprocesseasierforthenextperson.ListsofTLAsarecreatedandorgchartsarewrittendown.Andyet,evenwiththesemapsinhand,newcomersgothroughthesamestepsbecausebecomingpartofacultureisnotjusthavinginformation,butturningitintonormativeunderstandingofhowtheworldworks.ItmeansmakingtheTLAssonaturalthatit'

spartofyoureverydayvocabulary.

Youallhaveculturalframesthataffecthowyouseetheworld,butmostofthetime,youprobablydon'

tspendthatmuchtimethinkingaboutthenormsthatyou'

veembodied.Oneexceptionformostpeopleistraveling.Goingtoaforeignculturewhereeveryoneelseviewstheworlddifferentlyoftenmakespeoplethinkabouttheirownassumptionsbecausetheyarefacedwithvastlydifferentones.Atthesametime,whenforeignersappearinyourculture,theyjustseemweirdbecausemostofthepeoplearoundyoushareyourviews.

Whenmassmediabegan,peopleassumedthatwewouldallconvergeupononeglobalculture.Whilethemediahashadaneffect,completehomogenizationhasnotoccurred.Anditwillnot.Whilesomevaluesspreadandareadopteden-masse,culturesformwithinthemassculturetodifferentiatesmallergroupsofpeople.Style-drivensubculturesarethemostvisibleformofthis,butitoccursincompaniesandinothersocialgatherings.

There'

salotmorethaticouldsayaboutculturebuttimeisshort.Whatiwantyoutoholdontoistheunderstandingthattherearenumerousculturalforcesaffectingyourlifeatalltimes.Howyouseetheworldandhowyoudesignorbuildtechnologyisgreatlyinfluencedbythevariousculturalconceptsyouholdonto.

BUILDINGCULTURE

Culturemanifestsitselfinanyandallsocialtechnologiesandonlinecommunities.Backintheday,rec.motorcycleshadavastlydifferentculturethanrec.golf.Needlesstosay,theculturesoftheseonlinecommunitieswerehighlyaffectedbytheofflineculturesoftheparticipants.PeoplegatheredinUsenetbecauseofsharedinterestbutalsobecauseofsharedculturalnorms.Culturaldifferencesamongstpeoplewithsimilarinterestsoftenresultedinflamewars,andeventually,thecreationofseparateonlinecommunitiestohandlethedistinctcultures.NowherewasthismorenoticeablethaninthenewsgroupsabouttheMiddleEast-peoplewithdifferentculturalunderstandingshadahardtimecommunicatingtoeachotherbecausetheydidnotunderstandthefoundationalvaluesthattheirargumentsrestedon.

TwotypesofsocialsoftwarewerebuiltintheearlyroundsoftheInternet.Therewasgenericsoftwaresothatanyonlinecommunitycouldmaketheirownspace.Think:

Usenet,mailinglists,IRC.Therewasalsoveryspecificsoftwarebuiltforspecificcommunitiesofinterest.Think:

theWell,Palace,Barbelith.Sure,thesoftwarebehindthesecommunitiescould'

vebeenusedforothercommunities,buttheinitialinstantiationwasdevelopedalongsidethecommunitythatitwasfocusedon.

Today,wearetryingtobuildawholenewlevelofsocialcommunities.Somefolksarebuildingmoreopensocialplatformssothatparticipantscanmodifythestructurestomeettheirownneeds.OneoftheproblemswithUsenetisthatitwasonesizefitsallparadigm;

therewasnowaytoreallypersonalizethearchitecturetomeetaparticularcommunity'

sneeds.Atthesametime,weareseeingsomeofthelargestexercisesinspecializedcommunitysoftware.Justliketheearlierspecializedsites,thenewdesignersareevolvingthesystemswiththeusers.ThebigdifferenceisthatthereareaLOTmoreusersandthegoalistogrowaLOTbigger.

Iwanttoaskyoutothinkaboutthedynamicsbehindthreeofthem:

Craigslist,FlickrandMySpace.

CRAIGSLIST,FLICKRandMYSPACE

WhenCraigslistbegan,itwasoriginallyCraig'

sList.Itwashisfriendsandtheirfriends.Asitgrew,peoplestillknewthattherewasthispersonCraigsomewherewhowasafriendofafriendandthathecaredaboutthesystem.Craigdoesexist.Histitleis"

CustomerServiceRep."

Althoughhefoundedthissiteandhashiredmanyemployees,he'

sstilldeeplyinvestedinunderstandingwhathisusersaredoing.Hereadsemailallday,respondsdirectlytoconcerns.Hewatcheswhatpeopledowiththesiteanddevelopstomaketheirliveseasier.ThesiteisinfusedwithCraig'

spersonality,passionandquirks.

WhenFlickrfirststarted,StewartandCaterinawelcomedyoupersonally.Theyintroducedyoutootherusersonthesystemandaskedforyourfeedback.Whilethispracticehasstopped,theyarestillverypresentonthesystem.Whenthereareproblems,StewartwritesamessageontheFlickrblogusingaverypersonalapologetictone.Itsoundslikehemeansit.Becausehe_does_.ThecontentonFlickrhasagoofyflairtoit-itisnotglossyandformulaic.Userslovethetenorofthismaterial,butit'

snotsomemarketingploy.ThefolksatFlickrreallylovethe