In the 24 years since the World Wide Web became publically available, it has undoubtedly had a tremendous impact on how we interact with each other. While the dominance of emojis, slang and abbreviations have caused some to speculate that the internet is killing language, far from driving degradation, it has sparked an evolution in both how we communicate and the language we use.

The Internet as an educator

Writers and editors have become better educated and more aware of global grammatical standards, as online content lays bare the disparity between good and bad copy. In addition, not only is access to high quality content in either print or online essential in raising the bar due to its ability to educate and inform the reader, the web also provides an invaluable source of information and inspiration. However, the downside is writers today can rely too heavily on online research rather than experience. Short form and long form online media can help grow our awareness and comprehension, as the huge influence of Wikipedia and YouTube illustrates, but can also be a hindrance if the writer is too dependent on it.

The rise of a global language

In addition to supporting the evolution of grammatical standards and underpinning content creation, the internet is also driving a globalised language. At CompanyCue we have witnessed first-hand via our work creating online content across 32 different languages that people are adapting to both foreign languages and new cultures. Users have a heightened awareness of global culture, with Americanisms such as "road trip" and "what's up?" becoming integrated into other languages worldwide.

Creating a new breed of writers

Writing too has become more idiosyncratic and unique, helping to build the subcultures that we now see via blogs, content marketing and social media, and in doing so has created new breeds of writers - those that specialise in short form and those that focus on long form. In our experience, it's rare to find writers than can excel in both. This has been enforced by the challenges posed by microblogging platforms, which enable us to communicate with a large number of people globally in a brief and succinct way, which suits some writers more than others.

Language matters

While the internet has undoubtedly altered language, the changes do not matter. We cannot control it. Culture has a way of evolving and that's exactly what we're experiencing with language.

There are tried and tested rules for good communication but this does depend on the platform and the resource. We don't doubt the best way to communicate still is via a face-to-face conversation, in person but this of course isn't always feasible in our globalised world. From a business perspective, emails, texts and Skype calls are very efficient and can support a business operate in a productive environment globally.

What does matter is that businesses use the right language, depending on the platform they are writing for, in order to keep their customers engaged and informed; be it in the form of 140 character snippets, video and images or long form prose in order to become a though leader in their space. Whatever the language change it is critical to understand cultural differences, remaining relevant to your audience wherever they may be.

 

By Paul Parreira, Founder of CompanyCue. 

PrivSec Conferences will bring together leading speakers and experts from privacy and security to deliver compelling content via solo presentations, panel discussions, debates, roundtables and workshops.
For more information on upcoming events, visit the website.

comments powered by Disqus