The Role of Rhetoric in Localization and Offshoring

The Role of Rhetoric in Localization and Offshoring

Kirk St. Amant (East Carolina State University, USA)
Copyright: © 2010 |Pages: 8
DOI: 10.4018/978-1-60566-770-6.ch102
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Globalization is increasingly integrating the world’s economies and societies. Now, products created in one nation are often marketed to a range of international consumers. Similarly, the rapid diffusion of online media has facilitated cross-border interactions on social and professional levels. Differing cultural expectations, however, can cause miscommunications within this discourse paradigm. Localization – customizing a communiqué to meet cultural expectations – has thus become an important aspect of today’s global economy. This essay examines localization in offshoring practices that could affect database creation and maintenance.

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