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Cocreating terminology with users in the digital age. Sandra Cuadrado

Comunicació presentada per Sandra Cuadrado al Simposi VAKKI, celebrat els dies 6 i 7 de febrer a la Facultat de Comunicació de la Universitat de Vaasa (Finlàndia).

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Cocreating terminology with users in the digital age. Sandra Cuadrado

  1. 1. TERMCAT CO-CREATING TERMINOLOGY WITH USERS IN THE DIGITAL AGE Concepts and Resources by Sandra Cuadrado
  2. 2. Introduction WHO ARE WE? TERMCAT Centre for terminology established in 1985 Target audiences Core activities
  3. 3. THERE IS NO KNOWLEDGE WITHOUT TERMS. - TERMCAT
  4. 4. 3,700 specialists from many different fields of expertise
  5. 5. How We Can Help CONSULTING SERVICES Twitter works as an advisory service. Thus interaction with the community often originates from the users STANDARDIZATION The output from these three core activities (terminological production, neologisms and user queries) provides terminological resources and feeds Cercaterm, our national data bank. DICTIONARIES Creation of terminological products
  6. 6. Neologisms make knowledge available Ex. 'spaghettization' in astrophysics
  7. 7. 1.5 MILLION DEN. CERCATERM
  8. 8. Is traditional terminology dead? NO, BUT IT MUST EVOLVE AND INTEGRATE WITH DIGITALIZACION AND DIALOGUE WITH USERS AND EXPERTS.
  9. 9. Digital communications have not only changed the ways in which TERMCAT publicises its output, but they have also affected the methods employed in the terminology work itself. The traditional stages in dictionary-making are still the same, but the communication channels, the relationships with experts and users, and the potential for detecting neologisms in real time on social platforms have all led to significant changes in the methodology of creating terminology. The Digital Age
  10. 10. Traditional only Sports dictionaries for the Olympics Games in Barcelona 92 Traditional with Digital Thematic Portals #termEsports
  11. 11. Why go digital? INTANGIBLE ASSETS In a context where tangible assets increasingly resemble each other and products and services are very similar, intangible assets such as reputation and trust become the real source of differentiation for organizations. HUMANIZING BRANDS Only those organizations that make an effort to humanize their brands will be able to adapt their workflows to this new scenario and successfully engage in a real dialogue with their user communities. TECHNOLOGY AS A TOOL Technology as a means rather than an end in itself
  12. 12. IN A GLOBAL CONTEXT WHERE PRODUCTS AND SERVICES ARE BECOMING INCREASINGLY SIMILAR, INTANGIBLE ASSETS SUCH AS TRUST AND QUALITY MARK THE DIFFERENCE BETWEEN COMPANIES. - C. ACED
  13. 13. IT’S TIME FOR HUMAN AND RESPONSIBLE BRANDS. ENRIQUE ARRIBAS
  14. 14. USER ENGAGEMENT STAGE 2 Real dialogue with users and experts Micro-moments STAGE 1 Technology as a means and not as an end in itself Digital transformation is about people, not technology STAGE 3 Interface culture Influencers Contents co-creation
  15. 15. THE USER JUMPS FROM ONE IMAGE TO THE NEXT LIKE AN EDITOR IN A CUTTING ROOM, WITHOUT A SPECIFIC ROUTE MAP; THIS ATTITUDE TENDS TO BE ENHANCED BY THE HYPERLINK NATURE OF THE WEB AND THE OPPORTUNITIES FOR MULTISCREEN NAVIGATION. THE NARRATIVE AND, THEREFORE, THE MEANING IS LEFT IN THE HANDS OF THE USER, A KIND OF DATA FLÂNEUR, A CYBERNETIC SURFER IN AN ENVIRONMENT OF ‘LIQUID ARCHITECTURE’. ÍNGRID GUARDIOLA
  16. 16. Mentions 76.1% Tweets 23.9% The Digital Terminology Pie Interaction with users Recommendation era has arrived Example: October 2019
  17. 17. Basic Concepts What comprises 'cocreating terminology'? "L’art de narrar històries o de convertir un missatge en relat s’ha convertit en l’imperatiu de la comunicació actual” @thinkcopy
  18. 18. Terminological products. How do we start cocreating dictionaries with experts? Cocreating terminology around thematic committees A terminology consultation service. An example of cocreation by interaction with users Cocreation by users empowerment: Dictionary self-assessment test. CO-CREATION PROCESS IN TERMINOLOGY
  19. 19. MORE THAN 700 DICTIONARIES
  20. 20. Digital Marketing  Project You don't have to do it alone!
  21. 21. Digital Marketing Project You don't have to do it alone! Tech companies act as a node that amplifies our appeal
  22. 22. Digital Marketing  Project You don't have to do it alone! Asking experts for the best catalan alternatives In this case: #Engagement
  23. 23. ONLINE CHANNELS FACEBOOK TWITTER
  24. 24. CO- CREATION WITH USERS ONLINE TOOLS SOCIAL DEBATE  THE CONSTRUCTION OF MEANING INTERACTION WITH THE COMMUNITY
  25. 25. New terms detected in social debates among users Ex. 'body positivity'
  26. 26. Terminology portals have been promoted as a step towards more effective communication between specialists on the terminology in the committees’ working fields
  27. 27. Empowerment Users choose their own experience and interaction with the brand
  28. 28. Dictionary self-assessment test STEP 2 This test contains 3 blocks of questions: the first is about the dictionary as a whole, the second about the designations and equivalent designations, and the third is about the definitions. STEP 3 At the end of the test you will get a numerical score telling whether your dictionary or glossary conforms to terminological methodology or if there are areas that should be revised STEP 1 Do you have created a dictionary or glossary and are you wondering about your methods or about how you could make it better?
  29. 29. New formats micro-moments of consumption E. g. Infography “Temes i termes de la bioètica” (‘Bioethics subjects and terms’)
  30. 30. SPEAKING AND ANSWERING ON SOCIAL MEDIA MAY BE IMPORTANT, BUT IN DOING SO WE MUST ALWAYS CONNECT WITH THE MEANINGS . - C. ACED
  31. 31. OUR INTERACTIVE TEAM
  32. 32. TERMCAT About Us WWW.TERMCAT.CAT @termcat
  33. 33. TWITTER @sandracuadrado EMAIL scuadrado@termcat.cat MAIN OFFICE Mallorca, 272, 1st floor 08037 Barcelona Let's talk!

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