the pixelated paradox of plain language: from the forties to the noughties and beyond
DESCRIPTION
Seven decades of language, plain and fancy. Communication has split into hundreds of languages, devices, regulations, channels and modes. But plain language principles hold it all together.TRANSCRIPT
The pixelated paradoxof plain language
From the 40s to the noughties and beyondWellington Plain Language SIG, TCANZ
Rachel McAlpineContented.com
Our agenda
Seven decades of language, plain and fancy.
Plain language: as old as Aristotle, as new as WCAG 2.0.
It's not sexy, but it is inextricable from usability (sexy)and accessibility (scary).
Plain language 1940s
After WWII, some people pondered the problems of gobbledegook.
My language in the 1940s
Ecclesiastic father. Literary mother. Handwriting on paper. Talkative sisters.
What is plain language?
1. Put the reader’s needs first.
2. Design for the reader.
3. Organise information for the reader.
4. Use short sentences (about 21 words maximum)
5. Use familiar words.
Wording, structure and design are so clear that the
intended readers can easily find and understand the
information they need.
Plain language in the 1950s
Rudolf Flesch began a long career in plain English. Books, research, readability.
My language in the 1950s
Studying French, English and Latin literature at Christchurch Girls High and Canterbury University.Handwritten notes on second-hand books.
Plain language in the 1960s
Sweden 1967: government hires its first language expert to edit legislation.UK: Melinkoff promotes legal plain language.
My language in the 1960s
In Geneva using French and global English. Touch-typing fiction on my Hermes Baby. Talking with my children.
Plain language in the 1970s
1977 New York Plain English Law1976 Australia NRMA’s car insurance policy
My language in the 1970s
Photo © Marti Friedlander
International Women’s Year, 1975. War on male-dominated patriarchal language, literature and life. Fierce feminist poetry!
Plain language in the 1980s
1982—1985: British government overhauls all its forms, saving millions of pounds.
Cost of errors in forms of Department of Health and Social Security alone had been £685 million per year. (Coopers & Lybrand).
Sweden Linguistic Division: 5 lawyers, 5 linguists. All new legislation is reviewed for clarity.
My language in the 1980s
Double lightning strike: the personal computer and word-processing software. Forever more, writing will be digital and electronic.
Plain language in the 1990s
1998 EU British translators’ initiative.1995 South Africa Consumer Protection Act. 1997 South Africa Constitution.
1990s: Initiatives worldwide for clear contracts, government communications, forms and legal language.
My language in the 1990s
Talking to my children
Lecturing in Japan. Writing HTML and books on global English and web content.
Plain language in the 2000s & 2010s
2010 US: Plain Writing Act.NZ 2008: lobby group established.
NZ 2006: Lynda Harris launched WriteMark Plain English Awards
My language in the 2000s & 2010s
An explosion of new communication devices, channels, software, languages, regulations. More books written. More life lived.
Who noticed? Technical communicators!
Reminder: what is plain language?
1. Put the reader’s needs first.
2. Design for the reader.
3. Organise information for the reader.
4. Use short sentences (about 21 words maximum)
5. Use familiar words.
Wording, structure and design are so clear that the
intended readers can easily find and understand the
information they need.
Plain language paradox
• 40 years old• Analogue• Paper based• Simplistic• Not sexy• Boring phrase• About writing
only: not video, audio, apps…
• Still valid• Applies to all channels• Applies to all devices• Applies to all content• Extends to usability
Extends to accessibility
Communication has pixelated into chaos
Bitsy—irrelevant—too complex—keeps changing! Your job as a technical communicator or staff writer sometimes seems impossible.
Just squint and you’ll see plain language holds it all together. First principle: put the reader’s needs first!
Keep in touch!
Rachel [email protected]
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