Is International English In Your Future?

Internationalize Your English

Last week I had a very interesting conversation with an American translator in Switzerland. He called to ask me for guidelines on who to write “International English“. One of his major clients had asked their team of translators to now write in “International English”. Apparently 3 different Swiss companies had merged:

• 2 traditionally used British English for all English translations
• 1 traditionally used American English for all English translations

This American translator said that most of the other translators were British and no one had specific guidelines on how to write “International English”.

I wonder how common this dilemma is today.

When American English Trumps British English In Europe

Companies all over the world use English for their communication.  There is an interesting phenomenon in Europe with regards to the use of the English language. British English is the official English within the European union. But outside of Brussels, there are times when British English just does not make good business sense compared to American English. It is fairly common for European businesses to choose American English.

It is interesting to note that in France, the English language teachers in the French schools are instructed to teach English with the Queens English language accent. These directives come with the phonetic sounds for this particular accent.

I cannot tell you how many times I’ve cringed at listening to my daughters school friends trying to imitate this “posh” English accent with their own heavy French accent. Doesn’t anyone realize how ludicrous this sounds to the vast majority of native English speakers? Including the average British person.  And the French wonder why they are so bad at languages. It’s normal to stop trying to speak a language when you appear so funny.

The reason why many European businesses use American English is because it makes better business sense. The reasons are multiple and I will get into that in a minute.

I remember actually noticing a few international British companies using American English a couple of years ago.

The Political Debate

But first, you have to realize that a European company’s choice to use American English opens a more political debate.  Some cultures are more prone to a political debate on this subject than others.

And when you have any British element involved this debate can get quite complicated.

Making The Choice

What about the readers of these English language materials?

It appears that when companies base their decision on their readers, it is a fairly easy business decision to make.  There are several criteria you can base your decision on:

• either overall readership majority – who are you speaking to
• or your highest region for profit – where is your money coming from
• or your primary target market – who do you want to reach

This can help you decide whether to use American English or British English.

An International Readership

But is it so easy?

Today another factor that comes into play. Who is really reading your materials?

European companies translating their materials into English, usually also distribute these materials to readers outside of the UK and the US. In fact, for most companies this readership is probably greater outside of the UK and the US.

When people communicate on an international level, with multiple cultures, something happens. Whether you use British English or American English, you adapt your language so that the majority of your international audience understands you… easily.

This happens naturally over time and with experience. You learn which words or expressions always lead to confusion and which words everyone understands.

One obvious example is the word “should” when used by a Brit. In my experience, a Brit does not often use the word “should” to express a conditional verb form. It is more often a form of British politeness. Remember, Britain has a history based on a class society.

Miscommunication arises very easily here, simply because just about every non-native English speaker will translate “should” as part of a conditional verb form. It does not enter their minds that this might be a polite way of telling someone to do something. The only message that comes across is a conditional suggestion to do something.  So if this person is busy or has other interests, this statement is quickly put aside.

And yet “should” is used often enough in good British English.

People that communicate with a wide international audience almost always adapt their English to an “International English”, easily understood and spoken by non-native English speakers.

In addition to communicating to international audiences, there is another movement.

In some industries online communication plays an important role.  It only takes a quick glance to see that web communication is predominantly in American English.

Clarity For A Global Environment

Web communication is also leading the trend to simplifying English even further:

• For clarity of communication
• To make it easier, quicker and more cost effective for multiple translations

With regards to English for web communication, this book gives a very good description of English:

• The Global English Style Guide – Writing clear, Translatable Documentation for a Global Market – by John R. Kohl

But there are no definitive guidelines on what International English is exactly, when a business should use it and how to use it.  The reason is simple.

On The Road To International English

There is a movement towards an “International English.  But we are right in the middle of it.  It is still changing.

In Europe, the British English enthusiasts are still very active and this creates tension in companies where the real world business environment demands not only an American spelling, but also an International English to communicate well within this global world we now live in.

I am also expecting a pull towards International English from the non-native English speakers.  And perhaps this is where the real guidelines will emerge.

Last year, I remember reading blogs written by non-native English speakers which had comments on them left by native English speakers lamenting the non-native English speakers language skills. Some of those comments were embarrassing to read as a native English speaker.

This year I have not noticed any such comments.

Non-native English speakers use English to communicate with larger audiences.  As their online presence become more established, and more authoritative, the English language purists will not be as loud… and an International English style will become more wide-spread online.

…probably with American spelling if only due to the shear volume of American language software.

An Even Simpler Choice

As this movement continues, businesses will have a much simpler choice.  Most of today’s political debate will fall to the side.

Oh, I am sure a new one will pop up:  to save endangered languages.

As the need for global businesses to embrace International English becomes inevitable, there will really only be a simple choice of spelling.  International English is more about your

• Clarity of expression
• Choice of words
• Choice of punctuation
• Simple grammar
• The ease of understanding

American or British spelling, you still need to communicate effectively with your readers.

What To Do Now

If your readers are from many different countries, improve communication with them now.  In order to find out what you say that confuses them, or is difficult for them to understand, you need to create a dialog… and then you need to listen and make an effort to improve your communication.

No one can claim to have the ultimate “International English” guidelines today.  There is still too much movement.

This reminds me of when people stopped using the hyphen in words like “co-operation”, or when businesses started using the simplified left justification, instead of  indenting paragraphs, when writing letters.

Except the movement towards International English is a bit more complicated, more widespread and is taking longer.

Languages have always morphed and changed with the current times.  It is interesting watching “International English” evolve across the world.

Although there are no ultimate guidelines for “International English” today, we can use good business practices of listening and trying to improve our communication with the people we interact with.  This leads to better cross-cultural communication.

Even the current social media trend has the same outlook towards communicating with others. It reinforces the need to improve our overall communication with all of our audiences.

This process towards better communication is the natural path towards an International English.

More on Internationalizing Your English:

• A Multicultural Writer Gets More International Readers?
• Adjust Your Own English Communication To Meet Other Language Levels
• Americans Need International English Too
• Culture-Free Communication
• Customize Your Content For Different Cultures
• English For International Appeal
• Focus On Your Cultural Communication
• Global English To Avoid Miscommunication
• International English For Better Communication With Global Audiences
• Internationalize Your Own Communication
• Translation Friendly International English
• What Flavor Is Your English?
• What Is International English?
• Where To Learn How To Write International Or Global English

What you need to know about International English:

• International English Guidelines
  

More in these Get International Clients Business Guides

• International English
• Culture Customized Content

Tagged as: american english, british english, communication, content marketing, copywriting, cross cultural marketing, Cross-Cultural Communication, english, global english, International Content Marketing, international copywriting, International English, marketing, multicultural marketing, non-native english, standard english, translations