Evaluation, culture(s), ethics

This section will consider - for space reasons only briefly - some important issues not yet touched on. First, testing and evaluating are essential to website implementation. Textbooks devote ample space to them (cf. Krug 2014:110-141, 295-347), with Jakobs (2013) among others providing a linguistic perspective. Evaluation involves, once again, considering the extent to which access is ensured for users with particular needs.

As a world-wide medium, the web must also cope with the implications of cultural diversity. This can mean taking account of the culture-specific interpretation of colours, while cultural considerations must also be applied to layout, animation, sounds and image selection. Focusing on global presence requires a combination of global templates and localised provision, in which the communicative tone must correspond to the relevant languages or dialects (cf. Meidl 2014: 21-30).

Ethically speaking, it is necessary to ask “A qui profite le clic? [Who profits from the click?]”, as do Benabou and Rochfeld (2015), who trace values created in the attention economy and suggest fairer alternatives. Pasquale (2015) issues a wake-up call with the finding that we are living in a “black box society” in which we have less and less understanding of how the mechanisms that shape our lives actually work.

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