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Outline

Communication in Vehicles: Cultural Variability in Speech Systems

2019

https://doi.org/10.1515/9783110519006-001

Abstract

When we sit with our laptop, phone, or television, we are involved in an interaction with communication technology. We have our own ways of thinking, our culturally based conceptions about that technology, about what it is, how it might be of use, and also, of course, about how we will indeed use it. This general arena of activity is called by some, the human-machine interface. This is of course a complex site of activity, and of study, as complexities of use lead to research reports with reports leading to the redesign of our technological devices or machines. This cycle of human use and research results in devices being the way that they are, and thereby sets the stage for end-users to use them in the complex and at times unexpected ways that we do. One such device is being placed in the dashboard of cars or automotive vehicles generally. This sort of device allows drivers and passengers to adjust the temperature of the vehicle or the volume of speakers, to play a variety of radio stations, to play from personal music libraries, to make telephone calls, to navigate to destinations, and to conduct other such activities including the possibilities of messaging, conferencing, and other various forms of entertainment. Increasingly, multiple modes of interacting with such devices are being used. Earlier designs of these devices have relied mostly on push-button technologies. More often, now, a variety of modalities is integrated into a multimodal interface, such as touch screens or touch pads. When voice activation is used and when this is initially successful, for many tasks, users tend to like it. The engineering of this technology for the dashboard of cars has been finely studied, as well as interactions between drivers and passengers in the car; however, the interaction between the people in the car and a dashboard device has been somewhat less studied, especially the cultural variety in its conception, use, and interpretation. For various reasons, among them the complexity of tasks and missing knowledge, a human-machine interface is developed for a large market, such as the US, and subsequently localized to a variety of other markets. For speech interface utterances of the machine, the responses to the user are often translated literally from one language to another, focusing on a generic dialog rather than cultural appropriateness, unconsciously violating cultural norms for communication. One observed example is the translation of the system English request ''Please say your command'' to the German ''Bitte sagen Sie ein Kommando,'' which ignores the different meanings of Kommando in German* where the word is used solely for military purposes or for training pets and implies a boss-underling relationship and thus a notion of arbitrariness. General Motors (GM) has decided to invest into knowledge about cultural communication practices in important markets to offer a compelling human-machine interface for more pleasant user experiences. The practical difficulties GM investigators needed

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