How to build digital accessibility into your products and services
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Celebrate Global Accessibility Awareness Day by eliminating linguistic barriers!
作者:戈西亚·惠勒
2024年5月16日标志着 第十三届全球无障碍永利最新网址日. 世界各地, legal, medical, and scientific organizations along with governments, universities, 企业将举办活动 让每个人都谈论、思考和学习数字访问和包容.
你的企业是否尽到了自己的责任? 继续阅读,了解您的公司如何参与并创建可访问的数字内容.
为什么广泛性焦虑症很重要?
永利登录网址共享这个星球 超过80亿人口, 16% of whom are people with disabilities limiting how they see, hear, move, speak, or learn. These disabilities can make it harder for them to consume digital content. GAAD是一个全球平台,旨在提高这一目标群体对数字可及性和包容性的认识.
People also face an additional barrier when accessing digital content: language. 尽管目前有 7000多种语言 尽管世界各地都在使用这种语言,但大多数在线内容都只有一种语言:英语. If you sell your products or services internationally, 您有一个独特的机会,以客户的母语提供数字访问, 消除语言障碍,提高品牌参与度.
什么是数字包容?
当企业主考虑可访问性时, they usually focus on the physical barriers like stairs or doors. 但在大流行后的世界里, consumers spend more time than ever online – working, learning, connecting, and immersing themselves in the online entertainment. An online environment can have as many or more access barriers as a physical one. 对于企业主来说,了解他们的数字资产中存在的障碍是至关重要的, as well as the legal ramifications of not removing them.
联合国定义了 数字包容 as “equitable, meaningful, 安全使用, lead, 以及数字技术的设计, services, 并为每个人提供相关的机会, everywhere.” 越来越多的人 国际法律和政策 assert that access to digital content is a civil and human right, 无论是以网站的形式, music, movies, audiobooks, video games, or technology.
To that end, 一些企业在使其内容可访问方面投入了大量资金,不仅是为了进入更广阔的市场,也是为了满足法律和合规要求,并降低诉讼风险.
如何解决数字无障碍障碍
国际公认的 网页内容易读性指引 (WCAG)提供了大量规则,概述了如何确保贵公司的数字产品和服务履行联合国的数字包容任务. 在最高层次上,WCAG被组织为 四个通用的可访问性原则 that can guide the way for online content creators:
- Perceivable: 我的客户能够以符合他们需求的方式消费口头或书面的数字内容吗? For example, 有听力障碍的人可以看母语字幕的电影. Similarly, 盲人或视力低下的人可以听翻译书籍的音频版本. 记住,字幕和有声读物, 就像其他可访问性改进一样, 是否被所有消费者广泛使用, 不仅仅是残疾人.
- Operable: Are my consumers able to navigate through the website, recording, 或其他数字输出使用鼠标, keyboard, voice control, 或者其他导航设备? 不管你有没有腕管综合症, 使用屏幕阅读器, 或者一只手抱着一个婴儿, you should be able to navigate and complete any task in the digital space.
- 可以理解的: 我的客户是否能够理解本地化数字资产中原始或翻译内容的含义, movies, books, etc.? It is important to use language that correctly captures the richness of 文化差异和 适合所有年龄和能力的人,包括那些有认知障碍或读写能力低下的人, 以英语为外语的人, 或非英语人士.
- Robust: Does my content work across different platforms (desktop, laptop, tablets, 手机)和不同的辅助技术,如屏幕阅读器或导航工具?
The intersection of digital accessibility and language is good for business
如果你正在质疑投资于客户母语的数字可访问性是否对业务有益, 让我分享几个令人信服的例子.
- 2023年的超级碗LVII中场秀由蕾哈娜(Rihanna)在123观众面前献唱.4 million viewers across many digital platforms. However, there was another star performing alongside the music legend: Justina Miles, who interpreted Rhianna’s performance in 美国手语(ASL), allowing deaf audience members to enjoy the halftime show in their own language. 看X上的录音 showing Rihanna on the left and Justina Miles on the right. 即使你不使用美国手语交流,你的眼睛也会被吸引到屏幕的哪一边? 将这种快乐的经历乘以数百万观众,你就会明白,基于一位令人难以置信的热情的美国手语翻译的工作,NFL获得了多少积极的永利最新网址.
- 奈飞公司一直在大力投资,以使电视节目和电影的语言可访问 提供20种不同语言的字幕. 翻译人员必须遵循非常详细的规则来传达语气和故事情节,以确保字幕在每种语言中都是准确和相关的. Their work is so complex and impressive that it has gleaned 网络口碑. 这应该不足为奇, then, Netflix向更具语言包容性的观众体验的转变是导致这种增长的一个因素 订户数量和收入.
- 2022年7月,NASA分享了 images captured by the James Webb Space Telescope. They were visually stunning, revealing the universe far beyond our imagination. 本着包容的精神, NASA’s digital team partnered with professional linguists to skillfully craft 替代文本(Alt文本)描述, 让那些依赖于屏幕阅读器技术的人,在他们的脑海中想象图像. 这是NPR的文章, especially the 1-Minute Listen version at the top of the page, will give you goosebumps when you hear the alt text being read aloud. 美国国家航空航天局以一种方便的方式分享其工作,在世界各地获得了大量的积极永利最新网址, including the 澳大利亚无障碍中心, 辅助技术博客, and 美国盲人协会.
- Disney+ offers a wide range of digital accessibility features,其中有 音频描述(AD) 用于盲人或视障人士,描述视频播放时屏幕上显示的内容. 我最喜欢的例子来自《永利登录网址》(Frozen – English Trailer with Audio Description). English is not the only language in which Disney+ offers its content. 《永利登录网址》被翻译成41种语言, 《永利最新网址》变成了46, 包括Māori和塔希提, to accurately and truthfully represent the cultures being showcased.
- 的流行 audiobooks in any language has skyrocketed in recent years, 这不仅是为了照顾那些视力低下或没有视力或认知障碍的人,也是为了照顾那些喜欢在开车或走路时听书的人. 纽约时报报道 that “audiobooks have become a lucrative format for publishers. 从2013年到2022年,数字有声书的收入增长了500%以上,达到8.39亿美元. 对于某些类型来说, 比如自助和名人回忆录, 音频销售可以匹配或超过印刷销售.”
- 在疫情期间,视频游戏的受欢迎程度大幅上升, 玩家越来越需要用自己的语言获得真实的体验. 游戏公司很乐意这样做, as these efforts directly lead to expansion into new markets and higher profits. 但正如许多公司了解到的那样, 电子游戏本土化 must be done accurately by professional linguists who are subject matter experts. 翻译错误或文化错误会导致不良永利最新网址和客户脱节. Gaming companies that invest in 数字包容 see dramatic revenue increases. For instance, 腾讯盈利7美元,2023年第三季度的收入为4.42亿美元, 索尼以3美元紧随其后,410 million.
让你的数字资产易于访问
上述例子有一个共同点:投资于客户首选语言的可访问数字内容的公司不仅遵循法律条文,而且还看到了非常可观的投资回报.
无论你提供什么样的产品或服务, 忽略语言数字可访问性或选择没有人工验证的自动化解决方案将对您的底线和公司声誉产生负面影响.
How can translators and interpreters help you deliver digital accessibility?
生成一个可访问的, inclusive, multilingual online experience for your clients, you need the human input of professional translators and interpreters. They truly understand the intricacies of target language expressions and idioms, 本地幽默和讽刺, 文化差异. 与翻译和口译专业人员合作是您实现数字可访问性合规的门户.
To find and engage professional translators and interpreters:
- 查看新创建的指南 ATA客户协助页面
- 阅读ATA Compass的文章How to hire a translator: a quick and easy guide”
- Visit 永利登录网址 directory: http://0l.chriswaldegar.com/directory/
作者简介
Gosia Wheeler is a Polish to English translator specializing in Technology, 数字可访问性, 数字通信翻译. 她是国际无障碍专业人士协会(IAAP)的成员,也是永利登录网址无障碍文件专家(ADS). 她也是TED翻译项目的积极贡献者,为TED演讲制作波兰语和英语字幕. The 永利登录网址 represents almost 9,000 translators and interpreters in more than 100 countries. To hire a translation or interpreting professional, please visit 0l.chriswaldegar.com/directory.
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