minority language, cross-border and the web
DESCRIPTION
A presentation I gave at the Broadcaster meeting organized by Network for Promotion of The Network to Promote Linguistic Diversity where I had been asked to talk about Cross-border transmission and the web. The event was held in Cardiff in December 2012TRANSCRIPT
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CROSS-BORDER AND THE WEB
NPLD -meetingCardiff 8.12.2011
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MESami Kallinen
Head of OnlineSwedish Yle
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YLE - FACTS• National broadcaster of Finland
• About 3200 employees
• TV - 4 channels
• Radio - 6 channels
• Web - Leading Finnish website in news, web radio & TV and other services
• 25 regional offices for radio, web and TV
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YLE - ORG
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YLE - ORG
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YLE - ORG
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SWEDISH YLE ORG
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SWEDISH YLE - FACTS
• Swedish-language division of the national broadcaster of Finland
• About 380 employees
• TV - 1 channel
• Radio - 2 channels
• Web - Leading Finnish website in news, web radio & TV and other services
• 5 regional offices for radio, web and TV
• Sometimes used as a testbed within Yle
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svenska.yle.fi
• Started daily production on the web in 1997
• 12 people working on design and platforms. Approximately 20 reporters producing online content. Changing January 2012
• Largest web service in Swedish Finland
• News, web radio & TV, children's web, blogs, food, plus more
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SWEDISH SPEAKING FINNS
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SWEDEN RUSSIAFINLAND
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SWEDEN RUSSIAFINLAND
Swedish-speaking Finns
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MEDIA USAGE
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Monolingual Swedish speakers
Monolingual Finnish speakers
The Swedish-speaking cultural
identity and project is important.
It is important that Swedish is
spoken in Finland
Bilingual (Swedish dominant)
Bilingual (Finnish dominant)
The cultural identity and
project is not important.
Language or cultural heritage does not affect
choices.
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Monolingual Swedish speakers
Monolingual Finnish speakers
The Swedish-speaking cultural
identity and project is important.
It is important that Swedish is
spoken in Finland
The cultural identity and
project is not important.
Language or cultural heritage does not affect
choises.Bilingual (Finnish dominant)
Bilingual (Swedish dominant)
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Monolingual Swedish speakers
Monolingual Finnish speakers
The Swedish-speaking cultural
identity and project is important.
It is important that Swedish is
spoken in Finland
Bilingual (Swedish dominant)
Bilingual (Finnish dominant)
The cultural identity and
project is not important.
Language or cultural heritage does not affect
choises.
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CROSS-BORDERTRANSMISSION
Not an acute issue for Svenska Yle as a broadcaster.But a core issue for the minority language project.
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MEDIA USAGELaszlo Vincze proposes two remedies for revitalising the
Swedish language in Finland:
1. The media output in Swedish needs to be strengthened and targeted more towards bilingual users.
2. The Swedish-speaking Finns cannot compete with the majority culture in content creation and therefore we need to guarantee Swedish language media sources from Sweden in bilingual municipalities.
Source:www.magma.fi (Laszlo Vincze, 2010)
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97% 3German-speakers
Bilingual
Hungarian-speakers
Bilingual
Swedish-speakers
Bilingual
Swedish-speakers
Bilingual
84%
49%
32%
72%
41%
31%
7%
51%
4 64%
2 25%
28% 31%
23% 46%
49% 45%
10% 6%So
uth
Tyro
lTr
an
sylv
an
iaO
stro
bo
thn
iaS
ou
the
rn F
inl.
Minority-language Majority-language English
Source: www.magma.fi (Laszlo Vincze, 2010)
WEB USAGE
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SWEDEN RUSSIAFINLAND
Swedish-speaking Finns
Ostrobotnia
Nyland
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CROSS-BORDERON THE WEB
Everything is cross border on the web.
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svenska.yle.fi
• 11,528,222 visits 2011 = weekly avarage: 221,696(Google Analytics 04/12/10 - 04/12/11)
• Search Engines 40.24%
• Top-3 countries:Finland 78%
Sweden 17%
Norway 0.6%
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• 5,428,045 visits 2011 = weekly avarage: 104,385(Google Analytics 04/12/10 - 04/12/11)
• Search Engines 38.37%
• Top-3 countries:Finland 77%
Sweden 17%
Norway 0.6%
svenska.yle.fi/nyheter
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• 615,575 visits 2011 = weekly avarage 11,837(Google Analytics 04/12/10 - 04/12/11)
• Search Engines 67.95%
• Top-3 countries:Sweden 64%
Finland 30%
Norway 2%
svenska.yle.fi/matofritid
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IDENTITIES ORHOW MUCH OF A
SWEDISH SPEAKING FINN AM I?
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Monolingual Swedish speakers
Monolingual Finnish speakers
The Swedish-speaking cultural
identity and project is important.
It is important that Swedish is
spoken in Finland
Bilingual (Swedish dominant)
Bilingual (Finnish dominant)
The cultural identity and
project is not important.
Language or cultural heritage does not affect
choises.
Monolingual Swedish speakersMonolingual Swedish speakers
1970ies
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Monolingual Swedish speakers
Monolingual Finnish speakers
The Swedish-speaking cultural
identity and project is important.
It is important that Swedish is
spoken in Finland
Bilingual (Swedish dominant)
Bilingual (Finnish dominant)
The cultural identity and
project is not important.
Language or cultural heritage does not affect
choises.
Monolingual Swedish speakersMonolingual Swedish speakers
Born
Swedish speaking school
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Monolingual Swedish speakers
Monolingual Finnish speakers
The Swedish-speaking cultural
identity and project is important.
It is important that Swedish is
spoken in Finland
Bilingual (Swedish dominant)
Bilingual (Finnish dominant)
The cultural identity and
project is not important.
Language or cultural heritage does not affect
choises.
Monolingual Swedish speakersMonolingual Swedish speakers
Born
Late rebelling againstminority project
Swedish speaking school
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Monolingual Swedish speakers
Monolingual Finnish speakers
The Swedish-speaking cultural
identity and project is important.
It is important that Swedish is
spoken in Finland
Bilingual (Swedish dominant)
Bilingual (Finnish dominant)
The cultural identity and
project is not important.
Language or cultural heritage does not affect
choises.
Monolingual Swedish speakersMonolingual Swedish speakers
Born
Late rebelling againstminority project
Stockholm
Swedish speaking school
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Monolingual Swedish speakers
Monolingual Finnish speakers
The Swedish-speaking cultural
identity and project is important.
It is important that Swedish is
spoken in Finland
Bilingual (Swedish dominant)
Bilingual (Finnish dominant)
The cultural identity and
project is not important.
Language or cultural heritage does not affect
choises.
Monolingual Swedish speakersMonolingual Swedish speakers
Born
Late rebelling againstminority project
Stockholm
Amsterdam
Swedish speaking school
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Monolingual Swedish speakers
Monolingual Finnish speakers
The Swedish-speaking cultural
identity and project is important.
It is important that Swedish is
spoken in Finland
Bilingual (Swedish dominant)
Bilingual (Finnish dominant)
The cultural identity and
project is not important.
Language or cultural heritage does not affect
choises.
Monolingual Swedish speakersMonolingual Swedish speakers
Born
Late rebelling againstminority project
Stockholm
Amsterdam
Amserdamwith kids
Swedish speaking school
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Monolingual Swedish speakers
Monolingual Finnish speakers
The Swedish-speaking cultural
identity and project is important.
It is important that Swedish is
spoken in Finland
Bilingual (Swedish dominant)
Bilingual (Finnish dominant)
The cultural identity and
project is not important.
Language or cultural heritage does not affect
choises.
Monolingual Swedish speakersMonolingual Swedish speakers
Born
Late rebelling againstminority project
Stockholm
Amsterdam
Amserdamwith kids
Finland Swedish Yle Swedish speaking school
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ECOLOGY OF C-B TRANSMISSION
Media from Sweden Swedish language media from Finland
Finnish language
media
International media
Swedish-speaking Finns [MP] [SwYle/MP] X X
Swedes X [SwYle] X X
Finnish speaking Swedes X X X X
Expat Swedish-speaking Finns [MP] [SwYle/MP] X X
Expat Finns [MP] [SwYle/MP] X X
MediaUser
C Cross-border transmission
[MP] Important from minority languageproject perspective
[SwYle] Important from Swedish Yle perspective
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POSSIBILITIES
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OPPORTUNITIES
Through the net you can technically watch Swedish-speaking Finnish children’s programming no matter
where you are.
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CHALLENGES
The fact that the web is always cross-border transmission is both a challenge and an opportunity. Possibilities are limitless,
but competition for attentions is huge.
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OPPORTUNITIES
We are not competing with national and localmedia but with Google, Apple, Facebook and such. The fact that
we are local and a minority is our unique selling point.
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CHALLENGES
What complicates matters is that the users need change very muchdepending on the context. But this is where the web is
so strong, because we can change and customise according to needs.
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THE RIGHTS PROBLEM
Lawrence Lessig: The "present" always triesto protect itself against the "future".