Minority Language, Cross-border and the Web
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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 2012
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Minority Language, Cross-border and the Web
- 1. CROSS-BORDER AND THE WEB NPLD -meeting Cardiff 8.12.2011
- 2. ME Sami Kallinen Head of Online Swedish Yle
- 3. 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
- 4. YLE - ORG
- 5. YLE - ORG
- 6. YLE - ORG
- 7. SWEDISH YLE ORG
- 8. 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
- 9. 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
- 11. SWEDEN FINLAND RUSSIA
- 12. SWEDEN FINLAND RUSSIA Swedish-speaking Finns
- 13. MEDIA USAGE
- 14. Monolingual Swedish speakers The Swedish- Bilingual (Swedish dominant) The cultural speaking cultural identity and identity and project is not project is important. important. Language or It is important cultural heritage that Swedish is does not affect spoken in Finland Bilingual (Finnish dominant) choices. Monolingual Finnish speakers
- 15. Monolingual Swedish speakers The Swedish- Bilingual (Swedish dominant) The cultural speaking cultural identity and identity and project is not project is important. important. Language or It is important cultural heritage that Swedish is does not affect spoken in Finland Bilingual (Finnish dominant) choises. Monolingual Finnish speakers
- 16. Monolingual Swedish speakers The Swedish- Bilingual (Swedish dominant) The cultural speaking cultural identity and identity and project is not project is important. important. Language or It is important cultural heritage that Swedish is does not affect spoken in Finland Bilingual (Finnish dominant) choises. Monolingual Finnish speakers
- 17. CROSS-BORDER TRANSMISSION Not an acute issue for Svenska Yle as a broadcaster. But a core issue for the minority language project.
- 18. MEDIA USAGE Laszlo 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)
- 19. South Tyrol WEB USAGE German- 97% 3 speakers Bilingual 84% 10% 6% Transylvania Hungarian- 49% 51% speakers Bilingual 32% 4 64% Southern Finl. Ostrobothnia Swedish- 72% 2 25% speakers Bilingual 41% 28% 31% Swedish- 31% 23% 46% speakers Bilingual 7% 49% 45% Minority-language Majority-language English Source: www.magma.fi (Laszlo Vincze, 2010)
- 20. Ostrobotnia SWEDEN FINLAND RUSSIA Swedish-speaking Finns Nyland
- 21. CROSS-BORDER ON THE WEB Everything is cross border on the web.
- 22. 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%
- 23. svenska.yle.fi/ nyheter • 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%
- 24. svenska.yle.fi/ matofritid • 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%
- 25. IDENTITIES OR HOW MUCH OF A SWEDISH SPEAKING FINN AM I?
- 26. s Monolingual Swedish speakers The Swedish- Bilingual (Swedish dominant) The cultural speaking cultural identity and identity and project is not project is important. important. Language or It is important cultural heritage that Swedish is does not affect spoken in Finland Bilingual (Finnish dominant) choises. 1970ies Monolingual Finnish speakers
- 27. s Monolingual Swedish speakers Swedish speaking school The Swedish- Bilingual (Swedish dominant) The cultural speaking cultural identity and identity and project is not project is important. important. Language or It is important cultural heritage that Swedish is does not affect spoken in Finland Bilingual (Finnish dominant) choises. Born Monolingual Finnish speakers
- 28. s Monolingual Swedish speakers Swedish speaking school Late rebelling against minority project The Swedish- Bilingual (Swedish dominant) The cultural speaking cultural identity and identity and project is not project is important. important. Language or It is important cultural heritage that Swedish is does not affect spoken in Finland Bilingual (Finnish dominant) choises. Born Monolingual Finnish speakers
- 29. s Monolingual Swedish speakers Stockholm Swedish speaking school Late rebelling against minority project The Swedish- Bilingual (Swedish dominant) The cultural speaking cultural identity and identity and project is not project is important. important. Language or It is important cultural heritage that Swedish is does not affect spoken in Finland Bilingual (Finnish dominant) choises. Born Monolingual Finnish speakers
- 30. s Monolingual Swedish speakers Amsterdam Stockholm Swedish speaking school Late rebelling against minority project The Swedish- Bilingual (Swedish dominant) The cultural speaking cultural identity and identity and project is not project is important. important. Language or It is important cultural heritage that Swedish is does not affect spoken in Finland Bilingual (Finnish dominant) choises. Born Monolingual Finnish speakers
- 31. s Monolingual Swedish speakers Amsterdam Stockholm Swedish speaking school Late rebelling against minority project The Swedish- Bilingual (Swedish dominant) The cultural speaking cultural identity and identity and project is not project is important. important. Amserdam with kids Language or It is important cultural heritage that Swedish is does not affect spoken in Finland Bilingual (Finnish dominant) choises. Born Monolingual Finnish speakers
- 32. s Monolingual Swedish speakers Amsterdam Stockholm Finland Swedish Yle Swedish speaking school Late rebelling against minority project The Swedish- Bilingual (Swedish dominant) The cultural speaking cultural identity and identity and project is not project is important. important. Amserdam with kids Language or It is important cultural heritage that Swedish is does not affect spoken in Finland Bilingual (Finnish dominant) choises. Born Monolingual Finnish speakers
- 33. ECOLOGY OF C-B TRANSMISSION Finnish language User Media Media from Sweden Swedish language International media media from Finland media Swedish-speaking [MP] [SwYle/MP] X X Finns Swedes X [SwYle] X X Finnish speaking X X X X Swedes Expat Swedish- [MP] [SwYle/MP] X X speaking Finns Expat Finns [MP] [SwYle/MP] X X C Cross-border transmission [MP] Important from minority languageproject perspective [SwYle] Important from Swedish Yle perspective
- 34. POSSIBILITIES
- 35. OPPORTUNITIES Through the net you can technically watch Swedish-speaking Finnish children’s programming no matter where you are.
- 36. 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.
- 37. OPPORTUNITIES We are not competing with national and local media but with Google, Apple, Facebook and such. The fact that we are local and a minority is our unique selling point.
- 38. CHALLENGES What complicates matters is that the users need change very much depending on the context. But this is where the web is so strong, because we can change and customise according to needs.
- 39. THE RIGHTS PROBLEM Lawrence Lessig: The "present" always tries to protect itself against the "future".
- 40. THANK YOU @sakalli / sami.kallinen@yle.fi