We Are Linguists

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We Are Linguists

The Web is exactly what it’s called: A web. The technical reason why “the Internet” and “the Web” are synonymous is because of the billions of devices plugged in sending data to each other. But if we expand a little on what truly makes one part of the “Web,” we find that it’s dozens of specific functions and aspects that create this entity. The interesting part is that they are all so different. Let me explain further by citing the construction of a Web site as an example.

One might think that it’s easy to throw up a Web site really quick – especially the clients we work with. It’s only a bunch of nerdy programming, right? Wrong. The logic-based programming only creates the functionality and skeleton. An intriguing design with proper branding is needed. A smart user-interface so not to confuse viewers is a must. Correctly aligned layout, choice of colors, and use of typography is pivotal to the readability. Yes, design is just as important to the success of a Web site as the programming, yet it’s a completely different entity – or language.

But what’s design and programming without a proper sense of purpose or meaning? These are parts of the business frame of mind. Being able to understand one’s audience is a derivative of marketing, as is knowing how to get a site’s name out there. Being able to balance cash flow and budget are financing skills. And once you venture into the Web application world, customer service is vital to keeping your site a float. All these are parts of the business branch of thinking. Yet again, it’s an entirely different way of thinking about a Web site and has its own language, but is equally important.

I can keep going deeper into this example as well. Building a Web site is a lot like constructing a building: You need many different specialists to get the job done; for example, a plumber and an electrician. To be successful and not have the building start on fire or flood itself, you probably should have the plumber do the plumbing and electrician do the electrical work. In the end, they are both helping construct the innards and structure to the building. A Web site is similar: You can have a couple programmers building a site, but for the best results it’s better to let the client-side specialist deal with the skeletal system and server-side specialist deal with the databases. They are two completely different types of languages. Just as the Web is similar, it is different, however. Many of the successful names in our industry have realized the importance of being a generalist, as Jason Fried would say. They have learned to be multilingual and reliable across all skill sets. As long as the passion to do so is there, it’s possible. Most importantly, however, it’s becoming imperative. That’s what separates the Web from every other industry: We can be multilingual if we choose.

With the advent of the success of small agencies and teams, our industry’s business model is moving in that direction. Consequently, it’s crucial that the members can be multilingual. How can a programmer be a good programmer without understanding what are the limits within the user-interface? The same holds true for the designer, manager, and executive. Without a team of linguists, a digital project can quickly become like the example of the Tower of Babel: No one can truly understand the other and consequently the project will resemble the end result of the Tower itself – a failed attempt at something grand.

So, whether you are a business looking to hire a firm to work on your next project or a young student aspiring to be involved in this industry, make sure you remember the importance of being multilingual. After all, as a business, you want to talk and work with someone who speaks your language, right?

This article was written by Kris Gosser

Kris Gosser is a designer and web developer living in Milwaukee, WI (USA). He is a member of a small team of 3 at DP3 Marketing Group Inc. in the Milwauee area.

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