Comunicació presentada per Sandra Cuadrado al Simposi VAKKI, celebrat els dies 6 i 7 de febrer a la Facultat de Comunicació de la Universitat de Vaasa (Finlàndia).

1. TERMCAT
CO-CREATING
TERMINOLOGY
WITH USERS IN
THE DIGITAL AGE
Concepts and Resources
by Sandra Cuadrado

2. Introduction
WHO ARE WE?
TERMCAT Centre for terminology established in 1985
Target audiences
Core activities

3. THERE IS NO KNOWLEDGE
WITHOUT TERMS.
- TERMCAT

4. 3,700 specialists
from many different
fields of
expertise

5. How We
Can Help
CONSULTING SERVICES
Twitter works as an advisory service. Thus
interaction with the community often
originates from the users
STANDARDIZATION
The output from these three core
activities (terminological production,
neologisms and user queries) provides
terminological resources and feeds
Cercaterm, our national data bank.
DICTIONARIES
Creation of terminological products

6. Neologisms make
knowledge available
Ex. 'spaghettization' in
astrophysics

7. 1.5 MILLION
DEN.
CERCATERM

8. Is traditional
terminology dead?
NO, BUT IT MUST EVOLVE AND
INTEGRATE WITH DIGITALIZACION AND
DIALOGUE WITH USERS AND EXPERTS.

9. Digital communications have not only changed the ways in
which TERMCAT publicises its output, but they have also
affected the methods employed in the terminology work
itself.
The traditional stages in dictionary-making are still
the same, but the communication channels, the
relationships with experts and users, and the potential for
detecting neologisms in real time on social platforms have
all led to significant changes in the methodology of
creating terminology.
The Digital
Age

10. Traditional only
Sports dictionaries for the Olympics
Games in Barcelona 92
Traditional with Digital
Thematic Portals #termEsports

11. Why go
digital?
INTANGIBLE ASSETS
In a context where tangible assets increasingly
resemble each other and products and services are
very similar, intangible assets such as reputation
and trust become the real source of
differentiation for organizations.
HUMANIZING BRANDS
Only those organizations that make an
effort to humanize their brands will be able to
adapt their workflows to this
new scenario and successfully engage in a real
dialogue with their user communities.
TECHNOLOGY AS A TOOL
Technology as a means rather than an end in itself

12. IN A GLOBAL CONTEXT WHERE PRODUCTS
AND SERVICES ARE BECOMING
INCREASINGLY SIMILAR, INTANGIBLE ASSETS
SUCH AS TRUST AND QUALITY MARK THE
DIFFERENCE BETWEEN COMPANIES.
- C. ACED

13. IT’S TIME FOR HUMAN AND
RESPONSIBLE BRANDS.
ENRIQUE ARRIBAS

14. USER ENGAGEMENT
STAGE 2
Real dialogue with users and
experts
Micro-moments
STAGE 1
Technology as a means and
not as an end in itself
Digital transformation is about
people, not technology
STAGE 3
Interface culture
Influencers
Contents co-creation

15. THE USER JUMPS FROM ONE
IMAGE TO THE NEXT LIKE AN EDITOR IN A CUTTING
ROOM, WITHOUT A SPECIFIC ROUTE
MAP; THIS ATTITUDE TENDS TO BE ENHANCED BY
THE HYPERLINK NATURE OF THE WEB AND
THE OPPORTUNITIES FOR MULTISCREEN
NAVIGATION.
THE NARRATIVE AND, THEREFORE, THE
MEANING IS LEFT IN THE HANDS OF THE USER, A
KIND OF DATA FLÂNEUR, A CYBERNETIC SURFER IN
AN ENVIRONMENT OF ‘LIQUID ARCHITECTURE’.
ÍNGRID GUARDIOLA

16. Mentions
76.1%
Tweets
23.9% The Digital
Terminology
Pie
Interaction with users
Recommendation
era has arrived
Example: October 2019

17. Basic Concepts
What comprises 'cocreating
terminology'?
"L’art de narrar històries o de
convertir un missatge en relat
s’ha convertit en l’imperatiu de
la comunicació actual”
@thinkcopy

18. Terminological products.
How do we start
cocreating dictionaries
with experts?
Cocreating
terminology around
thematic committees
A terminology
consultation service. An
example of cocreation by
interaction with users
Cocreation
by users empowerment:
Dictionary self-assessment
test.
CO-CREATION
PROCESS IN TERMINOLOGY

19. MORE THAN
700
DICTIONARIES

20. Digital
Marketing
Project
You don't have to do it alone!

21. Digital
Marketing
Project
You don't have to do it alone!
Tech companies act as a node that
amplifies our appeal

22. Digital
Marketing
Project
You don't have to do it alone!
Asking experts for the best catalan
alternatives
In this case: #Engagement

23. ONLINE CHANNELS
FACEBOOK TWITTER

24. CO-
CREATION
WITH USERS
ONLINE TOOLS
SOCIAL
DEBATE
THE
CONSTRUCTION
OF MEANING
INTERACTION
WITH THE
COMMUNITY

25. New terms detected in
social debates among
users
Ex. 'body positivity'

26. Terminology portals have
been promoted as a step
towards more effective
communication
between specialists on
the terminology in
the committees’ working
fields

27. Empowerment
Users choose their own
experience and interaction
with the brand

28. Dictionary self-assessment test
STEP 2
This test contains 3 blocks of
questions: the first is about the
dictionary as a whole, the
second about the
designations and equivalent
designations, and the third is
about the definitions.
STEP 3
At the end of the test you will get a
numerical score telling whether
your dictionary or glossary
conforms to terminological
methodology or if there are areas
that should be revised
STEP 1
Do you have created a
dictionary or glossary and are
you wondering about your
methods or about how you
could make it better?

29. New formats
micro-moments of
consumption
E. g. Infography “Temes i
termes de la bioètica”
(‘Bioethics subjects and
terms’)

30. SPEAKING AND ANSWERING ON SOCIAL
MEDIA MAY BE
IMPORTANT, BUT IN DOING SO WE MUST
ALWAYS CONNECT WITH THE MEANINGS .
- C. ACED

31. OUR INTERACTIVE TEAM

32. TERMCAT
About Us
WWW.TERMCAT.CAT
@termcat

33. TWITTER
@sandracuadrado
EMAIL
scuadrado@termcat.cat
MAIN OFFICE
Mallorca, 272, 1st floor 08037 Barcelona
Let's talk!