As Sri Lanka embarks on an ambitious journey to digitise its public services, one vital element requires urgent attention: cultural translation. While “translation” is often thought to mean simply changing the language, true cultural translation in digital services goes much deeper. It embraces the subtle tailoring of language, layout, navigation, visual representation, multimedia use, and page structure to meet the expectations and cognitive styles of diverse users.
This cultural adaptation is crucial for Sri Lanka, a country rich with ethnic, linguistic, and cultural diversity. A one-size-fits-all digital platform risks alienating large segments of the population. Instead, designing with cultural sensitivity will ensure that government services are inclusive, accessible, and efficient for every citizen.
Lessons from China
An excellent model comes from the Ministry of Foreign Affairs of the People’s Republic of China (https://www.fmprc.gov.cn/). Their official website provides versions in six languages: Chinese (Simplified), English, French, Spanish, Russian, and Arabic. However, this is not just word-for-word language translation. Each version also adapts the layout, imagery, navigation flow, and content prioritisation to meet the cultural expectations of the respective users.
For example, the Chinese version displays dense information clusters, catering to a cultural preference for detailed content and a holistic view. Meanwhile, the English version is more minimalist, organized with straightforward navigation and an emphasis on clarity and hierarchy, resonating with low-context cultures where simplicity and directness are desirable.
Such adaptations acknowledge findings from prior research in cross-cultural Human-Computer Interaction (HCI) research. Layout preferences, for instance, differ in high-context cultures like China prefer rich visuals and dense layouts, while low-context cultures such as Australia and Western nations favour simpler, category-driven designs.
Tailoring language beyond translation
Language in digital services is not only about translation accuracy. Cultural translation considers idiomatic expressions, politeness forms, and reading styles. For instance, Arabic readers expect right-to-left navigation, while Chinese readers appreciate vertical text flow in some contexts. Simple translation misses these nuances, leading to confusion and a lower sense of trust.
Chinese version (left) and English version (right) of the Ministry of Foreign Affairs of the People’s Republic of China website, accessible at https://www.fmprc.gov.cn/.
Sri Lankan digital platforms must respect such differences, especially when services are offered in Sinhala, Tamil, and English. Politeness strategies, honorifics, and formal versus informal tones should be customised to each cultural group.
Navigation and layout
Not everyone in the world reads from left to right; for example, Arabic readers read from right to left. Therefore, arranging elements on a webpage layout must consider such cultural differences. Navigation pathways should also reflect cultural expectations. Research shows that users from holistic cultures prefer broader, more interconnected website structures, while users from analytical cultures tend to favour hierarchical and task-specific navigation.
The Ministry of Foreign Affairs website illustrates this perfectly: the Chinese pages offer many interconnected links, giving users multiple exploration paths. The English and French versions, however, streamline navigation to core service areas and limit extraneous links. This subtle difference makes users from different backgrounds feel more comfortable when interacting with the site.
For Sri Lanka, the Department of Immigration, Revenue Authorities, or even e-learning platforms can benefit by adopting such tailored navigation based on user cultural profiles.
Visual representation and multimedia
Imagery and multimedia are more than decorative. They carry cultural meaning. Western audiences often prefer minimalistic visuals with high realism, whereas Asian cultures might appreciate colourful, symbolic, or even metaphorical imagery.
The Chinese website, for instance, uses national symbols like pandas, the Great Wall, and cultural motifs. The Spanish and French pages employ diplomatic images with softer colours, resonating with those cultures’ aesthetic preferences.
Sri Lankan platforms should consider this when designing government websites. A Tamil-speaking user from the North might connect better with different imagery compared to a Sinhala-speaking user from the South.
Moreover, multimedia – videos, audio files, infographics – must be culturally adapted. In rural areas with lower literacy rates, multimedia could bridge the gap and offer accessible government service information.
Internal and external links
Another important adaptation visible on China’s Ministry site is the way internal and external links are presented. In the English and French versions, links to international treaties or diplomatic relations are prioritised, respecting international users’ interests. Meanwhile, the Chinese version highlights domestic policies and national news.
In Sri Lanka’s context, a government portal could prioritise different information: for example, domestic farmers accessing agricultural grants should find links tailored to their immediate needs, whereas an overseas Sri Lankan looking for passport renewal should find foreign mission links more prominently.
A strategic imperative
Digitisation is not just about technology. It is about people, and people’s interaction with digital interfaces is profoundly shaped by their culture. Without cultural translation, Sri Lanka risks creating digital divides rather than bridging them.
Drawing from international best practices like those of China’s Ministry of Foreign Affairs, and supported by findings from cross-cultural HCI research, Sri Lanka has an opportunity to lead in user-centred digital governance.
By thoughtfully adapting language, layout, navigation, visual representation, multimedia, and linking strategies to Sri Lanka’s unique cultural mosaic, we can create digital services that are welcoming, usable, and empowering for all.
Because, in this new digital era, cultural translation is not a luxury – it is a necessity.
By: Dr. Alexander Rukshan
Senior Lecturer
University of Vavuniya
Associate Professor Nik Thompson
Information Systems Lead
Curtin University, Australia.
