Plain language is key to accessible and effective communications
Professor of Finnish Tiina Onikki-Rantajääskö’s project ‘Easy Language for accessible workplace communication’ focuses on companies using plain language in their communications processes.
“With the increasing diversity of people’s linguistic, cultural and educational backgrounds, plain language plays a fundamental role in achieving shared understanding. This is of course a necessity for all other activity in both companies and society more broadly,” says Onikki-Rantajääskö.
Plain language is essential in areas such as recruitment, orientation, agreements, safety, security and work instructions, and customer interaction.
“There is a structural need to recruit employees from abroad or individuals whose Finnish language skills are otherwise still developing or who have difficulties, for example, understanding text written in standard language,” notes Onikki-Rantajääskö.
Her project will develop a language-independent model suitable for the international market. In addition, the project data can be used to train AI.
AI-assisted plain language for corporate communications
The project’s other leading professor, Roman Yangarber, is developing automatic text simplification by training language models based on generative AI. The project also involves University Researcher, Docent of General Linguistics Ulla Vanhatalo.
The project’s first-stage business partner has been Barona along with its language training subsidiary Arffman.
“It was easy for us to find common ground with Arffman, and they had a clear idea of how our collaboration could benefit the group more widely,” says Onikki-Rantajääskö.
The project’s preparatory stage ended in the spring. The next goal is to submit an application to Business Finland for a multi-annual development project with an extensive business consortium.
“We’ve already gathered a versatile and motivated group of companies for the next project stage. We’re still seeking a few companies to test plain language models in their operations,” states Onikki-Rantajääskö.
Tools and recommendations for conflict prevention
Professor of Area and Cultural Studies Jussi Pakkasvirta’s Pulp or Conflict project investigates how different parties criticise and defend the pulp industry.
“Finland has increasingly invested in the Latin American forest industry. At the same time,
the transition of pulp production to newly established eucalyptus fields has generated new environmental and societal effects. Discussions on, for example, soil degradation, water sufficiency and corporate tax treatment have increased,” says Pakkasvirta.
Environmental organisations in particular have criticised pulp production in Latin America and the Global South in general. While the criticism rests on research, it is partly shaped by beliefs. Industry representatives have responded by citing scientific research and pointing to the legal framework and monitoring mechanisms governing ventures.
During Pakkasvirta’s project, conflicts and concerns have centred on environmental impacts, information transparency and employment implications. The project has set out recommendations to prevent conflicts and increase community confidence.
“Public reporting mechanisms should be enhanced particularly for water use and environmental control. Collaboration in creating environmental responsibility programmes with local communities and NGOs should be encouraged. It is also important to increase corporate responsibility through statutory sustainability commitments,” explains Pakkasvirta.
Focus on international collaboration and dialogue
Alongside Pakkasvirta, those working in the project have included Emilio Del Pupo, Doctoral Researcher of Latin American Studies, and Professor Andrés Rivarola of Stockholm University.
In the first stage, the project’s business partner is UPM, with NGOs invited to join and interviewed in both Finland and Uruguay.
“UPM strives to ensure successful collaboration, regular dialogue and genuine interaction with our stakeholders in all the countries where we operate. We’ve done so in Uruguay for years now with excellent results. We’re looking to take this work further, and Professor Jussi Pakkasvirta’s research has given us helpful insights and tools to support that,” says Kati Kaskeala, Vice-President for Marketing, Sustainability and Communications at UPM Fibre.
Economic relevance of humanities research
“Understanding human behaviour and culture can support dialogue and prevent conflicts stemming from mere prejudice. The lessons and insights gained from the project can be applied by other Finnish companies undertaking major projects abroad,” Pakkasvirta points out.
“When developing products and services, what often matters most is how they can make users’ lives – that is, people’s lives – easier and better. It’s about interaction and more broadly about the cultural issues to which humanities disciplines can significantly contribute,” notes Onikki-Rantajääskö.
Working with humanities experts can help companies navigate a complex, constantly changing operating landscape. They can gain deeper insights into their target audiences, enhance communications and foster creative thinking.