By Malsha Mayadunne
I was watching some videos on the presidential election campaigns in USA when I came across a video criticizing one particular candidate of sounding different on each of the rallies or meetups they have based on the audience. Now hearing this, it got me thinking how I do the same, where people closest to me have noticed and commented on how different I sound on certain instances.
Now, this thought process got the better of my curiosity and down the rabbit hole I went to end up with a term called “Code Switching”.
What is Code Switching?
Code switching, commonly associated with linguistics, refers to the practice of alternating between languages or communication styles depending on the context or audience.
Code Switching in Business Analysis
Looking at the definition, it got me thinking how we apply this in our day to day life as business analysts. In the context of business analysis, code-switching can be viewed as the ability to adapt communication styles when interacting with different stakeholders.
This can be applied in many ways. For example;
- Stakeholder Engagement: Business analysts (BAs) interact with various stakeholders, such as senior management, developers, and end-users, business users each requiring a tailored communication approach. Code switching helps BAs adjust their language and terminology to suit the technical or non-technical audience they’re addressing.
- Contextual Communication: When discussing complex solutions with development teams, BAs may need to use technical jargon and specific terminology. However, when presenting to business stakeholders or customers, they must switch to a more simplified, business-oriented language that focuses on value and outcomes.
- Bridging the Gap: Code-switching enables BAs to act as mediators between different departments, ensuring that business needs and technical constraints are understood across teams.
- Cultural Sensitivity: In global projects, BAs might switch between cultural communication styles or even languages to build rapport and understanding, fostering more effective collaboration.
Whether you’re a business analyst or not, code switching is a valuable skill that fosters clear and effective communication with stakeholders. By adapting your language and style to suit different audiences, you can enhance understanding and collaboration, making interactions smoother and more productive for everyone involved.
