Translation vs localization Anything new Anthony Pym Universitat

Translation vs. localization: Anything new? Anthony Pym Universitat Rovira i Virgili Tarragona, Spain

The state of translation theory Equivalence died. n Description, Skopos, deconstruction and localization survive. n No debate. n Just data. n © Intercultural Studies Group

And yet… We train translators n And defend translation n … especially when there is a new kid on the block. n © Intercultural Studies Group

What localization is not: Unconstrained adaptation (Skopostheorie) n Translation with technology (TMs, websites, and as you were) n A return to natural equivalence (Nida in the machine? ). n © Intercultural Studies Group

Visible localization:

Partial localization: © Intercultural Studies Group

D-day localization © Intercultural Studies Group

So what is localization? n Localization: taking a product and tailoring it to an individual local market (i. e. ‘locale’). © Intercultural Studies Group

Here is a locale: © Intercultural Studies Group

And within localization… n n Translation: converting user-visible natural-language strings from one language to another. Localization = translation + factor X. © Intercultural Studies Group

What is factor X? n n n Internationalization (e. g. character encoding) Adaptation (e. g. dates, time, currency conventions) product reengineering product testing project management. © Intercultural Studies Group

Don’t think like this: S T TT © Intercultural Studies Group

Think like this: ST Interlingua © Intercultural Studies Group TT 1

The world is not like this: © Intercultural Studies Group

It might be like this: Locale 4 Locale 1 IC Locale 2 Locale 3 © Intercultural Studies Group

Language technicians focus on. . . n n n Controlled writing Multilingual terminology (controlled equivalence) Multilingual content management (chunks) Use of translation memories (updates) Integration of MT project management © Intercultural Studies Group

1. Diversity at Microsoft: © Intercultural Studies Group

2. Linearity at Dragon: n Welcome to Dragon Naturally. Speaking, the world’s most acclaimed largevocabulary continuous-speech dictation system. With Dragon Naturally. Speaking you can dictate to your computer instead of using the computer to enter and revise text. © Intercultural Studies Group

Two pages later: n Welcome to Dragon Naturally. Speaking, the world’s most acclaimed largevocabulary continuous-speech dictation system. With Dragon Naturally. Speaking you can dictate to your computer instead of typing. © Intercultural Studies Group

And again: n Welcome to Dragon Naturally. Speaking, the world’s most acclaimed largevocabulary continuous-speech dictation system. With Dragon Naturally. Speaking you can compose e-mail messages, create reports, draft letters, edit proposals, and more, all by speaking to your computer instead of typing. © Intercultural Studies Group

This means: n n n Texts become ‘information objects’. They lose linearity (we read with the Find function). Text production is also non-linear (modifications and updates). © Intercultural Studies Group

Globalization at Ikea:

In Malaysia:

In Greece:

In Poland:

Globalization at Ikea:

In Germany:

In France:

In Hong Kong:

This means: n n n The most global product is the most symbolically domesticated. There is a clear professional distinction between natural-language replacement (‘translation’) and complete localization. The dehumanizing processes are at the level of natural-language replacement. © Intercultural Studies Group

Work space at Deja. Vu. . .

This means: n n n Translators are being separated from the most lucrative IT techniques of localization. Translators are being separated from the most humanizing marketing techniques. We remain mere technicians. © Intercultural Studies Group

So, what’s new: n n n Internationalization (centralized production) Content management (work on chunks and updates) Fabricated equivalence Lousy jobs for translators Big money for cool techies. © Intercultural Studies Group