© Intercultural Studies Group Universitat Rovira i Virgili Plaça Imperial Tàrraco 1 43005 Tarragona Fax: (++ 34) 977 55 95 97 TRANSLATION AND LOCALIZATION.

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© Intercultural Studies Group Universitat Rovira i Virgili Plaça Imperial Tàrraco Tarragona Fax: (++ 34) TRANSLATION AND LOCALIZATION Anthony Pym Universitat Rovira i Virgili Tarragona, Spain

© Intercultural Studies Group Visible localization:

© Intercultural Studies Group Partial localization:

© Intercultural Studies Group D-day localization

© Intercultural Studies Group What is localization? Localization: taking a product and tailoring it to an individual local market (i.e. ‘locale’). Translation: converting user-visible natural-language strings from one language to another. Localization = translation + factor X.

© Intercultural Studies Group What is factor X? 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: STTT

© Intercultural Studies Group Think like this: STTT 1 Interlingua

© Intercultural Studies Group Language technicians focus on... Controlled writing field-specific concept mapping multilingual documentation use of multilingual translation memories integration of MT project management?

© Intercultural Studies Group 1. Diversity at Microsoft:

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

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

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

© Intercultural Studies Group This means: Texts become ‘information objects’. They lose linearity (we read with the Find function). The discourse producer has no locale. Text production is also non-linear (modifications and updates). Localization extends what is done in the source language.

© Intercultural Studies Group Globalization at Ikea:

© Intercultural Studies Group In Malaysia:

© Intercultural Studies Group In Greece:

© Intercultural Studies Group In Poland:

© Intercultural Studies Group Globalization at Ikea:

© Intercultural Studies Group In Germany:

© Intercultural Studies Group In France:

© Intercultural Studies Group In Hong Kong:

© Intercultural Studies Group This means: 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 DejaVu...

© Intercultural Studies Group This means: 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.