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

2. © Intercultural Studies Group Visible localization:

3. © Intercultural Studies Group Partial localization:

4. © Intercultural Studies Group D-day localization

5. © 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.

6. © 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.

7. © Intercultural Studies Group Don’t think like this: STTT

8. © Intercultural Studies Group Think like this: STTT 1 Inter...

9. © Intercultural Studies Group Then like this: TT 1 Inter...

10. © Intercultural Studies Group Don’t think like this

11. © Intercultural Studies Group Ask about this:

12. © Intercultural Studies Group Or even… Locale 1 Locale 2 Locale 3 IC Locale 4

13. © Intercultural Studies Group The world from the center:

14. © Intercultural Studies Group Language experts focus on... Controlled writing Field-specific concept mapping Content management Use of multilingual translation memories Integration of MT Project management (sometimes).

15. © Intercultural Studies Group Translation theory plus... One-to-many Extreme adaptation Teamwork with other skills Memory technology Non-linear textuality (in a minute…).

16. © 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. Linearity?

17. © 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:

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

19. © Intercultural Studies Group This means: Texts become ‘information objects’. They lose linearity (we read with the Find function). The discourse producer has no locale beyond the interculture. Text production is also non-linear (content management: modifications and updates).

20. © Intercultural Studies Group Globalization at Ikea:

21. © Intercultural Studies Group In Malaysia:

22. © Intercultural Studies Group In Greece:

23. © Intercultural Studies Group In Poland:

24. © Intercultural Studies Group Globalization at Ikea:

25. © Intercultural Studies Group In Germany:

26. © Intercultural Studies Group In France:

27. © Intercultural Studies Group In Hong Kong:

28. © 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.

29. © Intercultural Studies Group Translation competence: The ability to generate a series of more than one viable target text (TT I, TT 2... TT n ) for a pertinent source text (ST); The ability to select only one viable TT from this series, quickly and with justified (ethical) confidence. (Translating minimally involves the generation and reduction of complexity.) (cf. Pym 1991, 2003, 2004)

30. © Intercultural Studies Group Work space at DejaVu...

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