DOCSLIB.ORG

LOCALIZATION October/November 2012 CORE FOCUS

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
LOCALIZATION October/November 2012 CORE FOCUS LOCALIZATION October/November 2012 CORE FOCUS ® Localization: The global pyramid capston ® The growing market of global information consumers ® Localization for the long tail: Part 1 ® Adobe flash creation & Localization (tentative Title) Core Focus Localization: The global pyramid capstone Richard Sikes Several years ago, I was called by a recruiter So, as one of my first tasks in my new job, I set about contact- to interview for a job with a major Canadian ing the Japanese office to find out what was wrong with the product. After a relatively short delay, they responded with a list manufacturer of airplane components. It seems of 1,600 issues! I found this to be somewhat overwhelming, so Sthat the hiring manager had spotted the keyword I tried to focus in on prioritization. Due to some factors outside globalization in my online résumé, and because the scope of this article, the prioritization effort took some time, the company was embarking on a globalization so the next actual event in the saga turned out to be a visit from two representatives from the Japanese office to our headquarters. initiative, he thought I might be an ideal candi- After we had gotten acquainted, they asked, “The document date for the position. I went to the interview. set for this product consists of 24 manuals, correct?” “Yes,” I replied. “And you have localized five of the 24 books?” “Yes,” In short order, we determined that in their corporate uni- I again replied, “in order to keep costs contained, our product verse, globalization meant imprinting the stamp of how things management group decided that we would localize only those were done in the mother ship organization on all associated five.” “And the Reference Manual is not included in the five?” organizations around the world. I quickly explained that in my they asked. “Correct!” I confirmed. “Why not?” they asked. “The international software development and marketing universe, Reference Manual is the only one that we want in Japanese!” globalization meant reaching out to understand what users It was immediately apparent to me that our product manage- in cultures other than my own desired and then to evangelize ment team had made a decision that was based on insufficient incorporating those attributes in products destined for those due diligence. While the decision to localize the five manuals may markets. Needless to say, it was a short interview! have been appropriate for some target locales, it most certainly The attitude displayed by the hiring company may be use- was not for Japan. In fact, the result was a double whammy. Not ful in some situations, but to me, it embodied much of what only was dissatisfaction created, but a substantial sum of money has given globalization a bad name. It also pointed to another was wasted translating unwanted manuals. As it turned out, the issue that I have observed closer to home: even in our relatively missing manual was the one and only issue of importance; the knowledgeable and harmonious world of software localization, remaining 1,599 identified deficiencies could have been lived substantial discrepancies exist in what industry participants with, for one release anyway, if only the desired manual had understand about how globalization differs from internation- been translated. alization, and how both of these two differ from localization This anecdote illustrates my point that globalization must, to (Figure 1). some extent at least, involve a degree of investigation into what foreign markets require and, conversely, that international prod- Globalization uct development without globalization at its foundation is a recipe My definition of globalization stems from an experience I had while serving as director of globalization for a large soft- Richard Sikes has been immersed in technical ware company. When I took the job, one of the first things I translation and localization for over 25 years. He was told was that Japan was a problem. Exactly why it was a has worked on the supplier and the buyer side of the problem was not clear to the hiring manager, since the company industry, and is known as an author, speaker and had recently completed a localization of the flagship product at mentor. He holds three academic degrees: a BA in great expense, and shouldn’t the office be pleased? fine arts, Diplom Betriebswirt (FH) and an MBA. www.multilingual.com October/November 2012 MultiLingual | 43 43-48 Sikes/CFshowcase #131.indd 43 9/20/12 11:03 AM Core Focus LOCALIZATION Visible cost LOCALIZATION Adapting software and accompanying materials to suit target-market locales generation (Adaptation/translation) GLOBALIZATION GLOBALIZATION Expansion of marketing strategies to address regional requirements of all kinds (Localization enablement) Invisible cost INTERNATIONALIZATION generation INTERNATIONALIZATION Engineering a product to enable efficient adaptation to local requirements (Business decisions) Figure 1 (left): The global pyramid. Figure 2 (right): The cost of localization increases if internatioinalization and globalization have not been done properly. for failure. For this reason, globalization Creating a business case for product nies are represented by offices located builds the bottommost and widest tier investment requires additional layers abroad. These offices are valuable sources in the pyramid that is the mental model of support in the finance or accounting of information but, all too often, the described in this article. But globalization departments. It has always amazed me to information flow is in one direction only does not only consist of offshore market learn how many companies do not track — from headquarters to the field. This research. Rather, it should be considered their revenues with sufficient interna- is counterproductive. In a world where more closely synonymous with overall tional granularity to know whether the information is power, the globalization- corporate investment strategy. By this, I criteria set out in business case justifica- oriented company cultivates a culture of mean investment strategy in the widest tions are actually met. In my experience, ongoing and extensive liaisoning with sense of the concept — not only invest- it is sadly typical that companies do not resources all over the world, intelligently ment in the financial sense, but the effort know how much revenue can be attrib- leveraging information gleaned from that that employees invest in everything they uted to localized products. At best, they interaction by folding it into up-front do. Globalization should be considered a may know how much revenue comes product planning. mindset as much as a task set. from products sold in certain regions, but The choice of representation in foreign I once was asked to prepare a con- there is no distinction between English markets is also very much a part of glo- sulting proposal to evaluate localization and localized products sold. This simply is balization. There are many options; chan- processes for a well-known and success- not tracked, nor is there any infrastructure nel strategy is a long-term decision with ful company in the telecom space. My for tracking or mining such vital data. many implications. One company that I proposal was not accepted at the time, Most companies either “fly blind” based know of has blithely opened and closed however, because the company decided on imperfect, unverified assumptions, or offices in Japan multiple times based on to purchase a content management sys- they employ the “localize for whomever short-term results, apparently unaware tem (CMS) for its English content prior screams the loudest” method of decision- that each vacillation in policy further to exploring its localization practices. It making. This is partly an offshoot of the undermined their credibility with local never occurred to management that han- practice of sales personnel being compen- partners. While companies presumably dling localized content and adapting to sated by revenue rather than profitability, never enter markets with the intention of localization workflows might be a critical and it may be considered an unnecessary failing, they frequently do fail to proac- factor in its choice of CMS, and thus glo- burden during periods of robust business tively consider an exit strategy in their balization was not in the forefront of the growth. However, in leaner times such as up-front planning. Even this pessimistic, decision-makers’ minds as the company we have as of this writing, it is a short- risk-oriented activity belongs to due dili- considered this investment. sighted policy. gence activities of globalization. Based on the notion that globaliza- An additional attribute of the glo- tion is a mindset, international market balization mindset is the conceptual Internationalization research is only one piece in a much treatment of English product offerings Internationalization, the act of mak- larger mosaic and should not be carried as a subset of a generic, locale-neutral ing a company’s products localizable, is out in isolation or “thrown over the wall” product. This is a tough mental leap for sometimes called localization engineer- to another department, as is sometimes most North Americans to make, although ing. This latter term is unsatisfactory done with program code. Quite to the there is hope on the horizon. The growing for several reasons, most prominently contrary, regional market considerations influence of the Hispanic population, for because it implies that the task set is should be treated as an integral part of example, has caused numerous US-based different than core development and, by marketing plans created by a central- businesses to consider Spanish as a lan- extension, done by different people and, ized marketing organization. Target guage with an importance and personal- perhaps, at a different time. But it is also locales should be grouped in tiers based ity of its own approaching that of English. not broad enough. Internationalization on quantitative analysis, and a business This, by definition, requires a whole new need not only refer exclusively to cod- case mentality must prevail, especially in level of awareness on the part of strategic ing practices as localization engineering the case of emerging markets.
Load more

Recommended publications
  • Translation Studies
    BACHELOR OF ARTS III YEAR ENGLISH LITERATURE PAPER – II: TRANSLATION STUDIES BHARATHIAR UNIVERSITY SCHOOL OF DISTANCE EDUCATION COIMBATORE – 641 046. ADDENDUM B.A. English Literature – III year Study material of Paper II – TRANSLATION STUDES SL. No. Page No. Corrections Carried Over 1 -- Add the subject “Application of Translation in Tirukkural and the Odyssey” in Unit – V of the syllabus. 2. -- Add reference (16) Sri V.V.S. Aiyar. 2005. Tirukkural: English Translation. Sri Ramakrishna Tapovanam, (17) Homer – Allen Mandelbaum – Roman Maria Luisa – De. 1990. The Odyssey of Homer: a new verse translation. University of California Press. 3. 132 Add in Lesson – V – Place of Style in Translation under Unit-V. (f) Application of Translation in Tirukkural and the Odyssey. 4. 158 Add the title under Unit-V Annexure –I (i) Tirukkural (ii) The Odyssey Paper – II: TRANSLATION STUDIES Syllabus Objectives: The course is intended to initiate the student to the translation discipline, its chronological history and provide a better understanding of the different types of translations as well as its various theories and applications. It further aims to equip the student with a proper knowledge of the aspects of creative literature, the function of Mass media in society and the various issues involved in translation. Unit – I: History of Translation Nature of translation studies – The Function of language – Structuralist Theory and Application – Translation through the ages – Dryden’s classification of translation models. Unit – II: Theories of Translation Types of translation – Translation theories: Ancient and Modern – Nida’s three base models of translation – (Nida’s model Cont...)Transfer and Restructuring – Linguistics of translation.
    [Show full text]
  • Motivation to Volunteer and TED Translation
    The University of Manchester Research Why Do You Translate? Motivation to Volunteer and TED Translation DOI: 10.1080/14781700.2013.781952 Document Version Accepted author manuscript Link to publication record in Manchester Research Explorer Citation for published version (APA): Olohan, M. (2014). Why Do You Translate? Motivation to Volunteer and TED Translation. Translation Studies, 7(1), 17-33. https://doi.org/10.1080/14781700.2013.781952 Published in: Translation Studies Citing this paper Please note that where the full-text provided on Manchester Research Explorer is the Author Accepted Manuscript or Proof version this may differ from the final Published version. If citing, it is advised that you check and use the publisher's definitive version. General rights Copyright and moral rights for the publications made accessible in the Research Explorer are retained by the authors and/or other copyright owners and it is a condition of accessing publications that users recognise and abide by the legal requirements associated with these rights. Takedown policy If you believe that this document breaches copyright please refer to the University of Manchester’s Takedown Procedures [http://man.ac.uk/04Y6Bo] or contact [email protected] providing relevant details, so we can investigate your claim. Download date:06. Oct. 2021 AUTHOR’S POST-PRINT Published in Translation Studies, Volume 7, Issue 1, 2014, Routledge http://www.tandfonline.com/doi/abs/10.1080/14781700.2013.781952 and https://doi.org/10.1080/14781700.2013.781952 Why Do You Translate? Motivation to Volunteer and TED Translation Maeve Olohan, Centre for Translation and Intercultural Studies, University of Manchester Abstract Many organizations today mobilize vast volunteer translation efforts, but there is little research into how the volunteering of translation may be understood in sociological and psychological terms.
    [Show full text]
  • Weaving a Narrative of Translation, Activism, and Knowledge
    Weaving a Narrative of Translation, Activism, and Knowledge Valentina Victoria Bravo Cabezas Supervised by Dr. Gustavo San-Román, University of St Andrews Dr. Catherine O’Leary, University of St Andrews Dr. Karen Bennett, Universidade Nova de Lisboa June 20, 2018 Declaration I, Valentina Victoria Bravo Cabezas, hereby certify that this dissertation, which is 18,893 words in length, has been written by me, that it is a record of work carried out by me, and that it has not been submitted in any previous application for a higher degree. All sentences or passages quoted in this dissertation from other people’s work (with or without trivial changes) have been placed within quotation marks, and specifically acknowledged by reference to author, work and page. I understand that plagiarism – the unacknowledged use of such passages – will be considered grounds for failure in this dissertation and, if serious, in the degree programme as a whole. I also affirm that, with the exception of the specific acknowledgements, these answers are entirely my own work." Valentina Bravo C. To the advocates of informed optimism Abstract New technologies are enabling new modes of cooperation, content creation and activism. These changes are affecting the way translation is carried out, and enabling its practitioners to collaborate remotely and contribute to humanitarian causes in new ways. In order to explore the opportunities and challenges that emerge from this fast-evolving landscape, this dissertation focuses on Translators without Borders, TWB, as a case study. This NGO offers translation support for humanitarian agencies around the world and relies on the work of volunteers to fulfil its mission.
    [Show full text]
  • 1 Introduction
    1 Introduction This introductory chapter is divided into seven sections, covering the overall context for this book, some justifications as to why a new book is required on the topic of localization, a brief explanation of the key terminology used, the intended audience, an overview of the book’s structure, the scope of the book, and the conventions used throughout this book. 1.1 Context for this book Desktop computers were introduced in the 1980s and during that decade hardware manufacturers and software publishers realized that in order to sell their products in other markets or countries, they would need to adapt them so that they would still be functional in different environments. This adaptation became known as localization since target countries or groups of countries were also referred to as locales. Localization was required because computers at the time relied on very different character sets so a program written in, say, Spanish and encoded in a Western encoding would not run properly on a Japanese operating system. Since then, localization processes have become more sophisticated and are often coupled with internationalization processes, which aim at preparing a product for localization. Note that, because of the length of the words internationalization and localization, the words are commonly shortened to i18n and l10n. These acronyms are ‘quoting the first and last letter of each word, and replacing the run of intermediate letters by a number merely telling how many such letters there are.’1Adapting a product to a specific market or locale is of course not specific to the Information Technology (IT) industry, as any business hoping to operate successfully on a global scale is likely to rely on transformation processes so that their equipment, medicines or food products meet, or even exceed local regulations, customs and expectations.
    [Show full text]
  • Localisation, Internationalisation, Globalisation
    Translating Vital Information: Localisation, Internationalisation, and Globalisation Dimitra Anastasiou, Reinhard Schäler Centre for Next Generation Localisation, Localisation Research Centre, Department of Computer Science and Information Systems, Limerick, Ireland {Dimitra.Anastasiou, Reinhard.Schaler}@ul.ie Summary: This paper deals with Globalisation, Internationalisation, and Localisation; these terms are often used interchangeably, which is incorrect. Internationalisation is the step before localisation, while globalisation covers both internationalisation and localisation and is generally considered more as a strategy than a task. In this paper we will focus on one particular aspect of localisation, i.e. the effect of mainstream localisation efforts on people whose languages are not covered because they do not represent a market and are thus deprived of access to vital information. Very often important information to secure the health, freedom, education, and financial well-being of people does not reach many parts of the world and is only available in English. This paper raises awareness of inequality with reference to the digital divide, and describes the humanitarian goal of localisation. We introduce some not- for-profit organisations and describe the Rosetta Foundation as one example of how to address the digital divide and the problem of information poverty ignored by current mainstream localisation efforts. 1. Introduction Globalisation, Internationalisation, Localisation, and Translation (GILT) are terms which nowadays are used very often. The borders between them are often blurred, as many people consider localisation as counterpart of globalisation on the grounds that the former is "supposedly" based on a local and the latter on a global audience or market. In this paper we will examine the differences between localisation, internationalisation, and globalisation (section 2) and then describe in section 3 the main characteristics of the language-culture combination, called locale.
    [Show full text]
  • Crowdsourcing Translation
    HC-31-12-733-EN-C Studies on translation and multilingualism Crowdsourcing translation 5/2012 Translation HOW TO OBTAIN EU PUBLICATIONS Europe Direct is a service to help you find answers to your questions about the European Union. Free publications: • via EU Bookshop (http://bookshop.europa.eu); Freephone number (*): 00 800 6 7 8 9 10 11 • at the European Union’s representations or delegations. You can obtain their contact details on the Internet (http://ec.europa.eu) or by sending a fax to +352 2929-42758. (*) Certain mobile telephone operators do not allow access to 00 800 numbers or these calls may be billed. Priced publications: • via EU Bookshop (http://bookshop.europa.eu). Priced subscriptions (e.g. annual series of the Official Journal of the European Union and reports of cases before the Court of Justice More information on the European Union is available on the Internet (http://europa.eu). of the European Union): Cataloguing data can be found at the end of this publication. • via one of the sales agents of the Publications Office of the European Union (http://publications.europa.eu/others/agents/index_en.htm). Luxembourg: Publications Office of the European Union, 2012 Manuscript completed in January 2012 ISBN 978-92-79-25095-8 doi: 10.2782/64042 © European Union, 2012 Reproduction is authorised provided the source is acknowledged. Printed in Belgium PRINTED ON CHLORINE-FREE BLEACHED PAPER CROWDSOURCI NG TRANSLATI ON May 2012 The present paper does not represent a final position of the Commission; its only purpose is to encourage discussion on the topics covered.
    [Show full text]
  • ATA TCD News Volume 2 | Issue 7 | Winter 2021 2 TABLE of CONTENTS
    Newsletter of the Translation Company Division of the American Translators Association ATA TCD News Volume 2 | Issue 7 | Winter 2021 2 TABLE OF CONTENTS • Letter from Marina Ilari, Administrator of the ATA-TCD • Becoming a Localization Project Manager • The Connectivity of Language Translation and Tourism • Remote Interpreting (RI): Professional Standards and Self- Care for Interpreters • Industry Standards Demystified – Part 5 • Meet the New Members of Your Leadership Council • ATA61 Virtual Conference IMAGE SOURCE: freepik.com Letter from Marina Ilari, Administrator of the ATA TCD Happy New Year! Last The TCD nominated Katherine (Kit) Brown- 3 year has been a stressful Hoekstra as its Distinguished Speaker for ATA61. one, so it feels great to say Ms. Brown-Hoekstra presented two 60-minute goodbye to 2020 and presentations titled “Helping Clients Turn Content start the new year off with into Business Assets” and “Pulling Localization more motivation and Upstream: Integrating Content and Localization positivity. I’m excited Processes.” We were delighted to receive such about what 2021 will bring positive feedback from both presentations. On to the Translation Company Division (TCD). I’m behalf of the TCD, I would like to thank Ms. Brown- especially proud to serve another year with the Hoekstra for sharing her knowledge during the division alongside our assistant administrator, conference. Alaina Brandt, and the dedicated Leadership Amongst our goals for 2021, the division is to Council. continue publishing ATA-TCD News and support It was great to see some of our members during the Project Manager Special Interest Group. the ATA virtual conference (ATA61) in October. This initiative, led by Ray Valido with support The TCD annual meeting was organized via Zoom from the TCD Leadership Council, provides a on Monday, October 19.
    [Show full text]
  • A Mixed Methods Investigation on Perceived Quality in Crowdsourced Localisation
    A Mixed Methods Investigation on Perceived Quality in Crowdsourced Localisation Thesis Submitted for the Degree of Doctor of Philosophy by Tabea Margret De Wille Department of Computer Science and Information Systems, University of Limerick Supervisors: Dr Chris Exton and Reinhard Schäler Submitted to the University of Limerick, April 2017 2 Abstract With thousands of language communities worldwide and ever growing access to technology and internet communication, the demand for translation of content has been growing steadily. Traditional forms of language translation cannot cope with the future needs and demands of humanity. One of the solutions described and practiced has been localisation crowdsourcing. However, one of the concerns that have been expressed is that crowdsourced localisation might not provide sufficiently high quality. One perspective on quality is that of perceived quality, which can be influenced by extrinsic cues rather than the actual, objectively observable attributes of a product. This research asks the following questions: 1. How is quality in localisation defined and to what extent do different groups agree on which aspects of quality are important? 2. What are prevalent attitudes, 'naive theories' and opinions on crowdsourcing and quality within the localisation field? 3. What is the impact of 'naive theories' on perceived quality in localisation? This research uses a mixed methods approach that includes a survey as well as a set of experiments. It targets a range of groups in localisation, from translators and buyers to students and lecturers of translation studies. As a special focus, it includes volunteers and organisations that collaborate with the non-profit organisation The Rosetta Foundation1 (TRF) to provide voluntary, crowdsourced localisation for not-for-profit projects via the platform Trommons2.
    [Show full text]
  • Rapid and Radical Changes in Translation and Translation Studies
    International Journal of Communication 10(2016), 887–906 1932–8036/20160005 Rapid and Radical Changes in Translation and Translation Studies YVES GAMBIER1 University of Turku, Finland The Free State University, Bloemfontein, South Africa This article describes the changes in the field of translation by referring to practices such as localization, amateur translation, audiovisual translation, and news translation. The changes are enhanced by computing, information, and communication technologies. Therefore, two paradigms are evolving, and they justify, to some degree, the current multiplication of labels created for translation. On one hand, the paradigm of equivalence has been replaced by the paradigm of the cultural turn. And the shift exists concurrently with the change of the platforms and media through which all the activities of translation are carried out—from the printed book paradigm to the digital paradigm. Keywords: audiovisual translation, cultural turn, digital paradigm, equivalence, information and communication technology, localization, translating news Understood in its common sense, translation is an activity that has been eschewed for centuries— in terms of its need, the effort it requires, and its professional status. The experience is not uniform, however; languages and societies have neither borne the silence in the same way or to the same degree, nor at the same time. And although caution to generalize needs be exercised, in many historical traditions and time periods translation has more often than not seemed to serve the powers that be, ostensibly beholden to established authorities (both royal and religious), hidden away as if nonexistent and tucked in amid all kinds of routine exchanges—commercial, scientific, and philosophical, to name but a few (Delisle & Woodsworth, 1995/2012).
    [Show full text]
  • Industry Focus: Visual Media Video Killed the Radio Star — What About Translation? Dubbing Vs
    Language | Technology | Business October/November 2010 Industry Focus: Visual Media Video killed the radio star — what about translation? Dubbing vs. subtitling Moving toward multimedia content Challenges of internet slang in game localization in China Operations infrastructure for real-time translations Who decides translation quality? Getting Started Guide: Translation 01 Cover #115.indd 1 9/22/10 8:42:59 AM 02-03 Ads #115.indd 2 9/22/10 8:44:38 AM UPCOMING EVENTS QJune 2011 QGran Hotel Princesa Sofia Q Barcelona, Spain QOctober 2011 QSanta Clara Convention Center QSanta Clara, California Sponsorship and exhibit information available on request. [email protected] • [email protected] www.localizationworld.com [email protected] 02-03 Ads #115.indd 3 9/22/10 8:44:39 AM on the web at www.multilingual.com Resources MultiLinHual #115 Volume 21 Issue 7 October/November 2010 Are you looking for more detailed information Editor-in-Chief, Publisher: Donna Parrish about products and services? Are you interested Managing Editor: Katie Botkin in more case studies and stories about product Proofreader: Jim Healey LPSOHPHQWDWLRQVDQGVSHFL¿FORFDOL]DWLRQSURMHFWV" News: Kendra Gray Our new white papers section at www.multilingual Production: Doug Jones, Darlene Dibble Cover Photo: Doug Jones .com/whitepapers can provide some answers for Webmaster: Aric Spence \RX+HUH\RXZLOO¿QGLQIRUPDWLRQIURPYDULRXV Technical Analyst: Curtis Booker technology and service leaders describing their Data Administrator: Cecilia Spence ODWHVW¿QGLQJVDQGRIIHULQJV
    [Show full text]
  • Miguel A. Jiménez-Crespo, Crowdsourcing and Online
    International Journal of Communication 11(2017), Book Review 3593–3596 1932–8036/2017BKR0009 Miguel A. Jiménez-Crespo, Crowdsourcing and Online Collaborative Translations: Expanding the Limits of Translation Studies, Amsterdam/Philadelphia: John Benjamins Publishing Company, 2017, 320 pp., $97.00 (hardcover). Reviewed by Linxin Liang Mingwu Xu Huazhong University of Science and Technology, China The role of translation as intercultural mediator lies in promoting mutual communication and understanding across cultural lines. Therefore, translation studies (TS) as an emerging academic discipline has attracted broader attention since the “sociological turn” of the late 1990s. A great number of publications have sprung up like mushrooms. As a part of the Benjamins Translation Library (BTL) series, Crowdsourcing and Online Collaborative Translations: Expanding the Limits of Translation Studies will capture the readers with an interest in getting an in-depth observation of crowdsourcing and collaborative translation phenomena. This book is a timely publication for the promising field of crowdsourcing and collaborative translation. Objective and Audiences The BTL aims to “stimulate research and training in Translation and Interpreting Studies” (p. ii). Under this tenet, this book attempts to provide “a comprehensive and complete crowdsourcing and collaborative translation phenomena from a TS lens and its main directions and current research trends” (p. 7) and then “enrich the existing body of knowledge and help foster new research” (p. 7). What deserves to be mentioned is that “this book covers from an interdisciplinary perspective the most significant areas in which crowdsourcing can have an impact on TS as a whole, and also on its different subdisciplines, such as technological, linguistic, cognitive, sociological, pedagogical, audiovisual, or industry-oriented approaches” (pp.
    [Show full text]
  • Translation in the Digital Age
    Translation in the Digital Age Translation is living through a period of revolutionary upheaval. The effects of digital technology and the internet on translation are continuous, widespread and profound. From automatic online translation services to the rise of crowd- sourced translation and the proliferation of translation apps for smartphones, the translation revolution is everywhere. The implications of this revolution for human languages, cultures and society are radical and far-reaching. In the information age that is the translation age, new ways of talking and thinking about translation which take full account of the dramatic changes in the digital sphere are urgently required. Michael Cronin examines the role of translation with regard to the debates around emerging digital technologies and analyses their social, cultural and political consequences, guiding readers through the beginnings of translation’s engagement with technology, and through to the key issues that exist today. With links to many areas of study, Translation in the Digital Age is a vital read for all students of translation studies. Michael Cronin is Professor of Translation Studies at Dublin City University. He is author of Translation Goes to the Movies (2008), Translation and Identity (2006) and Translation and Globalization (2003), all published by Routledge. New Perspectives in Translation Studies Series editor: Michael Cronin holds a Personal Chair in the Faculty of Humanities and Social Sciences at Dublin City University. The New Perspectives in Translation Studies series aims to address the changing needs in translation studies. The series features works by leading scholars in the field on emerging and up-to-date topics in the discipline.
    [Show full text]