The Voice of Interpreters and Translators THE ATA Sept/Oct 2017 Volume XLVI Number 5

BRIDGING THE LANGUAGE GAP AT TEDx

A Publication of the American Translators Association to realize that a monolingual approach to American Translators Association business is a competitive disadvantage. 225 Reinekers Lane, Suite 590 Fourteen percent of U.S. and Global Alexandria, VA 22314 USA Fortune 2000 companies—companies like Tel: +1.703.683.6100 Google, Cisco, eBay, Twitter, Microsoft, and Marriott—report a loss of business Fax: +1.703.683.6122 opportunities due to lack of world E-mail: [email protected] FROM THE PRESIDENT language skills.3 Website: www.atanet.org What’s more, counterintuitively, the Editorial Board DAVID RUMSEY public discussion about free online Geoff Koby (chair) [email protected] translation tools has actually increased Twitter handle: @davidcrumsey the market for professional translation Jeff Alfonso and interpreting. Lured by visions of Lois Feuerle technology straight out of Star Trek, Corinne McKay users often discover just how important Michael Wahlster Demand for Translation and challenging translation is—and Publisher/Executive Director realize that they have sophisticated and Interpreting language needs that only human Walter Bacak, CAE Stronger than Ever professionals can meet. [email protected] The global volume of content to be Editor ne of the great things about serving translated is growing exponentially Jeff Sanfacon as ATA President is the ability to each year, and with it comes pressure to [email protected] Omeet, listen to, and learn from produce results faster, cheaper, and more translators and interpreters from around efficiently. But this has been the case Proofreader the U.S. and abroad. Most recently, I for several decades, and translators and Cathy Lada traveled to Brazil—home to the second- interpreters have been able to rise to these largest number of ATA members outside challenges by tackling technology, building Advertising the U.S.—to attend and present at the better business models, and expanding Lauren Mendell Associação Brasileira de Tradutores their expertise. Far from being phased out, [email protected] conference, where keynote speaker and skilled human translators and interpreters Tel: +1.703.683.6100, ext. 3001 are more in demand now than ever before. Brazilian historian, Leandro Karnal, Fax: +1.703.683.6122 commented on the current uncertain The public is getting the message, political climate in Brazil and in the world thanks in part to the efforts of ATA’s Design & Production at large. He said, “Pessimists go nowhere. Public Relations Committee. Through the Blue House Design Optimists move ahead.” committee’s business outreach program www.bluehouse.us It’s easy to be pessimistic as our and articles published in trade magazines industry experiences some uncertainty by the PR Committee’s Writers’ Group, The ATA Chronicle (ISSN 1078-6457) is published in the face of technological changes U.S. businesses are learning not only six times per year by the American Translators and a globalized economy. Especially what translation and interpreting are, Association, 225 Reinekers Lane, Suite 590, for those of us who have worked in but when and how to use these services Alexandria, VA 22314 USA. Periodicals postage the translation and interpreting (T&I) effectively. Recently, we were fortunate paid at Alexandria, Virginia, and additional 4 industry for several decades, things are to get significant exposure on CNBC as mailing offices.POSTMASTER: Send address well as PBS5 to highlight the complexity changing fast. Yet, numerous statistics and changes to The ATA Chronicle, 225 Reinekers forecasts point to a bright future for our of our profession and the sustained skills Lane, Suite 590, Alexandria, VA 22314 USA. industry, especially in terms of the rising and adaptive approaches needed by The American Translators Association (ATA) demand for our services in an increasingly practitioners of our craft. was established in 1959 as a not-for-profit globalized world. Until the elusive “universal translator” professional society to foster and support the Data that was released recently from the exists, the need for human-to-human U.S. Census indicates that the number of communication across cultures will professional development of translators and people employed in the T&I industry nearly continue. That’s why translation interpreters and to promote the translation and doubled between 2008 and 2015, and the and interpreting is one of the oldest interpreting professions. The subscription rate for U.S. Bureau of Labor Statistics’ employment professions in history. As communication a member is $25 (included in the dues payment). projections predict that the number of becomes increasingly complex, the need The U.S. subscription rate for a nonmember is $65. translator and interpreter jobs will grow for sophisticated language consultants will Subscribers in Canada and Mexico add $25; 29% (to 78,500) by 2024.1 Job growth only grow. Taking a pessimistic approach all other non-U.S. subscribers add $45. for translators and interpreters is actually to the future only leaves us feeling Single copies are available for $7 per issue. outpacing that of other occupations.2 overwhelmed by the much larger societal The reasons for this are interesting. and economic forces that are at play. But ©2017 American Translators Association Survey after survey has shown that people an optimistic approach of opening and Reprint Permission prefer products and services in their own adapting to these changes provides us Requests for permission to reprint articles language, and U.S. companies are starting Continued on page 6 should be sent to the editor of The ATA Chronicle at [email protected]. 2 The ATA Chronicle | September/October 2017 www.atanet.org Sept/Oct 2017 Volume XLVI CONTENTS Number 5

FEATURES 28 Legal Aspects of Marketing Content: 11 Things to Consider ATA 2017 Elections: when Translating Candidate Statements While the translation of marketing Calling all Voting members! copy does require some creativity, Participating in ATA’s annual just as writing the original copy elections is your opportunity did, it may also require some to help shape the future of the knowledge of law. Association. Learn what this year’s candidates for ATA’s Board of Directors have to say, and ADVERTISING DIRECTORY remember to vote in October! 25 Central Intelligence Agency cia.gov/careers 31 Landmark Audio Technologies LLC 17 www.landmarkfm.com Translation: An Intellectual Pursuit 40 National Security Agency www.NSA.gov/Careers True translation is an art that involves the translator understanding and appreciating the culture behind and reflected COLUMNS in the language. It’s the art of exercising an intellect. 9 2 From the President 4 From the President-Elect 20 5 ATA Social Media Who Is Really Visiting Your 5 Letters to the Editor Website? (It’s Not Who You Think!) 6 New Certified Members Unfiltered Google Analytics 7 From the Executive Director reports have been contaminated by automated computer 9 Outreach Report programs known as bots, spiders, 30 Business Practices or crawlers. These contaminated 32 Our World of Words reports can lead to potentially bad marketing decisions. Learn 36 Resource Review how to recognize the sources of 38 Certification Forum this contamination along with two solutions that freelance translators and smaller translation companies can implement.

26 Emotional Self-Discipline: A Key Ingredient for Success as a Freelance Translator Looking for Member News Emotional self-discipline is a and Humor and Translation? key ingredient for success as a These columns and more can now be freelancer—and one that people 20 found in the Chronicle-Online edition: are much less aware. www.atanet.org/chronicle-online!

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FROM THE PRESIDENT-ELECT CORINNE MCKAY [email protected] Twitter handle: @corinnemckay

tried to do this in Toronto, and many of Onward to DC and ATA58! those tips still stick with me today. “Have two specializations: one that pays well TA’s Annual Conference goes by and one that you love.” “The best time to many nicknames: “The language Attending an ATA conference— raise your rates is when you’re too busy.” A industry family reunion,” and whether for the first time or “Always treat clients a little better than “The experience you can’t download,” they’re expecting to be treated.” among others. However you look at it, the 30th—is an energizing, ■■ attending an ATA conference—whether Connect with the people you want to for the first time or the 30th—is an educational, and, some might become. If you attend an incredible energizing, educational, and, some might say, transformative experience. presentation, e-mail the speaker and say, transformative experience. We’re let them know. Even veteran presenters looking forward to welcoming over don’t get sick of hearing this kind of 1,800 language industry professionals to praise! And they’ll remember you as the eager newbie who went out of your way Washington, DC, at the end of October to give a compliment. for another iteration of the one-of-a-kind management were all new to me, as was experience that is ATA. the concept of achieving a similar level If you’re attending your fifth, 15th, or I attended my first ATA conference in of financial security to someone with 35th conference, I challenge you to: a traditional job. But slowly, over the Toronto, Canada, in 2004. At the time, ■■ Reach out to a first-time attendee. Don’t I had been freelancing very part-time course of the conference, I started to find my groove—connecting with other wait for that person to emerge from a for about two years and was still in the corner and talk to you. March right up “Is this really going to work out?” phase French>English translators, attending Jonathan Hine’s presentation on how to run to them and find out about them and of my freelance career. I had already their story. passed ATA’s certification exam, but my a profitable business (thanks, Jonathan!), specializations were amorphous, my and even braving a few social events. ■■ Mix it up. Refuse to stagnate. Learn a client base spotty, and my workflow a Most importantly, a chance encounter new skill. If you’re in your fourth decade series of peaks and valleys, but I was in the hallway outside a session led to as a translator or interpreter, attend lucky to have been taken under the my first major agency client who started sessions that will allow you to reinvent wing of a few experienced translators in sending me a steady flow of work. Within yourself in your fifth decade. With my local chapter, the small but mighty three months of attending the Toronto over 175 educational sessions, we truly Colorado Translators Association. One conference, my workflow and income had do have something for every flavor of of their key pieces of advice: “attend an increased dramatically to the point where language professional. ATA conference as soon as you can.” I could confidently say, “I’m running It has been a privilege to serve as your So, leaving my husband and toddler a successful business as a freelance conference organizer for the past two daughter for the first time—and with translator.” I still think of the 2004 years. In my own life, taking on a major some instant noodles in my suitcase to conference as the critical turning point in role in ATA is up there with being a mom save money—I headed off to Toronto. my freelance career. as “the toughest job you’ll ever love.” As There’s still time to register to join us in That experience was, in a word, I move into my two-year term as ATA DC. If you haven’t done so already, visit overwhelming. I knew the names of exactly president, I thank you for your trust, and www.atanet.org/conf/2017 to register! three people at the conference, which I thank current President David Rumsey If you’re joining us for the first time, I left me to make friends with the other and Executive Director Walter “Mooch” challenge you to: 997 people at the Opening Reception. Bacak for their advice and leadership. And Termbases, translation memory software, ■■ Soak up every piece of advice you can most importantly, I’ll see you in DC at the direct clients, and freelance financial get from more experienced translators. I end of October!

4 The ATA Chronicle | September/October 2017 www.atanet.org ATA SOCIAL MEDIA FROM OUR MEMBERS

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Melissa González’s Letter in Response to Barry issues with access. Patients have to fend American Translators Slaughter Olsen’s Article on Remote Interpreting for themselves in many instances and use Association I read Melissa González’s comments in their own cell phones or sit and wait until August 16 the July-August issue in response to Barry the medical staff can get someone on the Olsen’s article (“Remote Interpreting: phone. Staff members have also had to All the things we’ve Feeling Our Way into the Future,” use their personal cell phones or, even lost in translation May-June issue) and literally felt like my worse, resort to hand gestures to try and “It pains me to know that personal job experience was on stage. communicate. Some staff members are I have fallen in love with The hospital where I was employed unwilling to use the service because it takes words, without ever knowing also decided to close our interpreter too long or they don’t trust the knowledge what the writer had meant to services department for “financial” reasons of the “medical” interpreter on the phone. say in their original tongue. last year. The process began by taking Although the hospital’s quarterly reports away weekend interpreters, followed will show that money is being saved, the But maybe that’s okay. by overnight interpreters a few months telephone interpreting service is not being Maybe this gap in knowledge later. A remote phone interpreting service used to its full potential. No changes and understanding is a price was implemented. Sporadic training was will be made as long as the hospital feels that we have to pay to be provided by someone in-house—not that it’s better to save money by using a able to get a small taste of even a trained expert from the company. machine versus a staff medical interpreter. what life is like beyond what Everyone in the interpreter services I do agree that new technology has its we already know.” department was laid off four months later. place in all walks of life. However, when it After my co-workers and I were laid off, comes to medical interpreting, a machine Learn more: we asked the hospital if they would be is not always the answer just because http://bit.ly/2uHaUmv open to keeping us on call. This way the it saves a dollar or two! We are talking medical staff could still have contact with about a human being, not an object to be the same interpreters they had worked figured out at random by a machine! with for years. The hospital declined. Thank you, Melissa. Your story gives TOP TWEETS The medical staff was upset and me hope to push forward. frustrated when they heard the news. Elizabeth Olson | Mansfield, Massachusetts Many had yet to be trained on how to Bilingual babies listen to use the new interpreting service. There languages—and don’t get were many questions concerning what confused: http://bit.ly/2igp60b was to be done in emergency situations AUG 18 / @ATANET and in the departments where outside interpreting equipment cannot be used. No one seemed to have an answer. For the Women in Translation: hospital, it was all about saving money. Why Does It Matter?: Staff members were told they would be http://bit.ly/2vj7py4 fine and needed to be patient. AUG 17 / @ATANET I was fortunate enough to find a job three months later in the same community, but I continue to hear about the lack The 10 Oldest Languages of medical interpreting at the hospital. Still Spoken In The World The hospital ended the contract with the Today: http://bit.ly/2gWqCyw original interpreting service and moved AUG 9 / @ATANET on to another company, but there are still www.atanet.org American Translators Association 5 NEW CERTIFIED MEMBERS ATA SOCIAL MEDIA FROM OUR MEMBERS

Bridging Other Gaps sessions and happen to see my name Congratulations! In the field known as translation studies, badge, please come say hello so I can much has been written about the gap thank you in person.) The following people have successfully between “academia” (scholarship and It’s my sincerest hope that these and passed ATA’s certification exam: training) and “practice” (the professional future initiatives will successfully bring or industry side of translation). As the “academic” and “professional” worlds English into Portuguese an expert translation practitioner and closer together so that scholars can Beatriz Baker Meio translation studies student/novice continue to produce knowledge that Takoma Park, MD scholar, I’m deeply troubled by this is informed by (and is useful to) what unfortunate separation. practitioners do on a daily basis. English into Spanish This is why I’ve followed with Celeste Klein Malone | Akron, Ohio Aimée Valckx Gutiérrez great interest and excitement the Querétaro, Mexico development of ATA’s Educators Expanding Your Business: Genealogical Rosalia Sanchez-Rodriguez Division (http://ataeducatorsdivision. Translation | Corey Oiesen and Bryna O’Sullivan Carmel, IN org), and want to take this opportunity to Thank you for the article on genealogical translation in the May-June issue. I loved Hector Vicencio recognize ATA’s efforts toward bridging this “gap.” I also want to express my sincerest all the information you shared! I’ve Mexico City, Mexico appreciation to the Board and conference been translating mostly for direct clients German into English organizers for the quality guest speakers who are either looking for their Italian Mikhael A. Abi-Saleh they’re bringing to the conference every year. citizenship or researching their Italian Johnson City, TN In addition, I not only want to roots. I’ve been doing this for about two encourage, but humbly ask translation/ years full-time now. My first client was Portuguese into English interpreting professionals who are not a professor doing research on an Italian Liam Gallagher normally involved in scholarship or fellow born in Italy in the 1800s—in my São Paulo, Brazil research to attend at least one of the own town. I loved going to the church “Education and Training” sessions at the and leafing through those old, dusty, and Tracy S. Miyake upcoming conference. Your input and fascinating records! Your article gave me Curitiba, Brazil participation is much more important to more ideas and renewed energy to look Elizabeth M. Herron-Sweet researchers than you can possibly realize. for additional work in this field. Thanks! São Paulo, Brazil (And if you decide to attend one of these Manuela Francavilla | Madison, Wisconsin

FROM THE PRESIDENT Continued from page 2 with the flexibility we need to shape the future and chart a path forward.

NOTES 1 U.S. Census County Business Patterns, bit.ly/US-Census-business.

2 Occupation Outlook Handbook (Bureau of Labor Statistics), bit.ly/Occupation-Outlook. 3 Global Talent Program Survey, Joint National Committee for Languages-National Council for Languages and International Studies (Globalization and Localization Association), April 2014. 4 Rogers, Kate. “As the Earth Feels Ever Smaller, Demand for Translators and Interpreters Skyrockets (CNBC, July 7, 2017), http://bit.ly/translators-interpreters. 5 Rogers, Kate. “Where the Jobs Are: Translators” (PBS Nightly Business Report, July 10, 2017), bit.ly/PBS-translators-jobs.

6 The ATA Chronicle | September/October 2017 www.atanet.org FROM THE EXECUTIVE DIRECTOR WALTER BACAK, CAE [email protected] Board Meeting Highlights he American Translators Association’s (www.atanet.org/membership/memb_ be filled by the next regular election. The Board of Directors met July 29–30, review_online.php). Board, however, does have the option to T 2017, in Denver, Colorado. Here are Revised ATA Election Policy: Over appoint someone to fill the position until some highlights from the meeting. the years, ATA has been fortunate to the next regular election. Final Budget: The Board approved the July have a dedicated group of volunteers to The Board meeting summary and 1, 2017–June 30, 2018 final budget and the serve on the Board. In addition, these minutes will be posted online once they 2018–2020 draft budgets. The approved same Board members completed their are approved. Past meeting summaries budget is $3.32 million. This compares to terms and, with rare exception, never and minutes are always posted online at last year’s budget of $3.18 million. missed a meeting. It was not until we www.atanet.org/membership/minutes.php. The next Board meeting is set for October Upcoming Elections: The Board experienced two vacancies over the past 28–29, 2017, in conjunction with ATA’s approved presenting proposed bylaws two years that we needed to clarify how Annual Conference in Washington, DC. As changes to the membership for their these vacancies are filled. In response, the approval. The changes are intended Board approved revising ATA’s Election always, the meeting is open to all members, to expand voting rights to associate Policy to make it clear that a vacancy will and members are encouraged to attend. members who are professionally engaged in language services and have been members for three consecutive years. The ATA Chronicle Recognized as Best Periodical by the All current voting members will be International Federation of Translators grandfathered in, which means they could drop their membership for a The ATA Chronicle was awarded the presentation, and relevance. The year, rejoin, and be able to vote. In FIT Best Periodical Prize at the recent competition is open to any non- addition, the Board approved presenting International Federation of Translators’ academic periodical published by any to the membership for their approval XXI Congress in Brisbane, Australia. FIT member. A five-person international a resolution supporting diversity. Both ATA President David Rumsey accepted jury selects the award winner. the proposed bylaws changes and the the award. The International Federation proposed resolution will be on the The award recognizes the journal of Translators includes more than ballot this fall. The elections will be that best promotes the professional 100 professional translation and held October 26 at the Annual Meeting image of the translator, interpreter, interpreting associations, representing of Voting Members—also known as and terminologist in terms of quality, 80,000 translators in 55 countries. the Presentation of Candidates and Election—in conjunction with the Annual Conference in Washington, DC. (Please see page 16 for more information on the proposed bylaws revisions and the proposed resolution.) Date of Record: The Board set September 22, 2017, as the date of record for the 2017 elections. This means that if you want to participate in this year’s election you need to be a voting member by September 22. There are two ways to become a voting member: pass the certification exam or apply through the ATA President David Rumsey accepts the FIT 2017 Prize for Best Periodical. online Active Membership Review process www.atanet.org American Translators Association 7 ENGAGED PASSIONATE INSPIRED

YOU BELONG HERE 58

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GET STARTED AT WWW.ATANET.ORG/CONF/2017 OUTREACH REPORT BY GHADA SHAKIR Bridging the Language Gap at TEDxNIU

was invited to speak at the TEDxNIU IMPORTANCE OF UNDERSTANDING Annual Conference at Northern Illinois THE TARGET CULTURE University on April 22, 2017. There I When a business decides to export its were more than 200 attendees from various services internationally, it doesn’t matter backgrounds, including students, professors, how confident it is in its product, business academic staff, and business professionals. plan, capital investment, and human TED is a nonprofit devoted to sharing resources. If a business fails to localize its ideas, usually in the form of short talks message, the brand will never gain enough (18 minutes or less). TED began in traction. Brand success in international 1984 as a conference where technology, markets is achieved by establishing a entertainment, and design converged. Today, connection with the audience on an the TED program covers almost all topics— emotional level by transcreating the from science to business to global issues—in brand’s message. Transcreation addresses more than 100 languages. In the spirit of the challenges involved in adapting TED’s mission (“ideas worth spreading”), marketing messages successfully. For the independently run TEDx program helps instance, will your message resonate communities, organizations, and individuals with target consumers? Rather than just produce TED-style events at the local level. To truly connect with an intended translating words, it’s essential to address This year, the TEDxNIU conference market, a business has to make consisted of eight speakers from various cultural differences and adapt the tone of professions, including computer science, an effort, just as my teacher voice and visual language to each local cancer research, personal branding, and market. Ultimately, reviewing the target entrepreneurship. The theme was “Pushing did, to adapt its message to the market’s attitudes, aspirations, and other Limits,” and speakers were asked to particular culture of the market it psychographics will help enhance the discuss how pushing themselves beyond appeal of the message or product. To their comfort zones helped them reach is trying to reach. circumvent cultural and language barriers their goals. The conference organizers associated with this process, I explained invited me to speak because they wanted that companies often hire translators and localization experts to ensure that the a topic relating to globalization, in localization comes into play. The aim of new market understands the company’s particular the challenges associated with localization is to give a product the look underlying vision correctly. working through language barriers. They and feel of having been created specifically thought that having someone who is both for a target market, no matter the language, a translator and interpreter speak would culture, or location. This might include: WHAT DOES IT MEAN TO be a good way to address many questions “BRIDGE THE LANGUAGE GAP”? ■■ Adapting graphics to target markets; concerning the importance of bridging I decided that attendees might have an language barriers when it comes to ■■ Modifying content to suit the tastes and easier time grasping the importance of business and personal matters. The title of consumption habits of other markets; the concepts I was trying to explain by my talk was “Hobgoblins and Coca-Cola: relating a little bit about my own struggles Beyond the Language Barrier.” ■■ Adapting design and layout to display translated text properly; with language and then tying this in with the idea of adapting your message to the HOW DO GLOBALIZATION AND ■■ Converting currencies and units of needs of another culture. LOCALIZATION RELATE? measure to local requirements; I’m Middle Eastern, originally from I began by explaining that globalization ■■ Using proper local formats for dates, Iraq. I grew up speaking Arabic at home. and localization are commonly considered addresses, and phone numbers; and When I was four, my family moved to to be poles apart, but they effectively go Prague, Czech Republic, as my parents ■■ Addressing local regulations and hand in hand with every overseas business were fulfilling their assignments as legal requirements. venture. When a company decides to diplomats. We moved again when I was market its brand or expand its operations To localize a brand so that it’s six from Prague to London, England. I in a foreign market, it’s contributing to specifically tailored to the target country, only spoke Arabic and Czech, so it was globalization. However, to be successful the translation of the promotional content a challenge for me to communicate with overseas, I stressed that a business has to holds the key. I stressed that many factors the other children at school. To help shape itself according to the norms and needed to be considered for a translation me overcome the language barrier I was needs of the host country, which is where to provide the desired results. facing, my teacher started sending me as a

www.atanet.org American Translators Association 9 OUTREACH REPORT continued

sales campaign before it even starts. For “You travel abroad for the first time example, when Nokia introduced their and decide to buy a Coca-Cola drink. new brand of smartphone, the Lumia, to Before this experience, your assumption Spanish-speaking countries a few years was that Coke was the same all over ago, the company did so without checking the world. Every advertisement you’ve to see if the name it had chosen for the seen consistently shows Coca-Cola’s product had an equivalent meaning in trademark red color and the bottle’s the target market. It turns out that lumia contents to be dark caramel, giving means “prostitute” in a gypsy-influenced the impression that Coke’s ingredients Spanish dialect, which is obviously not are the same everywhere. Now you a word the company wanted to have discover something new about the associated with its flagship product. famed Coke drink: the taste varies Unfortunately, this realization came too greatly from one region to another. In late for Nokia, and the company ended up other words, the ‘what’ of Coke is the facing considerable backlash for this error. Ghada Shakir with fellow TEDxNIU speakers same wherever you live—a soft drink to On the other hand, a successful quench thirst, but ‘how’ it tastes varies marketing technique that the Coca-Cola by region to match local tastes.” messenger between my classroom and the Company utilized in 2014 to market classroom across the hall. She would ask me So, it’s not about the “ ” of things, their product through the “Share a what to convey verbal messages or involve me in Coke” campaign was to transcreate it’s about the “how”! In other words, for a an activity (e.g., “Please go to Mrs. Johnson’s the brand’s message and localize it to business to succeed in a foreign market, it class and bring her these books and ask local markets. A marketing campaign will have to adapt its message in a way that her if she can lend us a book for our circle encouraged consumers to purchase is culturally appropriate to the market it’s time.”) At first, I just memorized what Coke bottles and cans personalized trying to reach. This is key to getting people she was telling me to say. I literally didn’t to connect with your product or service. understand a word. As I interacted more with their names and with the names of with the teachers and the other children, friends and family members on them. things slowly started to make sense and I The campaign capitalized on the global MAKING AN IMPRESSION began relating to my surroundings. trend of self-expression and sharing, but After the conclusion of the talk and during In other words, my teacher helped me in an emotional way. The results were a networking break, a large number of adapt by establishing a connection. Now, tremendous (www.coca-cola.co.uk/stories/ attendees lined up for questions. First, every time I hear the phrase “bridging the share-a-coke): 100% gave positive feedback, telling me gap,” I remember my experience running ■■ #shareacoke a No. 1 global trending they enjoyed the talk very much. Many back and forth across the hall conveying topic on social media. said they found it “eye-opening” and very messages between the two classrooms. beneficial. My topic resonated with quite ■■ I then explained that just as my teacher 998 million impressions on Twitter a few attendees, particularly international had made a connection with me to “bridge” ■■ 2% increase in soft-drink sales, students. Perhaps the best news of all our two cultures, businesses should increasing Coke consumption from 1.7 is that the members of the university’s also make the same effort to establish a to 1.9 billion servings per day. business faculty are considering connection with their intended consumers Bottom line: do your research! incorporating the material from my talk on a cultural level. In other words, with their marketing classes next year! localization is not just about learning the I explained that these examples language in question, but gaining a sense of showcase the inherent challenge of the surroundings in which you operate and entering foreign markets. Aside from Ghada Shakir is the assistant developing an emotional connection to the flaws arising from literal translations, the administrator of ATA’s Arabic place and the culture of that environment. culture of the intended region must be Language Division. An scrutinized closely to establish a deep Arabic<>English translator, connection with the intended audience. localizer, and interpreter, she WANT TO REACH A FOREIGN MARKET? Cultural awareness is crucial to avoid is the president of Gingkos Inc. DO YOUR RESEARCH misunderstanding or offending people. Translations, Localization and Culture, a language Global corporate giants who have company in Milwaukee, Wisconsin. She also precariously navigated the lingual serves as a director of the Midwest Association landmines of foreign markets without IT’S NOT ABOUT THE of Translators and Interpreters (an ATA chapter). proper care have found themselves in “WHAT” BUT THE “HOW” She has a master’s degree in computer science the center of public criticism from time I concluded my talk by quoting a story from Eastern Michigan University and a BA in to time. A poorly worded document told by Tommy Weir, the author of 10 Tips translation and interpreting studies from or a mistranslated slogan can derail a for Leading in the Middle East: Al-Mustansiriyah University, Baghdad, Iraq.

10 The ATA Chronicle | September/October 2017 www.atanet.org FEATURE BY X

ATA 2017 Elections: Candidate Statements ATA will hold its regularly scheduled elections at the upcoming ATA Annual Conference in Washington, DC, to elect a president-elect, secretary, and treasurer for a two-year term, as well as three directors for a three-year term. In addition, members will vote on proposed revisions to ATA’s bylaws and a resolution supporting diversity.

PRESIDENT-ELECT held in my hometown of New Orleans, to improve its message to translators one of the most popular destinations and interpreters about the benefits of (TWO-YEAR TERM) in the U.S. for “foodies,” and where we membership and have a more convincing TED WOZNIAK can certainly “let the good times roll.” selling proposition. But improving the [email protected] Organizing ATA60 in Palm Springs, message and delivering it more effectively First, I would like to California, may be challenging, as this will is not the only solution to increasing thank the Nominating and be the first time ATA will hold its Annual membership numbers. We also need Leadership Development Conference in a convention center. A to provide additional benefits, both Committee for selecting me successful ATA60 would expand our tangible and intangible, to demonstrate to as a candidate for president- options in terms of possible locations for professional translators and interpreters that elect. I am truly honored. future conferences, many of which could paying dues to ATA is money well spent. As most of you know, the primary duty result in a lower overall cost to attendees For several years, I have advocated of the president-elect is to serve as the thanks to lower travel and hotel costs. bringing back what I call “COTAs” organizer for ATA’s Annual Conference. Our But organizing the conference will (Conferences Other than Annual). Annual Conference is the “go to” event for not be my sole focus as president-elect. Such conferences, be they focused on a translators and interpreters from around I will continue to work closely with the geographic region, high-level professional the globe. It is also the largest professional other officers and directors on all issues development in particular specialties, event for translators and interpreters in affecting ATA. I will ensure that the new or specific divisions or languages, can the world. As conference organizer, I will treasurer has a smooth transition and can and should offer top quality professional endeavor to ensure that ATA59 and ATA60 hit the road running. I will continue to development at a much lower cost than live up to the high standards expected of keep an eye on the Association’s finances the Annual Conference. We should also the conference, that the sessions provide top and will work closely with the president look at other tangible benefits that might quality professional development, and that to improve ATA on behalf of its members. be provided, such as discounts on software attendees get the most “bang for their buck.” As president, I hope to have but a single and group rates on other necessary services While my primary focus will be to overarching focus—membership. Our such as insurance (including health care if ensure the quality of the sessions, I will membership numbers have stagnated the legal environment changes) and legal also seek to increase the other benefits in recent years, even as the number and accounting services. of attending to give attendees the best of translators and interpreters in the Thanks for the opportunity to serve possible cost/benefit ratio. ATA59 will be industry has reportedly grown. ATA needs our Association. www.atanet.org American Translators Association 11 ATA 2017 ELECTIONS: CANDIDATE STATEMENTS continued

NEW ATA PROFESSIONAL SECRETARY committees (in my community, for instance). I am well-practiced at taking LIABILITY INSURANCE BROKER (TWO-YEAR TERM) effective notes and producing minutes while still participating in discussions. Alliant is the new broker for KAREN TKACZYK I am confident that I would work ATA-sponsored professional liability [email protected] well with the other incoming officer insurance. The underwriter is still I am honored to be candidates and that we would be a Lloyds of London. All policies remain nominated to run as productive team for the next two years. If I am not elected secretary, I in effect and unchanged. secretary and welcome the opportunity to will be pleased to continue to serve expand my contribution the rest of my term as director. If I am Why choose the ATA-sponsored to ATA. elected, my focus will be to carefully capture and convey Board activity and professional liability insurance? I have volunteered extensively for our profession since I became a freelance decisions so that ATA’s written records The policy is specific to the translator in 2005. Within ATA, I are clear and precise. I will also still translation and interpreting started with divisions. I was one of three continue to work in other areas that the Board handles and that I care professions. This is not a one-size-fits- people who re-established the Science and Technology Division in 2010, and about. I particularly enjoy improving all plan, but a plan that is specific to I served as its administrator from then the processes that the Board, other the work you do. until 2015. I’ve chaired Nominating volunteers, and Headquarters use to Committees for the French Language work together. I aim for increased transparency and consistency. What does the ATA-sponsored Division and Language Technology Division. I was chair of the Divisions I look forward to using my calm professional liability insurance cover? Committee from 2011–2015, so I temperament and orderly approach to tasks to work productively with ■■ Broad definition of translation/ worked extensively with all divisions. One of my achievements during that everyone involved. Thank you for interpreting services: Covers time was to lead a project to revamp considering me. activities relevant to a translator and restructure the existing Divisions or interpreter, including editing, Handbook, a guide for leaders on how TREASURER publishing, and proofreading. to get things done, and then update it annually. I served on ATA’s Nominating (TWO-YEAR TERM) ■■ Coverage for contingent bodily and Leadership Development JOHN M. MILAN injury and/or property damages: Committee from 2011–2015. That role [email protected] Covers errors in providing gave me insight into what it takes to I have served on ATA’s be an effective ATA leader. Currently, translation/interpreting services Finance and Audit I’m on the Professional Development that result in bodily injury and/ Committee (FAC) for Committee, for which I run ATA’s the past three years, or property damage. These types webinar program. I also chair the newly- working closely with of claims are typically excluded by formed ad hoc Website Committee, the president, president- generic professional liability policies. which is focusing on how we should elect, executive director, treasurer, restructure ATA’s website. and other Board members. The FAC ■■ Coverage for cyber liability, I was vice president and then oversees the Association’s finances and including HIPPA and HITECH president of the Nevada Interpreters ensures accurate financial reporting. and Translators Association from 2007– breaches: Covers breaches related This experience has given me a clear 2011. During that time, opportunities view of ATA’s potential, along with the to the provision of professional for progress and change abounded. challenges we face. services in violation or breach of Among other achievements, we grew During this time, I have also worked the HIPPA and HITECH Acts. the membership and became an ATA with ATA Director Evelyn Yang Garland Affiliate. I now live in Colorado, where and Treasurer Ted R. Wozniak on I am an active member of the Colorado developing a conference-costing tool Visit ata.alliant.com for Translators Association. that analyzes our past revenue and additional information. My volunteer experience has expenses and uses that information covered everything from policy and Questions? Contact Alliant at to help the Board plan and budget for procedural matters to event planning future conferences. If elected treasurer, +1-703-547-5777 or and motivating other volunteers. I I shall continue to work closely with [email protected] often hold the secretary position in the FAC, seeking out areas to improve

12 The ATA Chronicle | September/October 2017 www.atanet.org the stewardship of ATA’s resources and a team player who is flexible and open to ensuring that ATA remains financially good ideas from any source. My particular sound, transparent, and duly audited. passion in the SLD has been welcoming For those who don’t know me, I am and integrating newcomers and ensuring an ATA-certified Portuguese>English that the “minority languages” in our translator with over 20 years of Russian-dominated division are adequately experience in our industry. I have an served. I believe my ability to perceive and MS in applied microeconomics from balance the needs of a varied membership Ohio State University, where I was a will enable me to serve as a conduit to the foreign-language fellow specializing in Board for ideas and concerns from all sides. Portuguese translation and linguistics. As an ATA director, I would like to focus on increasing transparency and I also have degrees in international communication between the Board and political economy and Spanish from the membership. The Board has made Indiana University, and I studied at tremendous progress on this over the the Institute of European Studies in past several years through the ATATalk Madrid, Spain. I spent 11 years in listserv, clear and accessible Board meeting Brazil on the faculty of a university in summaries, and periodic and thorough São Paulo, as an adjunct professor of treasurer’s reports. I hope to increase economics, while concomitantly working communications further regarding as a freelance translator, interpreter, DIRECTOR significant Board decisions. For example, editor, and consultant. Among other in late 2014, I perceived that a dearth relevant experience, I was the financial (THREE-YEAR TERM) of information and transparency about administrator of a nonprofit organization JENNIFER GUERNSEY conference site selection, session selection, employing eight people with a $1 [email protected] and distinguished speaker selection million budget, in addition to being the As I celebrate 20 years of and funding had led to grumbling and managing director of three businesses, ATA membership, I am wild speculation about these processes. one of which had 45 people on staff and honored to have been Therefore, I initiated an article in The a $3 million budget. nominated to serve as an ATA Chronicle entitled “Anatomy of an From 2009–2016, I served on the ATA director. ATA Conference” (February 2015), in board of the Carolina Association of Though I first put which I interviewed then-President-elect Translators and Interpreters (CATI), my Russian degree to use running tour David Rumsey to clarify how conference as a director, vice president, and then groups in the USSR, processing refugee planning works. president. During my time at CATI, applications, and assisting in biological I perceive ATA as occupying a critical we developed a local mentoring defense research, translating was my side nexus in this era of a rapidly changing program, expanded outreach efforts gig throughout. It became my primary language services marketplace. Again, to universities and other professional occupation in 2003, the same year I communication is key. I support associations, held quarterly meetups attended my first ATA conference in expanding our existing public relations for translators and interpreters in cities Phoenix. From that first conference, I was and client education efforts, which I believe are critical to ATA’s mission. But throughout the Carolinas, updated and hooked. I had found my tribe! Through I also hope to foster communication digitized our operating procedures, ATA, I have gained knowledge, clients, among translators, interpreters, agencies, and took the chapter paperless. The trusted colleagues, and close friends. government, software and translation tool most significant accomplishment was ATA’s Slavic Languages Division (SLD) promptly recruited me as a newsletter developers, and consumers of translation helping to organize well-attended copy editor, and I subsequently served the services. I would also like to reach out annual conferences in partnership SLD as assistant division administrator, as to other associations, to include other with foreign-language and interpreter a member of its Leadership Council, and translators’ and interpreters’ organizations training programs in the region. as a presenter at ATA Annual Conferences. and related organizations like the I shall draw on all this experience to ATA has amazingly diverse stakeholders: American Medical Writers Association make sure that ATA has a solid budget, translators, interpreters, company owners, and the American Bar Association, and sufficient funding, accurate financial instructors, researchers, project managers, to explore joint opportunities for client statements, and an open channel of and freelancers. No two members fill the education and member training. communication with the membership. same niche. It can be challenging to meet I am a firm believer in “giving back” I look forward to this opportunity the sometimes conflicting needs of these through service, so I welcome the and am honored to be considered for groups. My colleagues describe me as a opportunity to serve ATA in this fashion. this position. good communicator, a good listener, and Thank you for your consideration. www.atanet.org American Translators Association 13 ATA 2017 ELECTIONS: CANDIDATE STATEMENTS continued

DIRECTOR collaborating with many brilliant and membership, recognizing interpreters generous volunteer leaders, some of whom in the online directory, and approving a continued (THREE-YEAR TERM) are current and past ATA Board members. uniform website policy for divisions. TONY GUERRA Together, I am proud to say that we have With my background in financial accomplished a great deal. translation, I have focused particularly [email protected] How does the sum of this experience on monitoring ATA’s finances in detail. I am honored to be qualify me as a worthy contributor to Luckily, the Association’s finances have nominated for a position ATA’s Board? I am told by my peers that been very capably managed by ATA on ATA’s Board of I am a great listener and a consensus Treasurer Ted Wozniak and ATA’s financial Directors. This role builder. My livelihood and volunteer work staff at Headquarters. This included is one that I would have consistently focused on raising the important policy changes and conference enthusiastically welcome standards of our profession and fostering and one that I would infuse with the same pricing models that helped bring ATA’s a strong sense of community. I have financial figures back into the black! passion, creativity, energy, and vision always viewed myself as an advocate that I have brought to every professional Conference pricing is always a for our profession, whether organizing particularly interesting topic. As a matter endeavor throughout my career. an intimate chapter networking event, of principle, I believe ATA’s conference I first worked in the language services a 12-language military conference in revenue should always at least cover industry on the corporate side, starting Korea, or speaking to the Philadelphia Bar conference costs, because otherwise ATA’s at a Fortune 500 company in 1994. I Association on the importance of working general revenue (i.e., membership dues) then worked at smaller agencies, utilizing with professional language services. The must make up the difference. And yet language for multicultural marketing and diversity of my professional experience we must strive to keep the conference focusing on connecting communities. will be an asset to the Board, allowing me Subsequently, I moved on to freelance to offer unique perspectives on the current both highly professional and reasonably work as a language services consultant trends and issues shaping the translation affordable. This may also include holding specializing in Spanish legal, medical, and interpreting industry from both the the conference in smaller cities. I look and labor translation, interpreting, and supply side and the buyer’s side. forward to the Palm Springs conference as communication. Returning to agency I ask for your vote so that I may be a test of a possible new approach. work in 2006, and during the 10 years your advocate. I believe in our power as My last candidate statement emphasized that followed, I successfully launched and an association to affect change, and I am education and certification, but also developed a local language company’s committed to promoting the use of our advocacy for all professional translation and interpreting program into a profitable, collective voice to strengthen our unity and interpreting activity. As issues and challenges award-winning international operation with gain greater public respect for our profession. have arisen, I’ve worked on projects for ATA major clients in the government, health Thank you for considering my candidacy. in a variety of areas listed below: care, and legal sectors. In 2016, I resumed my freelance interpreting career, and I ■■ Worked with the Certification have recently embarked on completing my GEOFF KOBY Committee and a programmer medical and legal certification. [email protected] to develop a database for online Throughout my freelance and agency Over the past three years certification exam grading. phases, I became increasingly involved as it has been my honor and ■■ Wrote an article on certification pass a volunteer with ATA and the Delaware privilege to work with rates for The ATA Chronicle. Valley Translators Association (DVTA), my the diligent and highly ■■ local chapter. At DVTA, I served first as a professional members of Chaired The ATA Chronicle director and most recently as its president ATA’s Board. At the same Editorial Board. and chair of its Public Relations and time, I continue to work full-time as a ❏❏ Participated in quarterly phone Certification Committees. professor of translation studies, training meetings to develop content for My current ATA activities include my translators and researching translation the magazine; role as chair of the Chapters Committee pedagogy, assessment, and quality, and ❏❏ Wrote the final assessment report and participation in the Interpretation part-time as a freelance legal, business, Policy Advisory Committee, the PR and financial translator. I also continue to on The ATA Chronicle redesign Committee’s Speakers Forum, ATA’s grade German>English certification exams. task force. Mentoring Program, and the Leadership Quarterly Board meetings involve ■■ Appointed to ATA’s Governance and Council of the Medical Division (for which intense weekends of work on a wide Communication Committee. I served two terms as assistant division variety of topics. We read chapter and ❏❏ Helped develop ATA’s policy on administrator). I also served on ATA’s division reports and deal with ongoing substantive member resolutions; Nominating and Leadership Development major policy issues as they arise. During Committee from 2012 to 2016. I have my term these issues have included such ❏❏ Helped develop the current bylaws had the pleasure and the privilege of things as decoupling certification from revisions; and

14 The ATA Chronicle | September/October 2017 www.atanet.org ❏❏ Monitored the ATATalk listserve for I am an engaged member of every a strong sense of endless possibility. It issues related to certification since association to which I belong. I help would be an honor to represent ATA December 2015. produce a bimonthly webinar for members on its Board of Directors. Thank interpreter trainers for the National you for your consideration. ■■ Served on ATA’s Education and Council on Interpreting in Health Pedagogy Committee. Care, serving as its host and webpage MADALENA SÁNCHEZ ZAMPAULO ❏❏ Working to develop grants for administrator. As a board member of the translator and interpreter education. New England Translators Association, [email protected] I organized an annual conference with As I wrap up my current ■■ Helped develop the 2015 ATA term as a director on ATA’s nearly twice the attendance compared Translation and Interpreting Board, I am incredibly to the previous year. I have served as Compensation Survey. humbled to be nominated treasurer and administrator of ATA’s to run for a second term. ❏❏ Proposed creating an ad hoc advisory Portuguese Language Division. I also For those who don’t board for the next survey. helped launch the National Board of know me, I have worked in the translation Certification for Medical Interpreters by ■■ Appointed in November 2016 to the and interpreting industry for the past joining its inaugural board and becoming board of the American Foundation for 10 years. I served as the administrator its second chair. Translation and Interpretation, ATA’s of ATA’s Medical Division from 2011 to ATA membership has given me a sense foundation for charitable activities, 2015, and I was appointed chair of the of community and connection with other education, and research in support of the Public Relations Committee in 2014. professionals in the field, and yet many of translation and interpreting professions. During my time as chair of the PR us worry that current trends will fracture Committee, we have come a long way ■■ Analyzed the sites of past ATA our ties and weaken our presence in the in promoting the profession and the conferences and the geographical larger context. For this reason, as a Board members of ATA. First, I am proud of distribution of ATA members and helped member, my focus would be along the having led the project of refining the PR develop a site selection policy. following lines: message. In addition, I worked directly If re-elected, I will still represent the ■■ Strengthen the base of interpreters with ATA leadership and Headquarters interests of all ATA members. I would be within ATA by reaching out to to hire a professional speaker trainer to honored to be able to continue to serve interpreters who are not yet members train our PR spokespeople and event ATA on the Board. and providing more educational and speakers. We now have 12 spokespeople networking opportunities for those who and event speakers who are trained to ELENA LANGDON are. ATA can be seen as the voice for deliver ATA’s PR message to the public. I interpreters, as its tagline states, but it is [email protected] helped coordinate the hiring of a PR firm not there yet. that regularly pitches articles, written It’s an honor to run for a by members of the PR Committee, to position on ATA’s Board ■■ Shape national policies on language industry magazines and journals. I also of Directors after 13 years and language access to increase oversee the writing and pitching of of active involvement and the visibility and role of professional these articles. So far, we have over 40 proud membership. If interpreters in community and publications in various trade magazines elected, I plan to focus my business settings. In the fast-changing and journals. If you have not read these energies on strengthening the Association environment of remote technologies, articles, I invite you to view them on ATA’s in three areas that are dear to me: for example, we need to ensure that website and share them with clients and interpreting, policy, and training. recognized professionals are the ones working to bridge the language divide. colleagues (www.atanet.org/pressroom/ I moved from the U.S. to Brazil when I client_ed_public_relations.php). ■■ was a child and grew up between the two Create a strong network of educators If re-elected to the Board, I plan to countries. Code switching and bicultural to cohesively advance quality interpreting continue my work in PR and take it negotiation were constants for me. I and translation. Many of us reinvent the several steps further. For example, I started translating for a living in my mid- wheel over and over, and ATA could would like to see our spokespeople and 20s. However, it wasn’t until I became be a hub for trainers, instructors, and event speakers have more opportunities actively involved with professional academics working in the field to educate to speak about the profession and associations, and primarily with ATA, that our future colleagues. promote ATA members in various venues. I saw myself as a translator and soon after Finally, I hope to color the conversation I would also like to create materials as an interpreter. Along with certification at the Board level by bringing to it traits I that help guide our members to utilize and a master’s degree in the field, ATA honed in my adopted culture. Brazilians the work of the committee to further membership has kept me alive and are resourceful, inventive, and steadfastly promote their professions and their work kicking all these years, constantly opening positive people. As a result, my dedication to potential clients. I want to ensure that up new paths and connections. is tinged with levity and imbued with you, as individual ATA members, can www.atanet.org American Translators Association 15 ATA 2017 ELECTIONS: CANDIDATE STATEMENTS continued

DIRECTOR Working with a major language (German) alongside languages of limited Proposed Bylaws (THREE-YEAR TERM) continued diffusion—the Scandinavian languages benefit from the work the PR Committee and Dutch—has taught me that the Revisions and is doing and convert it into a return on approaches to a career in translation and the investment you make every year, the interests of established translators Resolution simply by being dues-paying members. working with major languages and Proposed Changes to the Bylaws to those working with languages of limited In addition to my work in PR, I recently be Presented to the Membership for joined the ad hoc Website Committee diffusion are interconnected, but to assist in revamping ATA’s website. I different. Pricing for services, narrowing Voting in October 2017 feel it is essential for me to be involved or broadening fields of specialization, In addition to electing Board officers with this project, as I want to ensure that whether to target direct clients or and directors, voting members will also our members are well represented to agencies, and many other considerations vote on some proposed bylaws revisions. the public through the website and the require an approach for languages of The Board approved putting forward a online directory. If you have input on limited diffusion that differs from the proposed bylaws revision for approval improvements we can make to the site, major languages in the translation by the membership. The changes are please reach out to me. industry. My perspective working on both intended to expand voting rights to While I am proud of my work over sides of this equation would be a valuable associate members who are professionally the past three years as a director on the resource to the Board as it strives to engaged in language services and have Board, I feel it is crucial to look ahead to represent the interests of all members of been members for three consecutive the future. We live in a time that allows us the organization. a unique opportunity and an obligation Recently starting my fifth year as years. All current voting members will to educate the public about our work as mentor to a mentee in ATA’s Mentoring be grandfathered in, which means they professionals. The value we bring to so Program has reinforced my commitment could drop their membership for a year, many industries cannot be overlooked. I to helping recent graduates and career rejoin, and be able to vote. The proposed hope you will consider voting for me. I changers make the transition into our revisions are online at www.atanet.org/ would be honored to serve a second term profession. When I started my career bylaws_change.php. Please note that as an ATA director. 17 years ago, I did so without the material proposed to be deleted is struck benefit of a mentor. As a dedicated and through; material proposed to be added is KYLE VRAA independent individual, I learned and underlined. ATA’s bylaws may be altered, [email protected] built my translation career through trial amended, or repealed by a two-thirds vote I have been a full-time and error, not really certain that people of the voting members. freelance translator could actually make a living doing only translation. After nearly two decades since the summer of Resolution Supporting Diversity 2000 (ATA-certified: as a successful freelancer, it’s a pleasure In addition to the proposed bylaws Danish>English, to reassure nervous newcomers to the changes, the Board approved presenting German>English). profession that succeeding in translation In addition to Danish and German, I is not a mere fantasy, but a very realistic to the membership for their approval also translate from the Icelandic, professional goal with the correct a resolution supporting diversity. The Norwegian, Swedish, and Dutch approach. I would like to continue to statement appears below: languages into English. advocate for mentoring as a member of “Whereas translators and interpreters are I became a mentor in ATA’s Mentoring the Board. committed to promoting and facilitating Program in 2013, and have taken on Finally, I have had the pleasure of communication and understanding between individual mentees each year since that attending two conferences abroad (in peoples, be it resolved that we, members time. I was invited to become a member Warsaw, Poland, and Freiburg, Germany) of the American Translators Association, that were co-sponsored by ATA. As a of ATA’s Mentoring Committee in 2016, strongly oppose all forms of discrimination regular attendee of many years of ATA’s and participated in the mentor-mentee on the basis of gender, race, ethnicity, matching process with other committee Annual Conference, I found earning ATA country of origin, or sexual orientation, members for the 2016–2017 and 2017– continuing education credits at smaller as well as all forms of expression of and 2018 mentoring years. conferences abroad to be an excellent There are three areas of interest for opportunity to go to new places and incitement to xenophobia, racial hatred, which I could bring a good perspective network with translators who don’t have and religious intolerance, and strongly favor to ATA’s Board: 1) languages of limited the opportunity to attend the Annual welcoming qualified immigrants who, with diffusion, 2) mentoring, and 3) expansion Conference. I would like to be an their skills and knowledge, contribute to the of ATA’s co-sponsorship of seminars and advocate on ATA’s Board for the expansion wealth of our country or seek refuge here conferences abroad. of these conference opportunities. from war or persecution.”

16 The ATA Chronicle | September/October 2017 www.atanet.org FEATURE BY JESSE TOMLINSON

This increasingly popular reductive thinking is based on an assumption that machine-driven translation can deliver a quality product simply by substituting words in one language for words in another. In reality, translation is a complex undertaking involving languages that are innately connected to the cultural ecosystems in which they are spoken. The core processes of translation operate in the mind of the translator, not in the bowels of a machine. True translation is an art that involves the translator understanding and appreciating the culture behind and reflected in the language. It’s the art of exercising an intellect. Machine translation can play a productive role in assisting the translation process (e.g., as one of several tools a translator uses). It’s when computer- assisted translation becomes computer- only translation that the process becomes corrupted. Words are more than scribbles on a paper to be deciphered by a mechanical algorithm. A word can reflect a whole culture.

Well-executed translation requires more nuance than simple word Translation: An Intellectual Pursuit replacement. Creating this The nuance involved in translation ties into the intellectual element of nuance is what makes translation considering the meaning of the source text. What does the text mean? an intellectual pursuit. What is it trying to convey?

ell-executed translation speed and accuracy when performing requires more nuance than automated repetitive tasks in the 1 A MACHINE DOES NOT CONSIDER W simple word replacement— translation process. shades and levels of meaning that These tools have become a way for CULTURAL NUANCE machine translators can’t deliver. agencies to pay translators less, with Take, for example, the word patria Creating this nuance is what makes nonpayment or partial payment for “full in Spanish. Will we translate it as translation an intellectual pursuit. matches” (words in a document that Motherland? Homeland? How about Translation is often considered a are already translated in the translation borrowing terra nostra, a word from a commodity, and it’s referenced in the software database) or “partial matches,” third culture (“our land” in Italian), to language of commodities with words where “a sentence or a segment in a describe what the word means for English such as “vendor” and “translation services source document for which the translation readers? We could also go a different route provider,” or, more recently, “post-editor memory tool can match some of the and translate patria as “country.” of machine-translated output” and words in the target language […]” already A translator has many questions to “machine translation copy editor.” exists.2 Paying by the word is not a consider. How does the target culture refer In some circles, the translation reflection of what translators do, as it to its own country? What implications does enterprise is seen as a service that can be suggests word for word replacement, and the word’s target culture have in its distinct produced or manufactured entirely using detracts from what translators actually cultural context? This is just a small taste of machine-based processes. For example, do, which involves editing (including the the intellectual work of translators. computer-aided translation (CAT) has words in full and partial matches) when Let’s look at the word “homeland” been marketed as a tool that increases bringing the translation together. and its implications and history. In the

www.atanet.org American Translators Association 17 TRANSLATION: AN INTELLECTUAL PURSUIT continued

THE IMPORTANCE OF OBJECTIVITY Translators obsess over what is behind and within words when they use them. A text’s flavor is soaked in associations attached to styles of writing, vocabulary selection, and collocation use. Translators must consider historical implications inherent in words while also being objective in their work. A product description, for example, might say a product is “the best.” But in English, that kind of language is subjective. It’s someone’s opinion, not a proven fact. Using this kind of language could give your text an unwanted or unwarranted commercial or advertising slant. Barry Ritholtz, an American author, newspaper columnist, and equities analyst, in an article entitled “Two Rules Underpinning Intellectual Pursuits,” wrote that people need to “[g]et intimately acquainted with all doctrine, theory, The core processes of translation operate in the mind of the translator, ideology, and dogma, but refuse to not in the bowels of a machine. allow these ideas to govern and shape your thinking.”7 Translators need this objectivity to translate well. Literary translators might feel like U.S., the word came into mainstream peoples; to two revolutions; to the the opinions of the authors they are use after 9/11 with the creation of the intrigue and trickery of Mexican history; translating are the translator’s own Department of Homeland Security—a and to the blood spilled on Mexico’s earth. views, but they are not. The translator powerful government organization Even in this sense, the boundaries are is a chronicler, a participant-observer charged with protecting the country from blurred, because America was Mexico, who rarely “steps into” the text, and terrorist threats. “Homeland” was once a Mexico is America, and borders change. does so almost exclusively to address word used by the Zionist movement in The Mexican Cession of 1848 ceded concerns of word order and logic in the the 1920s and 1930s to refer to a Jewish the territories comprising present-day target language. “homeland” in the Middle East.3 Later, California, Nevada, Utah, most of Arizona, But what do I mean by classifying Hitler expanded its interpretation to half of New Mexico, and part of Wyoming translation as an intellectual pursuit? advance the idea that people needed a and Colorado.6 Most Mexicans living in Let’s take a look at the essence of the tribal-like devotion to land and country to these areas decided to stay and become translation process to clarify this idea. create a sense of racial superiority. Americans. But Mexicans are Americans Josh Marshall, editor and publisher in the same way everyone living on the TRANSLATION AS RESEARCH of talkingpointsmemo.com, notes, continent of America is American. Translators are researchers. For each new “The phrase really got into the So, how will a machine translate patria? document, translators create glossaries public vocabulary with the release of As it’s been translated before or as it’s of words, concepts, and ideas to become Transforming Defense: National Security in been translated most frequently? The familiar with the topic and as a reference. the 21st Century, a report on the future of machine uses what it knows, and what it Translators become experts in general and the U.S. military by something called the knows are words and word combinations in specific fields. National Defense Panel.”4 “Homeland” that have been published previously or Translators have to keep up became related to “homeland defense,” uploaded to the internet, or that are in with translation. Being current and which was inherently related to National machine-translation databases. But will knowledgeable in the profession involves Missile Defense.5 those translations even be relevant to the dedicating time to learning more about This word from worlds away would not Mexican concept of patria? And what translation and areas of specialty. New be my choice in reference to Mexico. It about when the translation database word usage and vocabulary, new ways of simply doesn’t fit the history and context software comprises texts from Spain? Or translating, current events that change of the Spanish word patria. This patria Cuba? Or Argentina? Will it translate the perspectives and ways of understanding refers to Mexican history; to mestizaje, idea of patria as it is uniquely felt in each the world—translators must study the blending of Spanish and indigenous of these countries? constantly to improve their craft.

18 The ATA Chronicle | September/October 2017 www.atanet.org CULTURAL EXPERTISE WRITING IN TRANSLATION All of it. All of these efforts contribute IN TRANSLATION The translator is first and foremost a to translation as an intellectual pursuit Translators use language to convey an good writer. The translation of a text carried out by humans—research, idea from one culture so that it can into another language involves the actual cultural expertise, writing, editing, be understood in another, seeking writing of it. and learning. All this intense critical semantic equivalence within cultural There are many steps to translating a reflection is focused on making meaning contexts. And the best translation isn’t document: reading it, understanding it, for the benefit of those who want to always clear-cut. processing the information, expressing understand and fully appreciate written For example, if a text mentions the it in a different language for a different texts in another language. It’s the name of a volcano in Spanish, should culture, and then editing it. Even if a human computing and processing that you adapt it, translate it, or explain it? document is poorly written in the source is intellectual. The most human part of How about the name of a canyon? Would language, the translation in the target translation is cognitive activity. you translate Canyon del cobre as “Copper language should flow naturally and be When machines can be thoughtful Canyon” or “Del Cobre Canyon”? What well written. This necessitates having and intellectual, they too will be able to if another Copper Canyon already exists? a conceptual understanding of how to complete the operations of the translation balance culture with language. Will you take its name and apply it to a process, matching each intellectual process different geographical area? needed to mold together the figure of In Mexico and many other parts Translators have to keep up written language. Until then, they’ll only of the world, organizations and be helpers (and excellent ones) to the places often have multiple names. with translation. actual brains doing the thinking. In Guadalajara, for example, a NOTES large canyon abuts the edges of the 1 SDL, http://bit.ly/SDL-translation-productivity. municipalities of Tonalá, Zapotlanejo, Ixtlahuacán del Río, and Zapopan.8 EDITING TRANSLATIONS 2 Net-Translators, This canyon-park is known both as Editing is the elucidation of the text, http://bit.ly/translation-terminology. Barranca de Huentitán (Huentitán bringing it into the light where it can 3 “Time for the U.S. to Dump the Word Canyon) and Barranca de Oblatos be seen clearly and its fine-tuning Homeland,” Truthout (September 23, (Oblatos Canyon). While Huentitán and appreciated. Editing a translation is 2014), http://bit.ly/Truthout-homeland what finally places it squarely in its own Oblatos refer to the canyon, on the side 4 Marshall, Josh. “I Read An,” Talking that abuts the Guadalajara Metropolitan culture, bringing another culture alive for Points Memo Editor’s Blog (June 5, 2002), Zone’s municipalities, each name refers those who don’t know its language. http://bit.ly/Talking-Points-2002. to a different entrance to the canyon. 5 Ibid. What about translating cultural events? WHAT IS THE INTELLECTUAL 6 Mexican Cession,” http://bit.ly/Mexican- Will you describe the event, create a new SIDE OF TRANSLATION? Cession-wiki. name for it, or use its original name, The nuance involved in translation ties in 7 Ritholtz, Barry. “Two Rules Underpinning trying to bring readers closer to the target to the intellectual element of considering the Intellectual Pursuit,” The Big Picture culture? Would you consider translating the meaning of the source text. What quinceañera as “sweet-sixteen birthday (December 8, 2008), http://bit.ly/ does the text mean? What is it trying intellectual-pusuit. party,” a concept familiar to Americans, to convey? Words are here, there, and 8 even though a quinceañera is a celebration everywhere, but it is the meaning behind “Barranca de Oblatos,” of a girl’s fifteenth birthday in Mexico? and within them that carries significance http://bit.ly/Barranca-de-Oblatos-wiki. Words belong to their cultures, but how and tells us about origins, wars, and do we describe the reality of one culture history as written by both the victors and Jesse Tomlinson is the using the language of another? Is a “spice- the vanquished. History books, critical administrator of ATA’s Literary infused roasted goat meat” stew the same essays, and research published after major Division. She is an interpreter, as birria? How about adapting carne asada events attempt an objective accounting translator, and voice talent. as “barbecue”? about what really happened. Originally from Canada, Déjà vu, a French expression, has been When translators delve into what she now lives in Mexico seen and felt so much that some native words mean in a historical context, they and translates from Spanish into English and English speakers consider it English. Is bring objectivity to translation, literary interprets in both languages. She is currently English other languages? Every word we and otherwise. translating Latin American authors born in the use slants the resulting message. Words What exactly is the intellectual side 1980s into English for Proyecto Arraigo. See her associated with places and societies give of translation? Which stage of reading- essay on uprooting (“La vida sin limones”) at clues to readers about where and how a understanding-conceptualizing-writing- http://bit.ly/la-vida-sin-limones. Contact: text fits into a language and its culture. polishing is the intellectual part? [email protected]. www.atanet.org American Translators Association 19 FEATURE BY RICHARD S. PAEGELOW AND THEA N. DERY

relaying our story, let’s back up a bit and explore a few basics about search engine optimization.

EARLY ATTEMPTS TO DRIVE TRAFFIC TO WEBSITES About 15 years ago, website owners attempted several techniques to drive traffic to their sites. Frank Dietz, in his seminal article in The ATA Chronicle in 2006 (“Search Engine Optimization for Translators and Interpreters”), identified a number of these techniques, including: ■■ Using meta tags (snippets of text) to describe the content of each page. ■■ Identifying key words and using them in expanded website text. ■■ Registering with multiple search engines, such as Google, Yahoo, MSN Search, and AOL Search. ■■ Creating inbound and outbound links to the sites. ■■ Improving internal site navigation. Many of the techniques mentioned by Dietz are still relevant today.3 The activities Dietz describes culminated in search engine optimization Who Is Really Visiting Your Website? (SEO), which is “the process of affecting the visibility of a website in a search (It’s Not Who You Think!) engine’s unpaid results,” often referred to as organic (search) results.4 Basically, SEO Learn how Google Analytics can mislead you if you’re not careful. means getting your site to appear as one of the first suggested sites when someone ver the past decade, several articles What is a bot? Bots are software searches with Google or another search in The ATA Chronicle and sessions applications that are written to perform engine. For several years users were O at ATA Annual Conferences have specific online tasks, usually repetitive bombarded with marketing propaganda addressed the importance of websites as a ones that would be impossible or difficult from the purveyors of SEO, promising way to market translation and interpreting for humans to perform quickly. While improvements in keyword rankings, services.1 As websites have become more “good” bots perform useful functions link popularity, organic traffic, and even important to translators and language similar to those initiated by search engines visibility on the first page of Google, services providers, many of us have tried to index a website, “bad” bots visit Yahoo, and Bing. to measure how successful our websites websites with all sorts of evil intentions How does SEO work? SEO projects for disrupting internet traffic, such as are at attracting new business. typically begin with a keyword search that spamming, content scraping, and malware involves the identification of somewhat A variety of monitoring and analytical distribution.2 This can cause problems in odd phrases that people actually enter into tools are available for this purpose, terms of analytics, particularly in reports search browsers (e.g., “online English-to- but one of the most widely used is measuring who is visiting your site. Spanish document translation”). The next Google Analytics. Unfortunately, within These contaminated reports can lead to step is to modify existing website text to the past two or three years unfiltered potentially bad marketing decisions for include the odd phrases. This is followed Google Analytics reports have become the companies that take the results at face by the generation of “new” content (press increasingly contaminated by automated value. As a result, the accuracy of Google releases, articles, blogs, etc.) with links to computer programs called “bots” (also Analytics reports could be dubious. This the “optimized” website that are then placed known as “spiders” or “crawlers”). was the case at our company. But before on a variety of sites, including those that are

20 The ATA Chronicle | September/October 2017 www.atanet.org frequently visited, as well as obscure sites that However, as mentioned earlier, the uptick in visits to our website during a will publish almost anything. initial usefulness of Google Analytics one-year trial. With the exponential increase in reports to our company has declined The second major attempt to drive website and related content, plus billions significantly. This deterioration began traffic to our company’s website began of links, search engines use ever-changing in 2014 and accelerated in 2015 and in early 2010. We could no longer resist search algorithms to increase the 2016. How did we determine this? the siren call of the SEO consultants with probability that users receive quality links The remainder of this article will offer their promises of hordes of new customers to websites with “killer content.” Since a glimpse into how we uncovered descending upon a highly visible website. each change in a search algorithm alters contamination in the reports generated So, we engaged a SEO consulting firm search results, SEO is never finished. by Google Analytics with our company’s for a one-year program that included the actual data and how we worked to solve usual services: keyword research, website Once the effects of “bad” bots the issue. By detailing our story, we hope modification, and content generation. to leave readers with some pointers on Although the SEO consulting firm sent us and spam referral data are how to recognize contaminated data and a stream of reports showing how successful how it makes it difficult, if not impossible, they had been in their efforts to increase removed, you’ll have a much to assess the performance of your website. traffic to our site, we continued to use better idea about the origin of We’ll also offer solutions that freelance Google Analytics reports to independently translators and smaller translation measure the impact of our newly visitors to your website and companies can implement. optimized website. After the one-year SEO actionable data. program, which cost about $30,000 and FIRST ATTEMPTS TO resulted in only $590 of new business, we 6 DRIVE ONLINE TRAFFIC decided not to renew the contract. From the start of 2009 to the end of 2012, MEASUREMENT OF WEBSITE TRAFFIC our company successfully used Google GOOGLE ANALYTICS: THE GOOD YEARS Attempts to drive traffic to websites have Analytics reports and data to monitor the In addition to site visit statistics, Google been accompanied by efforts to measure effectiveness of attempts to drive traffic Analytics reports have provided our the success of such attempts. At first, online to our site. (See Figure 1 below, which company with detailed visitor profiles, services provided users with one-dimensional shows the number of site visits during including the languages spoken by site data, such as website hits and the number/ this time period.) visitors, how long visitors stayed on the source of inlinks. (An inlink is a link directed Our company’s first attempt to increase site, the source of traffic, new versus to a website. The more inlinks any given website traffic began in late 2008, returning users, the pages visited and the website has, the more likely that the website when we contracted with DirectoryM, sequence of pages visited, the percentage will rank higher in a search ranking.) a specialized advertising company that of single page visits (called the “bounce The launch of Google Analytics, a service emphasized online marketing campaigns rate”), and much more. Of all the statistics that tracks and reports website traffic, in to businesses. DirectoryM’s affiliation with provided, the Source/Medium report, online business journals across the U.S., which shows the origin of site visits and November 2005 shook the market. Within coupled with small ads with links to our referrals, was initially the most useful one week of its launch, Google Analytics company’s website, resulted in an initial and actionable.7 The 2009 and 2011 data signed up 100,000 new accounts, which was four times larger than the entire website statistics market. Edging out competitors such as WebTrends, Coremetrics, Omniture, and IBM, Google Analytics quickly monopolized the website statistics market with its free services. By 2015, 30 million websites were using Google Analytics.5

EXPERIENCE WITH GOOGLE ANALYTICS: HAD IT AND LOST IT! Our company relied on the website statistics generated by Google Analytics for several years. We found that the reports it generated helped us understand the success (or failure) of attempts to Figure 1: Number of site visits by month before, after, and during SEO program (2009–2012) as drive traffic to Inline’s site. reported by Google Analytics www.atanet.org American Translators Association 21 WHO IS REALLY VISITING YOUR WEBSITE? (IT’S NOT WHO YOU THINK!) continued columns in Figure 2 on page 22 contain targeted our site (and sometimes Google The increase in bot traffic is highly easily recognized websites, such as ATA Analytics separately) with hundreds correlated with the surge in Russian- (atanet.org), proz.com, translatorscafe. of visits of extremely short duration, speaking visitors. (A smaller surge in com, and linkedin.com. In addition, leaving behind a trail of what are called Brazilian Portuguese visitors can also be organizations we cultivated for referral spam referrals. In fact, eight of the top seen for this same period in Figure 3, links for new business or for recruiting 10 referral sources in 2016 consisted of which is also unrelated to any increase in are also present. For example, a regional bad bots, such as rank-checker.online, Portuguese translation work.) Although alliance of family-owned print shops site-auditor.online, monetizationking.net, correlation is not a guarantee of causality, it (cprintalliance.com) appears in the 2009 and traffic2cash.xyz. (See the 2016 data may be possible to dig deeper into Google data, and the Middlebury Institute of column in Figure 2.) Analytics to connect these two events. International Studies at Monterey (miis. Prior to our research for this article edu) appears in the 2011 data. The term and discovery of just how contaminated RECOGNIZING BAD BOTS “organic” means that the site visitor Google Analytics data can be, we were found our site as a result of a particular seriously considering measures such as AND SPAM REFERRALS Bad bots and spam referrals are relatively search strategy that they initiated when consolidating our three ATA memberships easy to identify. Most will have unfamiliar using Google, Yahoo, or Bing. The term into a single membership based on names, often containing telltale words “direct” simply means that the visitor the decline in ranking of atanet.org. such as “rankings,” “traffic,” and “cash.” came directly to our site by entering our Fortunately, general inertia prevented us Indications of bad bot traffic in Google company’s URL in their browser. from making such an unwise decision. Analytics reports include low session durations, high bounce rates (i.e., visitor THE HIJACKING/CONTAMINATION THE RUSSIANS ARE COMING... leaves after visiting only one page), an OF GOOGLE ANALYTICS OR ARE THEY? unexplained surge in new visitors with low Beginning in 2014, bots and spam In addition, the profile of visitors to engagement (combination of high bounce referrals began to distort our Google our site changed from overwhelmingly rate, short session duration, and no goal Analytics data. Apart from “organic English-speaking in 2009 and 2011, to completion, such as viewing a certain searches” via Google and “direct” site majority Russian-speaking, according to number of pages per visit or going to a visits, we couldn’t recognize what was Google Analytics reports. (See Figure 3 specific URL), or use of an xyz domain. really behind the main sources of visits on page 23.) Figure 4 on page 23 shows how the to our company’s website in 2016. The surge in Russian speakers to our profiles of sites with real referrals differ Historically important sources of visits, website from 2011 to 2016 bore no from sites spewing out spam referrals. such as atanet.org, translatorscafe.com, relationship to the types of languages Note how referrals from legitimate sites, and linkedin.com, were no longer in the requested by our clients. English>Russian such as atanet.org and cprintalliance.com, top 10 and seemed to drop in importance. and Russian>English translation projects lead to sessions that last more than a What we didn’t realize at the time was that have accounted for less than 1% of our minute, with visits to multiple pages, and they were displaced by bad bots that had business from 2009 to the present. submittal of an occasional request for a

2009 2011 2016 Source/Medium Sessions Source/Medium Sessions Source/Medium Sessions 1. google/organic 1,063 1. google/organic 1,502 1. google/organic 1,161 2. direct 558 2. direct 863 2. rank-checker.online/referral 800 3. atanet.org/referral 94 3. bing/organic 328 3. site-auditor. Online/referral 791 4. bizjournalsdirectory.com/referral 81 4. yahoo/organic 267 4. direct 566 5. articles.directorym.com/referral 56 5. atanet.org 71 5. monetizationking.net/referral 387 6. yahoo/organic 53 6. miis.edu/referral 60 6. traffic2cash.xyz/referral 84 7. cprintalliance/referral 49 7. translatorscafe.com/referral 53 7. keywords-monitoring-your-success.com/referral 80 8. proz.com/referral 48 8. search/organic 48 8. website-analyzer.info/referral 73 9. bing/organic 34 9. linkedin.com/referral 45 9. uptime.com/referral 61 10. directorym.net/referral 27 10. proz.com/referral 39 10. fix-website-errors.com/referral 57 13. atanet.org/referral 51 Average Session Duration: 112 seconds Average Session Duration: 56 seconds Average Session Duration: 40 seconds

Figure 2: Source/Medium Report (origin of site visits) and average session duration for 2009, 2011, and 2016 (unfiltered Google Analytics data)

22 The ATA Chronicle | September/October 2017 www.atanet.org quote (i.e., one of the main goals of having 2009 2011 2016 a website in the first place!). In contrast, referrals from bad bots, such as rank- Language Sessions Language Sessions Language Sessions checker.online and website-analyzer.info, 1. English (U.S.) 1,819 1. English (U.S.) 3,283 1. Russian 1,643 lead to sessions lasting just a few seconds, 2. English 57 2. English 105 2. English (U.S.) 1,417 with most visits to only one page, and 3. Chinese 49 3. English (U.K.) 54 3. (not set) 817 never result in a quote request. 4. German 43 4. Spanish 53 4. Russian (Russia) 474 HOW TO FILTER OUT 5. Spanish 43 5. Chinese 51 5. Brazilian Portuguese 173 CONTAMINATED INFORMATION 6. Italian 39 6. Spanish 47 6. Secret.google.com You are 114 (Spain) invited! Enter only with FROM GOOGLE ANALYTICS REPORTS this ticket URL. Copy it. Unfortunately, there is no universal fix or Vote for Trump! global solution for eliminating bad bots 7. Brazilian 37 7. Brazilian 34 7. Chinese 57 and spam referral from Google Analytics Portuguese Portuguese data. Nevertheless, we provide three ways you can “decontaminate” Google Analytics 8. French 34 8. French 30 8. c (the “c” indicates a bot) 55 data. They range in cost and complexity 9. Spanish 31 9. German 23 9. Spanish 52 and the choice will ultimately depend (Spain) on your objectives and the resources you 10. Russian 31 10. Russian 23 10. English (U.K.) 37 want to devote to the effort. Average Session Duration: Average Session Duration: Average Session Duration: Apply Filters: The more advanced 112 seconds 56 seconds 40 seconds Google Analytics users and aspiring cyber security sleuths can visit the ADMIN Figure 3: Audience Overview: Language–2009, 2011, and 2016 (unfiltered data) section of Google Analytics. (See Figure 5 on page 24.) Under the “View” column, # of Average # of pages Average session duration # of quotes Source sessions per session (minutes:seconds) requested you will find a section called “Filters.” Here, filters can be added to remove atanet.org 553 2.99 1:38 7 additional unwanted bot traffic and spam cprintalliance.com 182 2.13 2:40 17 referrals. At this point, the steps involved rank-checker.online 800 1.01 0:12 0 can be stressful and time-consuming site-auditor.online 791 1.18 0:17 0 and could have unintended results such as accidently removing a legitimate Figure 4: Contrasting profiles of visitors from legitimate websites and profiles of the bad bots that website crawler that is indexing your site generate spam referrals (2009 to 2016) and which could increase its visibility. Consequently, you should consider taking box labeled “Exclude traffic from while purging data left behind by the bad advantage of Google’s automatic exclusion known bots and spiders.” Unfortunately, bots and spam referrals. You can then feature discussed in the next paragraph, “Checking the box” will not clean up recalculate session numbers and re-rank or contracting with experts on the matter. historical data, but should filter data the sources. Bad bots and spam referrals Keep in mind that the creation of these going forward. It may take a week or two can be found by looking for characteristics filters will not clean up historical data. to begin working. You may want your such as a 100% bounce rate, session website administrator to set up a test view Check the Box: In July 2014, Google durations of one second or less, and the first to prevent any accidental damage to Analytics announced a new feature to telltale words mentioned earlier in this unfiltered historical data you may need automatically exclude bots and spiders article. The Source/Medium page may be later. Note: You will need admin access to that appear on what is known as the the only one you can recreate, but it’s one International IAB/ABC Spiders and Bots your Google Analytics account to apply of the most important reports that provides List8 that is updated continuously. Since filters or to check the Bot Filtering box. actionable information for marketing your every Google Analytics account requires Manually Recreate the Source/Medium translation business. a unique sign in, there is no direct link Report: Since you cannot apply filters to In Figure 6 on page 24, we compare to the box you need to check to exclude the contaminated historical data, you may these nasty critters. You can find this want to recreate the Source/Medium report our company’s manually filtered 2016 feature by going to the “ADMIN” section for one or more past periods. This can Source/Medium data with 2016 unfiltered of analytics and clicking on “View be done by opening a new document in data. Note how atanet.org regains its Settings” under the “View” column. Word and creating a simple table. Copy the historic position in the top five sources (See Figure 5 on page 24.) Under “Basic valid sources of site visits and data from of referrals, as compared with the 13th Settings” you can check the Bot Filtering the contaminated Source/Medium report, position in the unfiltered data. www.atanet.org American Translators Association 23 WHO IS REALLY VISITING YOUR WEBSITE? (IT’S NOT WHO YOU THINK!) continued

2016 (unfiltered) 2016 (manually filtered) Source/Medium Sessions Source/Medium Sessions 1. google/organic 1,161 1. google/organic 1,161 2. rank-checker.online/ref 800 2. direct 566 3. site-auditor/referral 791 3. atanet.org/referral 49 4. direct 566 4. bing/organic 47 5. monetizationking.net/ref 387 5. translatorscafe.com/referral 35 6. traffic2cash.xyz/ref 84 6. linkedin.com 32 7. keywords-monitoring-your- 80 7. proz.com/referral 20 success.com/ref 8. website-analyzer.info/ref 73 8. yahoo/organic 14 9. uptime.com/referral 61 9. paymentpractices.net 13 10. fix-website-errors/ref 57 10. yelp.com/referral 13 13. atanet.org/referral 49

Figure 6: Audience Overview: Source of Visitor in 2016 as reported by Google Analytics Figure 5: Applying the Google Analytics Bot Filtering Feature (before and after purge of bot traffic and spam referrals)

WHAT’S IT ALL MEAN? referrals, you’ll have a much better idea search (organic), web referral (referral), Google Analytics data has increasingly about the origin of visitors to your website and cost-per-click paid search (cpc). become contaminated by the emergence of and actionable data. And you may not 8 A merged database of advertising and bots and spam referrals. This contaminated have to learn Russian after all! site-related non-human (robotic) activity data creates lots of noise and drowns out impacting websites that’s extremely important signals from the marketplace. NOTES important for the media industry and for For this reason, Google Analytics reports 1 Berrill, Simon. “Spider Marketing: How ad agencies and advertisers. See: should not be used in an unfiltered format. to Get Clients to Come to You,” The ATA ABC-Audit Bureau of Circulations Ltd Depending on your needs, you may Chronicle (January-February 2017), 8-11, (www.abc.org.uk/about-us) and iab.europe want to add custom filters to your http://bit.ly/spider-marketing-Berrill. (http://bit.ly/iababc-spiders-and-bots-list). Google Analytics program, which you 2 Čandrić, Goran. “How to Exclude Bot Traffic can do in the ADMIN section of your from Your Google Analytics” (February 9, Richard Paegelow is the Google Analytics account. This approach, 2017), http://bit.ly/filter-bot-traffic. managing director and senior however, requires time spent researching 3 Dietz, Frank. “Search Engine Optimization Romance language editor of bots, identifying the bad ones, and then for Translators and Interpreters,” Inline Translation Services in excluding them with proper coding. The ATA Chronicle (April 2006), 28-30, Glendale, California. He has Even then, this “do-it-yourself” approach http://bit.ly/SEO-Dietz. an MA from the University of won’t prevent your data from becoming 4 “Search Engine Optimization, http://bit.ly/ Kansas (majors: Spanish and Latin American contaminated. The bots are evolving SEO-wiki. area studies), as well as an MBA from Columbia constantly so your work will never be University. Prior to purchasing Inline in 1992, 5 Clifton, Brian. “Google Analytics Is 10 finished, even with expert help. he worked for 15 years in general banking, Years Old: What’s Changed?” The Insights Consequently, we highly recommend management training, and business consulting. He Blog (November 10, 2015), http://bit.ly/ you consider taking advantage of the is the chair of the International Programs Advisory Google-Analytics-Clifton. Google Analytics Bot Filtering feature, Board at the University of Kansas. Contact: which you can activate as described 6 Paegelow, Richard. “The Search Engine [email protected]. above. (The default mode is OFF.) The Optimization Witchdoctors: How to Spend advantage to this approach is that the list $30,000 and get $590 of New Business,” Thea Dery joined Inline Translation Services in of excluded bots is updated constantly Presentation at the 13th ATA Translation May 2017 as an assistant translation services without further intervention on your part. Company Division Conference (Orlando, coordinator. A recent graduate of Occidental College Even if you don’t apply filters to your Florida, January 2013). in Los Angeles, she majored in Spanish language Google Analytics program, it’s possible 7 The Source/Medium report shows the and culture. Her undergraduate experience included to manually recreate the Source/Medium origin of a site’s traffic (such as Google) or a semester at the Pontificia Universidad Católica report, which is one of the most useful a domain (such as example.com). It also de Valparaíso in Chile. She has worked on a variety Google Analytics reports. After removing shows the general category of the source of translation projects with public health and the residue from the “bad” bots and spam called the Medium: for example, organic environmental agencies in the U.S.

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CHF105676m_ILD_ATA_8.25x10.75.indd 1 10/19/16 3:17 PM FEATURE BY KAREN RÜCKERT

of what we’re doing and protecting us on the basis of past experience. The mind’s main objective is to keep us safely in our comfort zones and keep everything as it is. Now, there are certainly advantages to this. For example, if your mind remembers that you once did something that caused something terrible to happen, then you’re unlikely to want to go and do it again. However, what about all the opinions those voices have and the judgments they are constantly making on things you haven’t tried yet, such as raising your rates, contacting new clients, or choosing a new area of specialization? If we listen to our inner voices all the time and haven’t learnt how to distinguish between useful, objective information and fear, then those voices will soon start to take over your business. Are they already running yours? The only way to grow, both personally and as a freelancer, is to take steps out of your comfort zone and be prepared to try something new, even where the outcome is uncertain.

The only way to grow, both personally and as a freelancer, is Emotional Self-Discipline: to take steps out of your comfort A Key Ingredient for Success as zone and be prepared to try a Freelance Translator something new, even where the outcome is uncertain. If we listen to our inner voices all the time and haven’t learnt how to distinguish between useful objective information and fear, then those voices will soon start to take over your business. THE ILLUSION OF CONTROL e’ve all heard and experienced one that people are much less aware—is BEING NECESSARY how important self-discipline is emotional self-discipline. Not being in control isn’t something that for freelancers, particularly those the human mind can handle very well. W For that reason, it does all it can to try to working from home. Some freelancers WHAT IS EMOTIONAL stay in control of every situation. This is may naturally gravitate toward working all SELF-DISCIPLINE? one of the reasons that the voice telling the time while others might have trouble I’m going to start by letting you in on a you not to take new action is so loud. The motivating themselves to do any work. little secret: I hear voices in my head. In only way to stay in control is to take the Without the routine of going to the office fact, I can hear one right now (“You’re not same action you’ve always taken. Then every day for a fixed number of hours and seriously going to write that are you?”). there’s no (or little) risk. But remember Perhaps you hear voices too. If not, try being answerable to somebody higher up, that saying “no risk, no gain”? It’s 100% listening a little more closely because we true. If you want change, if you want and without a set start and finish time, all have them buzzing in our heads. It’s to get out of the vicious circle you feel freelancing really does bring with it as just mind chatter and completely normal you’re stuck in, then it’s time for you to many challenges as it does luxuries. A key (or at least I hope so). This chatter is take action and then let go and be open to ingredient for success as a freelancer—and simply the mind’s way of making sense what happens next.

26 The ATA Chronicle | September/October 2017 www.atanet.org As I tell my mentees again and again, awareness is the first step on the path to change and the first step on the ladder to success.

LISTEN CAREFULLY When you start listening carefully to the voices in your head you may find that there are several. Some want to support you, some want to hold you back, some are encouraging you to move forward, and others are doing everything possible to stand in your way. Which of those voices is the loudest? If it’s not the one encouraging you, then it might be useful to ask why you are listening to the ones Not being in control isn’t something that the human mind can that are trying to hold you back. Is it just because they are louder? Is it simply a handle very well. habit? Is it easier for you that way? I hear from so many translators who feel like they’re stuck in a vicious circle. outcome you are expecting is a certainty or They read books about marketing and ACTION STEPS ■■ whether there are other possibilities. try to take new action, but they rarely Pay attention to those inner voices. get very far. Even if they have the best What are they saying? Is there more ■■ Take the new action. If necessary, coach than one? Listen carefully to what the of intentions—and some are the most yourself through the next step. Talk back quiet ones are saying. conscientious translators I know and to those voices and explain why you’re are excellent at their craft—they lack ■■ Write down everything those voices are doing what you’re doing and that you have emotional self-discipline. This leaves them telling you on a piece of paper. This is considered the situation carefully and that unable to break out of this vicious circle. important as it allows you to detach. this is the best objective course of action. When they are all in your head shouting ■■ Let go, trust, and embrace any changes. for attention, it’s easy to lose track or to A PROCESS, NOT INSTANT RESULTS only hear the loudest ones or the ones Remember that until you take new Like anything, learning to practice you are most used to listening to. action, you can’t know exactly how things emotional self-discipline is a process. will change. Life is never as black and white ■■ If you expect immediate results, you’re Now that you have everything down on as our minds want us to believe it is. paper, try to dis-identify with the situation. going to be in for a disappointment. Just Perhaps try imagining that you’re advising like starting out with any new client or a good friend rather than yourself. Karen Rückert is a personal relationship, you need to take German>English legal some time to pay attention to what is ■■ Go through the statements provided by translator specializing in going on inside your mind. Differentiating your inner voices one by one and look commercial law. She has between those voices and weighing which for objective, useful information and 14 years of experience in the ones you’re going to choose to listen to write it down. translation industry, initially takes time. But once you start to do this, ■■ Identify the statements that are purely working in-house for a large commercial law firm you will feel more empowered. Why? fear-based. Identify what the fear is in in Germany before embarking on her freelance career in 2007. She has an MA in legal translation Because even if you still find yourself each case. and is a publicly appointed and sworn translator listening to the obstructive voices for a ■■ Determine whether the fear is valid or for the English language for Baden-Württemberg, while, you will at least be aware of what whether your mind has simply been Germany. Since 2012, she has served as a mentor you’re doing. As I tell my mentees again making up stories about one of the in the mentoring program for the Bundesverband and again, awareness is the first step on potential outcomes and is perhaps focusing der Dolmetscher und Übersetzer. She writes the path to change and the first step on on what it considers to be the worst- the Translator Mentoring Blog. Contact: the ladder to success. case scenario. Ask whether the negative [email protected]. www.atanet.org American Translators Association 27 FEATURE BY DENISE JOSEY

So, while the translation of marketing copy does require some creativity, it may also require some knowledge of law. This is because marketing content will sometimes include legal terms that have to be translated under careful consideration of the law of the source country and that of the target country to ensure clear communication and avoid confusion. Depending on their subfields of specialization, marketing translators or transcreators may not encounter such terms very often, but they should be prepared to recognize their relevance in a legal context and be able to handle them appropriately.

LEGAL CONSIDERATIONS In everyday life, we may not be very aware of legal aspects, but we’re surrounded by them—be it when we buy a cup of coffee with a label that warns of its hot contents, when we read a restaurant menu with allergen information at the bottom of the page, or when we walk into a store and see a sign that lets us know that the floor is slippery. Translators may encounter these warnings when translating product manuals or signs or when localizing websites. Legal Aspects of Marketing Content: Marketing translators may also encounter copy that mentions warranties or that makes a statement about a product. Things to Consider when Translating A professional legal translator will likely spot legally significant terms quite Marketing copy and legal content are not as separate as they appear. There easily and will know how to translate are, in fact, texts in which we may perceive a subtle interplay of the two fields. them appropriately. But a legal translator will probably not be the one working on he marketing and legal fields as they the same function as the original—to marketing copy. It will be the marketing relate to translation may appear to persuade the audience to take the desired translator or the transcreator. Because Tbe quite different from one another. action. For this reason, the translation of this, translators specializing in the In a way, they may even be perceived can deviate from the original. It can and marketing field may benefit from being as opposites. When working with should be creative. But the translator familiar with the basics of tort law, consumer law, and intellectual property marketing copy, a rather free translation, should be able to identify the important law. Knowing the basics of these legal areas or transcreation, is often desirable. But elements and the function of the source translating legal content requires the will help translators identify terms of legal text and preserve them in the target text.2 translator to scrutinize the meaning of each relevance and find appropriate solutions Legal texts seem to be at home on the word—considering both ordinary and legal for the target text. opposite side of the translation world, usage—and to stay close to the source text. Marketing copy is meant to persuade its together with legalese, nominalization, and WARRANTY passive voice. In reality, however, marketing audience to take action and buy a certain Let’s look at a U.S. English>German product or service.1 Its primary function is copy and legal content are not as separate (Germany) example. One of the terms generally an appellative one. Its secondary as they appear. There are, in fact, texts in translators may encounter when function may be informational: to explain which we may perceive a subtle interplay approaching marketing-legal content about a certain product, service, or cause of the two fields. These are challenging is the term “warranty.” Langenscheidt’s (along with the company or organization because they require specialization in one Dictionary of Law offers the German behind it). The translation should have field and knowledge in another. translations Garantie, Gewährleistung,

28 The ATA Chronicle | September/October 2017 www.atanet.org and Zusicherung.3 Of course, translators The Associated Press recommends using NOTES cannot simply choose the translation that “a generic equivalent unless the trademark 1 Atkinson, Ian. Copy. Righter. (London: LID sounds best or that they may have seen name is essential to the story.”7 A similar Publishing Ltd., 2011), 28 and 39. used frequently elsewhere. To provide an suggestion can be found in The Chicago 2 Albrecht, Jörn. Literarische Übersetzung: adequate translation, the translator will Manual of Style.8 As always, context is Geschichte, Theorie, kulturelle need to 1) know the context surrounding key in the realm of translation, but it can Wirkung (Darmstadt: Wissenschaftliche the term, 2) understand how terms be beneficial for marketing translators to Buchgesellschaft, 1998), 259–266. Also see: such as “express warranty” and “implied familiarize themselves with the basics of J. Albrecht’s discussion of literary translation, warranty” relate to U.S. consumer law, the law of trademarks as well as the proper especially in regard to function, purpose, and important elements to keep in target texts. and 3) know the meaning of terms such usage of trademarks and generic names. as Gewährleistung and Garantie in the 3 Langenscheidt ALPMANN Fachwörterbuch German legal system. AMBIGUITY Kompakt Recht Englisch, s.v. “warranty.” 4 15 U.S.C. § 1127 (2006). Context is key in the realm Ambiguity is something else to look out for. Translators may come across 5 “Legal and Trademark,” http://spinning. of translation, but it can ambiguous statements in promotions or com/legal-trademark. even in the fine print accompanying them. 6 be beneficial for marketing “Information on Patents and Trademarks,” In such cases, it’s a good idea to ask the www.velcro.com/legal-and-privacy/legal/ translators to familiarize client for clarification. patents-and-trademarks. themselves with the basics 7 The Associated Press Stylebook A UNIQUE NICHE? and Briefing on Media Law 2011, of the law of trademarks as Approaching such hybrid marketing- 46th edition (New York: Basic Books, 2011), s.v. “trademark.” well as the proper usage of legal content requires expertise in the marketing field and knowledge in the 8 The Chicago Manual of Style, 16th ed. trademarks and generic names. field of law. Translators need to be (Chicago and London: The University of prepared to conduct thorough (and Chicago Press, 2010), 8.152. often time-consuming) research in two 9 Bouchoux, Deborah E. Intellectual Property legal systems. As with other fields of for Paralegals: The Law of Trademarks, TRADEMARKS translation, terminology management is Copyrights, Patents, and Trade Secrets, Just like copywriters, marketing key when it comes to working efficiently 3rd edition (Clifton Park: Delmar, Cengage translators should also be familiar and creating high-quality target texts. Learning, 2009). Also see: Michaud, Hillary with the basics of trademark rights There are various ways for marketing J. Tort Law: Concepts and Applications and know how to handle trademarks translators to prepare themselves to take (Boston: Pearson Learning Solutions, 2010) appropriately. One important issue to be on such twofold texts—from self-study and Whaley, Douglas J. Problems and , 5th edition aware of in this context is generic use. of relevant topics to taking courses at Materials on Consumer Law (New York: Aspen Publishers, 2009). In the U.S. legal system, a mark may be a college or university. Considering considered abandoned if it becomes a the challenges and rather demanding generic name for the goods or services requirements of marketing-legal Denise Josey is an 4 offered under the mark. Therefore, content, this combination of two fields English<>German translator knowing what constitutes a generic name of expertise could be a unique niche specializing in marketing and what is a mark plays a significant for translators who specialize in one translation and website role in the creation and translation of field and have thorough and relevant localization with a special marketing copy. Translators should knowledge in the other. focus on fashion and have the expertise to be able to identify tourism. She has a BS in legal studies from the trademarks and generic names in the University of Maryland University College and a source text and pay special attention A FEW HELPFUL RESOURCES PhD in translation studies from the University of to them and their correct usage when A few resources that I’ve found to be Heidelberg, Germany. She also has a certificate in creating the target text. quite helpful in regard to U.S. law copyediting from the University of California San Spinning®, for example, is a registered are Intellectual Property for Paralegals: Diego Extension. While working on her doctorate, trademark owned by Mad Dogg Athletics, The Law of Trademarks, Copyrights, she taught English>German translation courses Inc. and the generic term here would Patents, and Trade Secrets by Deborah at the Institute of Translation and Interpreting at be “indoor cycling.”5 VELCRO® is a E. Bouchoux, Tort Law: Concepts and the University of Heidelberg. Her research interests registered trademark of Velcro BVBA, and Applications by Hillary J. Michaud, and include web localization, legal translation, possible generic names here are “hook- Problems and Materials on Consumer Law transcreation, and digital teaching. Contact: and-loop fastener” or “touch fastener.”6 by Douglas J. Whaley.9 [email protected]. www.atanet.org American Translators Association 29 BUSINESS PRACTICES BY MARY JO SMITH-OBOLENSKY Building Successful Relationships with Clients and Vendors

n the 22 years I have been in business, vendor: It tells me they’re too busy for I’m most proud of the fact that I have me and not interested in new work. I some clients whom I have serviced 3. A brusque or unprofessional manner: since the company’s inception. Through I like to talk to potential vendors to find recessions, demands for cheaper out as much information as possible. translation, economic pressure, and I also invite them to ask me any the machine translation movement— questions. Skype calls are even better all threatening to either force me to to get a sense of a person with whom change my detailed process or go out you’ll be dealing before committing to of business—I’ve managed to keep it bringing them into the team. all intact. I attribute a large part of this It’s worth investing our time 4. Delays in sending invoices: success to the relationships I form with Slow admin is not a good sign of a my clients and vendors. and effort to ensure that the vendor taking care of the business I started as a freelance translator, then time we spend cultivating aspect of the relationship. It reflects expanded to a boutique-style company. disorganization or lack of value for I have always strived to follow the relationships with our clients is their own work. golden rule of treating others as I would 5. Invoices that are unclear or like to be treated. I write this from the the best it can be. incomplete: This adds work on our perspective of both the employer of my end, which violates the rule of adding independent contractors and as a vendor traffic to a busy client’s plate. (In this to my corporate clients. I also maintain all correspondence (regardless of how case, it’s my plate as their client.) the viewpoint of a translator, which allows the client or other vendors/colleagues me to run the business within a scope of do it). Doing so shows respect and 10 SUCCESS POINTS ON WHICH excellence grounded in reality. adherence to professional values. I BUILT MY BUSINESS Below are some of my fundamental 3. I maintain a professional attitude 1. Have professional and personal practices that create and ensure successful that does not vary, regardless of any backups so that if an emergency of business relationships. Without these circumstance—too busy, not enough basics, I believe doing business can be any kind arises, the client’s needs and work, sick, etc. arduous and downright unpleasant. And delivery are always met. As a vendor, my goal is to be a team since our profession takes the majority of 2. Make sure that all administrative member, and that requires good commu­ ­ our days and lives, and we’re often on our points are being handled (e.g., billing, nication, respect, and attention to detail. own at our computers, it’s worth investing invoicing, payments, answering phones, our time and effort to ensure that the time and responding to e-mail quickly). we spend cultivating relationships with FIVE RED FLAGS WHEN SEEKING 3. Have a full understanding of what the our clients is the best it can be. POTENTIAL NEW VENDORS client’s needs are and how they change As an employer, it’s not my place to tell over time. This usually involves asking THREE KEY POINTS IN independent contractors who work with questions and having a conversation. I also keep notes on specific client RELATIONSHIP ETIQUETTE me how to run their businesses or do their work. My intention by sharing this requests and preferences, and these are 1. Regardless of what’s happening in added to the guidelines for that client. is to offer some insight into ways in which my personal life, I always maintain a 4. Always meet or beat deadlines. It’s the business experience and the outcome professional attitude with my vendors up to me to ensure the schedule of their efforts can be improved. and clients. Hearing about someone’s is doable, including a cushion for personal problems in a working 1. Typographical errors in résumés unexpected events. environment doesn’t apply, unless it’s or correspondence: This does 5. Do not create or pass on any confusion vital information that may affect the not reflect on attention to detail or regarding the project to clients or work in any way. professionalism in an industry where vendors. Intercept any that occur and 2. I always keep basic manners in place. this is imperative. handle them quickly. This includes responding quickly, 2. Delays in getting back to me with 6. Do not change your original estimate paying attention to detail, using more information or when filling out once it has been agreed upon. Once we professional salutations and closings in legal documents to be set up as a have submitted an estimate (based on

“Business Practices” will alternate in this space with “The Entrepreneurial Linguist.” This column is not intended to constitute legal, financial, or other business advice. Each individual or company should make its own independent business decisions and consult its own legal, financial, or other advisors as appropriate. The views expressed here are not necessarily those of ATA or its Board of Directors.

30 The ATA Chronicle | September/October 2017 www.atanet.org the final files), we never change the cost Although the majority of my clients ■■ Publishing monthly articles (also unless elements not initially considered in the past 22 years in business have translated into Spanish) about get added at a later time. Let the client come to me by referral, I still select business, culture, and finance on know in advance that this possibility with whom I choose to work. That our website that may be of interest exists. However, if I go over budget, referral works well in both directions. in their everyday lives. that’s my problem, not my client’s. Additionally, I encourage vendors to ■■ Baking homemade goods for the 7. Take the burden of translation off the share the names of colleagues they holiday season and hand-delivering client’s busy plate. Before and during have worked well with so they can be them where possible. the translation process, compile clear considered to join the team. In short, I find my own way of questions before sending them and 2. Quality and Team Effort: As an connecting that’s authentic and personable. offer a solution wherever possible. employer, I only deal with consummate All these points, I believe, are what make 8. Always look out for your client. While and experienced professionals who can my relationships with clients unique and the client is technically responsible work as part of a team with the intent to lasting. It also makes for a fulfilling life! for approving the final document, create something of the highest quality watch their back and ensure what for the client. Self-centered individuals Mary Jo Smith-Obolensky is the gets delivered is thoroughly approved don’t fit our paradigm. In addition to founder and chief executive officer internally before submitting a review. qualifications and competence, the of Dynamic Doingness, Inc., a 9. Maintain speed of service and ability to value and enjoy the team communication. This is vital. Keep the multimedia translations boutique effort is necessary for this profession. It’s that specializes in financial, client and vendors updated as needed. the team that accomplishes the magic. marketing, technical, legal, and This ensures coordination and shows Team effort is what ultimately creates human resources documentation. Before opening her respect for all concerned. a better product for our clients. That own company, she worked in media and various other 10. Ensure that payment processes and team includes the client, our staff, and industries. Born and raised in Colombia in a bilingual schedules are solid and stable, both as any vendor involved. I don’t accept environment, she got her university degree in a vendor and a client. or pass on deadlines to my vendors England. Contact: [email protected]. unless they’re actually doable while FOUR KEY QUALITIES TO maintaining our strict quality assurance RELATIONSHIP BUILDING process. Having been a translator myself, 1. Transparency and Responsibility: I understand the process very well. Simultaneous Being transparent and taking 3. Loyalty: A relationship with a client Interpretation responsibility for mistakes (after fully should be based on loyalty. We have Equipment understanding the client’s concerns) is their trust that we will take care of their vital. Offer a solution that improves the translation needs. But this long-term process if the issue stemmed from the Transmitters investment should never be taken for Receivers client’s side. Or assure the client that granted by either party. I don’t abuse my FM this issue has been looked at and that capital (as in goodwill, trust, a strong Sales & Rentals measures have been taken on your end relationship)—not with clients nor with to ensure it doesn’t happen again. The vendors. Each job is an opportunity Affordable Pricing idea is to confront, address, and adjust to demonstrate our abilities and skills Superior Sound processes in a speedy fashion to avoid and empower our clients with the best the same issue reoccurring in the future. 5 YEAR WARRANTY translation of their documentation. A 30 DAY MONEY BACK I always take full responsibility job should be done with enthusiasm GUARANTEE! for any error or mistake. “The client and gratitude for the opportunity. is never wrong” maxim applies, and 4. Personal Touch: In an industry where if the relationship becomes abusive we rarely get to meet our clients (when it becomes apparent that we’re or vendors face-to-face, building a going to lose working with this client relationship in other ways is vital. no matter what we do), I have the Among the things I do to lend a power to end the relationship. personal touch include: I select my clients as carefully as I (888) 677-4387 select my vendors. I deal only with ■■ Making time to Skype with vendors (518) 426-0171 polite, professional, reasonable, and about important project issues. competent people who appreciate ■■ Visiting clients once or twice a year. FM the value of what we deliver. I avoid ■■ Personalizing or creating gifts I know Systems problems with both clients and will benefit or be enjoyed by my vendors by selecting them correctly. clients and vendors. www.LandmarkFm.com www.atanet.org American Translators Association 31 OUR WORLD OF WORDS: SPOTLIGHT ON T&I PROFESSIONALS BY TONY BECKWITH Interview with Maurine McLean, Former Sign Language Interpreter

have long considered sign language level, our ability to speak is inextricably interpreting to be the most mysterious linked to our ability to think. As Sacks I version of the kind of work we do in says, “Speech is a part of thought.” our particular corner of the linguistic Over the past three centuries different universe. But I had no idea just how theories have been proposed concerning mysterious—and remarkable—it was until how best to teach the deaf to communicate. I started researching it for this interview. Some of these methods rely on the idea I began by approaching that, with enough training, the deaf can Maurine McLean, learn to lip read and speak. Others rely on a federally certified a codified system of signs that are based Spanish>English court on the natural gestures that deaf people and conference interpreter have always developed instinctively and who began her career as a used among themselves. Conflicts have sign language interpreter. arisen, pitting competing methodologies It was Maurine who against each other—Signed English suggested I should read the book Seeing versus American Sign Language (ASL), for Voices: A Journey into the World of the Deaf example—just as in other areas of linguistic by Oliver Sacks, who was a renowned teaching. All this, of course, has a direct bearing on how interpreters approach the neurologist, best-selling author, and For interpreters and translators, professor of neurology at the New York task of interpreting for this community. University School of Medicine.1 After the very idea of a world without reading this extraordinarily moving So, Maurine, please begin by telling us how book, I realized that much of what words is incomprehensible. you first became interested in sign language. Sacks has to say should be part of this How did you learn sign language interpreting? interview, as it will help readers gain a I’ve always been drawn to work involving sound and meaning. One of my earliest better understanding of the field we’re individual’s exposure to supportive—or about to discuss. For, as Sacks says, “We jobs was teaching English as a second otherwise—community and teachers also are remarkably ignorant about deafness, language (ESL) to Spanish-speakers at has a huge impact on his or her experience. which Dr. [Samuel] Johnson called ‘one of a continuing education program at St. Those of us who can hear take our the most desperate of human calamities.’”2 Mary’s University in San Antonio, Texas, hearing for granted, just as we take our On the whole, since the dawn of human around 1978. vision for granted if we can see. It requires consciousness, deaf people—literally I was also performing in a series of effort to imagine what life would be unable to speak for themselves—have musical groups at the time. Teaching like if we were deprived of the ability to been, at best misunderstood, and at worst involves quite a bit of talking, and since I ignored and abused. hear people speaking, or never had that was also singing many evenings, I started Having read Seeing Voices, I now ability in the first place. The thought having recurring bouts of laryngitis. understand that there are different ways in is quite frightening, and we’re quickly Instead of resting and reducing my which to experience deafness. One can be overwhelmed by a sense of isolation vocal wear and tear, I decided that if I born totally (prelingually) deaf, in which case that we’ve never really contemplated, let were to learn sign language, I wouldn’t one has never heard language spoken. One alone experienced. But I don’t think we need to take time off from teaching. I can also lose one’s hearing later in life and can ever fully appreciate what it would began taking sign language classes at San become post-lingually deaf, after mastering be like to have never heard speech, Antonio Community College and became speech and gaining an understanding of the and therefore never learned how to proficient enough that I could teach my concept of speaking. Other crucial factors speak. For interpreters and translators, basic ESL class through a sign language involve the individual’s early home life: some the very idea of a world without words interpreter when laryngitis laid me low. are raised in a family in which they are the is incomprehensible. We understand But that self-interested initiation into only deaf person, while others are born to instinctively that language is what allows the world of deafness soon evolved into deaf parents and/or have deaf siblings. The us to fully embrace our human estate and much more as I befriended some deaf difference, in terms of the deaf individual’s culture, gain a sense of our surroundings, people and started learning about deaf potential and degree of suffering, is truly communicate with others, and acquire and culture and the varieties of sign language. like night and day. Later in life, the deaf share information. At an even more basic I learned more sign language after moving

32 The ATA Chronicle | September/October 2017 www.atanet.org to Austin by taking courses at deaf churches, community college, the Texas School for the Deaf, and signing with deaf friends. At some point I sent off to Gallaudet University’s library to get sign language lessons on videotapes.3 That was before the internet; it must be much easier now to learn sign language with online videos. I was studying books that had two-dimensional drawings with arrows to explain each sign, which wasn’t optimal!

How did you get your sign interpreter’s license? Once you were certified, how did you go about becoming active as a sign language interpreter? completed all the coursework toward a Signing is a total body experience. While working on a master’s in applied PhD, but then took a major detour and linguistics at the University of Texas went to study Spanish>English judiciary at Austin, I kept up my studies of sign interpreting at a summer program at accordance with the English language— language until I was proficient enough to the University of Arizona at Tucson. A features that are superfluous to ASL. get an entry level license that allowed me lot happened that summer: my Spanish to interpret in community and classroom was clearly more proficient than my sign Signed English uses initialized signs. settings in Texas. That’s when I began language skills, I fell in love with court For example, the days of the week use working for Travis County Services for the interpreting, got my state and federal a small circular movement of the hand Deaf. Assignments varied from interpreting credentials as a Spanish court interpreter, shape for M, T, W, Th, F, and S. Sunday public meetings to doctor appointments abandoned the doctorate, and, regretfully has its own sign, since the “S” is already to job training sessions. I learned quite but inevitably, let my sign language taken for Saturday. Signed English usually, a bit on the job as I interpreted for interpreter’s license lapse. Despite this, I’ve but not always, tends to follow the word different kinds of signers, ranging from remained keenly interested in the field, as order and structure of English. the initialized signs of the Signed English an observer if not actually a practitioner. ASL isn’t dependent on letter hand system to the iconic and often idiosyncratic shapes corresponding to English words. signs of American Sign Language (ASL). I In his book, Sacks tells us that the For example, the ASL sign for “GO” also learned that signs vary according to 18th century was a time of enlightened uses two index fingers, while the Signed deaf/hearing family composition, degree of understanding of, and compassion for, the English version uses a “G” hand shape. deafness, socioeconomic status, generation, condition of the deaf, when several fine The systems aren’t totally exclusive. Many regional origin, and race. French minds suggested new methods for people combine signs from both systems, As for certification, Texas has a Board or adjust to their interlocutor’s use of one instructing this community. These new ideas for Evaluation of Interpreters (BEI). The system or the other. BEI tests and certifies five levels of sign were brought to the U.S., and the American language interpreting. The highest level School for the Deaf was established in 1817 Please tell us how a sign language is for court interpreting. There is also a in Hartford, Connecticut. The French Sign interpreter works with a deaf client. How is trilingual certification for ASL, English, system was blended with the sign languages it different from working with someone who and Spanish. The Registry of Interpreters used in this country to form a hybrid called can hear whatever proceedings are involved? for the Deaf offers two national American Sign Language, as distinct from certifications. The National Association of It’s important to arrive a little early so the Deaf also certifies interpreters. There the combined system of sign and speech that you can chat with the person a bit to get may be other state certifications of which was called Signed English. What is “Signed a preview of the way they sign. One big I’m unaware. English” and how does it differ from ASL? difference in interpreting for the deaf is After graduating with a master’s in I believe the principal difference is that how to deal with sounds. A hearing person applied linguistics, I took a position ASL arose from the deaf community, will perceive an airplane flying overhead in Puebla, Mexico, teaching English whereas Signed English began as a way or loud construction noises and pause the at the University of the Americas for a to teach deaf people English. The most conversation. For the deaf person such a year. When I returned to Austin, I went extreme form of Signed English is a pause could be perplexing. Suddenly no back to graduate school to study speech system called Signed Exact English that one is talking—what’s wrong? In these communication at the University of Texas follows English word order, spells out past situations the interpreter will sign “loud department that houses deaf studies. I participles, and has gerund indicators in airplane” or “waiting for noise to stop.” www.atanet.org American Translators Association 33 OUR WORLD OF WORDS continued

from the one used in the U.S., so a chain of interpreters may be needed to receive ASL and produce British Sign Language. You can see that there are quite a few complexities to be considered. Two of my most interesting assignments were trilingual. I interpreted a basic high school French class for a hard of hearing client. I had studied about five years of French, so I understood the basic French input. My output in sign language had adaptations to indicate verb endings, much as in the style of Signed Exact English, but adapted for French. I was listening in either my first language, English, or my fourth language, French, and interpreting into my third language using signs with French adaptations that There are generational differences in sign language, just as in the student and I had agreed upon. It other languages. helped that she was a good student and that I was such a language aficionado. Another trilingual situation was when I interpreted phone calls from someone in a There are also certain visual logistics years to replace stereotypes and reflect Spanish-speaking country to a deaf adult to consider. The interpreter should wear political correctness, such as signs for who had immigrated to Austin, Texas. clothing that provides a sharp color ethnic groups and nationalities. There He used a mixture of ASL and English- contrast to the color of his or her hands are also regional differences in signs, initialized signs. I was listening to the so they are easily visible. Busy prints are corresponding to areas of the country phone in my second language and signing to be avoided. The interpreter should or to which school for the deaf one has into my third, then perceiving the client’s be careful to stand at a distance and in attended. I suspect that the internet may signs and voicing them into Spanish over lighting that facilitate easy perception of be reducing these differences somewhat. the phone. It may sound complicated, but the signs. An interpreter standing in front that mode of interpreting was extremely of a window on a sunny day won’t be easy An interpreter usually works between two easy compared to the French class, which to read. In a group situation in which languages. But a sign language interpreter usually left me exhausted. participants sit around a table, I would is doing something different in terms of Unsurprisingly, there are several sit or stand directly across from the deaf making the speaker “audible” to a deaf misconceptions about sign language and client to minimize the excessive swiveling client. Can a bilingual sign language interpreting. One is that sign language is of the neck involved in glancing from me interpreter sign into a language other than to the other speakers. a sort of universal lingua franca. There is the one being used by the speaker? Sign interpreters at conferences or an invented system of gestures and signs There is such a thing as relay interpreting concerts are called “platform interpreters,” in sign language, when several spoken called Gestuno, which is analogous to and they have the same concerns about and sign languages are involved. I’ve seen Esperanto, and there is also International light and contrasting clothing. But this in action at conferences. If a deaf Sign Language. Can you tell us how those nowadays the interpreter’s image can be client has specific language needs due systems work and where/how they are used? projected on the big screen, obviating in to learning disabilities, mental health I’m aware of Gestuno and Esperanto, but part the need for special seating up front problems, or idiosyncratic signs, an I’ve never seen them in use. I think of for deaf attendees. additional interpreter may adapt signs those systems as language pastimes more to a usable form for that person. Deaf- than actual functioning language systems How does a sign language interpreter blind clients use interpreters who sign in used by communities. determine which register is most the hand-under-hand style. Clients with Isolated deaf people, perhaps rural appropriate? Are regional influences a retinitis pigmentosa have a very limited residents who don’t know many or any factor as in spoken languages? visual field or tunnel vision, so their other deaf people, will develop “home There are generational differences in interpreter must stand farther away and signs” within the family. Such a deaf sign language, just as in other languages. sign in a limited field to make the signs person’s knowledge of standard sign Each generation likes to have its own legible. A deaf person educated in the language would depend on the school slang. Some signs have evolved over the U.K. would use a different sign system services available in the area. With

34 The ATA Chronicle | September/October 2017 www.atanet.org the broad reach of the internet there Sacks tells us that the syntax, grammar, and Finally, what advice do you have for is less linguistic isolation and more semantics of sign languages are complete someone who would like to work as a sign standardization of signing. in themselves, but they have a different language interpreter? character from that of any spoken or Expect to be studying for several years Another misconception is that sign written language: they are visual, spatial before achieving a conversational level, as language is not a proper language, but languages. It is therefore not possible with spoken languages. There is a large a sort of pantomime or gestural code. market for sign language interpreters, to transliterate a spoken language into Oliver Sacks tells us about William Stokoe, particularly those who can work in sign language word-by-word or phrase- a young linguist who came to Gallaudet Spanish, English, and sign language. I University in the late 1950s. He saw that by-phrase because their structures are think most sign language interpreters sign language was nothing of the sort essentially different. Can you explain how find their work satisfying, intellectually and went on to prove that it satisfied they are different? From this perspective, stimulating, and enjoyable. It opens up a every linguistic criterion of a genuine how does sign language work? world of new perspectives. Sign language has its own word order language, in its lexicon and syntax and its and idioms. These must be studied in the RESOURCES FOR SIGN LANGUAGE INTERPRETERS capacity to generate an infinite number same way as spoken languages to become American Association of the Deaf-Blind of propositions. Stokoe suggested that accustomed to the way the language is www.aadb.org each sign has at least three independent produced by the community that uses it. National Association of the Deaf parts—location, hand shape, and An example of word order would be EAT- www.nad.org movement (analogous to the phonemes of LATE-YOU-QUESTION, meaning “Have National Consortium of Interpreter speech). Can you tell us about that? you eaten yet?” Education Centers We can use the sign for “thank-you” as an One idiom that sticks with me is WRONG- www.interpretereducation.org/specialization/ example. This sign uses a hand shape of ZERO, which means “You two look just deafblind an open palm with the fingers touching alike.” One of the delights of language study National Task Force on Deaf-Blind Interpreting each other, not spread out. The location is discovering such expressions, trying them http://bit.ly/RID-deaf-blind-interpreting of the sign starts at the chin. Touch the out, and having success in communication. Registry of Interpreters for the Deaf Sign language is no different than other tips of the fingers to the chin with the www.rid.org palm toward the chest. Then execute languages in this respect. the movement by dropping the hand NOTES forward and downward until the palm is Yes! As in the expression “born in a mill,” 1 Sacks, Oliver. Seeing Voices: A Journey into perpendicular to the chest. It’s so much which denotes deafness. Something the World of the Deaf (Harper Perennial, easier to show someone a sign than to most interpreters learn quickly is that 1990), http://bit.ly/Seeing-Voices. describe it in words! they develop bonds with their clients 2 Samuel Johnson was an English writer and critic, and one of the most famous in environments where the client feels Stokoe also says, “Speech has only one literary figures of the 18th century. His vulnerable for any number of reasons. The dimension: its extension in time; writing best-known work is his Dictionary of the deaf consider themselves to be a linguistic . has two dimensions; models have three; English Language and cultural minority. How does a “hearing” 3 but only signed languages have at their Gallaudet University, founded in 1864 in interpreter relate to and gain the trust of a Washington, DC, is the major U.S. school disposal four dimensions—the three client from that community? (other than the American School for the spatial dimensions accessible to the I think an interpreter gains trust by Deaf) devoted to the instruction of the deaf. signer’s body, as well as the dimension having a sterling reputation regarding It’s the only higher education institution of time. And sign language fully exploits confidentiality. Interpreters can’t talk in which all programs and services are specifically designed to accommodate deaf the syntactic possibilities in its four- about their clients, but the clients do talk and hard of hearing students. dimensional channel of expression.” Please about and recommend interpreters. So tell us more about how this works. professional courtesy, empathy, continuing Tony Beckwith was born study and cultural sensitivity help an Signing is a total body experience. Signs in Buenos Aires, Argentina, are clarified and embroidered upon by interpreter have a good standing in the spent his formative years in the speed of their execution, the facial community. If a hearing interpreter has Montevideo, Uruguay, then set expression, blowing of air from puffed deaf parents, there is no question of off to see the world. He moved cheeks, and the posture of the entire acceptance in the deaf community. As a to Texas in 1980 and currently body. The same basic sign for “eat” can hearing interpreter from a hearing family, I lives in Austin, Texas, where he works as a be modified to mean “eat without much didn’t enjoy that kind of entrée and had to writer, translator, poet, and cartoonist. Contact: appetite” or “scarf down a meal.” earn acceptance job by job. [email protected]. www.atanet.org American Translators Association 35 RESOURCE REVIEW | BY JOST ZETZSCHE Language Sketching

rago Ciobanu, from the translation a way, I could stop this column right here, at Masaryk University in Brno. The idea department of the University of because he already said it all—sort of. of corpus tools, and this corpus tool in D Leeds, wrote to me a few weeks ago: After spending some time looking at particular, is to find how language behaves The reason I’m writing is to ask Sketch Engine, I felt embarrassed that based on large collections of data. For this whether you’ve had a chance to play I hadn’t known more about it. As purpose, Sketch Engine built corpora in with Sketch Engine (see sketchengine. Drago said, it’s really, really cool. It’s also more than 80 languages (as well as “time- co.uk). In Leeds, we’ve been using it in a monster of a tool (size-wise) and it’s not stamped” corpora in a slightly different particularly easy to navigate when you our corpus linguistics work a lot. It’s got set of 18 languages for the purpose of first encounter it. (According to brilliant features, from the terabytes of comparing word usage over time). The Ond ej Matuška of the Sketch Engine super useful multilingual data which it sizes of the corpora differ widely (from team, one of the areas they’re trying to already comes with, to features for term just a few million words in Maori to more focus on in the immediate future is to extraction, specialized corpus building, make the product more user-friendly.) than 800 billion in English), and they thesaurus, collocations, and tons more! But first, what exactly is Sketch Engine are available for a number of analysis It’s really, really cool and I’m only and what does it do? purposes for any paying trial user. (The writing to you because the translators It’s a corpus tool developed by the annual subscription price is 100 euros for I know who have been playing with it Czech company Lexical Computing non-academic users, with the trial period also like it a lot. Limited. Lexical Computing was originally ending after 30 days.) Not sure whether you could tell, but founded in 2003 by the late Brit Adam The analyses you can do on these corpora Drago really likes Sketch Engine. And in Kilgarriff and Pavel Rychlý, a professor with Sketch Engine include the following:

Figure 1: An example of a Word Sketch

Remember, if you have any ideas and/or suggestions regarding helpful resources or tools you would like to see featured, please e-mail me at [email protected].

36 The ATA Chronicle | September/October 2017 www.atanet.org Word Sketches: This is where the program got its name, and it’s what Kilgarriff brought to the table. A word sketch is a summary of a word’s grammatical and collocational behavior (collocational refers to the analysis of how often a word co-occurs with other words or phrases. (See Figure 1 on page 36.) Since the data in the corpora is lemmatized (i.e., words are analyzed so they can be brought back to their base or dictionary form), the results are a lot more meaningful than Figure 2: The parallel corpus feature what most of our translation environment tools provide when they’re unable to relate different forms of one word to each other. Another word sketch option that Sketch Engine offers is the comparison of word sketches of similar words. Thesaurus: The ability to retrieve a detailed list or a graphical word cloud with similar words, including links to create reports on word sketch differences for those terms to understand the exact differences in actual usage. Concordance: Searches for single words, terms, or even longer phrases. Figure 3: Preview of OneClick Terms Since the data in the supported languages is tagged, it’s also possible to the privilege of having high-quality appstore-sketch and http://bit.ly/ search for specific classes of words or translation memories or termbases for a user-guide-sketch). The plug-in itself specific classes of words that surround particular subject matter that they need is free, but it requires a trial or paid the word in question. to translate. As a logical extension of registration to be usable. It allows you Parallel Corpus: Retrieval of bilingual this feature, not only can you perform to perform collocation, thesaurus, and or multilingual sets of words or phrases any of the functions mentioned earlier, concordance searches and will soon offer within the contexts. (See Figure 2.) but it’s also possible to run a keyword term extraction. According to Ond ej Presently this is available only for on- search on the user-created corpus, Matuska at Sketch Engine, talks with screen data viewing, but it will soon be identify the terms that are relevant, and makers of other translation environment download that into an Excel or TBX file. offered as downloadable data. This is tools are under way to offer plug-ins or This feature is currently available for especially helpful when uploading your add-ons for those tools as well. Chinese, Czech, Dutch, English, French, own translation memories (see below). Can you believe you’ve never heard German, Italian, Japanese, Korean, about this tool before? Well, maybe you Word Lists: The possibility of creating Polish, Portuguese, Russian, and lists of words and the number of Spanish. The bilingual version of this is were quicker than I to find this, but the occurrences, either as lemmas (the base just around the corner. good thing is that now we all know. form of each word) or in each word form. By the way, you can find an example Creating Your Own Corpus: This of the up-and-coming increased user- Jost Zetzsche is chair of ATA’s is likely the most exciting feature for friendliness of Sketch Engine in OneClick Translation and Interpreting translators. You can either upload your Terms (terms.sketchengine.co.uk) that Resources Committee. He writes own translation memories or use the allows you to extract terms from TMX, the “Geekspeak” column for The tool’s own search engine mechanism XLIFF, PDF, DOC, DOCX, HTML, or TXT ATA Chronicle. He is also the co- (which relies on Microsoft Bing) to files in essentially one or two clicks. (See author of Found in Translation: create a list of bilingual websites that Figure 3.) How Language Shapes Our Lives and Transforms contain the terms that are relevant to Translators have been one of the the World, a robust source for replenishing your field, have them automatically primary target groups for the makers of your arsenal of information about how human align, and form a corpus. I don’t need Sketch Engine. One immediate result of translation and machine translation each play an to explain to you the possibilities this that focus is the availability of a plug-in for important part in the broader world of translation. offers to translators who don’t have SDL Trados Studio (see http://bit.ly/SDL- Contact: [email protected]. www.atanet.org American Translators Association 37 CERTIFICATION FORUM BY MARIA GUZENKO AND EUGENIA TIETZ-SOKOLSKAYA Peer Reviewed: Collaborative Preparation for the Certification Exam urrently, the main option available of all candidates interested in practicing. PRACTICE STEPS to help candidates prepare for ATA’s Encouraged by SLD Administrator Ekaterina Once the medium for the group had C certification exam is the practice Howard at the division’s annual meeting been chosen, we invited prospective test. An obvious advantage of taking the in 2016, Maria and I set out to find an participants and volunteer reviewers to practice test is that it’s representative of online platform that would allow members join the Slack platform. New members the actual exam: the passages used for the to exchange and translate passages into to the group were encouraged to join the practice test are retired exam passages. and out of Croatian, Polish, Russian, and channel for the language combination(s) However, unlike the actual exam, which Ukrainian (the Slavic languages offered on in which they wanted to practice. is pass or fail only, a practice test is ATA’s certification exam). The following process has evolved graded and returned with error markings We chose Slack as the platform for through trial and error after several clearly visible and classified as to type coordinating practice sessions. Slack is an rounds of practice. and seriousness. This feedback should online tool for group communications, Signup: give candidates a reasonable idea of organized into custom “channels” (message ■■ Candidates in a specific language whether they are ready to take the exam 3 boards). It also allows participants to send combination opt in for each round and, if not, the areas where they need each other private messages, which is useful of practice. more work. for exchanging feedback discreetly with a ■■ Organizers compile a list of all Even though the practice test is still practice partner. In addition to two default the best option, candidates may want to participants for the month. channels, we created a channel for each do even more to prepare. Not all practice combination in the Slavic languages that is Translation: test passages are updated annually, so currently available for ATA certification. ■■ A practice passage is posted. candidates will find it difficult to reliably Some of the reasons for choosing measure their performance. So, what ■■ Participants translate the passage Slack were: else can you do to prepare for the exam? independently under exam conditions. Although ATA does not offer preparation ■■ A free trial version with robust features ■■ Candidates send their translation via courses, candidates are encouraged “to that met the group’s needs. a private message to the person listed look for ways to gain more translation ■■ The ability to communicate before and after them on the list of experience and improve language asynchronously, which is useful for participants (all participants exchange 1 proficiency skills.” participants in different time zones. translations with two colleagues). In addition to the practice test, Grading: candidates should consider enrolling in a ■■ File upload and sharing options that ■■ Using the Track Changes feature translation program or class, attending an eliminate the need for e-mailing attachments. in Word, each participant corrects exam workshop offered at ATA’s Annual ■■ Integration capabilities with external and scores the received translations Conference or by an ATA chapter or affiliate, applications (e.g., polls, calendar reminders). according to ATA’s grading framework. or asking translators who have passed the exam for advice. Practicing on your own We posted information about ATA’s ■■ Everyone returns the graded translations is an option, but it won’t do much good certification exam, including the with comments back to the original authors. framework for standardized error marking without feedback to gauge improvement. Discussion: and the flow chart for error point decisions, So, what about forming a practice group? ■■ All participants share the challenges so it could be available to all members of The following details how we set up an encountered and discuss possible our practice group. These resources were online platform for ATA’s Slavic Languages solutions in the public channel reserved “pinned” to each active channel, making Division (SLD) to help prospective exam- for their language combination. takers in the division practice on a regular them easily accessible from a side panel. basis and exchange feedback.2 Slack’s linear interface has not always been Expert Feedback: straightforward. At its most basic, Slack is ■■ The organizers put together a list of CHOOSING A PLATFORM organized like a newsfeed. As a result, some challenges encountered and solicit After taking the practice test in 2016, participants had trouble joining the channel feedback from volunteer experts Maria was looking for colleagues with for the appropriate language combination (certified translators or ATA graders). whom she could exchange translations and or finding the necessary instructions ■■ Unlike the official ATA practice test, the feedback. Coordinating that effort through and reference material. Hopefully, this reviewers do not grade each individual individual e-mail exchanges proved to be shortcoming can be solved through translation, but do provide overall overwhelming and didn’t meet the needs additional training or an external application. guidance on common challenges. We’ve

38 The ATA Chronicle | September/October 2017 www.atanet.org found that the official practice test and the through one round of practice passages identify any common threads. In the end, practice group complement each other. each month. Since settling on the our practice group is meant to complement, not replace, the official ATA practice test, ■■ The organizers share the reviewers’ procedure described above, we’ve held comments and suggestions with steady at about 10 participants per text where the translator does receive detailed channel members. in each channel, which is enough for feedback from an ATA grader. us to switch partners and get feedback The entire cycle for one passage from different people. We’ve also been BLUEPRINT FOR OTHER GROUPS? normally takes a month, with overlaps exchanging messages about exam SLD’s practice group has helped prospective between cycles. We have recently added procedures, strategies, and resources. exam takers get regular, evaluated a calendar integration linked to a public Russian is the most active language in our translation practice and become accustomed Google calendar listing the important group. Unfortunately, the following challenges to ATA’s exam format and grading criteria. dates of the practice cycle. have hindered participant engagement in the Although this format presents its own This setup has helped the group work other language combinations: set of challenges—e.g., a new interface, consistently and manage participants’ fluctuating participant engagement, the ■■ Recruiting participants and reviewers. expectations at every stage of the process. At need for input from organizers and expert the same time, it has required some hands- ■■ Choosing passages for languages other reviewers, and the varying quality of peer on involvement from the organizers, such than English and Russian—the organizers, feedback—we hope that other groups will as compiling participant lists every month who don’t speak the other languages, must find our experience helpful and might and preparing questions for the reviewers. rely on volunteer submissions. consider starting their own practice activities Slack features could further automate some Because the group is designed for to complement the resources offered by ATA of these tasks. For instance, the Donut app and third parties. can pair up members of a specific channel practice in several language combinations, this variation in activity is probably “via direct message on a weekly, biweekly, NOTES inevitable. However, despite limited or monthly basis” so practice partners don’t 1 “ATA Certification Program: Frequently need to be assigned manually.4 resources for the languages that are less Asked Questions,” www.atanet.org/ well represented, the group’s organizers certification/certification_FAQ.php. CHOOSING THE PRACTICE TEXT can develop ways to allow candidates 2 Although the practice group discussed in Since it’s impossible to use real ATA working in those languages to continue this article was not organized or sponsored exam passages, we’ve been choosing to practice. As a bare minimum, two by ATA’s Certification Program, the passages from online journalism and print participants working in the same language Certification Committee recognizes the value combination can exchange translations these types of groups have for candidates. sources such as textbooks and academic 3 and feedback as described above. “Team Communication for the 21st publications. We pull an excerpt of Century” (Slack Technologies, Inc.), 225-275 words from a general text that https://slack.com/is. matches the features of a typical ATA PRACTICE OUTCOMES 4 “Bring People Together” (Donut), www.donut.ai. exam passage: “chosen in such a way as At this point, a few participants have 5 “ATA Certification Exam Overview,” to avoid highly specialized terminology registered or taken the certification exam. http://atanet.org/certification/aboutexams_ challenges requiring research.”5 (One has passed and the rest are waiting overview.php. As much as possible, we’ve tried for their results.) In a recent survey to include challenges similar to those conducted by the organizers, members Maria Guzenko is an candidates will encounter on the exam: pointed out the practice group has helped English>Russian translator a line of argument that may be tough to them become familiar with the exam working in the healthcare and follow, a few terminological challenges, format and error categories. They also corporate domains. She has interesting syntax, and a professional or appreciated free, recurring rounds of an MA in translation from semi-formal register. While there have practice and the opportunity to discuss Kent State University. She been a couple of missteps, such as terms translation challenges with their peers. is a co-administrator of the certification exam too obscure to be found in a general At the same time, several respondents online practice group for ATA’s Slavic Languages dictionary or a register that skews a pointed out that peer feedback varied in Division. Contact: [email protected]. quality, with some of their partners not little too colloquial, we’ve become more Eugenia Tietz-Sokolskaya is an following ATA’s grading rubric, making proficient at finding appropriate passages ATA-certified Russian>English thanks to the group’s expert consultants. erroneous corrections, or failing to review translator specializing in legal and their translation altogether. financial translation from Russian PARTICIPANT ENGAGEMENT These drawbacks could be mitigated and French into English. She has an As of mid-May 2017, 60 participants had by making sure all participants have basic MA in translation from Kent State joined the Slack platform. Since the group familiarity with ATA’s standards and grading University and works as a full-time freelance translator. launched in December 2016, the two process. In addition, having each translation She is a co-administrator of the certification exam online most active channels—English>Russian reviewed by two different colleagues lets practice group for ATA’s Slavic Languages Division. and Russian>English—have worked the translator compare the feedback and Contact: [email protected]. www.atanet.org American Translators Association 39 CAREERS at the NATIONAL SECURITY AGENCY Inspiration for a Lifetime At the National Security Agency, translating a foreign language is not NSA has a critical need for individuals with the just an academic exercise. It is a critical step in keeping our nation following language capabilities: safe. • Arabic • Chinese That’s why NSA language professionals are inspired to lead the • Farsi nation in foreign language analysis. It is their job to know fine details • Korean • Russian of dialect and context, nuance and culture. • And other less commonly taught languages

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