Arabic Localisation: Key Case Studies for Translation Studies
Arabic Localisation: key case studies for Translation Studies Nada Al -Mazrooa A thesis submitted at the Cardiff School of Modern Languages in candidature for the degree of Doctor of Philosophy in Translation Studies on June 2018 Abstract This thesis investigates the practices of Arabic localisation as it presents a neglected area of localisation research, localising to a developing market. The thesis aims to establish a connection between localisation and Translation Studies, by exploring the ways in which this area can be theorised starting from the approaches developed by Lawrence Venuti (in particular the notions of foreignisation and domestication), and Christiane Nord (translation as interpersonal activity). Creating a theor etical framework which marries the cultural turn and functionalist approaches helps address the dynamics of Arabic localisation on both micro and macro levels. The thesis also aims to provide a holistic view of Arabic localisation, by considering translati on processes and outcomes, and by attempting to understand how Arabic localisation is perceived by its target audience. In order to achieve these goals, the thesis presents three case studies devoted, respectively, to the FIFA 15 video game, the Knorr website and the educational platform Blackboard Learn. It follows a mixed method approach to answer about the unique nature of each case study. This includes text analysis which covers each medium’s localisation literature, the Arabi c translated content of the selected products and related business articles. In addition, relevant online materials, such as gaming fora and Youtube gaming channels, are analysed to assess the response of the FIFA and Knorr target audience to the translati on they receive.
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