Localization: theory !
1. The objects that are processed in localization are ‘products’ and not ‘texts’. !
2. The process incorporates both a linguistic and a cultural component, !
•Languages are culturally situated (Bassnett and Lefevere 1990). !
•The industry has consistently insisted on the separation of culture and language, even to the
point of maintaining that translation does not deal with culture (Microsoft Corporation 2003). !
3. The localized product moves from a source to a target ‘locale’, the most common term found
in industry definitions, !
•even when in some cases the target ‘locale’ is substituted by ‘markets’ (Sprung 2000;
Schäler 2001; Lingo 2004; Gouadec 2007; Schmitz 2007), or ‘languages’ (Chandler 2005). !
4. The term ‘translation’ is avoided in order to imply its distinct nature (i.e. LISA 2003, 2007;
O’Hagan and Ashworth 2003). Very few cases do include the term ‘translation’ as such!
Localization vs. translation !
→ Translation is one of several services that form the localization process. So in addition to
translation, the localization process may also include adapting graphics to the target markets,
modifying content layout to fit the translated text, converting to local currencies, using of proper
formats for dates, addresses, and phone numbers, addressing local regulations and more.!
→ In the context of localisation, translation, intended as the process of converting written text or
spoken words to another language, requires the entire meaning of the source material to be
accurately rendered into the target language, with major attention to cultural nuance and style.
The goal of localization should be that people from a certain locale can use the product without
any difficulty and cognitive effort in their own language !
Localization: a longer definition !
→ The processes by which digital content and products developed in one locale (defined in terms
of geographical area, language and culture) are adapted for sale and use in another locale.
Localization involves: (a) translation of textual content into the language and textual conventions
of the target language, (b), adaptation of non- textual content (from colors, icons and bitmaps, to
packaging, form factors, etc.) as well as input, output and delivery mechanisms to take into
account the cultural, technical and regulatory requirements of that locale. In sum, localization is
not so much about specific tasks as much as it is about the processes by which products are
adapted”. !
Localization is re-creating something in a different locale !
There can be many different motivations for doing or making something again, only this time in
your own setting and doing it yourself. It might be that you need your own version of it, or others
do. It might be a way of bringing the extant thing closer, or for you to draw closer to it. It can be a
way of understanding what the extant thing is or was, and a way of making it behave or mean
differently – producing new knowledge and understanding. It can also be a form of entertainment. !
Go local? How?!
Localization Industry Standard Association (LISA): the objective of the localization process is to
release texts “with the look and feel of locally made products”. !
At times localization requires creative thinking to overcome linguacultural discrepancies !
Creativity → ‘THINK OUTSIDE THE BOX’!
1. Creativity is a common human characteristic. !
2. This creative characteristic varies from basic to extraordinary levels. !
3. Creative activities can be spontaneous.!
4. Creativity can be enhanced through teaching and practice. !
5. Both individual and group work can be creative and produce many artifacts. !
6. Translation, compared with creativity, is understood as a creative endeavor. !
7. and translations as original artifacts, though involving a degree of copying or imitating. !
Human brain: our biggest strength & weakness? !
Triplett (1898)→ Compared top speeds of competitive bicycle riders racing under different
conditions: !
1
