Localization and Translation Curriculum for Heritage Speakers "Teaching the Speakers: Heritage...

Localization and Translation Curriculum for Heritage Speakers

"Teaching the Speakers: Heritage Language Learners and the Classroom"

Lonny Harrison

Texas Language Center Center for Russian, East European, and Eurasian

StudiesThe University of Texas at Austin

Topics

Certificate in Translation and Localization at UT Arlington

What is Localization and Translation? The Language Service Provider (LSP)

Industry Tools of Localization and Translation Why is this an effective curricular

option for Heritage Speakers? Jobs, Careers, Real-world Applications

GILTFamiliarization with world-wide

practices related to Globalization Internationalization Localization Translation

GILT in PracticeIndividual and group projects

Multimedia tools for computer-assisted translation;

Localization planning and execution on several major translations;

Multilingual projects in the areas of crosscultural communication, e-commerce, and entertainment;

Experiencing how interacting with technology across cultures shapes the cognitive, affective, and social dimensions of communicative interaction;

Reflective journaling

Localization Industry Standards Association (LISA)

all of the business decisions and activities required to make an organization truly international in scope and outlook

Globalization

the process of modifying products or services to account for differences in distinct markets

Localization (L10N)

“Products” may include:

web presence or informational sources

software, systems, databases print materials and publications services, including e-commerce containers and packaging,

technical manuals, official documentation

LSPS

Language Service Providers

Language (Localization) Service Providersor LSPs

“Textappeal”“Transcreation”

TRANSLATION AND LOCALIZATION TOOLS

rule-basedthe computer learns the grammar & syntax (first devised by Russian company SYSTRAN)

statistical approaches (eg. Google Translate)

Machine Translation (MT)

strength: recycles existing translations from database weakness: ability to reuse translations depends on similarity of context used by government and intelligence agencies, translations agencies, and web portals; companies that deal with multinational markets for documentation, technical services, sales support in foreign-language markets, etc. used by the average user for “Gisting”

Translation Memory (TM)

Machine TranslationTranslation Memory (TM)

a team of people work on localizing a product or service Customer Project Manager Content Providers Translators Localization Engineers Editors Proof Readers Quality Assurance Engineers

Translation Workflow

Workflow Environments

Localization Team

TEXT

Challenges with text

Specific challenges with text in a web presence:

Text Images Logos Color Layout Links Hopefully all part of a company’s plan as

they develop a product from the start.

Colors of the web’s superbrands

CULTURAL CONCEPTS

“Definitions” of culture

worldviews, mindsets, experiences, habits held and expressed by members of a given community

patterns of human activity and the symbolic structures that give such activities significance and importance

patterns of communication and meaning differing realities: experiences, mental

images, remembrances nuances, subtleties, often unexpressed

Research in cultural patterns Fons Trompenaar: Riding the Waves of Culture 1994 study comparing managers in 23

cultures eg. questionnaire on fatalism:

“Are you the captain of your fate?” 88% of Americans said yes; compare to 40% of Russians said no

Time: punctuality is stressed in some cultures, in others not

Individualism vs. Collectivism Role of history vs. Future orientation

On a practical level…

colors calendars animals signs and symbols names (people and places) people and personalities food dwelling and travel

SAMPLE ASSIGNMENTS

3rd semester assignments

four (4) major projects which mirror and expand upon the learner’s previous GILT classroom experiences:

translation of significant text (10-20,000+ words) TL-to-English utilizing translation workflow software

machine-aided translation of significant expository text (3-5,000 words) English-to-TL;

significant localization project English-to-TL; significant participation in a real-world

crowdsourcing or group translation initiative.

Crowdsourcing

CONCLUSION

Why Translation and Localization is a great curriculum choice for Heritage Learners

“Over the past few decades, the localization industry has grown from simple translation services into a multi-billion-dollar industry consisting of linguistic and cultural customization of: products, software, web sites, and information through customizing the language and cultural aspects of a product, marketing campaign or web site and ensuring that all forms, dates, currencies, colors, logos, symbols, icons, graphics and much more are properly customized to the targeted local market.”

diversitybusiness.com

Heritage speakers

Bring extensive cultural knowledge Gain career-oriented practical

training Fill a critical need

JobsandCareersIn Localization

Will MT and TM replace human translators?

Конец