Doc Byrne’s Translation Miscellany

Localisation – When Language, Culture and Technology Join Forces

First published as: Byrne, Jody (2009) “Localisation – When Language, Culture and Technology Join Forces”. Language at Work, Issue #5

When you switch on your computer and type up a letter, what language do you see? What about when you visit a website or play a computer game? Does your mobile phone speak your language? Chances are that each of these technological marvels of the modern age communicates with you in your own language. For many of us, this is so commonplace and seamless that we hardly give it a moment’s thought but behind the scenes there is a whole industry dedicated to making sure that technology bridges the gap between language and culture without you even noticing.

Once upon a time, if you wanted to use a computer for whatever reason, you had to be able speak English. The alternative was a tedious process of trial-and-error using a dictionary and your powers of deduction. The reason for this is that Personal Computers were originally developed in the sunny, English-speaking climes of Silicon Valley in the USA where engineers and programmers concerned themselves with producing the next technological break-through. Back in the 1980s it never occurred to companies that there could be people in the world who did not speak English, or worse, who, even though they spoke English, actually preferred to speak their own languages. Over time, however, companies realised that in order to break into foreign markets and maximise profits, they would have to provide foreign language versions of their software rather than expect those pesky foreigners to learn English.

And so, once software was developed it was sent back to the developers who were told to “translate” it into whatever languages were required according to the company’s sales and marketing goals. Developers were less than enthusiastic about this, naturally. After all, they had done their job and now they were expected to do even more work which, strictly speaking was not their job. What’s more, because individual products, like languages, had their own peculiarities, customs and conventions, the process of translating the software was often time-consuming, incredibly complex and not always successful. One way of describing this process is to imagine baking a fruit cake and then being told afterwards to remove the raisins from it!

Read the rest of this article on the Language at Work website…

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Keep smiling…

I’ll be honest, I’m really busy at the moment marking a PhD and preparing lectures for the new semester so I’m taking the easy way out and going for some cheap laughs. But seriously, it is easy sometimes to forget what it was like to learn our first foreign language. Languages open up a whole new world or cultures, people, places food and experiences but learning them is hard work and it takes perseverance and practice…

…but eventually you’ll become fluent and you may even go on to add some more languages to your repertoire

Have a good weekend!

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I love you just the way you are…

I saw this when I was in Shanghai. Great name for a shop... really attracts the customers

I took this when I was in Shanghai. Great name for a shop... really attracts the customers

It was with a twinge of mild sadness that I heard the news that authorities in Shanghai are looking to clean up the city’s linguistic image ahead of next year’s World Expo. The city which apparently is famous for quirky and sometimes downright bizarre signs in English has decided that the displays of prowess in using online machine translation systems, which have yielded such gems as the restaurant called “Translate server error“, bring shame on the city and must be eliminated. I have written about the perils of using online machine translation systems before and while I haven’t veered from my original position that they are in no way a substitute for a real translation, I am a little sad that the kind of translation howlers you see while on holidays might be under threat. Apart from being incontinence-inducingly funny, they sometimes give you a fascinating  insight into the psychology of a language and even of a whole culture which you won’t find in any guidebook or in any lecture. Like a sort of linguistic crash scene investigator you can sift through the translational wreckage and piece together a story to explain what makes people tick. Of course this works best when the bad translation is the work of a human translator but even a bad machine translation can show you the idiosyncrasies of a language. I’m starting to see now what Lawrence Venuti (whose translation theories I have tended to dismiss as nuttier than squirrel poo, especially when he talks about ethnocentric violence) means when he pushes for foreignising translations. When you walk down a street with badly translated signs, you know you’re in a foreign country, not some sanitised, facsimile high-street that you could find anywhere in the world and that makes it more exciting.

Now for some reason the Chinese examples always seem to attract more publicity and it’s possible that the structural differences between the two languages might have something to do with it but there are hugely comical translation train-wrecks in all languages. For me, one of my favourites is the Welsh road sign which, instead of saying  “No entry for heavy goods vehicles. Residential site only” said  “I am out of the office at the moment”. It turns out someone at the council roads department sent an email to their in-house translation department where the staff were on holiday and had set an auto-responder with the following message in Welsh: “I am not in the office at the moment. Please send any work to be translated.”[sic] Unfortunately our linguistically deficient council official mistook this Welsh text for the translation and had it printed on a massive sign and placed at the side of a road where it stayed until Welsh-speaking members of the public alerted the council. As people much cooler than I am would say: “Fail!”.

Thanks for sharing...

Thanks for sharing...

Anyway, if people start cleaning up their acts linguistically, especially in tourist-related areas, how much duller will life be? A lot probably. I like the fact that the English language is regularly dismembered by enthusiastic and well-meaning foreigners and I hope translation boo-boos like this don’t disappear altogether. It makes the language fun and it distracts from the carnage carried out by supposed native-speakers every day. I’m sure the same thing goes on in other languages. There is a book called Übelsetzungen which showcases some atrocious “into German” translations – if you speak German it’s definitely worth having a look. Just in case the worst does happen and mistranslations suddenly disappear, here are some classic examples of translations gone wrong courtesy of Charlie Croker’s “Lost in Translation

  • “Good appearance no watermelon please”
  • “Our Mongolian hotpot buffet guarantees you will be able to eat all you wish until you are fed up”
  • “Smart noshery makes u slobber”
  • “Danger prohibited aboard this boat”
  • “We try our best to decrease your life”
  • “Be careful to butt head on wall”
  • “Please  take one step forward and crap twice”

Oh and one last sign which probably doesn’t need any translation…

And you thought Canada only had two official languages?

And you thought Canada only had two official languages?

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Nice try but I think I’ll translate it myself

The New Scientist is singing the praises of a new add-on for the Firefox browser which I’m guessing is supposed to challenge the dominance of Google in the browser-based machine translation market or at least provide an alternativet. Billed as the “Universal translator for web browsers” the World Wide Lexicon Toolbar is available from the Mozilla website and is claimed to make it much easier to translate web pages from one language into another. According to the Mozilla site, the add-on automatically detects the language of the website you are visiting and translates it into the default language of your browser.

The World Wide Lexicon Toolbar at work supposedly

The World Wide Lexicon Toolbar at work supposedly

No big deal, you might say, the Google toolbar already does something very similar (although it’s not automatic). But apart from being automatic, the add-on first offers human translations from other toolbar users, then it offers translations from machine translation services including Google, Apertium and others. Sounds really good, doesn’t it? It would be if the thing actually worked! I installed it and visited a couple of high profile German websites and nothing. Absolutely nothing. No automatic translation, not even an attempt at a manual translation. I even went to the Google.de website thinking, how hard can that be? There are only about three dozen words on the page but still nothing.
Now I know it’s only an “experimental” lemon, I mean, add-on but the developers really could have put a bit more effort into this. There’s an old saying about doing the little things well but this add-on doesn’t do anything at all except add some really ugly buttons to my toolbar. I also think the suggested $10 donation they are asking for is a bit cheeky considering it just doesn’t work. Until they get their house in order I don’t think Google will have anything to worry about. If I ever get the thing working, I might revisit it here.

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STOP SHOUTING AT ME!

Say it, dont spray it!

Say it, don't spray it!

An office worker in New Zealand has been sacked for sending emails in block capitals, in a case that shows that the Internet too has its own culture and norms, and woe betide anyone who doesn’t respect this. Vicki Walker was forced out of her job as an accountant at a healthcare company after colleagues complained that her emails were too “shouty” and confrontational. Apparently she had sent emails with sentences which were entirely in capitals, sometimes bold, sometimes red or blue. Her defence was that she merely wanted to make sure that people understood what she was saying. Her employers, however, told a tribunal that she spread disharmony among her co-workers. Here is just one example from her emails that was presented to the tribunal: “TO ENSURE YOUR STAFF CLAIM IS PROCESSED AND PAID, PLEASE DO FOLLOW THE BELOW CHECK LIST.

Questionable grammar aside, this is nothing if not an eyesore, the visual equivalent of slapping someone about the head with a pair of dirty old underpants. The employment tribunal, however, found that although she had caused friction in her office and created something of a bad atmosphere, she had nevertheless been unfairly dismissed, not least because the company did not have a written style guide for writing emails. It’s not clear from the reports whether she was issued with a formal warning before being dismissed, but I have to say she should most definitely have been cautioned and sent on a sensitivity or communication course.

There was a time when I used to look at discussions on newsgroups and wonder why people would get so wound up by messages consisting almost entirely of capital letters. Nowadays I can see the point. It’s really, really, really annoying. Usually the best place to see the Caps Lock key abused so blatantly is on discussion forums when people are discussing highly emotive subjects. But I think some people either forget or do not realise that writing in capitals really is the online equivalent of standing on a table and screaming your head off. Some people just don’t care. It is a symptom, though, of a general inability on the part of a huge proportion of the population to communicate electronically. I’ve lost count of the number of emails I have received, from customers, colleagues and students which at best read like an SMS message and at worst like something from the Da Vinci Code. Some people seem to think that the ease and speed of electronic communication is carte blanche for informality and general laziness.

With written electronic communication, because there are no visual, non-verbal cues to aid communication (remember that the vast majority of normal communication relies on these cues) even the slightest deviation in expectations or conventions can spontaneously take on hugely complex and frequently inaccurate meanings. I’m still taken aback at emails that start “Dear Jody Byrne” – I don’t really know why I do but it makes me feel objectified and spoken down to, even though it’s probably because people don’t know whether I’m a “Mr.” or a “Ms.” on account of my first name. But everything you write, every comma, exclamation mark (in Germany they tend to come in threes and have been known to spark panicked stampedes of crazed urgency) and word in an email can be interpreted in any number of ways and without the visual cues to put it into context and help eliminate the incorrect interpretations, they become amplified and sometimes blown out of all proportion.

But writing in capitals, apart from being downright rude, irritating and the sign of a poor writer, can actually have the opposite effect to what the culprit is aiming for. You see, when we read, we don’t read each individual letter in a word, we recognise the word by its overall shape (unless of course it’s a word we don’t already know). Now the meaning of each word is stored along with a graphical representation or shape in our long-term memory. The way our brains work is that if information has a graphical association, we can retrieve it much more quickly than if it has no such association. In writing words in capitals you are destroying this graphical image which helps us recognise the word and retrieve its meaning. This means we have to analyse each word, letter by letter. The net result is that instead of instantly recognising a sequence of words, you’ve presented readers with something that’s harder and more time-consuming to read and increased the chance of readers not understanding it properly. Talk about shooting yourself in the foot. Writing in capital letters is reminiscent of that clichéd character you used to see in English sitcoms where, when confronted with someone who didn’t speak English, the character would usually speak much, much louder and much more slowly as if the person’s inability to understand was due to them being both deaf and stupid.

Ways to stop shouty emails - No. 231

"Ways to stop shouty emails" - No. 27

There are so many things that people find irritating about electronic communication that it makes you wonder whether the time has come to do something about it. I think a good starting point would be to recall all computer keyboards and surgically remove the Caps Lock key. There is a way of disabling it using your computer’s registry but I think the symbolism of physically removing the keys and melting them down is pretty important. (I also think we should stop email programs having the ability to compose HTML emails too because this only encourages people to add colour to their uppercase missives and apart from being pointless, they take up bandwidth unnecessarily). If, after removing the Caps Lock keys, people persist in assaulting us with badly spelled (spellcheckers tend to ignore uppercase words) uppercase nonsense, the offenders should be glued to a giant Caps Lock key and driven through the streets on the back of a donkey and cart. Problem solved!

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