Vague Job Titles — Wider Reach or Lack of Substance?

One thing I noticed in US business communication is the frequent use of superordinate terms in job titles. For example, instead of saying “translator” or “interpreter,” people may say “linguist.” Similarly, “educator” is used to mean “teacher” and so on and so forth.

I see several problems with this usage. First of all, some of the uses are inaccurate and erode certain concepts. A linguist is a person who studies or researches language, and a translator is someone who conveys the sense/intention of written communication in one language in a written text in a different language; so not every translator is a linguist and not every linguist is a translator. The second problem is that superordinate terms are often very vague and almost completely devoid of meaning out of context. For example, the word “provider” meant to refer to a “physician” may be cryptic to a person outside the healthcare setting.

So why use superordinates? There may be a few reasons for that. First of all, they are useful for referring to groups of (somewhat) related occupations. In the language industry, translators, interpreters, editors, proofreaders, desktop publishing specialists, and localization specialists may all be referred to as “vendors” — an all-encompassing, if somewhat inaccurate, usage. Furthermore, superordinate terms may be used to cover a vague job description or the speaker’s lack of understanding of the job. Don’t know what your uncle does as an EMT? Make him a healthcare provider. Finally, the use of the vaguer, higher-register term may make the job sound more “official” and, therefore, important. A “teacher,” it would seem, merely passes on knowledge, while an “educator” sounds like someone who sets policy and whose mission is generally nobler and more commendable.

Attempts to resist popular usage are usually futile, so I do not believe we can reverse this trend in US business communication. However, I do believe it is important to be aware of superordinates and why they may be used in a particular context. Then maybe we can talk specifics next time we are looking for a “provider” of sorts.

Invisibility of Translator in Fiction

woman reading

Translator invisibility is a recurring theme in translation studies. To summarize the issue, I will quote Lawrence Venuti’s famous book on the subject:

A translated text, whether prose or poetry, fiction or nonfiction, is judged acceptable by most publishers, reviewers, and readers when it reads fluently, when the absence of any linguistic or stylistic peculiarities makes it seem transparent, giving the appearance that it reflects the foreign writer’s personality or intention or the essential meaning of the foreign text—the appearance, in other words, that the translation is not in fact a  translation, but the “original” (The Translator’s Invisibility: A History of Translation, 1995).

As Venuti points out, this is especially true for the Anglo-American tradition. I have recently received a letter that serves as a vivid example. A testing company was advertising a product of theirs that helped you measure and improve your reading skills. What struck me was that they used texts from both Anglophone and translated literature to illustrate the level of difficulty of each reading level. Interspersed with works written in English were Boccacio’s The Decameron, Cervates’s Don Quixote, and Kant’s Critique of Pure Reason, among others. This approach fails to address or even acknowledge certain aspects of reading translated literature.

Here are but some of the questions to consider. Which translation is being used and why? Was the translation done soon after the original appeared or centuries after? Is the original still understandable without translation in the country/region where it was written (think Beowulf)? What did the translator strive to achieve with the translation? Did the translator try to emulate the diction of the original? Was the translation intended to emphasize the “foreignness” of the text by including foreign words and references to outside phenomena or was it intended to read as if it had been written in the language of the translation? A good overview of these issues is provided in Literature in Translation by Kent State University professors Kenney and Maier.

The fact that translated texts, shaped by a number of conscious and unconscious choices, are used as a benchmark for reading ability alongside their “domestic” counterparts, is indicative of the lack of translation awareness. This is true of the US, but, from what I remember of my literature classes, it is also true of Russia. We would just be told who the author of the original work was, and we wouldn’t even know whose translation we were reading. Not only does this efface the translator and “steal” due credit from them, it could also inadvertently misrepresent the author, despite the translator’s best efforts. When readers overlook the fact they are reading a book in translation, they may slip into thinking “Author X said Y.”

It’s easy to forget that Y–whatever concrete utterance or abstract idea that may be–reflects the way the translator rendered the author’s text. The translator may have tried to convey the reality that the text referred to, or the sound of the author’s text, or its associations, etc., etc. Whatever the case may be, author X never said Y, or, going back to the reading levels, author X never wrote at a Z reading level.

What is your experience in reading translated texts? Was the fact they were translated ever emphasized or even mentioned? Did you ever compare different translation and discuss the choices made by the translators and the rationale behind them?

Overview of (Some) Language Services

Book with Text
Image by ugaldew

You may hear translation tasks referred to by many different names. Naturally, this may be very confusing for the translation services buyer. Why is my language service provider talking about localization instead of translation? What is the difference between editing and proofreading? In this post, I will try to cover some of the common translation-related tasks. Individual companies or freelancers may have different ways of defining and calling the same tasks. This is meant as an overview.

TEP (Translation – Editing – Proofreading)

  1. Translation – defined by the Common Sense Advisory, a translation market research company, as the “process of rendering written communication from one language into another, or the output that results from this process.” This is normally the first step of any translation project; however, very rarely is this the only one.
  2. Editing – the linguistic review of the translation; usually entails checking the completeness and accuracy of translation, and any grammar, vocabulary, and style issues.
  3. Proofreading – is usually defined as checking the final “proof,” or laid out/typeset document, for any typos and other appearance errors.

Integration

In may be worth noting that a lot commercial translation nowadays happens in dedicated environments, called CAT tools (computer-assisted translation tools) or TEnTs (translation environment tools). Basically, text  that need to be translated is imported into a dedicated environment, minimizing the risk of accompanying code or tags being erroneously translated or otherwise corrupted. As a result, the translated content needs to be placed back, or integrated, into the original format. Below are some of the associated tasks that may happen before or simultaneously with the editing.

  1. Localization (engineering) – in the narrow sense may refer to the adaptation of software, websites, and help beyond translation. Localization engineering may include control resizing, reordering elements, replacing graphics, etc.
  2. Desktop publishing (DTP) – adjusting the format and appearance of the translated content in its native environment. Text may expand in translation, so the translated text takes up more space. This warrants adjusting the formatting and layout.

There may be other tasks such as software testing, which I will not be covering in this post. The main objective of this post is to show customers outside the translation industry what services they may be offered – and charged for – beyond translation.

Adaptation in Food Translation

BLT sandwich
Image by winjohn

As the only (advanced) Russian speaker in our company, I sometimes need to consult my colleagues on certain translation choices and conventions. A question I was asked recently was whether the “BLT” in the translated name of a menu item would make sense to the readers and whether it should be left in English.

This actually touches upon what is referred to as domesticating or foreignizing translation. In a nutshell, a domesticating translation makes the text (or any content) look as if it had been written in the target language — that into which the text was translated. By contrast, a foreignizing translation emphasizes that the text was “imported” from elsewhere and strives to reflect the foreign culture and reality for which there may be no exact equivalents in the new language. Both approaches have rationales behind them, depending on the type of text and the author’s — and translator’s! — intention. I will not be discussing the pros and cons of these approaches here; instead, I will try to illustrate their implications for translating something as culture-specific as food.

An important concept to keep in mind is intertextuality. So, going back to our example, “BLT” does not exist in a vacuum. It stands for bacon, lettuce, and tomato, and evokes images of diner food or fast food. Many restaurants in the US have the BLT sandwich on their menus. If you were to ask an older relative about it, they would certainly know what a BLT sandwich was and would probably share a story or two from their past that involved it.

Now, let us examine the two scenarios for translating “BLT” — into Russian, in this case, even though it may work with other languages. You could transcribe BLT phonetically in Cyrillic letters. In other words, you would approximate the sound of the acronym in Russian. Would your average Russian with no prior exposure to American diner/fast food know what that stood for? Probably not. Nothing about the sounds of “BLT” would tell the client that they were buying bacon, lettuce, and tomato.

Alternatively, you may opt for translating the ingredients of the sandwich, resulting in something like “a sandwich with bacon, lettuce, and tomato.” That’s closer to what the English name literally says. This way, the name is more accessible to the client, but it loses the ties to the original American food.

Yet, most international companies seem to opt for the first approach, leaving the names in English with any applicable changes in pronunciation and writing system (see the Russian pages of McDonald’s, Burger King, or Wendy’s). I have just discussed the pitfalls of this approach. The sound combination Cheekin Mucknuggits (as pronounced in Russian) will reveal neither the ingredients nor the shape of the menu item. The name of the food becomes a catchy but meaningless tagline. However, you could argue there are pluses to this approach. By calling their foods the same name — almost a brand name — around the world, these multinationals seem to say, “No matter where you get the X, it’s going to be the quality you have come to expect from our company.”

What’s your take? If you ran a transnational restaurant chain, would you translate the names of your foods, and why?

US Perceptions of Language Learning

This post first appeared on my personal blog.

Strictly Personal

A question I’ve heard a lot in the US is “How long have you been here?” The answer currently stands at 2.5 years and counting, and the reaction has often been “But your English is so good!” The degree of amazement is usually inversely proportionate to the number heard. You may imagine what it was like when that number was in the months. A frequent follow-up question is “Did you know English before you came here?”

Far from insulting me, this line of thinking is very revealing of the Americans’ notions of language-learning. What I take from it is that people often assume that you learn a language by going to a country where it is spoken. This is consistent with how language-learning occurs for many Americans, and they seem to extrapolate that experience onto other people.

Unlike in many countries in Europe and my native Russia, Americans usually don’t…

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Latin Script in Russia

car.jpegI have heard a few people asking the same question about familiarity with the Latin script in Russia, so I decided this is worth addressing. An American technical writer once asked me if the Latin script in “Кнопка Shift” (“the Shift button”) was as unintelligible to Russians as “кнопка” was to Americans. For anyone who is curious, I told him Russian computers had the English word “Shift” on the keyboard, so people were used to seeing it. On a more serious note, I will list some of the questions about the Latin script in Russia.

Are “English letters” confusing for Russians?

McCafe signReaders of non-Latin script languages tend to have a hard time imagining a Latin-script only perspective, so these questions can often be baffling. At least in Russia, you are routinely exposed to the Latin alphabet. Computer keyboards have both Cyrillic and Latin letters on the same keys, and you toggle between the two by pressing Alt + Shift. URLs and email addresses are (mostly) in Latin letters. Many international brands retain the spelling of their names in Latin letters in Russia. Moreover, math and chemical formulas still use Latin letters. In short, no, Latin letters don’t look like a hodge-podge of symbols to a Russian speaker.

So Russians can read English?

Downing Street signYou might have noticed how I’ve been careful to say “Latin” and not “English” letters. While virtually everyone can read and recognize the Latin script, not everyone will read English. In fact, the most prevalent way of reading Latin letters is the Latin way. So, “a” become “ah,” “bee” becomes “bay”… well, you get the idea. A Russian who hasn’t taken English won’t know that the “u” in “cut” is pronounced like an “uh” — they will probably pronounce it like an “oo,” closer to the Latin.

I’ve seen Russian written in Latin letters; why not do that all the time?

Smena Russian film cameraThe Russian language only uses the Cyrillic alphabet. Any Russian text you saw written with the Latin alphabet is what is called transliterated. That means the sounds of the Russian were approximated using Latin letters. There are several systems of transliteration; however, there is no agreed upon standard for “spelling” Russian with Latin letters. The reason Russian words might have been transliterated was because of encoding restrictions of some of the older applications, where only Latin characters could be displayed properly. This practice is really a workaround and is frowned upon.

For these reasons, you should only use the Cyrillic script for your Russian documents. If you are working with a professional copyeditor or translator for your Russian communications, they will be able to verify that all Russian text is legible and not corrupted. Learn how I can help you produce professional content in Russian.

Russian Dialects

map of Russia

Unlike Spanish translators, who struggle to make their translation usable in multiple Spanish-speaking areas, Russian translators don’t really have to worry about locales.

Are there regional dialects in Russia?

Most academic resources, like this one, will tell you there are two (or three) main Russian dialects, the most prominent difference being pronunciation. However, the extent of dialectal variation must not be overestimated. Due to population migrations and relatively unobstructed geography, Russian is much more uniform than some languages spoken on smaller territories. The Encyclopaedia Britannica contrasts Russian with Swiss German dialects:

It is also typical that phonological differences are more far-reaching in Switzerland between Swiss-German dialects than throughout the vast territory where the Russian language is spoken, extending from St. Petersburg to eastern Siberia. Such a situation results not only from migrations of the Russian population (as compared with the centuries of Swiss stability) but also from the contrasting geographic configurations: in Russia there is unobstructed communication in many directions; in mountainous Switzerland the territory is carved into small isolated units.

I have lived in Chelyabinsk (in the Urals) and Moscow, and  I have family in the Northern Caucasus (South of Russia). I have not noticed any significant dialectal differences beyond pronunciation and occasional word choice and don’t imagine these differences would have any bearing on the translation of, say, a technical manual.

The Extent of Variation

When I tell my colleagues about the lack of significant dialect variation in Russia, I hear their incredulous “But sure people in Vladivostok talk differently from people in Moscow.” Since territory is the largest cause of their disbelief, let’s use the US as a comparably large country. Granted, there are vocabulary distinctions — think of the infamous “soda” and “pop” — and grammar quirks (“the car needs washed”). However, these are unlikely to play any role in the authoring or translation of business or technical communication for the US. The main reason for that, both in Russia and the US, is that regional dialects are mostly spoken and seldom make it to written communication (with the possible exception of fiction and marketing, where dialectal idiosyncrasies may be preserved for their dramatic effect).

What does it mean for a client looking for a translation into Russian? Russian is fairly uniform across regions and countries; for better or for worse, there is one standard of written Russian. Except for specific fields that may require local terms, like advertising or legal, there is one standard for Russian. Get in touch today for your Russian translation needs.

Move to Rochester

Some big changes happened in my life lately, and I thought I should share them with my readers. I have finished my Master’s in Translation at Kent State University and have now moved to Rochester, New York for my new job as a project manager. I am still available for freelance work on weekday nights and on the weekends.

Volunteer Translation

Volunteer translation is a great way for both new and seasoned translators to gain experience, get their foot in the door, and contribute to a good cause. Many fellow translators are probably aware of some way to volunteer in this way. I will list some of the bigger organizations that require volunteer translation.

  1. Translators without Borders
    As stated on its page, this organization “facilitates the transfer of knowledge from one language to another by creating and managing a community of NGOs who need translations and professional, vetted translators who volunteer their time to help.”
  2. Kiva
    This organization enables microloans to people in developing countries.
  3. The Rosetta Foundation (not affiliated with Rosetta Stone)
    Similarly to TwB, this organization provides translation for NGOs.

April Issue: Things to Consider for Localization into Russian

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image by wagg66

In my personal and professional life I have often encountered social networking that have been localized into Russian. More often than not, localization into Russian reveals internationalization issues that should have been addressed at the design stage. I would like to point out some of the things to consider if you plan localizing your site into Russian.

  1. Russian is an inflective language, meaning that constructions like “Jim’s albums,” where an apostrophe and an S are added to the person’s unchanged name are problematic. Russian has different possessive forms depending on the person’s gender and the last letter of their name.
  2. Past-tense verbs have gender and number. Therefore, “Jim added a photo” will be different from “Jane added a photo.”
  3. Russian numbers are a nightmare even for Russians. The noun following the number will have a different form depending on the number. Luckily, there are “only” three forms.

Solution? While not every language quirk can be accounted for at the design stage, perhaps introducing variables accounting for gender and number could save localizers a lot of pain.

Do you know any examples of things that do not get localized nicely into your language?