terminology in multilingual multinationals a matter of metadata management prof. dr. frieda steurs...
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Terminology in multilingual Terminology in multilingual multinationalsmultinationals
A matter of metadata managementA matter of metadata management
Prof. Dr. Frieda SteursProf. Dr. Frieda Steurs
Dr. Hendrik J. KockaertDr. Hendrik J. Kockaert
Language use in multinationalsLanguage use in multinationals
Need of global coordination as a source of Need of global coordination as a source of competitivenesscompetitiveness
Language = ultimate barrier to aspirations Language = ultimate barrier to aspirations of cross-national harmonisationof cross-national harmonisation
Do multinationals need Do multinationals need multilingualism?multilingualism?
Priority in this study to multinationals’ Internet Priority in this study to multinationals’ Internet sitessites Internet sites highlight language use in world wide Internet sites highlight language use in world wide
businessbusiness The language choices multinationals make depend on The language choices multinationals make depend on
their needs to communicate withtheir needs to communicate withconsumersconsumers
stakeholders in the international business trafficstakeholders in the international business traffic
Lingua franca & multilingualismLingua franca & multilingualism
Economics of language:Economics of language: Lingua franca facilitates trade and reduces Lingua franca facilitates trade and reduces
costscosts ROI accrues with increasing number of ROI accrues with increasing number of
trading partners using the same languagetrading partners using the same language Costs linked to multilingualismCosts linked to multilingualism
TranslationTranslationLearning foreign languagesLearning foreign languages
Standardization versus LocalizationStandardization versus Localization
Standardization approachStandardization approach Multinationals reduce costsMultinationals reduce costs
Homogenise promotion across all their marketsHomogenise promotion across all their markets
Distribute similar produce across all their marketsDistribute similar produce across all their markets Globalisation leads to homogenisation of Globalisation leads to homogenisation of
cultures and business practices cultures and business practices (Levitt, 1983)(Levitt, 1983)
Standardization versus LocalizationStandardization versus Localization
Localization approachLocalization approach Multinationals adapt their produce and Multinationals adapt their produce and
servicesservices Multilingualism to be practiced:Multilingualism to be practiced:
Markets remain culturally differentiatedMarkets remain culturally differentiated
Consumers are to be satisfied Consumers are to be satisfied (McCarthy & Sharpiro (McCarthy & Sharpiro 1983)1983)
Standardization Standardization + Localization+ Localization
Standardization approach:Standardization approach: Corporate visual identities in source languageCorporate visual identities in source language(Melawar & Saunder 1999)(Melawar & Saunder 1999)
Localization approach:Localization approach: 68% of internationally advertised brand 68% of internationally advertised brand
names use standardized strategynames use standardized strategy 11% use standardized lingua franca11% use standardized lingua franca(Duncan & Ramaprasad 1995)(Duncan & Ramaprasad 1995)
Standardization Standardization + Localization+ Localization
(Cavusgil & Zou 1993)(Cavusgil & Zou 1993)
Industrial produceIndustrial produce More B2B trafficMore B2B traffic Long-range & Long-range &
technicaltechnical
Consumer produceConsumer produce Emotional consumers’ Emotional consumers’
appeal appeal (Brugaletta 1985)(Brugaletta 1985)
Standardization Standardization + Localization+ Localization
Globalised marketGlobalised market advertisementadvertisement produceproduce
Melted culturesMelted cultures cross-border cross-border
homogeneityhomogeneity
Market localesMarket locales Linguistic & cultural Linguistic & cultural
identities/identities/
sensitivitiessensitivities Geostylistic translationGeostylistic translation
Dualism: multilingualism & Dualism: multilingualism & lingua francalingua franca
This dualism seems to be generally This dualism seems to be generally practiced in multinationalspracticed in multinationals Lingua franca use in B2B spheresLingua franca use in B2B spheres
production stagesproduction stages
in-house and external terminologiesin-house and external terminologies Foreign language useForeign language use
adapted to consumers’ localeadapted to consumers’ locale
InteractionInteraction
How do multilingualism and lingua franca How do multilingualism and lingua franca interact?interact? Multinationals’ terminologiesMultinationals’ terminologies Internet promotion campaignsInternet promotion campaigns
(A. Pym 2003)(A. Pym 2003)
HypothesisHypothesis
Multilingualism disappears in favour of planetary Multilingualism disappears in favour of planetary use of one lingua francause of one lingua franca
Culturally and linguistic divergent markets melt Culturally and linguistic divergent markets melt into one planetary marketinto one planetary market
English = means of communicationEnglish = means of communication
Translation and terminologies = redundantTranslation and terminologies = redundant
RealityReality
Parallel rise of both lingua franca and Parallel rise of both lingua franca and multilingualism:multilingualism: International, standardized, ISO EnglishInternational, standardized, ISO English Translation needsTranslation needs
Globalisation seems to advantage this riseGlobalisation seems to advantage this rise
Diversity ParadoxDiversity Paradox
GlobalisationGlobalisation Efficient lingua franca in cross-cultural communicationEfficient lingua franca in cross-cultural communication
TechnologiesTechnologiesSoftware developmentSoftware developmentStandardizationStandardization
Efficient multilingualism: local terminologiesEfficient multilingualism: local terminologiesWorld-wide access to regional specialtiesWorld-wide access to regional specialtiesNeed of even further specialization of regional produceNeed of even further specialization of regional produceInternational trade of locales has become easyInternational trade of locales has become easy
Diversity ParadoxDiversity Paradox
In te rna tio na lism & R e g ion a lism
V illag e aL an gu age a
C u ltu ra l loca le a
V illag e bL an gu age b
C u ltu ra l loca le b
V illa ge ...L an gu ag e ...
C u ltu ra l lo ca le ...
G lo b a l v illa geL in gu a fran caC ro ss -cu ltu ra l
Translation & TerminologyTranslation & Terminology
Needs to adapt to this reality:Needs to adapt to this reality: Cross-border produce and services in EnglishCross-border produce and services in English
Translate into customers’ locale:Translate into customers’ locale:
Translation & TerminologyTranslation & Terminology
Customers’ locales:Customers’ locales: Geostylistic differencesGeostylistic differences
Climate, accessibilityClimate, accessibility Culturally divergentCulturally divergent Market typeMarket type
Developing countries versus high-tech marketsDeveloping countries versus high-tech markets Financial and economic statusFinancial and economic status Confucianism, Christianity, Islam, ...Confucianism, Christianity, Islam, ...
Translation & TerminologyTranslation & Terminology
Translation = conditio sine qua non for Translation = conditio sine qua non for successful anchorage of all the productssuccessful anchorage of all the products Planetary levelPlanetary level
Global lingua franca practiced by multinationalsGlobal lingua franca practiced by multinationals Locale levelLocale level
Effective local language use practiced by Effective local language use practiced by customerscustomers
Cross-national productsCross-national products
Produced separately from world’s locales Produced separately from world’s locales Lingua franca independent from local Lingua franca independent from local
languageslanguagesISO, Technical EnglishISO, Technical English
TechnologiesTechnologies Software developmentSoftware development Language technologiesLanguage technologies IndustriesIndustries
Locale productsLocale products
Produced locallyProduced locally Local languageLocal language
Dutch (BE), French (FR), ...Dutch (BE), French (FR), ...
Trends in Language needsTrends in Language needs
Lingua francaLingua franca Language technologyLanguage technology ICTICT
Translation & TerminologyTranslation & Terminology MarketplacesMarketplaces Consumers (actual language users)Consumers (actual language users)
Trends in TranslationTrends in Translation
Technological discourse in world EnglishTechnological discourse in world English Accessible in home markets via translationAccessible in home markets via translation Translation takes over in the consumers’ marketsTranslation takes over in the consumers’ markets
Where the access to multinationals’ products is a mustWhere the access to multinationals’ products is a must Localization = translation + adapting to localeLocalization = translation + adapting to locale
Trends in TerminologyTrends in Terminology
Standardized lingua franca terminologyStandardized lingua franca terminology In-house terminology of multinationalsIn-house terminology of multinationals Technical discourseTechnical discourse StandardsStandards
Converted into local market languagesConverted into local market languages Divergences need fully localized terminologyDivergences need fully localized terminology
Trends in TerminologyTrends in Terminology
Local terminologiesLocal terminologies SpecialtiesSpecialties
Converted into virtual EnglishConverted into virtual English not necessarily seeking to introduce localitiesnot necessarily seeking to introduce localities
Trends in TerminologyTrends in Terminology
Rise of local terminologiesRise of local terminologies Catalonia Catalonia
TERMCATTERMCAT Québec Québec
Office de la langue française du QuébecOffice de la langue française du Québec TaalunieTaalunie
Need of standardizationNeed of standardization Planetary interoperability beyond customersPlanetary interoperability beyond customers
O n e-to -m a n y s itua tion
L an gu age aL an gu ag e a .1L an gu ag e a .n
L an gu age bL an gu ag e b .1L an gu ag e b .n
L a ng ua ge cL an gu ag e c .1L an gu ag e c .n
E n g lishT e ch n ica l d isco u rse
Multinationals in vivoMultinationals in vivo
In-house terminology management not always In-house terminology management not always consistentconsistent Divergences between successive versions of one Divergences between successive versions of one
productproduct No terminology managementNo terminology management
concept-term relationship not analysedconcept-term relationship not analysed
consistency not checkedconsistency not checked
Inconsistencies in translated documentsInconsistencies in translated documents
Multinationals in vivoMultinationals in vivo
Hypothesis: consistent source-language Hypothesis: consistent source-language terminologyterminology
Inconsistencies in translated textsInconsistencies in translated texts No terminology managementNo terminology management
ExamplesExamples
In-house inconsistent terminologyIn-house inconsistent terminology FordFord
air bagair bag
airbagairbag JaguarJaguar
seat belt pre-tensionerseat belt pre-tensioner
seat-belt pre-tensionerseat-belt pre-tensioner
seatbelt pre-tensionerseatbelt pre-tensioner
seatbelt pretensionerseatbelt pretensioner
Dimitri Van Gaever. 1999. A Comparative Study of British and American Car Terminology in Owner Manuals
ExamplesExamples
Cross-industry inconsistencyCross-industry inconsistency MG/RoverMG/Rover
direction indicator lightdirection indicator light JaguarJaguar
indicatorindicator ChevroletChevrolet
turn signal and lane change indicatorturn signal and lane change indicator
turn signalturn signal
turn signal lightturn signal light
Dimitri Van Gaever. 1999. A Comparative Study of British and American Car Terminology in Owner Manuals
ExamplesExamples
Cross-industry inconsistencyCross-industry inconsistency ChevroletChevrolet
theft-deterrent alarm systemtheft-deterrent alarm system Jaguar, FordJaguar, Ford
anti-theft alarm systemanti-theft alarm system FordFord
theft alarmtheft alarm
Dimitri Van Gaever. 1999. A Comparative Study of British and American Car Terminology in Owner Manuals
Alfa Romeo 147 1.9JTDAlfa Romeo 147 1.9JTD
BelgiëBelgië
toerentaltoerental
voedingvoeding
draaicirkel tussen draaicirkel tussen stoepenstoepen
ophanging vooraanophanging vooraan
NederlandNederland
tpmtpm
brandstoftoevoerbrandstoftoevoer
draaicirkel tussen draaicirkel tussen trottoirstrottoirs
wielophanging vóórwielophanging vóór
ChallengesChallenges
Efficient terminology policyEfficient terminology policy In-house consistencyIn-house consistency Version managementVersion management Translation consistencyTranslation consistency Localization consistencyLocalization consistency
ChallengesChallenges
Metadata management taking account of Metadata management taking account of the diversity paradox?the diversity paradox? Globally interoperable terminologyGlobally interoperable terminology
Cross-industry terminologyCross-industry terminology
Controlled English (source language)Controlled English (source language) Locally accessible terminologiesLocally accessible terminologies
Translation + localizationTranslation + localization
ChallengesChallenges
Terminology managementTerminology management One efficient cross-industry terminologyOne efficient cross-industry terminology
efficiently translatable and efficiently translatable and localizablelocalizable
Accessible locale terminologiesAccessible locale terminologies
Metadata managementMetadata management
Existence of TMS able toExistence of TMS able to Reposit dual terminology useReposit dual terminology use Insert necessary complement of terminology Insert necessary complement of terminology
localizationlocalization
New developmentsNew developments
Necessary automatic terminology Necessary automatic terminology processingprocessing
Complemented byComplemented by Post-editing in each localePost-editing in each locale
Using corpus in locale’s languageUsing corpus in locale’s language
Using knowledge patternsUsing knowledge patterns
(Le An Ha, University of Wolverhampton)(Le An Ha, University of Wolverhampton)
MutschellerMutscheller
"When I use a word", Humpty Dumpty said, "it means just what I choose it to mean -neither more nor less." (From: Lewis Carroll, Alice's Adventures in Wonderland)Did you know that well-defined terminology can be one of your most valuable assets? It helps to reduce misplaced orders by up to 30%, facilitates the task of translating your documentation or marketing material and sets you aside from your competitors. Using consistent product terminology and corporate wording helps to strengthen your organisation’s corporate identity. Our cure to inconsistencies in corporate communication is called DICTAP, our proprietary DIssociative Context-driven Terminology Acquisition Process. Using DICTAP, we quickly extract lexical content from previously translated texts, such as manuals, business reports or press releases and enter this terminology into a single, well-structured and easily maintainable multi-lingual database.
IsolinguaIsolingua
What happens if I don't manage my terminology?Although not using terminology management will result in modest short-term savings, the long-term costs of not using it are potentially far larger. As noted above, quality can not be inspected into a product, and without robust terminology management processes, strong consistency is more difficult to achieve.
Do not underestimate the importance of consistency in your localized products: post-translation changes can be very costly, especially if they entail production costs for layout, desktop publishing or printing, or engineering time to rebuild compiled components.