Language Localization

Language localization, or the world as one big market place
Language is our most powerful communication tool. The ability to interact through speech separates us from all other species on the planet. This privilege entails a tremendous responsibility to express ourselves effectively, to be understood. The situation is complicated by our inability to communicate with foreign language speakers. In today’s rapidly changing economy, we must concentrate on cultural similarities, rather than differences, and find the means to bridging communication gaps and promoting global progress. In recent years, language localization has rapidly become indispensable to achieving these goals.

The terms Internationalization and localization are often used in similar context. Internationalization is the adaptation of products for worldwide use, while localization adds elements of precision for use in a specific location. Internationalization is used interchangeably with globalization, as both refer to economic and cultural benefits of free trade unimpeded by physical borders. Because of globalization, many products are available in countries worldwide, increasing the demand for language localization services. Language localization assists with translating a product into different languages or adapting a language for a specific region. Issues unique to language localization include:
• National varieties of languages
• Local customs
• Local content
• Symbols
• Order of sorting
• Aesthetics
• Cultural values and social context.

Language localization trends
Some languages with a large number of native speakers have spread geographically, and are now used worldwide. These languages have evolved into various local dialects. Different language versions often vary in pronunciation, spelling conventions and grammatical patterns, but most importantly, meaning. To avoid misunderstanding and embarrassment, companies must heed these differences, when creating products for regional markets.

English language localization
The United States and the United Kingdom have the largest populations of native English speakers. We all know how different American English is from British English – spelling conventions, pronunciation, different meanings, vocabulary and grammar. In this case, language localization must address country-specific publications: British works require editing for the US market, and vice versa. English language localization has become very common for software and Web sites that offer users different locale choices.

Spanish language localization
Spanish-speaking countries are too copious to name, and most use a different local dialect. The good news is that Real Academia Española had enforced standard spelling across the board. Still, there are many variations in pronunciation and the use of words. Hence, the hilarious stories involving a Colombian or Guatemalan aunt who traveled to Spain, only to be constantly confused and embarrassed by the different meanings the locals assigned to familiar words.

Portuguese, Chinese, Russian… help!
The differences between Portuguese dialects from Portugal and Brazil are much more pronounced than among the English and Spanish varieties. They include pronunciation, spelling conventions, grammar and usage. Books from Brazilian authors are heavily edited for the Portuguese market.

Then, there’s Chinese; it encompasses a large number of dialects. The standard, Mandarin, promoted by the government, is now universally used in publications. However, there are two character systems: simplified, primarily used in Mainland China, and traditional, used in Taiwan, Hong Kong and Macau. Whew!

My oldest son is a military linguistics specialist. He is first-generation American but speaks fluent Russian, our family’s first language. However, he learned the version we brought with us 25 years ago, which continued to evolve into a somewhat Americanized dialect. He has recently passed through former Soviet republics, where Russian was the official language that unified the vastly different cultures. The legacy is still evident, but based on my son’s observations, I don’t recognize my birthplace. He kept asking me the meanings of words he’s never heard, and I realized with some chagrin that I didn’t know either. I may have to postpone my plans to get into language localization, since my Russian expertise appears a bit rusty. I’ll stick with English; it increases my chances of being understood, no matter where I am. 

About the author: Helena Lofgren is a Web Content Specialist for Innuity, Inc. in Redmond, Washington. Need professional language localization to further your interests anywhere in the world? Learn about The Big Word and its versatile interpreting services.