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- Volume 1, Issue, 2009
The Journal of Internationalization and Localization - Volume 1, Issue 1, 2009
Volume 1, Issue 1, 2009
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Interactive Food & Beverage Marketing: Targeting Latino Youth in the Digital Age
Author(s): Mari D. Gonzálezpp.: 4–39 (36)More LessRecent interest in U.S.-based Latino/Hispanic populations and their cultures has led to fruitful research and increased attention. Comprehensive books on Hispanic marketing have been made available by multicultural marketing experts. Marketing that targets Latino/Hispanic youth has become a promising, specialized, and lucrative field. This study shows how cultural research has been utilized by marketers to target young Latinos/Hispanics, who are the most susceptible members of the ethnic group to new trends in technology. It investigates the type of cultural knowledge that marketing researchers are using to target Latino/Hispanic youth and the effectiveness of their interactive advertising campaigns. It also explores how the ever-growing access to digital media changes the way the food and beverage companies do business with Latino/Hispanic youth.
This article is made available under a CC BY-NC 4.0 license.
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How to treat GUI Options in IT Technical Texts for Authoring and Machine Translation
Author(s): Johann Roturier and Sabine Lehmannpp.: 40–59 (20)More LessThis paper focuses on one aspect of controlled authoring in a localization and Machine-Translation context: the treatment of GUI options, which abound in the procedural sections of IT technical documentation. GUI options are technical terms that refer to the Software User Interface. The length and complexity of GUI options is a major problem for numerous NLP tasks, including MT. GUI options which have not been identified by NLP applications typically lead to erroneous analyses of sentences. However, few authors have focused on the identification and tagging of GUI options in IT documentation. This paper delineates an approach based on a controlled language checker that benefits both the human authoring process and Machine Translation.
This article is made available under a CC BY-NC 4.0 license.
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The evaluation of pragmatic and functionalist aspects in localization: towards a holistic approach to Quality Assurance
Author(s): Miguel A. Jiménez-Crespopp.: 60–93 (34)More LessCurrent localization QA models are based on componential error-based approaches to quality evaluation. However, as it is more complex to objectively measure pragmatic issues than language or functionality problems, the communicative-pragmatic adequacy of the target text is normally ignored while assuring that a text "look[s] like it has been developed in-country" (LISA, 2004, p. 11). Consequently, most QA models do not incorporate a category for this type of issue. This paper presents a critical review of the notion of quality in localization and its implications in current QA practices from a functionalist perspective (Nord, 1997). The main goal is to set the foundation for an evaluation process that can account for functionalist and pragmatic inadequacies through the use of localization evaluation corpora. The main issues and applications are illustrated through examples extracted from the 40,000 webpage Spanish Web Evaluation Corpus compiled by the author (Jiménez-Crespo, 2008a).
This article is made available under a CC BY-NC 4.0 license.
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Evolution of User-generated Translation: Fansubs, Translation Hacking and Crowdsourcing
Author(s): Minako O'Haganpp.: 94–121 (28)More LessMost conspicuous initially with Japanese anime fansubs, fan-based translation has been developing since the 1980s. In the advent of widespread availability of Web 2.0 platforms, fan translation has become a global phenomenon despite its dubious legal status. Extending the emerging interest in fansubs and scanlation in translation studies to the little discussed translation hacking by video game fans, this article brings readers‘ attention to participatory culture manifest in user-generated content in the field of translation and localisation. The article describes the evolution from unsolicited fan translation to solicited community translation now called crowdsourcing and considers them in the framework of user-generated translation (UGT). The article provides interdisciplinary perspectives, drawing on insights from media and game studies to address UGT which could profoundly impact the profession of translation and localisation as new technological environments unleash the technical competence, genre-knowledge and unparalleled devotion of the otherwise untrained Internet crowd as translators.
This article is made available under a CC BY-NC 4.0 license.
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Profile of a Terminologist in Localization Environments
Author(s): Barbara Inge Karschpp.: 122–149 (28)More LessTerminology as a subject for research has been around for centuries. Even terminology-related tasks have been carried out for many years. The profession of terminologist in the localization industry has been emerging and taken on a more distinct profile, as localization is maturing as an industry. This paper defines the profile of a terminologist in the localization industry. First, it sets important definitions, and then describes terminology work as an essential ingredient in the localization process, and conceptual analysis, in turn, as the essence of successful terminology work. It then gives examples of companies that employ terminologists and concludes by juxtaposing seemingly contradictory characteristics and skills of multilingual terminologists in localization settings.
This article is made available under a CC BY-NC 4.0 license.
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Globalization, Reterritorialization, and Marketing
Author(s): Sudhir H. Kale and Natalina Zlatevskapp.: 150–167 (18)More LessAccelerated globalization has dramatically altered the ways in which people consume, work, gather information, play and define their identity. Most extant discourse on globalization, particularly in the business discipline, ignores the impact of globalization on the identity of those affected. One of the key characteristics of globalization is deterritorialization; the severance of social, political, and cultural practices from their native places. Deterritorialization potentially destabilizes people‘s identity. In response, individuals will undertake activities and behaviors which help them “reterritorialize” and restore their sense of identity. This phenomenon has interesting implications for researchers as well as practitioners.
This article is made available under a CC BY-NC 4.0 license.
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Video Game Localisation for Fans by Fans: The Case of Romhacking
Author(s): Pablo Muñoz Sánchezpp.: 168–185 (18)More LessThe aim of this paper is to show the particularities of the so-called “romhacking”, a methodology developed by amateurs to localise mainly classic video games. In the first section, the concept and origin of the term “romhacking” is presented. The second section offers an overview of the workflow followed by romhackers to localise video games. In the third section, an analysis of the differences between professional and amateur translations is given. The fourth section includes a discussion of the legal aspects of this practice. The paper concludes with a reflection on the impact of amateur translations on the video game localisation industry.
This article is made available under a CC BY-NC 4.0 license.
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