LOST IN TRANSLATION? CULTURE,

LANGUAGE AND THE ROLE OF THE

TRANSLATOR IN INTERNATIONAL

BUSINESS

Presented by Yunfeng Shen (Fred)

and Pham Thi Huyen Phuong

(LyLy)

Communicating across Cultures

Reference: John Blenkinsopp, Maryam Shademan Pajouh, (2010), “Lost

in translation? Culture, language and the rold of the translator in

international business”, Critical perspectives on international business,

Vol. 6 Iss 1 pp.38 - 52

CONTENT

• Key concepts

• Summary the article

• How does this article connect to IMC?

• Critique

• Conclusion

• Reference

Definition of key concepts

- Language barrier: is a figurative phrase used primarily to

indicate the difficulties faced when people who have no

language in common attempt to communicate with each

other.

- Untranslatable word: not able to have its sense

satisfactorily expressed in another language.

SUMMARY THE ARTICLE

• Overview of language in international business

• Linguistic imperialism

• Language barriers in international business

• Approaches to language in international business

• The case study: problems of translating the Farsi word

“Tarouf” into English.

• What does “tarouf” mean?

• Method in the study

• Findings from the study

• 3 key themes emerge from study

OVERVIEW OF LANGUAGE

IN INTERNATIONAL BUSINESS

Linguistic imperialism

• Much of the literature on the role of language in

international business has focused on 2 features.

1. The decisions made by MNCs regarding language use

2. The study of the growth of English as a “lingua franca”

• The notion of linguistic imperialism?

• The complex patterns of linguistic imperialism in Poland.

• The patterns of linguistic imperialism in Iranian.

Language barriers in international business

Approaches to language in international business

• There are 3 perspectives on translation and language

use in MNCs, and show how each leads to a different

language strategy.

1. Mechanical perspective

2. Cultural perspective

3. Political perspective

THE CASE STUDY: PROBLEMS

OF TRANSLATING THE FARSI

WORD “TAROUF” INTO ENGLISH

Tarouf?

compliment(s), ceremony, offer, gift, flummery,

courtesy, flattery, formality, good manners, soft tongue,

honeyed phrases

Saluation, compliment,comity,

chivalry

compliment, ceremony, offer, present, and

After

you.

No, after

you

No

please,

after you

Method in the study

• Proceeded to explore the three empirical questions:

• How do translators deal with the problems of translating the word

“tarouf”?

• In addition to the problems with the word. Does the concept of

tarouf have an impact on their role in facilitating communication

between Farsi and non-Farsi speakers in international business?

• What are the implications of these issues for international

business communication?

• In-depth telephone interviews with 31 individuals working

in English and Farsi

• 16 translators (5 men, 11 women)

• 14 interpreters (12men, 2 women)

• five managers (3 Iranian, 2 British) working for MNCs in Iran.

Findings

How do you

deal with the

word “tarouf”

in your work?

“tarouf”

“tarouf pharse”

The use of

repetition

“phatic

function”

How do you

deal with the

concept of

tarouf in your

work?

Translation by

analogy

Situations of

tarouf

The implications

of tarouf for

international

business

communication

International

managers’ view of

the “problem” of

tarouf

Key themes emerge from findings

• Translators have a clear view on how to handle the issue

of untranslatable words.

• The mutual lack of awareness of the cultural issues

encapsulated in the untranslatable word (in this instance,

tarouf)

• The way in which these problems (a lack of accurate

translation and a gap in cultural understanding) creat the

kind of vicious cycle in international business

communication. (Harzing and Feely (2008)).

How it connects to IMC?

• Firsly, the article helps the international business

managers can understand the use of the word “tarouf”,

the concept of “tarouf” and the culture of Iran through the

use of “tarouf”

• Secondly, the managers will have a clear view how to

handle the issue of untranslatable words in every

countries.

• Thirdly, the managers be aware with the cultural issues

encapsulated in the untranslatable words in each country.

Critique of article

STRENGTHS WEAKNESSES

- The purpose of the article made

clear in the introduction.

- All of the discussion is relevant.

- The structure is very clear.

- Mentions clearly the view of

language barriers in

international business.

- Gives the specific examples for

each issue.

- Do not mention how the

managers can deal with

the problem of

untranslatable words.

- Do not explain more about

concept of the word

“tarouf”

Conclusion

• Introduction

• Key concepts

• Summary the article

• How does this article connect to IMC?

• Critique

• Conclusion

• Reference

Reference• Charles, M. (2007), “Language matters in global communication”, Journal of

Business Communication, Vol. 44 No. 3, pp. 260-82.

• Charles, M. and Marschan-Piekkari, R. (2002), “Language training for enhanced horizontal communication: a challenge for MNCs”, Business Communication Quarterly, Vol. 65 No. 2, pp. 9-29.

• Feely, A.J. and Harzing, A.W. (2003), “Language management in multinational companies”, Journal of Cross Cultural Management, Vol. 10 No. 2, pp. 37-52.

• Harzing, A.W.K. and Feely, A.J. (2008), “The language barrier and its implications for HQ-subsidiary relationships”, Cross Cultural Management: An International Journal, Vol. 15 No. 1, pp. 49-60.

• John Blenkinsopp, Maryam Shademan Pajouh, (2010), “Lost in translation? Culture, language and the rold of the translator in international business”, Critical perspectives on international business, Vol. 6 Iss 1 pp.38 - 52

• Janssens, M., Lambert, J. and Steyaert, C. (2004), “Developing language strategies for international companies: the contribution of translation studies”, Journal of World Business, Vol. 39 No. 4, pp. 414-30.

• Tietze, S. (2007), “Language and international management emergent themes and new perspectives”, Bradford University School of Management Working Paper, No. 07/35.

• Tietze, S. (2008), International Management and Language, Routledge, London.

• Welch, D., Welch, L. and Piekkari, R. (2005), “Speaking in tongues: the impact of language in international management processes”, International Studies of Management and Organization, Vol. 35 No. 1, pp. 10-27.