Terminology in multilingual multinationals

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)


(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)


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

HypothesisHypothesis

EnglishEnglish MultilingualismMultilingualism

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

RealityReality

EnglishEnglish MultilingualismMultilingualism

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:


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 = 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

New developmentsNew developments

Products’ diversityProducts’ diversity

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


Local terminologiesLocal terminologies SpecialtiesSpecialties

Converted into virtual EnglishConverted into virtual English not necessarily seeking to introduce localitiesnot necessarily seeking to introduce localities


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


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


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


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


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)

AdaptAdapt

MutschellerMutscheller

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.

DICTAPDICTAP

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.

Documents

Terminology in multilingual multinationals