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Education

Language localisation: How translation needs to consider the culture as well

indiatoday.in

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In simple terms Language localisation involves the process of adapting a product or service to a particular language, culture, and geographic market.

HOW IS LOCALISATION DIFFERENT FROM TRANSLATION?

Remember the time you watched a dubbed Hollywood production in your native Indian language and were amused at how the dialogues were translated literally.

Localisation is more than just translating a sentence or a whole document from one language to the other.

The focus is to capture the ‘intent to communicate’ from the source language before repurposing into another language.

LOCALISATION INVOLVES MAKING THE CONTENT RELEVANT FOR TARGET USERS:

The idea of Localisation is certainly not new. It goes back to the days of important texts like the Ramayan.

The key is to have a clear understanding of both the source language and the grammar and spelling rules of the translated language. The translated text has to be simple, easy to understand and capture subtle nuances and cultural references.

LANGUAGE AND TECHNOLOGY ARE TWO SIDES OF LOCALISATION:

The whole process involves crafting a custom-made product specifically for your target audience. The need for localisation continues to grow in an evolving Digital world that keeps adding large numbers of Internet users each day.

The language industry is one of the world’s fastest-growing industries. Content is going local and large online brands are focused on users accessing the Internet in their native language.

INDIA IS ONE OF THE WORLD’S LARGEST LOCALISATION MARKETS IN THE WORLD:

Over 530 million Internet users in India will access the Internet in Indian languages by 2021. The corresponding figure for English users in India is likely to be over 190 million.

The next four years will see a massive growth for Indian languages on the Internet creating huge opportunities for localisation professionals who are proficient in English and experts in their native language.

From news to search to e-commerce, content in Indian languages will need localisation professionals who can communicate with the country’s Indian language Internet users.

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