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With the rise in ownership of
computers and internet usage growing daily, the internet
is fast becoming the primary port of call for information,
shopping and services. In addition, those computer and
internet users are increasingly from non-English speaking
countries. At the end of 2002, it was estimated that 32%
of internet users were non-native English speakers. This
figure is constantly rising. In response, businesses have
quickly become aware of the benefits of website
localization.
Website localization is the
process of modifying an existing website to make it
accessible, usable and culturally suitable to a target
audience. Website localization is a multi-layered process
needing both programming expertise and linguistic/cultural
knowledge. If either is missing, the chances are that a
localization project will encounter problems.
In the majority of cases it
is the lack of linguistic and cultural input that lets a
website localization project down. In order to give an
insight into the impact culture has on website
localization the following examples depict areas in which
a solid understanding of the target culture is necessary.
Language in Website
Localization
Translating a website from
English into another language is not as simple as it may
appear. There are numerous factors that have to be taken
into consideration when translating a websites’ content.
Do all the words, phrases,
sayings and metaphors translate directly to the target
language? Would it be wise to translate the phrase
“everyman for himself” in text describing a company or
product if this is going to be read by a highly
collectivist culture? Does the content of your website use
humour and if so will the target culture appreciate or
even understand it? Native alternatives should always be
sought and used in any website localization.
When translating into
another language carefully consider the variants. If it is
to be an Arabic website then is aimed at Tunisians or
Iraqis, Egyptians or Yemenis? If you are targeting all
Arabic speakers then ensure Modern Standard Arabic has
been employed by your translator.
One must analyse the style
of the language and the target audience. If the audience
is foreign business personnel, the vocabulary, grammar and
punctuation must reflect this. If the audience is informal
or youth orientated then a more relaxed language must
used. Just as we in the UK would identify the difference
between a site using ‘posh English’ and ‘street
English’, other cultures will have the same perceptions
of language. Using the wrong language for the wrong reader
in your localization project will lead to a
misunderstanding of the site or company.
It is essential to assess
what information is necessary to carry over into the new
site. Do not assume that all information on the English
site is automatically transferred over. One must evaluate
the target culture and society. Is it a culture that
relies on information rich writing to fully understand a
concept or product or is a culture that relies more on
images or one that needs little text to grasp ideas and
concepts? If your English site employs a lot of technical
language then consider how best to transfer these concepts
without the use of language.
Pictures in Website
Localization
Images carry many subtle
cultural messages within them. These can speak volumes
about your company or product. Pictures or images may have
certain negative connotations that may repel viewers. This
is now an area that thankfully is receiving attention in
website localization.
For example, if a travel
site in a Muslim populated country used pictures of
scantily clad women in bikinis, disco dancing and beer
drinking, the chances are that they would not be very
successful.
When including pictures of
personnel it is wise to tailor these to what the target
audience will look positively upon. A picture of the
Director behind a desk in an office will be fine for a
seniority respecting society, but for an egalitarian
society it is better to show the Director mixing with
staff.
It is through pictures that
websites can either relate to an audience or repel them.
Symbols in Website
Localization
As with pictures, symbols
can cause problems in localization. Icons using fingers
such as an OK sign or V-sign may mean different things to
different cultures. Our Western symbols do not always mean
the same abroad. An oft cited example is the
representation of the house referring to a home page, or a
letterbox to mail. The use of animals in logos can cause
embarrassment and further problems. For example, pigs are
considered unclean in the Middle East and cows as holy in
India.
Colours in Website
Localization
Colours are also loaded
with cultural meanings that need to be analysed in website
localization. Choosing the wrong colour for your logo or
background will not always have disastrous consequences,
but avoiding them is always advisable.
For example, in Japan white
is commonly associated with mourning. In China red is
auspicious. In Africa certain colours represent different
tribes.
Navigation in Website
Localization
It is even the most taken
for granted aspects of website layout that must be
analysed properly for a successful localization project.
In the West we assume that how we present websites is how
it naturally should be done. This is far from the truth.
A common problem
experienced in localization is the effect on layout
through translation. Foreign scripts can make your pages
need more room or less room depending on the target
language in the localization. Not all languages read from
left to right. Arabic is from right to left and both
Japanese and Chinese are from top to bottom.
Access to certain pages is
also a factor that can be considered as relevant. Highly
hierarchical cultures may view a site positively if it is
‘member only’ access, whereas an egalitarian culture
may find it disagreeable.
Content in Website
Localization
Examining your written
content in any localization process in critical to its
success. This is not only important for proper transfer of
aspects such as dates, currencies, and units of
measurement but for the presenting the correct image.
For example, will the site
focus on a product or a company? Both bring with them
certain considerations dependent on the target culture. If
a company is marketing itself in a culture that respects
seniority and hierarchy, readers will want to see
information on senior members. Along with their titles and
rank they will also want to evaluate them through
information on their professional qualifications,
experience and contacts. These areas in the UK may
generally be avoided as in our culture it is bordering on
self-indulgence and boasting.
Conclusion
Culture affects everything
we do, say, read, hear and think and even websites cannot
escape the influence of culture.
The impact of culture on
website localization is huge. The above few examples are
literally the tip of the iceberg. The number of variables
that have to be taken into consideration requires the
expertise of both a website designer along with a cross
cultural communications consultant. In tandem they can
identify the issues that will impact on the successful
localization of a site.
At a time where the
internet is entering more and more houses it is crucial
that companies involved in the internationalization of
their business consider website localization and take care
to use effective cross cultural analysis.
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