Transcript of Birthe Mousten, University of Aarhus, DK Gunta Ločmele, University of Latvia, LV KNOWLEDGE...
- Slide 1
- Birthe Mousten, University of Aarhus, DK Gunta Lomele,
University of Latvia, LV KNOWLEDGE REPRESENTATION IN TEXTS ACROSS
BORDERS, PROFESSIONS AND LANGUAGE If the designations are not
correct the language does not correspond with the true nature of
things. If the language does not correspond with the true nature of
things, activities cannot be completed successfully. (Konfutse,
2500 years ago). B.
- Slide 2
- Birthe Mousten, University of Aarhus, DK Gunta Lomele,
University of Latvia, LV KNOWLEDGE REPRESENTATION IN TEXTS ACROSS
BORDERS, PROFESSIONS AND LANGUAGE If the designations are not
correct the language does not correspond with the true nature of
things. If the language does not correspond with the true nature of
things, activities cannot be completed successfully. (Konfutse,
2500 years ago). B.
- Slide 3
- Birthe Mousten, University of Aarhus, DK Gunta Lomele,
University of Latvia, LV KNOWLEDGE REPRESENTATION IN TEXTS ACROSS
BORDERS, PROFESSIONS AND LANGUAGE If the designations are not
correct the language does not correspond with the true nature of
things. If the language does not correspond with the true nature of
things, activities cannot be completed successfully. (Konfutse,
2500 years ago). B.
- Slide 4
- The Danish experiment Overall idea: How is the transfer of the
other performed at varying levels? Foreignization and domestication
theory transfer of system-bound ideas to a new locale. B.
- Slide 5
- Knowledge representation model for localisation The text
travelling model a sorting model for text and graphics
TranslationFull text travel AdaptationText travel, but changed
ReplacementIdea travel, new text OmissionText and idea discarded
Creation of ContentNew text idea Oo0oo Note also: Central and
peripheral strategies change over time Hybridity B. + G
- Slide 6
- Influence from the locale: The system-bound changes and
knowledge representation realized through - socio-cultural
components - politico-legal components - technico-cultural
components - marketing-cultural components B.
- Slide 7
- Knowledge representation the reality perspective We cannot
foreground reality in discourse unless we have unmediated access to
it, and we never do. Our perceptions are always mediated by our
assumptions, our beliefs, and in fact, by the language we speak.
(Reddick, R.J. 1992. p. 103) B.
- Slide 8
- Knowledge representation the interdisciplinarity perspective
The tendency towards the end of the century, and not only in
Translation Studies, was clearly away from strict
compartmentalization and towards interdisciplinary cooperation,
away from rigid ideology and towards real-life experience.
(Snell-Hornby, 2006, p. 150) B.
- Slide 9
- Knowledge representation the power perspective Scholars who
have taken the power turn, however, have come to realize that in
polyvalent and multicultural environments, knowledge does not
necessarily precede the translation activity, and that the act of
translation is itself very much involved in the creation of
knowledge. (Tymoczko and Gentzler, 2002:xxi) B.
- Slide 10
- Knowledge representation the language bridge/barrier to
contextual relevance ..an awareness needs to be created more
generally that translation is confronted not only with one barrier
the all too familiar language barrier but also with the distinct
second barrier of contextual differences. (Gutt, Ernst-August,
2000:231) B.
- Slide 11
- System-bound changes and knowledge representation Reality
perspective Interdiscipli- narity perspective Language bridge
/barrier Power perspective B. Model of knowledge representation in
locales
- Slide 12
- Advertising adaptation and creation: Live Riga Combination of:
Text Symbols Images G.
- Slide 13
- LIVE RIGA Four-letter words: - LIVE- WORK - LOVE- MEET - LIFE-
DINE - FEEL- SHOP - SING- ARTS - TRIP- STAY G.
- Slide 14
- Slide 15
- Selection of key words from pool: Latvia The keys words which
speak to the consumers of whiskey in Latvia of all ages are related
to: dominance and sensuality (a weapon, to attack, nudity and to
seduce) G.
- Slide 16
- Jameson Whiskey Tu varbt vltos eit ieraudzt stu ru skaistuli
ugungi liesmojoiem matiem za trp spljam arfu bolia pav. Bet mums
iet, ka tas btu prk... acm redzami. Aiz acmredzam G.
- Slide 17
- Jameson Whiskey Maybe you would like to see a real, handsome
Irishman here, with flaming hair, dressed in green, playing a harp
in the clover meadow. But we think it would have been too obvious
Beyond the obvious (back-translation from Latvian) Tu varbt vltos
eit ieraudzt stu ru skaistuli ugungi liesmojoiem matiem za trp
spljam arfu bolia pav. Bet mums iet, ka tas btu prk... acm redzami.
Aiz acmredzam (created Latvian text) G.
- Slide 18
- Clash of locales: Hybridity of text G.
- Slide 19
- Danish and English: The case of technico-cultural writing Text:
Computer Assembly This is a text where you would not think that any
cultural or system- bound references could be found, but look at
this: Computer World was one of the first repair shops in Fargo, ND
What would the purpose be of this information in the Danish text?
What is, by the way, the purpose in the English text, given that it
is a text about computer assembly? Solutions Omission: Leave it out
Replacement: Find something similar in Danish Translation: Leave
the information and translate it B.
- Slide 20
- Danish and English: The case of technico-cultural writing
Explanation and some examples of English and Danish Tools needed: A
set of small Philips screw drivers (highly recommend that you
magnetize them). References to online instructions in (native
culture) English can be so full of tricky expressions and
system-bound and culture-bound expressions. English is a global
language the contents are not. B.B.
- Slide 21
- Technico-cultural writing and knowledge representation
Pre-localisation Forensic photography can be traced back in Denmark
to the early 1800s when inmates were documented through pictures.
Mark-up for localisation (part of internationalisation) Forensic
photography can be traced back in [locale] to the [locale-period]
when inmates were documented through pictures. B.
- Slide 22
- Knowledge representation through language Pivot pin, bolt
catch, slip ring, upper receiver, buttplate assembly, takedown pin,
buttstock. Established words: pivot, pin, bolt, ring, assembly
Descriptive words: receiver, buttplate, takedown, carrying,
buttstock What can a translator do? B.
- Slide 23
- Knowledge representation through language - Combine the two
with a given context and start finding terminology in another
language - Parallel texts may be a big help, but slow and
troublesome - Google pictures may sometimes be a great help and may
even help with suggested terminology in embedded text - Combining
words from dictionaries into new constellations -
Corpus-linguistics - Inventing new descriptive words in the local
language So please go ahead and translate! B.
- Slide 24
- Knowledge representation through language Text: Erosion control
maintenance Interpretation possibilities: - Control of the
maintenance of erosion - Maintaining control of the erosion -
Controlling the erosion by maintenance - Maintenance of the control
of erosion . US: Erosion control maintenance DK: Kontrol ved
byggearbejde vedligeholdelse (~ control during construction jobs
maintenance) So please go ahead and translate! B.
- Slide 25
- Knowledge representation Text: Erosion control maintenance US:
In order to protect the existing rainwater sewer system, protection
must be placed at the inlet to the pipe line, commonly known as a
catch basin. DK: For at beskytte det eksisterende kloaksystem til
afledning af regnvand skal man placere en beskyttende, skaldt
vandaflbspose ved bningen af rrledningen til vandaflbet. Back
translation: pipe line, a so-called water- drainage bag. B.
- Slide 26
- Knowledge representation dogmas! Passive versus active form You
will start by taking the motherboard and laying it on the work
surface. (US active) Bundkortet lgges p et arbejdsbord. (DK
passive) The motherboard is placed on a work surface (US passive)
B.
- Slide 27
- Learning knowledge representation Challenges: Locales Genres
English vs English as a lingua franca English vs local languages
English as knowledge transfer itself Globalisation Glocalisation -
Localization Foreignization vs. Domestication Mirror vs. Mold
G.+B.
- Slide 28
- Sources Eisend, Martin (2010). A Meta-analysis of Gender Roles
in Advertising. Journal of the Academy of Marketing Science. Vol.
38, No. 4. Jettmarowa, Z. (2009). Contexts of/in Translativity.
Prague: Univerzita Karlova v Praze. Konfutse, 2500 years ago!
Reddick, R.J. (1992). English Expository Discourse, in Language in
Context: Essays for Robert E. Klongacre. University of Texas.
Snell-Hornby, Mary (2006). The Turns of Translation Studies. John
Benjamins Publishing Company. Tymoczko, Maria and Gentzler, Edwin
(2002). Translation and Power. Amherst and Boston: University of
Massachusetts Press.