German Immersion Strategies for Expatriates and Other Deutsch-Fans
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Transcript of German Immersion Strategies for Expatriates and Other Deutsch-Fans
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G E R M A N I M M E R S I O N S T R AT E G I E S F O R E X PAT R I AT E S A N D O T H E R D E U T S C H - FA N S
M A R I O N R H O D E S@ I M C T R A N S L A T I O N S
# A T A 5 7
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SOUND FAMILIAR?
#BilingualProblems
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I. Problems for expatriate translators
II. What is German?III. Why should I care?IV. Immersion strategiesV. Brainstorming
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PROBLEM #1:NATIVE SPEAKER & TARGET COUNTRY PRINCIPLE
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PROBLEM #2: YOUR SECOND LANGUAGE BECOMES YOUR DOMINANT LANGUAGE
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“VOLLPFOSTEN!”
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“WIE … IST DAS DENN?”
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PROBLEM #3: YOUR NATIVE LANGUAGE KEEPS CHANGING
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WHAT IS GERMAN?
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INFLUENCES ON THE GERMAN LANGUAGE
German Language
Globalization
AdvertisingTV
Technology &
Lifestyle
Migration
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GLOBALIZATION• English dominates as
international business language & language of pop culture
• Anglicisms (Computer, Selfie, Cloud, Shitstorm, Hipster)
• Pseudo-Anglicisms (Handy, Body Bag, Hometrainer, Beamer)
• Denglisch (entfrienden, gecancelt, chillen)
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ADVERTIS ING• Anglicisms: ¼ of all slogans in
German-speaking regions are in English (2011, Slogans.de)
Significant increase starting in the 1980s and ‘90s
Unified brand image across the globe
• Neologisms: Memorable Catchy
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TVExample:“Nerd”• Streber
• Versager
• Trottel
• Loser
• Computerfreak
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TECHNOLOGY & LIFESTYLE
Kurzdeutsch:„Ich bin noch Büro.“„Kommst du Bahnhof?“„Er hat Tor geschossen.“„Welches Kino geht ihr denn?“
• What’s App• Facebook• Twitter• Text Messages• Chat
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MIGRATION• 16 million migrants (*2014)
• 1 million refugees in 2015
• Up to 300,000 refuges in 2016
• 1/5 of the German population has a migration background
• 84% of Germans have noticed significant changes in the German language
• Trends:
- simplified grammar
- new words
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LANGUAGE INFLUENCES • New words (wellness weekend,
lan, yallah)
• New meanings (“Es macht keinen Sinn”)
• Fading case differentiation (“Das Auto von meinem Vater”)
• Vanishing endings (“Das Auto von mein_ Vater”)
• Prepositional phrases (“Wollen Sie das alte System mit einem neuen Modell ersetzen?”)
• Changing proverbs & metaphors (“Ein Spatz in der Hand ist besser als zwei im Busch”)
Multi Kulti
GermanEnglish
Turkish
Russian
Arabic Polish
Turkish
Yugoslavian
Albanian
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KIEZDEUTSCH
KANAK SPRAK
STRAẞENDEUTSCH
TÜRKENSLANG
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DO YOU KNOW THESE GERMAN WORDS?Smombie:
A person who is so absorbed in his or her smartphone that he or she doesn’t pay attention to his or her surroundings (thus walking around like a zombie); Jugendwort des Jahres 2015
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DO YOU KNOW THESE GERMAN WORDS?
Alpha-Kevin: “The dumbest of them all.” Almost became Jugendwort des Jahres 2015 but was excluded to avoid discrimination
Tinderella: A woman who excessively uses online dating platforms such as Tinder
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DO YOU KNOW THESE GERMAN WORDS?
Wutbürger: A person who is angry at the political establishment; Wort des Jahres 2010
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DO YOU KNOW THESE GERMAN WORDS?
merkeln:To do nothing, to make no decision and voice no opinion; Jugendwort des Jahres 2015
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DO YOU KNOW THESE GERMAN WORDS?
Gutmensch:Do-gooder, a person with a perceived sense of superiority over others that is based on his or her own elevated standards of morality and/or lifestyle; “Unwort des Jahres” 2015
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YOU GAIN SOME, YOU LOSE SOME• blümerant• hanebüchen• Dreikäsehoch• Habseligkeiten• grimmig• allerorten• Affenzahn• Gassenhauer• Gänsewein
http://www.bedrohte-woerter.de/
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Why should I care?
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KEEPING UP = GOOD FOR BUSINESS
Better translation
qualityHappy clients
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KEEPING UP = GOOD FOR BUSINESS
Morejob
opportunities
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MARKETING, ADVERTISING & PR• Keep target audience in mind• Write on their level• Use neologisms, anglicisms,
loanwords and jargon effectively• Desired associations • Emotional responses• Memorable campaigns
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WHAT YOU DON’T KNOW CAN HURT YOU(R BRAND)
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How do we stay on the pulse of language evolution?
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IMMERSION
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IMMERSION = ACTION
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READING• Books & e-books
• Newspapers & magazines
• News apps
• Websites/blogs
• Social media posts & comments
• Newsletters
• Online news subscription services (Google News, Xing)
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GERMAN NEWSPAPERS & MAGAZINES IN THE USA
• Amerika Woche $77.95/year (20 issues)• Nordamerikanische Wochen-Post
$74.95/year (weekly)• Neue Presse $29.95/year (weekly)• Das Fenster $31.95/year (12 issues)• Florida Sun $14.95 (4 issues/year)• German World (bilingual) $12.95/year (4
issues) * Prices current as of Oct. 19, 2016
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GERMAN NEWSPAPERS & MAGAZINES IN THE USA
List and links available at www.press-guide.com/usa.htm
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GERMAN PUBLICATIONS THAT DELIVER TO THE USA
Newspapers
• Frankfurter Allgemeine Zeitung
• Süddeutsche Zeitung
See more, incl. prices, at www.glpnews.com
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LISTENING• German TV
• YouTube
• Netflix
• Audible
• Online radio/radio apps
• Podcasts
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STREEMA - RADIO
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STREEMA - TV
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EVERYDAY CONVERSATION
• Professional networks
• Facebook groups
• German clubs & Stammtische
• German schools
• German stores
• Online forums
• Facebook comments
• Meetup.com
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CPD• Webinars (DVÜD, BDÜ,
ACADEMIA Webinars)
• iTunes U
• MOOCS
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OTHER TIPS• Adjust smartphone settings
• Set GPS to German
• Slogans.de
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DANKE!Q U E S T I O N S ?
M A R I O N @ I M C T R A N S L AT I O N S . C O M