During the Internet boom of the 1990s, writes Jost Zetzche in the ATA Chronicle this month, the term "translation" no longer seemed adequate to the movers and shakers of the translation industry. So new terms were coined—localization, globalization, and internationalization (aka l10n, g13n, and i18n). Now times have changed again, and the term transcreation is gaining traction as translators try to look "aware" rather than just technically savvy.
Translation has always come in different flavours, and inventing euphemisms probably doesn't help translation users in choosing the right combination of skills that different parts of our industry have to offer. "Let's embrace who we are!" Jost concludes. "I am proud to say that I'm a translator."
No comments:
Post a Comment