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KatarzynaBąk1
WHYLOCALIZE?
FROMTRANSLATION
TOLOCALIZATION.ANOVERVIEW
ABSTRACT:
Languagelocalization,definedastheprocessofadaptingcontenttotheneeds
ofagivenlocaleortargetmarket,isarelativelynewphenomenoninthelan-
guageservicesindustry.Itquicklybecameafieldofhighimportancesince
worldwidecompaniesaremoreoftenwillingtoinvestfundstomakesure
theirproductsandservicesarereadytobelaunchedintheglobalmarket,at
thesametimebeingawarethatmuchofsuccessdependsontheirinterna-
tionalscopeandtarget-orientedapproach.Inpractice,computersoftware,
worldwidewebsormobileapplicationsthataretobelocalizedconstitute
bothacomplexmulti-mediasourcematerialtoworkonfortranslatorsand
localizers,currentlybeingindistinguishablefromeachother.Takinginto
considerationatraditionaltranslationapproach,localizationisposingafresh
challengefortranslatorsandtranslationstudies.Ontheonehand,asadevel-
opingfieldofstudyitshedsabrand-newlightontranslationasawhole,by
introducingnovelareassuchashypertextualityorweblanguagesandcreat-
ingagreaterdemandfortranslationproductsandskills.Ontheotherhand,
theconceptitselfiscriticizedwithrespecttothemarginalizationoftheroleof
translatorsandreductionofthetranslationprocesstoanautomatedreplace-
mentofstringofwordsfromSLintoTL.Thefollowingpaperattemptsto
presentthekeyconceptsoflanguagelocalization,interlinkedwithinterna-
tionalization,anddiscussesitspurposefromfunctionalandbusinessperspec-
tives.Furthermore,theroleoftranslatorsandlocalizersinthelocalization
processaswellasfunctionalimplicationsoftheprocessarealsoputforward
forconsiderationinthispaper.
Keywords:localization,translation,targetmarket,translationstudies,
translators.
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WyższaSzkołaBiznesuwDąbrowieGórniczej.
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