Page 132 - Communication across Cultures

Communication across Cultures

audience to connect with the content more easily, as they can relate it to their own cul-
tural context.
Functional equivalence: In some cases, finding an exact cultural equivalent may
not be possible. As such, translators may focus on the function or purpose of the con-
cept or term. They aim to find a similar concept or term in the target culture that serves
the same function or purpose. By doing so, they ensure that the translation realizes the
intended effect or action even if the specific cultural context differs.
Adaptation and explanation: Translators may adapt the cultural-specific term or
concept into a more familiar or relevant form in the target language. This may involve
providing additional explanations or contextual information to help the target audience
understand the adapted term or concept. It’s important to strike a balance between pre-
serving the original intent and making it accessible in the target culture.
Localization: Localization involves adapting a translation to a specific target market
or culture. Translators go beyond mere linguistic translation and consider cultural norms,
customs, and preferences. This may include modifying visuals, symbols, or adapting
concepts to be more culturally appropriate or recognizable to the target audience.
Transcreation: In some cases, a creative approach called transcreation is em-
ployed. Transcreation involves not only translating the content but also recreating it to
evoke the same emotions, impact, or effectiveness in the target culture. This allows for
the adaptation of cultural-specific terms, expressions, or concepts while maintaining the
desired effect in the translated text.
Adapting cultural-specific terms or concepts is a crucial aspect of translation to en-
sure that the target audience can fully understand and relate to the content. By finding
equivalent concepts, focusing on function, providing explanations, or employing tran-
screation techniques, translators can bridge the cultural gaps and create a translation
that is both linguistically accurate and culturally relevant.
(3) Contextualization
Translators consider the broader context in which certain words or expressions are
used. Understanding the overall message, intent, and cultural implications helps in find-
ing suitable vocabulary alternatives.
Here’s how considering the broader context helps translators in finding suitable al-
ternatives:
Message and intent: Translators analyze the overall message and intent of the
source text. They go beyond the literal meaning of individual words or expressions and
understand the underlying purpose or goal of the communication. By grasping the in-

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