First of all, I would like to wish you a happy new year 2020! May it be rich in projects, full of texts and full of new challenges! Speaking of challenges, rather than the usual retrospective, this is a good opportunity to look ahead and list the major trends that await us in the language industry for 2020!
Transcreation
The idea of transcreation is not new. The latter has been increasingly present in recent years and 2020 should further reinforce this trend. But what exactly is transcreation?
Often presented as the Rolls-Royce of translation, transcreation is not just a marketing idea sold by agencies. It responds to the growing need not only to translate, but also to adapt the content to the target audience and culture. The idea is therefore to keep the same message and its impact on the public, but not necessarily by expressing it in the same way. We are therefore at the crossroads between pure writing and translation. To put it simply: transcreation is writing new copy directly in the target language, but based on the ideas and information in the source text.
The trends in communication in general, and in all areas, show that we are moving more and more towards personalisation of content. Linguistic and cultural differences must therefore be erased and/or replaced in order to maintain an identical impact on each target market. This is precisely what transcreation is about.
But good transcreation is a real challenge. A complete mastery of both source and target cultures is required, otherwise how can the allusions and references in the original text be understood and rendered with the same impact for the target audience? Are you entering a new market? Do not hesitate to contact me, I will be able to provide you with the appropriate solutions.
Media translation and localisation
This is no surprise to anyone. The media are becoming increasingly diverse and the need for translations is booming. The multiplication of streaming offers, the preponderance of visual formats, whether in the form of videos or images, on social networks and the ever-exponential increase in content are driving the language industry. Subtitling, dubbing, etc. have become real markets for linguists. New dedicated players are even appearing, bringing real expertise.
However, media translation is full of new challenges. Especially when it comes to content intended for online publication. The immediacy of these channels requires ever greater reactivity on the part of the players. It is also an increasingly advanced technical knowledge to respond to the platforms and SEO requirements for content indexing.
Machine translation : Neural networks and deep learning
Machine translation is not new. But where it used to be marginal and often disparaged in the professional world, it is now a ubiquitous element. Since 2015 and the emergence of neural networks, machine translation has taken a quantum leap. It is still not perfect, but its contribution is undeniable.
Google translate needs no introduction, everyone uses it in one way or another. While there are still many problems and the translations are far from perfect, it is a very good example of the evolution of these solutions. Whether it’s Google’s engine or another, these technologies are now making their way into professional translation processes. Whether by integrating these engines directly into workflows (post-editing, augmented translation, etc.) or simply as a support, they are becoming indispensable.
But where the various engines have been battling over the best technologies for some years now, 2020 is likely to bring its share of changes. Indeed, although the algorithms are still decisive, it is above all the resources used to drive these engines that are now the focus of attention. Generalist engines are showing their limits and variations based on resources from specific domains, or even entire companies, are emerging. For linguists, new roles are emerging:
preparation of resources for system training ;
maintenance and improvement of engines ;
quality assessment ;
post edition..
I will no doubt have the opportunity to talk about this in other posts..
Post edition & Enhanced translation
Project management is one of the aspects always emphasised by language service providers and is the basis of the ISO standards governing our industry. But it is also one of the least talked about aspects that never seem to change. Indeed, the processes have tended to become more homogenised between the different actors. However, there are changes there too!
Post edition
With the emergence of machine translation systems, the machine has become a real part of the translation process. The standard process :
Translator > Reviewer > Quality control
is no longer the only one used by agencies in search of cost savings and greater productivity. Post-editing is now taking a large share of the market and imposing its own workflows, especially post-editing:
Machine translation > Post editor > Quality control
There is nothing new in this! These processes have been common in recent years. But a turning point has been and is still being made. This new process has often been imposed on translators. Sometimes in a clumsy or even completely dishonest way. Some make the post-editing look like simple proofreading, leading to a rejection of these solutions by many linguists. The big change is that the ‘good’ agencies (let’s not lie, there will always be cheaters) are no longer hiding and openly offering this type of work. Better still, full training and accreditation for these tasks is now available. Indeed, working behind a machine does not require the same skills as working behind another human. Some of the flaws can be spotted directly when we are prepared.
Enhanced translation
Machine translation is still a scary thing for linguists and clients alike. We have all heard, or even uttered, the phrase “it’s Google translate”. That phrase which invariably indicates that the expected quality was not present, sometimes wrongly, but that’s another debate..
Halfway between post-publishing and “classic” translation, new processes are emerging. These allow for more flexibility for translators and productivity gains for companies. Different workflows are emerging to reconcile machine and linguists to the benefit of both parties.
Augmented translation is one example. Not quite post-editing, not quite classical translation, this process takes the best of machine translation without imposing it. The aim is to maintain an optimal level of quality and a fair remuneration.
Like pure machine translation or post-editing, the suitability of this process depends greatly on the source texts, the languages considered, the domains concerned and the engines used. Nevertheless, they can be beneficial for everyone by gently shaking up the habits of linguists.
Augmented translation processes are one of the elements that I explain at length and put into context in my consultancy services.
New site, new life
If you are reading this, you already know that 2020 marks a new turning point in my career. After 7 years of working for various companies and very rewarding experiences, I decided to become independent again.
So here is a new site and blog. Not to mention a new me ready to fight and above all to support you in your projects!
May 2020 benefit us all!