The influence of cultural characteristics on the translation process
Translation is not just about replacing words from one language with another. It is a delicate and multifaceted process that requires not only a deep knowledge of languages but also an understanding of cultural differences. Every culture has its own unique values, traditions, norms, and preferences that affect how information is perceived and the meaning conveyed in the text. Cultural nuances can drastically alter the interpretation of a translation if they are not taken into account when adapting the text. In this article, we will discuss how culture influences the translation process and why a translator must be not only a language expert but also a cultural mediator.
Cultural context is the combination of traditions, values, norms and world-views inherent to a specific community of people. It is an integral part of any language, reflected in idioms, metaphors, imagery, ways of expressing emotions and even the logic of text construction.
Translation without considering cultural characteristics can lead to distortions of meaning, misunderstandings, or even cultural conflicts. For example, a phrase or gesture that is considered polite or neutral in one culture may be perceived as offensive in another.
Example: The English phrase "break the ice" means to start a conversation or ease the atmosphere, but if translated literally into another language without considering the cultural context, it may confuse or puzzle native speakers.
Key Aspects of the Influence of Cultural Characteristics on Translation
Idioms and Set Phrases
Idioms and set phrases are expressions that have a figurative meaning and are often tied to the culture, history or traditions of a particular country. Their translation requires special attention, as a literal translation is rarely correct.
Example: The English expression "piece of cake" (something very easy) translates literally as "a piece of cake," but this does not convey the intended meaning. In Ukrainian, there is a similar phrase — "простіше простого" (more simple than simple), which much more accurately reflects the essence.
Thus, the translator's task is to find an equivalent that will be understandable and natural for the target audience, taking into account cultural differences.
Gestures and Nonverbal Communication
Gestures, facial expressions, and other forms of nonverbal communication can also vary significantly across cultures. The same gesture can have different meanings in different countries, so the translator must be mindful of such nuances, especially when it comes to localizing videos, films or multimedia content.
Example: In some Asian countries, a nod of the head may not signify agreement but rather a polite acknowledgment that the information has been heard. Meanwhile, in Western countries, a nod almost always indicates agreement.
Religious and Social Norms
Religious and social norms also play an important role in translation. For example, in Muslim countries, the topic of alcohol may be taboo, and it is essential to appropriately adapt texts for such regions to avoid cultural conflicts. This applies to advertising materials, literary works, and legal documentation.
Example: If the original text includes a scene where characters are drinking wine, the translator may face the task of adapting this passage to align with the religious and social norms of the country where the translation will be read.
Humor and Emotional Tone
Humor is one of the most challenging aspects of translation. It is often based on wordplay, cultural references, and the world-view of a specific group of people. Therefore, translating humorous texts requires not only linguistic adaptation but also a creative approach.
Example: Jokes based on wordplay may be completely incomprehensible to a foreign audience when translated literally. The translator must find an equivalent joke that elicits the same emotional response from the target audience.
Political Correctness and Gender Issues
In some cultures, political correctness and gender-related issues hold particular significance. In translations, it is important to consider these aspects to avoid violating the norms and rules accepted in society.
Example: In English-speaking countries, the use of gender-neutral terms, such as "they" to refer to an individual whose gender is unknown or irrelevant in context, is widespread. In other languages, this practice may not exist, so the translator needs to adapt the text appropriately, taking into account the language and cultural specifics.
How to Adapt Translation to Cultural Characteristics
Localization is the process of adapting text considering the cultural, linguistic, and social characteristics of the target audience. Localization goes beyond mere translation; it considers not only the text but also formatting, style, use of symbols, and even design.
Example: When localizing websites, it is important not only to translate the text but also to adapt graphics, color schemes, and even the interface to suit the cultural characteristics of the target country.
Sometimes, to achieve proper text adaptation, it is essential to involve cultural consultants — specialists who have a deep understanding of the specifics of a particular culture. They can help identify potential "cultural pitfalls" and suggest better ways to adapt the text.
Testing the translation on a small group of representatives from the target audience helps identify possible shortcomings and improve the text before its official release. This is especially important for marketing materials, where emotional response and correct perception are crucial.
Examples of Mistakes When Ignoring Cultural Characteristics
A well-known example is the mistake made by General Motors when they launched a car named "Chevrolet Nova" in South America. In Spanish, "no va" means "does not go," which led to a negative reaction from consumers and impacted sales. The misunderstanding of the cultural context necessitated a renaming of the model in the local market.
Pepsi faced a problem when launching an advertising campaign in China, using the slogan "Come alive with Pepsi." In literal translation into Chinese, it sounded like "Pepsi brings your ancestors back from the grave." This error, based on cultural differences, resulted in the campaign being poorly received by the target audience and required immediate correction.
Translating with consideration of cultural characteristics is a crucial aspect of the work of translators and companies striving for successful communication on the international stage. Without accounting for cultural differences, one may encounter misunderstandings, negative reactions, or even cultural conflicts.
Quality translation requires not only language proficiency but also a deep understanding of the culture, values and norms of the audience for whom the text is intended. By applying localization methods, engaging cultural consultants and testing texts on target audiences, it is possible to create translations that are not only comprehensible but also effectively functional within the desired cultural environment.
This approach ensures successful interaction with a global audience and helps companies avoid mistakes that could harm their reputation and business.