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It’s good to type

Does anyone remember the BT strapline “It’s good to talk” from about fifteen years ago? BT was promoting the use of wireless and mobile phones, and boy, it certainly worked! Looking around at the effects that smart phones and online social media have on consumer behaviour today, we could update the sentiment with “It’s good to type”. Consumer behaviour is in a transformative phase and there is a far-reaching impact on the marketing, advertising and research industries which engage with retailers and consumers.

Web 2.0 traffic is carried out by so-called “prosumers”. The precise definition of a prosumer is debatable although the term generally defines an individual who engages in active or empowered consumption.

Prosumers are seen by many marketeers to represent a new generation of consumers; people who don’t use the net simply to purchase products, but also write about these products. They create blogs, upload pictures and use social networking to express an opinion about a consumer product or service.

An unlimited ability to share and exchange information means that consumer attitudes and expectations are changing rapidly, which can have a positive or a negative effect. On a group level, when the Northern Rock website collapsed in 2007 under weight of traffic, people who were worried about their savings turned to Twitter and other networking sites to organize demonstration gatherings. On an individual level is the man who claimed that United Airlines had broken his guitar yet refused to compensate him, who posted the evidence online for all to see.

Over a million retro-chocaholics joined the fun and persuaded Cadbury to reintroduce the Whispa chocolate bar after signing up to the Bring Back Whispa Facebook (if you go and look at this page, you’ll see that the whole Whispa community has morphed into some sort of soap opera, with Cadbury posting daily updates, gossip and games).

It’s interesting to observe how neologisms that reflect changes in commerce and society often appear first in English before being adopted by other languages. Several commentators claim that they invented the word “prosumer” (it would make a great competition to find the coiner!).

We now have a Prosument (German), Prosumidor (Spanish) and Proconsummateur (French). The term will no doubt make its way into languages where the use of Web 2.0 and the rate of consumerisation are rapid:  countries like Turkey, Poland, Japan, Korea and China.

Global e-Learning growing

Our work with organisations in all sorts of industries provides us with a fortunate position to see how business trends are evolving in the translation and localisation space. As localisation and internationalisation strategies play a greater importance for our clients we’re seeing those trends start earlier and earlier in their infancy.

Recently we’ve seen a surge in the flow of  requests from clients for the localisation of global e-learning programmes. E-learning makes sense on a lot of levels for organisations with international workforces. It’s a cost-efficient learning medium and, if localised correctly, delivers a uniform training solution across language and culture. As more global organisations engage freelance consultants and incorporate flexible working practices into their HR policies, e-learning further proves its worth.

e-Learning localisation programmes can deliver enormous benefits to organisations who choose to roll them out. Just as a website user is 4x more likely to perform an action if the site is in their native language, an adult educated to university level in a foreign language has only around a quarter of the vocabulary compared to a native speaker. For learning to be truly effective it’s therefore necessary to deliver the programme in the students’ native tongues. Costs can be minimised by following best practice authoring processes, limiting the use of video and using translation technology such as terminology management and translation memory software.

Unlike most industries, the recession and global economic slowdown was favourable for the learning and development sector. Faced with the need to retain skilled workers, organisations  re-assessed their means of imparting knowledge and training for their staff. The fundamental future for e-Learning looks very bright now regardless of how the economic conditions pan out. A recent market research report forecast the e-Learning industry to reach $107.3 billion* in value by 2015 with the primary growth drivers behind its success cited as being cost reductions, flexibility and the needs of dispersed, global workforces. If you are planning global e-learning programmes please get in touch with us via our main contact details to discuss your training objectives for an obligation-free proposal on how we can help.

* http://www.strategyr.com/eLEARNING_Market_Report.asp

Fighting Language Loss

As a Kiwi I was surprised to read that as many as one in six Maori New Zealanders live in Australia. Paul Hamer, a Victoria University researcher*, has recently uncovered some pretty harrowing facts about the loss of Maori language amongst Australia’s Maori migrants. One of the main reasons cited for the loss of Maori language ability is that Maori immigrants are more easily assimilated.  Add that to their high intermarriage rate and Te Reo Maori language skills are often quickly lost.  Interestingly, Dutch was also cited as less well retained among Australia’s immigrants, while Lebanese-Arabic was one of the most retained mother-tongues.

The process of surrendering first language fluency whilst acquiring a new language is called “first language attrition”.   The fight to maintain native language skills is just that — a conscious battle for many immigrants. In order to retain their first language, migrants have to use their mother tongue regularly, or risk the language of their adopted country taking over.

While language attrition may be a losing battle for many migrants, professional linguists are on the frontlines constantly fighting for retention and improvement in two (or more!) languages. This requires a steady engagement with resources in the relevant languages and an ongoing commitment to remain up-to-date with the latest colloquialisms and trends.  Luckily the internet and the ease of international travel make it easier than it once was to wage war on language loss.

*The Impact on Te Reo Maori of Trans-Tasman Migration, Institute of Policy Studies Working Paper 10/11 (Wellington: Institute of Policy Studies)

The NHS: ”failing those who don’t speak English”

Dr. Caroline Wright, an obstetrics and gynaecology trainee doctor in Central London has voiced her deep concerns that the NHS’s resources – or lack thereof – are putting patients whose first language is not English at a serious disadvantage.

Wright maintains that ‘it is well established that language barriers contribute to health inequalities’. The NHS, as it currently stands, does not have the capacity to provide the multi-language support which is necessary to ensure that all non-English patients are properly cared for.

This is becoming more evident in the UK’s larger cities, where migrant populations are growing fast. Both doctors and patients are feeling the strain. Wright comments, ‘although we approach this challenge with humour, caring for a large number of patients with limited English can be stressful, time-consuming, risky and – as communication is so fundamental in the doctor-patient relationship – unsatisfactory.’

Wright explains, ‘in obstetrics and gynaecology, my area, these problems are only amplified. Emergencies are common, urgent consent is often required and admissions are often unpredictable…Many complaints are of a sensitive nature which can limit translation not only through relatives but also through professional interpreters, who are often from the same communities as the patients themselves.’

Many hospitals response to the interpreter deficiency has been to use one-word yes/no computer programs for consultations, or to use staff as interpreters. Both these methods are highly unsatisfactory though: Wright argues that ‘asking closed questions when taking a history in my eyes is just poor communication and using an already stretched team of staff also raises concerns’.

Another approach is the use of translated leaflets, however this is flawed as cultural differences in health knowledge and understanding are often overlooked.

Wright does acknowledge that her hospital trust is ‘lucky to have a fantastic translation service and dedicated team of in-house interpreters’, however even this service is become more and more stretched.  As a result they frequently rely on ad-hoc and agency staff.

Dr. Wright cites that there are times when a patient’s English-speaking partner can go some way to bridging the gap. However, as I learned when talking to a doctor-friend recently, this approach can present serious problems.

The interpreter is legally obliged to relate, without any degree of subjectivity or inference, the literal words of the doctor and the patient.  A well-meaning husband on the other hand, cannot always be relied upon to communicate a diagnosis accurately.

This friend, who also works in the obstetrics and gynaecology department, in one of the main hospitals in Manchester, recounted a time when her diagnosis was exasperatingly lost in translation. She had to give some terrible news to a patient of hers; there was a serious complication with the patient’s pregnancy and a high chance that the baby would not survive.  The patient, who was a Polish native, did not speak a word of English. The patient’s partner, also a Polish native, did.

On first glance, the doctors were happy that there was someone on-hand to act as an interpreter. However, when the doctor broke the news, to her amazement the patient smiled widely and nodded. The patient wasn’t in denial; she was simply not reacting because her partner had not conveyed the news to her. He thought it was better that, given there was still a chance that the baby would survive, his wife not be put under stress.

The doctor was stunned, and tried to reason with the partner. However, at the end of the day, both the doctor and the patient were helpless.

This situation was brought to light due to the serious nature of the case, however there are many similar incidences which go unrecorded. As doctors get busier, consultation slots get smaller; there is no time available to try to understand hidden motives or reason with spouses. Looking to families to provide this service is not only incongruous, it is immoral.

The answer is pure and simple: ‘more funding for interpreting services is desperately needed and increased numbers of interpreters would allow improved flexibility’. In the case of patients requiring interpreting services, clinic slots must be longer and staffing levels should reflect the time needed to provide ‘good communication’ with high numbers of non-English speaking patients. However, with the current state of the health budget, the outlook for language services funding could appear rather bleak.

Speaking on behalf of her colleagues and patients, Wright states that, ‘the language barriers we face on our ward rounds are just the tip of the iceberg in terms of the real barriers to health faced by those with limited English proficiency.’

Source: http://www.bbc.co.uk/news/health-10951417

Ehrenamtlicher Übersetzungsdienst für die Sütterlinschrift

Vor ein paar Generationen, nämlich in der ersten Hälfte des 20. Jahrhunderts wurde vielen Grundschülern in Deutschland das Lesen und Schreiben in der Sütterlinschrift gelehrt. Dabei handelt es sich um eine nach dem Berliner Grafiker, Maler und Lehrer Ludwig Sütterlin benannte Schreibschrift. Die von Herrn Sütterlin entworfene Schrift sollte den Kindern das Erlernen des Schreibens in der Schreibschrift u.a. durch rundere und einfachere Buchstaben erleichtert werden.

Die Sütterlinschrift wurde zunächst ab 1915 in Preußen unterrichtet, wurde danach aber auch in die Lehrpläne in anderen Teilen Deutschlands aufgenommen, mit dem Ziel, landesweit eine einheitliche Schrift zu lehren.

1941 wurde die Sütterlinschrift von Hitler jedoch verboten. Als Grund hierfür kann angenommen werden, dass die Schrift auf deutschem Gebiet gelehrt und benutzt wurde, was Hitler nicht so ganz passte, da er seine Propaganda auch darüber hinaus publik machen wollte. Nach dem 2. Weltkrieg wurde die Sütterlinschrift nur noch sehr vereinzelt an Schulen gelehrt und durch die noch heute benutzte lateinische Schrift ersetzt. So kommt es auch, dass die Fähigkeit, die Sütterlinschrift zu lesen und zu schreiben langsam zurückgeht. Menschen, die heute ca. 75-90 Jahre alt sind, sind der Sütterlinschrift mit der größten Wahrscheinlichkeit noch mächtig.

In Deutschland gibt es mehrere sogenannte Sütterlinstuben, in denen man sich noch mit der Schriftart beschäftigt. So hat auch die Arbeiterwohlfahrt Konstanz eine Sütterlin-Schreibstube eröffnet. Bei regelmäßigen Treffen, die offen für alle sind, können Jung und Alt ihre Kenntnisse in der Schrift wieder auffrischen bzw. diese neu erlernen.

Zudem bietet der Konstanzer Lokalverein auch einen Übersetzungsdienst für historische Dokumente in der Sütterlinschrift an, die ehrenamtlich und auf Spendenbasis übersetzt werden. In manchen Familien taucht noch das ein oder andere Dokument aus den Anfängen des letzten Jahrhunderts auf, dass sogar über die Familiengeschichte Aufschluss geben könnte. Übersetzt werden allerlei Schriftstücke: Urkunden, Rezepte, wissenschaftliche oder amtliche Dokumente und sogar Liebesbriefe.

Das Londoner Büro von Language Connect hat übrigens auch schon Erfahrungen mit Sütterlin sammeln können, da dort 2009 eine Übersetzungsanfrage der englischen Gemeinde Staffordshire einging, wo in einem Archiv in der Sütterlinschrift verfasste Briefe gefunden worden waren, die von dort nach dem 1. Weltkrieg internierten deutschen Soldaten stammten. Ian Wkyes, ein Mitarbeiter des Gemeinderats, war so freundlich, uns einen der Briefe für diesen Blog zur Verfügung zu stellen. Dieser Brief ist in einer so schönen Handschrift verfasst, dass es sogar für Laien Spaß machen kann, sich die Schrift genauer anzusehen und eventuell sogar den Inhalt des Briefes zu entschlüsseln. Wer das tun will, findet z.B. hier eine Übersicht über das Alphabet der Sütterlinschrift.

http://www.planet-wissen.de/alltag_gesundheit/lernen/erfindung_der_schrift/wissensfrage.jsp#

http://www.suetterlin-schreibstube.de/

http://www.suedkurier.de/region/kreis-konstanz/konstanz/Arbeiterwohlfahrt-Uebersetzung-von-Suetterlin-Briefen;art372448,4450294

September 2010
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