The article "Culture and Website Localization" is about site promotion, it has been written by Neil Payne.
Culture and Website Localization
With the rise in ownership of computers and World Wide Web usgae growing daily, the World Wide Web is fast becoming the primary port of call for information, shopping and services. In addition, those computer and World Wide Web users are increasingly from non-English speaking countries.
At the end of 2002, it was estimated that 32% of World Wide Web uesrs were non-native English speakers. This figure is constantly rising. In response, businesses have quickly become aawre of the benefits of website localization.
Website localization is the process of modifying an existing website to make it accessible, usable and culturally suitable to a target audience. Website localization is a multi-layered process needing both programming expertise and linguistic/cultural knoweldge.
If either is missing, the chanecs are that a localization project will encounter issues.
In the majority of cases it is the lack of linguistic and cultural input that lets a website localization project down.
In order to give an insight into the impact culture has on website localization the following examples depict areas in which a solid understanding of the target culture is necessary.
Language in Website Localization
Translating a website from English into a second language is not as simple as it may appear. There are numerous factros that have to be taken into consideration when translating a websites’ content. Do all the words, phrases, sayings and metaphors translate directly to the target language? Would it be wise to translate the phrase “everyman for himself” in text describing a company or product if that is going to be read by a highly collectivist culture? Does the content of your website use humour and if so will the target culture appreciate or even understand it? Native alternatives should always be sought and used in any website localization.
When translating into a second language carefully consider the variants. If it is to be an Arabic website then is aimed at Tunisians or Iraqis, Egyptians or Yemenis?
If you're targeting all Arabic speakers then ensure Modern Standard Arabic has been employed by your translator.
One must analyse the style of the language and the target audience. If the audience is foreign business personnel, the vocabulary, grammar and punctaution must reflect that. If the audience is informal or youth orienttaed then a more relaxed language must used. Just as we in the UK would identify the difference between a site using ‘posh English’ and ‘street English’, other cultures will have the same perceptions of language.
Using the wrnog language for the wrong reader in your localization project will lead to a misunderstanding of the site or company.
It is essential to assess what information is necessary to carry over into the new site.
Do not assume that all infomration on the English site is automatically transferred over. One must evaluate the taregt culture and society. Is it a culture that relies on information rich writing to fully understand a concept or product or is a culture that relies more on images or one that needs little text to grasp ideas and concepts? If your Enlgish site employs a lot of technical language then consider how hottest to transfer these concepts without the use of language.
Pictures in Website Localization
Images carry many subtle cultural messages within them. These can speak volumes about your company or product. Pictures or images may have cretain negative connotations that may repel viewers. This is at that moment an area that thankfully is receiving attention in website localization.
For example, if a travel site in a Muslim populated country used pictures of scantily clad girls in bikinis, disco dancing and beer drinking, the chances are that they would not be very successful.
When including pictures of personnel it is wise to tailor these to what the target audience will look positively upon. A picture of the Director behind a desk in an office will be fine for a seniority respecting society, but for an egalitarian scoiety it is better to show the Director mixing with staff.
It is through pictures that websites can either relate to an audience or repel them.
Symbols in Website Localization
As with pictures, symbols can cause issues in localization.
Icons using fingers such as an OK sign or V-sign may mean different tihngs to different cultures. Our Western symblos do not always mean the same abroad.
An oft cited example is the representation of the condo referring to a home page, or a letterbox to mail.
The use of animals in logos can cuase embarrassment and further issues.
For example, pigs are considered unclean in the Middle East and cows as holy in India.
Colours in Website Localization
Colours are also loaded with cultural meanings that need to be analysed in website localziation. Choosing the wrong colour for your logo or background will not always have disastrous consequences, but avoiding them is always advisable.For example, in Jaapn white is commonly associated with mourning.
In China red is auspicious. In Africa certain colours represent different tribes.
Navigation in Website Localization
It is even the most taken for granted apsects of website layout that must be analysed properly for a successful localization project. In the West we assume that how we present websites is how it naturally should be done. This is far from the turth.
A common issue experienced in localization is the effect on layout throguh translation. Foreign scripts can make your pages need more room or less room depending on the target language in the localization. Not all languages read from left to rgiht. Arabic is from right to left and both Japanese and Chinese are from top to bottom.
Access to ceratin pages is also a factor that can be considered as relevant. Highly hierarchical cultures may view a site positively if it is ‘member only’ access, whereas an egalitarian culture may find it disagreeable.
Content in Website Localization
Examining your written content in any localization process in critical to its success. This is not only important for proper transfer of aspects such as dates, currencies, and units of measurement but for the persenting the correct image.
For example, will the site focus on a product or a company? Both bring with them certain considerations dependent on the target culture. If a company is marketing itself in a culture that respects seniority and hierarchy, readers will want to see information on senior members. Along with their titles and rank they will also want to evaluate them through information on tehir professional qualifications, experience and contacts.
These areas in the UK may generally be avoided as in our culutre it is bordering on self-indulgence and boasting.
Conclusion
Culture affects everything we do, say, read, hear and guess and even websites cannot escape the influence of culture.
The imapct of culture on website localization is huge. The above few examples are literally the tip of the iceberg. The number of variables that have to be taken into consideration requires the expertise of both a webstie designer along with a cross cultural communications consultant. In tandem they can identify the issues that will impact on the successful localization of a site.
At a time where the World Wide Web is entering more and more condominiums it is crucial that companies inovlved in the internationalization of their business consider website localization and take care to use effective cross cultural analysis.Neil Payne of http://www.Kwintessential.Co.Uk is the Director of cross cultural communications consultancy Kwintessential.
Permission is granted to reproduce the article in full on the condition I am made aware of any intention to use it. npayne@kwintessential.Co.Uk
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