Over the course of the last couple of years, I've had the pleasure of writing for and being published in a number of translation and localization association newsletters and journals.
Being committed to writing an article for an industry magazine or even a blog post at the time I sign up for a conference or start researching a topic gives me that extra nudge to really pay attention and to follow through to tangible completion. I would encourage colleagues to take the plunge - go ahead and promise you'll write about it the next time you sign up for a workshop or event.
The Chronicle: American Translators Association Journal – Issue May/June 2019
PDF (page 29): https://www.atanet.org/chronicle-online/wp-content/uploads/May-June-2019.pdf#page=29
Audiovisual Translation: Preparing for This Market
We live in an era of easy access to video production and consumption. An example of this is the incredible metrics for YouTube. (300 hours of video are uploaded to YouTube every minute, and almost five billion videos are watched on YouTube every day.) To this number, add data from a recent Nielsen Company Audience report saying that U.S. adults spend an estimated 10 hours and 39 minutes per day staring at their phones, computers, and other media devices.2 As media consumption continues to increase, other stats are equally mind-blowing: the average user spends 88% more time on a website with video,3 and by 2019 video will account for 80% of global internet traffic (85% in the U.S.).
All of this is to say that video has become vital to marketing strategies, and nowadays, translating movies is not the only market for audiovisual translators. With the increased demand for video localization, there is also increased interest from everyone, from translators to language services providers and language technology providers, to enter this market.
Focusing on video subtitling, there are numerous software solutions available for all tastes and budgets. With a bit of poking around, you might find one that fits your needs. Before discussing the specific application that I’ve been testing this past month, I’ll provide some introductory comments on the pitfalls inherent in this type of translation. This should help you grasp how the right tool can help mitigate the challenges.
Deep Focus: American Translation Association - Audiovisual Division Journal
Issue 1 - December 2018
PDF (page 6): https://www.ata-divisions.org/AVD/wp-content/uploads/2018/12/Deep_Focus_Issue1_Dec18.pdf
My First Languages & The Media Conference Experience
For three days, 300+ attendees—comprised mainly of translators, academics, researchers, managers, and CEOs— engaged in discussions, learning opportunities, and deep thinking on the role of languages now and in the future. We were encouraged to work together to better understand present trends and shape the future of the industry. The conference experience was a human-centered design aimed to be an empowering reflection on objectives and beliefs.
The participant-oriented conference incorporated technology and interactivity powered by Slido as its Q & A and polling platform. Through this channel, attendees asked questions, upvoted questions to be discussed, and answered polls which results could be shared live. Right from the opening session, the audience engaged so promptly and enthusiastically that only a portion of the overwhelming number of questions could be answered. The app tracked remaining and subsequent questions, which were then addressed by a handpicked Q & A final panel on the last day.
Issue 3 – June 2019
PDF (page 22 ): https://www.ata-divisions.org/AVD/wp-content/uploads/2019/06/Deep-Focus_Issue6_Jun19_Final.pdf
Professional Development Program: Preview and Trailers
The Professional Development Program of the Audiovisual Division is a career-building opportunity for translators who want to know more about this branch of translation. If you want to build the skills required to enter the audiovisual field, this program might be for you. We plan to help audiovisual translators broaden their knowledge in the area, discover new career opportunities to pursue, and improve their network. All of this may uncover new job opportunities and set you on a new professional course. In an industry that is ever-changing, we must grow and evolve to be successful and stay on top. For this reason, we intend to guide translators in understanding and incorporating best practices into their day-to day work. After our first Annual Meeting during the ATA59 Conference in New Orleans, we identified that most of the Audiovisual Division members were new to the field, and that their most urgent need was to know more about this area of expertise. Consequently, we decided to offer a series of six educational videos to kick off the learning journey.
American Translation Association – Portuguese Language Division Blog
Where are the subtitles?
Translators who usually specialize in other niches sense a great opportunity in subtitling and have a newfound interest in translating audiovisual content. In some cases, they learn that existing clients own a trove of streaming videos in multiple formats. In others, they forecast that global audiences’ insatiable appetite for content, consumed on a variety of devices, will eventually stoke demand for translation. These new entrants should not underestimate the learning curve they will face.
The subtitler is ideally a professional with the full range of linguistic and cultural capabilities, like any other translator, but they are also tech-savvy and have a good sense of “rhythm”: the rhythm of the spoken word; the rhythm of video, punctuated by cuts or scene changes; and the reading rhythm of the viewing public. Even with the full complement of the above skills and qualities, the subtitler’s work is often a target of criticism, mainly due to its visibility. Everyone sees your work up on screen and blames the subtitler when there is a glitch or the audience finds themselves distracted from the viewing experience by what they read. Sometimes the criticism is valid: the subtitler lacks experience or key capabilities. For instance, they can be excellent at timing but light on linguistic competence or vice versa. On the other hand, quite frequently the disapproval is off the mark as it is the critic who lacks knowledge of all of the constraints and challenges the professional faces to convey a message that is a product of fixed or moving images, voices, noises, etc.
Translorial – Northern California Translators’ Association Journal
From Events Director: Vol. 39 No. 2 Fall 2017; Vol. 40 No.1 Spring 2018; Vol 40 No. 2 Fall 2018; Vol 41 No. 1 Spring 2019
Vol. 40 No. 2 – Fall 2018 : Where are the Subtitles? (page 14)
Vol. 40 No. 2 – Fall 2018 : Truly Global Anna N. Schlegel on the corporate globalization market (page 18)
NCTA General Meeting – Featured Speaker: Anna Schlegel
If you know anything about the localization industry, you know that Anna Navarro Schlegel is kind of a big deal. A celebrity in the field, Anna is a globalization expert with two decades of experience. She is currently head of globalization strategy and information engineering at NetApp, a multinational storage and data management company headquartered in Silicon Valley. We were thrilled to have her speak at the NCTA General Meeting on May 12th, 2018.
When Anna walks into the room, we are struck with how nice and accessible she is as she chats with the members. Anna takes her seat among the other members as the meeting starts and NCTA organizational agenda items are dealt with: the launch of the new website and updates from Continuing Education, Social Events, and Publications. Then, NCTA vice-president Judit Marin, born in Catalonia like our speaker, announces with some national pride that this woman, a mother of four who started as a translator and today mentors new talents, has articles featured in Forbes, Fortune, Gala.com, and Multilingual.com—among others. She is the author of Truly Global: The Theory and Practice of Bringing Your Company to International Markets, published in 2016.