: ATA Newsbriefs - February 2010
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Headlines
Industry News
________________________________________
Interpreters a Key Asset to International Companies
France Defends Use of French as Language of Diplomacy
Spanish-Language Ads Help Get Message Across
US Colleges Reaching Out to Students in Spanish
Machine Translator Aids Haiti Relief Effort
US Gives $2.88 Million to Strategic Language Initiative
Olympiad Program Translation Required Olympian Effort
Civilian Agencies Help Fuel Growth in Translation Contracts
Interpreters Help Businesses Establish Trust
Volunteer Translators and Interpreters Respond to Haiti Crisis
New Navajo Cancer Glossary Released
Pentagon Looks to Build Real-Life C3PO
Google Developing Interpreting Technology for Smartphones
New Mexico Hospitals Aim to Provide Quality Interpreters
Technology's Language Barrier
ATA News
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ATA/AATIA Science & Technology Seminar
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Blazing a Trail to Success
In the March Issue of The ATA Chronicle
Industry News
Interpreters a Key Asset to International Companies
The wrong interpreter can cost a company its international business. Just
ask Graham Cartledge, chairman of a British architectural firm. What he
thought was a discussion of possible plans was understood by his
international client as a final design. Cartledge had hired an interpreter
who knew more about French literature than the building industry, and the
miscommunication lost the project for his firm. With expansion into
foreign markets, many businesses are now in the position of needing
interpreters to communicate with both employees and customers. Setting up
an in-house team is an option for companies that require frequent
interpreting services, but companies using interpreters on a more
occasional basis often hire from agencies to avoid overhead expense. The
drawback? Outside interpreters may be excellent linguists, but they do not
always have insider knowledge of the company and the industry's
terminology. Businesses moving abroad are slowing recognizing the problem.
"Someone who is fresh out of school may not be as good as someone with no
qualifications and years of experience," says AstraZeneca Communications
Director Birte Sebastian. Ga�le Olivier, vice-president of communications
at the Axa Group, learned first hand the major role culture plays in the
success or failure of interpreting. Working in Japan, she began to
question her reliance on an interpreter for the subtleties of the
language. Olivier believed that cultural assumptions embedded within words
may defy interpreting. She decided to learn Japanese. Sebastian notes that
there are things businesses could do to ensure the success of their
interpreting. She says that corporations often sabotage their events by
not sufficiently briefing their interpreters beforehand. "Familiarizing
the interpreter with the layout of the room, sharing the agenda and the
objectives of the meeting with them�all these things can make a tremendous
difference," she says.
From "A Matter of Interpretation"
Financial Times (United Kingdom) (02/01/10) Clegg, Alicia
Return to Headlines
France Defends Use of French as Language of Diplomacy
Confronted with the increasing use of English, French officials are
pushing for the continued use of French as a diplomatic language at the UN
and other international institutions. Concerns about the declining use of
the language were recently voiced when the French multilingual ambassador
to the UN, Gerard Araud, refused to use English in outlining the program
for France's presidency of the UN Security Council. Former French Prime
Minister Jean-Pierre Raffarin took a similar position in Brussels, where
over the past 10 years the European Union has embraced English as its
standard working language. French is still designated the working language
of the European Commission, but its use is flagging. Others support the
use of English as the working language of diplomacy, seeing it as a tool
that could improve the cohesion of the EU. "English has become a sort of
modern day Latin and a rather practical one on top of it�why resist its
ascendancy?" asked French lobbyist Jacques Lafitte.
From "Paris Declares War of Words to Keep French as Language of Diplomacy"
Financial Times (United Kingdom) (02/08/10) Morris, Harvey; Pignal, Stanley
Return to Headlines
Spanish-Language Ads Help Get Message Across
A Colorado smoking-cessation campaign offering help by phone was more
successful in the Latino population when the ads were in Spanish. The
Colorado QuitLine ran the ads on radio and TV and in movie theaters that
catered to a Spanish-speaking audience. In the ads, the QuitLine offered
nicotine replacement therapy and five phone-coaching sessions at no
charge. A study by the Colorado School of Public Health at the University
of Colorado-Denver compared the number of Latinos using QuitLine services
before, during, and after the Spanish-language ads. The results showed
that there were more calls during and after the media campaign. The
callers responding to the Spanish-language ads were more likely to be
young, uninsured, and less educated than those who called before the
campaign. Follow-up showed that quit rates for Latino callers also
improved during the media blitz. Seven-day abstinence rates rose from 29.6
percent to 41 percent; six-month abstinence rates from 9.6 percent to 18.8
percent. "For this media program to reach smokers who are harder to
reach�men, less educated, and younger�was truly amazing," says North
American QuitLine Consortium CEO Linda A. Bailey. "This is a study that we
will share with all of the QuitLines because we think there are tremendous
lessons to learn here." She says that QuitLine programs exist for all US
states and Canadian provinces and that all the US services offer
counseling in Spanish.
From "Spanish-Language Ads Get Message Across for Smoking Quit Lines"
Health Behavior News Service (DC) (02/10/10) DeBenedette, Valerie
Return to Headlines
US Colleges Reaching Out to Students in Spanish
Several US universities are offering Spanish translations of their
admissions and financial aid material in order to attract Hispanic
students. Bryn Mawr College recently rolled out a Spanish version of its
website, and the University of Pennsylvania has started conducting some
college admission sessions in Spanish. "These initiatives are really
geared toward the families ... to take some of the pressure off the
students," says Bryn Mawr College Chief Enrollment Officer Jennifer
Rickard. She notes that about 10 percent of this year's freshman class is
Hispanic. Excelencia in Education's Deborah Santiago is not surprised that
colleges are beginning to court Hispanic students and their families.
"What we're seeing across the country is a lot more attention than in the
past on providing access to the Latino population," she says. But some
institutions that have targeted parents for years with bilingual
recruiting sessions are only now making online translations available.
From "US Colleges Court Hispanic Families Using Espanol"
Associated Press (NY) (02/07/10) Matheson, Kathy
Return to Headlines
Machine Translator Aids Haiti Relief Effort
Former Carnegie Mellon University (CMU) Linguist Jeff Allen has helped
make a data set of English/Creole translations available for use in
Haitian relief efforts. Allen had previously spent nine months collecting
translation data from different populations in Haiti. Robert Frederking, a
Carnegie Mellon computer scientist, then built a portable translator for a
laptop computer and sent it to Haiti. It was never used and was sent back
to CMU. Those efforts are now bearing fruit in Haiti. "We put out on the
Internet site of Carnegie Mellon 13,000 parallel sentences and 35,000
parallel terms," Allen says. Microsoft Research had an English/Creole
translator on the Internet within five days, including disaster-specific
words and phrases based on the CMU data, says Microsoft's Vikram Dendi.
"We have taken other emergency-type notifications and helped translate
them into Haitian-Creole," Dendi says. Meanwhile, Translators Without
Borders is distributing an English/Creole triage dictionary based on the
new CMU data. "It contains a lot of interesting questions that you might
ask someone to ascertain how serious their injuries are," says the
nonprofit's Lori Thicke.
From "Shelved Machine Translator Gets New Life in Haiti Relief Effort"
Voice of America News (DC) (02/08/10) Skirble, Rosanne
Return to Headlines
US Gives $2.88 Million to Strategic Language Initiative
California State University's Strategic Language Initiative (SLI) has
received $2.88 million from the US government. SLI was established to
train students in languages considered to be critical to national
security, commerce, and cultural understanding. The initiative currently
operates on five campuses, each focusing on a different language. Cal
State Long Beach concentrates its programs in Mandarin Chinese, Cal State
Fullerton Persian, Cal State Los Angeles Korean, Cal State Northridge
Russian, and Cal State San Bernardino Arabic. The new grant will help
expand the program to San Francisco State (Mandarin Chinese) and San Jose
State (Arabic). "Our goal is to graduate a large number of students from
all disciplines and majors who can then use the language to collaborate
with professionals from different regions of the world," says SLI's
KimOanh Nguyen-Lam. The program also enables students to study abroad and
conduct fieldwork and internships with local businesses and industries.
From "U.S. Gives $2.88 Million to Cal State's Strategic Language Initiative"
Los Angeles Times (CA) (02/11/10) Rivera, Carla
Return to Headlines
Olympiad Program Translation Required Olympian Effort
Francine Bolduc, Director of Official Languages for the Vancouver
Organizing Committee for the 2010 Olympic and Paralympic Winter Games
(VANOC), says representing Canada's cultural diversity, particularly its
French heritage, was a major goal for the Vancouver Olympics. Although
Canada is a bilingual country, and French has been an official language of
the International Olympic Committee since the Olympic Games were revived
in the late 1800s, this winter's games encountered difficulties with
translation. Fran�ois Marchand, Director of Official Languages at VANOC,
agrees that the Cultural Olympiad's 86-page French program guide contains
embarrassing typos, grammatical inconsistencies, awkward sentence
structures, and overly complex translations of English names. Bolduc says
there was an extensive amount of back-and-forth between the translation
team and program organizers to clarify terms, concepts, and expressions
considered confusing and difficult to translate. "It wouldn't make sense
when people go ask for directions," she says. "That's why we thought it
would be better to keep the original names as they are in order to better
inform and direct people." The Official Languages team translated more
than 3 million words, with another 2 million handled by outside
translation agencies. As of January 1, Bolduc estimated that there were
close to 5 million words that still had to be translated into French for
use before and during the games. "What we want people to remember is that
VANOC has worked really hard to offer a diversified program that will
really show what Canada is," she says. "People are just very happy that
we've included so much French content within our cultural program."
From "VANOC's Bilingual Mandate: Quantity Over Quality?"
Canwest News Service (Canada) (02/09/10)
Return to Headlines
Civilian Agencies Help Fuel Growth in Translation Contracts
With growing immigrant populations and greater enforcement of
discrimination laws, domestic US civilian demand for language services is
rising. This is sparking an increase in government translation contracts.
A report from Common Sense Advisory found that broad enforcement of Title
VI of the 1964 Civil Rights Act, which bans discrimination in federally
funded programs, means agencies are required to translate documents and
function as interpreters. "We're starting to see more litigation and the
Justice Department investigating more complaints on this issue," notes
analyst Nataly Kelly. Meanwhile, spending on language services has
increased substantially in Homeland Security's Immigration and Customs
Enforcement bureau, the Internal Revenue Service, and the Social Security
Administration. Kelly says that translation services contracts are
frequently more cost-effective than setting up in-house language programs,
as language contractors can develop fluency in a specific language and
maintain it as their core competency. Common Sense Advisory forecasts that
language services contracts will continue to expand during the Obama
presidency, as the administration's plans for foreign trade, diplomacy,
and domestic multiculturalism call on the federal government to maintain
its use of translation and interpreting services.
From "Civilian Agencies Help Fuel Growth in Translation Contracts"
GovExec.com (DC) (02/12/10) Lambertson, Jessica
Return to Headlines
Interpreters Help Businesses Establish Trust
Curtin University of Technology Professor Samir Ranjan Chatterjee says
that Australian firms doing business in China should use interpreters to
build relationships instead of concentrating on legal issues. The latter
strategy often leads to a lack of trust and understanding that can scuttle
deals. "We are more into due diligence in terms of legal matters but not
in terms of due diligence of relationships�what the Chinese call guanxi,"
he observes. Chatterjee notes that the West's intense focus on legal
recourse complicates the establishment of trust, so it would benefit
companies to negotiate on a "good faith" basis. He says that the key to
engendering trust is heavy investment in linguistic and cultural
interpreting services. He adds that it is impossible to ignore China as a
vital economic force. "The emergence of China is not only reshaping the
global economy but has also become a key catalyst in determining
Australian corporate performance," he says.
From "Hire Interpreters, Firms in China Told"
Sydney Morning Herald (Australia) (02/15/10) Le May, Rebecca
Return to Headlines
Volunteer Translators and Interpreters Respond to Haiti Crisis
Following the disastrous earthquake in Haiti, many organizations operating
both in the United States and internationally are calling for Haitian
Creole and French speakers to provide translation and interpreting
assistance. Translators Without Borders co-founder Lori Thicke says the
Haitian crisis has resulted in the largest influx of volunteer translators
she has ever seen since starting the nonprofit 17 years ago. Most
organizations say there are people willing to go to Haiti to help in the
recovery as well as people volunteering locally to help Haitians arriving
in the United States. Although the volunteers have been welcomed, there is
some concern about their qualifications in settings that require special
skills and terminology. Robert Cruz, a spokesperson for the National
Association of Judiciary Interpreters and Translators, says people often
overestimate their bilingualism. In areas such as immigration and
medicine, it is important that people understand that the wrong
translation can result in a misdiagnosis or affect whether a person can
stay in the country. The American Translators Association's Kevin Hendzel
says the number of certified Creole translators is significantly lower
than other languages. To increase the number of Creole speakers, Miami
Dade College is planning to offer a beginner Creole class to teach those
who are not fluent in the language.
From "Miami-Dade Organizations Offer Help in Creole for Haitians"
Miami Herald (FL) (02/04/10) Charles, Nadege; Teproff, Carli
Return to Headlines
New Navajo Cancer Glossary Released
A team of doctors and educators have translated a glossary of cancer terms
into the Navajo language. The glossary is aimed at educating cancer
patients. Dine College's Martha Austin-Garrison, who served as the lead
translator for the glossary, says that many existing translations are not
only technically inaccurate, but culturally misleading and inappropriate.
The result, she says, causes emotional distress and defeats the purpose of
early screening and detection. The translators worked with colleagues from
the Mayo Clinic to find English definitions and corresponding Navajo
terms. The team also reworked literal Navajo translations back into
English. Glossary editors used the literal translations to make sure they
met National Cancer Institute standards and used the language of medical
professionals in the Navajo Nation. To avoid the guilt and hopelessness
that was sometimes communicated in the past, the translated terms focus
more on the pathology and physiology of cancer and less on the patient.
The glossary will help communicate a positive message, says Northern
Navajo Medical Center's Marie Brown-Wagner. She adds, "We need to enhance
the quality of communication between medical providers and Navajo,
particularly when the patient is Navajo and the provider is not," says
Dine College's Edward Garrison.
From "New Cancer Glossary Helps Bridge Medical Communication Gaps"
Farmington Daily Times (NM) (02/14/10) Landry, Alysa
Return to Headlines
Pentagon Looks to Build Real-Life C3PO
The Pentagon is fast-tracking the development of a machine that can
translate 20 foreign languages. DARPA, the US Defense Advance Research
Projects Agency, has developed the Robust Automatic Translation of Speech
(RATS) that will distinguish spoken words from background noise, providing
a 99-percent accuracy rate. The system's language identification component
will have a special emphasis on Arabic, Pashto, Farsi, Urdu, and Dari.
Voice recognition technology software will be capable of automatically
detecting specific, preselected key words or phrases, enabling RATS to
identify people on the military's most-wanted list. Within the next six
months, DARPA hopes to have demos that translate 15 languages among 1,000
different speakers and recognize 100 words or phrases in Arabic, Pashto,
and Farsi.
From "DARPA Looks to Build Real-Life C3PO"
Wired News (CA) (02/16/10) Drummond, Katie
Return to Headlines
Google Developing Interpreting Technology for Smartphones
Google says it is developing almost instant speech-to-speech interpreting
technology for use in Android-based smartphones. Google's Franz Och
reports that future advances in voice recognition and machine translation
technology should enable the software to "work reasonably well" in a few
years. Och says the program would work much like a human interpreter,
analyzing a package of speech to understand the full meaning before
producing an interpretation. He says the program's accuracy will improve
the more it is used. The new system will combine Google's existing website
translation program, which works in 52 languages, with a voice recognition
application for smartphones. Google's website translation program is based
on a database that was created by programs that robotically searched
websites in different languages. Och says that interpreting is more
difficult than translation because people have all different ways of
speaking. Bangor University Linguistics Professor David Crystal says the
wide variety of dialects and accents will make any automated
speech-to-speech interpreting system a huge challenge.
From "Google Developing a Translator for Smartphones"
PhysOrg.com (United Kingdom) (02/09/10) Edwards, Lin
Return to Headlines
New Mexico Hospitals Aim to Provide Quality Interpreters
Providing medical interpreters for patients who do not speak English is a
challenge for many hospitals. In New Mexico, 36.5 percent of the
population speaks a language other than English at home. The University of
New Mexico Hospital (UNMH) reports that 16 percent of patient visits
involve interpreters. UNMH has 15 staff interpreters for Spanish and three
for Vietnamese. By comparison, in 2005 the hospital had only three
interpreters, and patients often relied on bilingual staff who were not
trained as medical interpreters. UNMH's Kristina Sanchez says being
bilingual does not guarantee the skills to convey sensitive medical
information in an appropriate way, and despite the growing number of
interpreters, there has not been enough change over the years. UNMH has
moved toward standardized testing to ensure patients have the same quality
of interpreting services. In addition to staff interpreters, the hospital
has trained 300 bilingual staff members using the national Bridging the
Gap interpreter training program The course teaches cultural awareness,
medical terminology, communication styles, and the role of an interpreter
in a healthcare setting.
From "NM Hospitals Aim to Provide Quality Interpreters"
Associated Press (NY) (01/27/10) Schoenberg, Amanda
Return to Headlines
Technology's Language Barrier
Cultural and linguistic differences between Asia and the West can be
confusing, expensive, frustrating, and even dangerous. For companies and
organizations to successfully interact with emerging markets, linguistic
experts say that assumptions about language and communication must shift
from an Anglocentric view to one that accounts for local languages,
writing systems, and conventions. A major problem for Anglocentric systems
is that most characters in Chinese and Japanese languages have multiple
pronunciations and different meanings. Translating brand names can be
extremely difficult. For example, depending on the dialect, the first
effort to translate the name Coca-Cola into Chinese meant "bite the wax
tadpole" or "female horse stuffed with wax." Coca-Cola researched 40,000
Chinese characters and eventually settled on "ke-kou-ke-le," which loosely
translates to "happiness in the mouth." The necessary seamless
cross-language flow of information will require making information
technologies smarter, starting at the data-intake process and running
through record storage and linkage. Software and systems must also be able
to quickly adapt for use by an increasingly non-English user base.
From "Technology's Language Barrier"
Forbes (NY) (02/01/10) Halpern, Jack; Patman, Frankie
Return to Headlines
ATA News
ATA Renewal Period Ends February 26
Have you renewed your ATA membership for 2010? If you have already
renewed, thank you. If not, please do!
Your ATA membership has never been more essential to your business than
during the current economic downturn. Networking with ATA members lets you
know what other translators and interpreters are doing and where the jobs
are. This is the time to stay informed, and ATA is your best source for
professional information.
Your ATA membership is one of the most effective business strategies you
have right now. Don't lose this important resource. Renew online or by
mail today.
Click to learn more | Return to Headlines
ATA/AATIA Science & Technology Seminar
ATA/AATIA Science & Technology Seminar
San Antonio, Texas � March 27-28
Make plans now to attend this two-day, in-depth seminar presented by
skilled sci-tech translators. This seminar is targeted at experienced
translators who are seeking advanced-level professional development.
ATA-certified translators can earn up to 9 ATA Continuing Education Points
for attending this seminar.
By attending this seminar you will:
� Receive training specific to your needs as an experienced translator and
interpreter
� Take on the challenge of technical translation�from common chemistry
techniques to the finished product release
� Acquire the in-depth information needed to translate material for the
pharmaceutical and chemical industries
� Learn to research technical terms and find primary texts in source and
target languages
� Discover valuable resources for working in the oil and gas industry
� Connect with colleagues, company owners, and seasoned professionals at
the Networking Session
� Market your services by taking part in the Job Marketplace
� Obtain the professional development you need to enhance the added-value
you can offer in a competitive marketplace
Register today! Early registration rates are available until March 19, but
space is limited. Saturday-only and Sunday-only rates are also available.
Click to learn more | Return to Headlines
It's Your Turn to Propose
The American Translators Association is now accepting presentation
proposals for ATA's 51st Annual Conference in Denver, Colorado (October
27-30, 2010).
Speaking at an ATA Annual Conference is a challenging and rewarding
opportunity. All proposals are selected through a competitive peer-review
process. Speakers benefit not only from discounted conference registration
fees but also from increased recognition as leaders in the industry and
experts in their field.
Submissions are invited from all areas of translation and interpreting,
including financial, legal, medical, literary, media, science and
technology, terminology, training and pedagogy, independent contracting,
and language services providers. Sessions may be language specific or
general. Click the Learn More link below to access the proposal form.
The deadline for submitting a presentation proposal is March 8, 2010.
Click to learn more | Return to Headlines
Last Call for ATA Nominations
The 2010 Nominating Committee is pleased to call for nominations from
ATA's membership to fill three directors' positions (each a 3-year term).
Elections will be held at the Annual Meeting of Voting Members on
Thursday, October 28, in Denver, Colorado.
All Active members of ATA are eligible to run for elected office, and any
member may make a nomination. Click Call for Nominations to learn more
about the nomination process.
The deadline for submitting a nomination is March 1, 2010.
Click to learn more | Return to Headlines
It's Not Too Late to Register
ATA Spanish Language Division 6th Mid-Year Conference
San Diego, California � March 4-6
Whether you choose to call it professional development, continuing
education, or extended learning, there's an expectation in the 21st
century business community that you are doing it. The Spanish Language
Division's 6th Mid-Year Conference is this year's first opportunity to add
relevant continuing education to your r�sum�. The conference program
offers a wide variety of translator and interpreter sessions as well as a
Thursday evening Welcome Reception for informal networking.
Click to learn more | Return to Headlines
Blazing a Trail to Success
ATA Translation Company Division 11th Mid-Year Conference
Scottsdale, Arizona � March 18-20
"Twitter, Facebook, LinkedIn, Blogs: How Can Social Media Help My LSP?,"
"The Inside Story of America�s Fastest-Growing Translation Companies�Will
Yours Be Next?," and "It�s Coming Whether You Like It or Not: Machine
Translation and the Future of LSPs" are among the executive-level seminars
being offered at this year's TCD Mid-Year Conference. This is a tremendous
opportunity for language services providers to learn new strategies to
current business challenges and to network with other company owners.
Click to learn more | Return to Headlines
In the March Issue of The ATA Chronicle
� Language Self-Instruction: Choosing Between Rosetta Stone and Pimsleur
Both Rosetta Stone and Pimsleur are effective tools for learning a
language at an elementary level. Both claim to mimic the way a child
learns his or her own language�but don�t count on it. (Susan Welsh)
� Can You Change Your Accent? Defusing the Mystery of Accent Modification
Interpreters have to be great listeners to render large chunks of
consecutive information at one time, so why wouldn't they be able to
listen to and mold their own sound just like they render meaning? (Juanita
Ulloa)
� Controlled Language: Does My Company Need It?
A brief overview of controlled languages and their use. (Uwe Muegge)
Click to learn more | Return to Headlines
Abstract News � Copyright 2010 INFORMATION, INC.
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February 2010
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Upcoming ATA Events
Spanish Language Division
6th Mid-Year Conference
San Diego, California
March 4-6
Registration is open
Translation Company Division
11th Mid-Year Conference
Scottsdale, Arizona
March 18-20
Registration is open
ATA/AATIA Sci-Tech Seminar
San Antonio, Texas
March 27-28
Registration is open
ATA 51st Annual Conf
Call for Proposals
Deadline: March 8
Learn more
See the ATA Online Calendar for other 2010 events!
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interpreting professions and foster the professional development of
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include translators, interpreters, language services providers, educators,
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and government agencies.
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ATA Newsbriefs provides executive summaries of noteworthy articles about
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staff monitors nearly 11,000 newspapers, business publications, websites,
national and international wire services, summarizing significant articles
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