Chapter 11
New Directions and Challenges
Abstract
This chapter explores the transformative impact of the digital era on translation over the past three decades. Advances in communication technologies have changed not only the types of texts and media but also the agents and tools involved in translation. The demand for faster translation has driven the widespread adoption of computer-assisted translation (CAT) tools, enhancing speed, consistency, and accuracy. Additionally, breakthroughs in neural machine translation and AI-powered automated translation have integrated into everyday communication. These rapid technological developments have significantly reshaped industry workflows and the translator’s role, challenging traditional concepts such as translation unit and quality. The chapter also addresses emerging concerns related to labour practices, social responsibility, and environmental sustainability within the evolving translation landscape. As the field adapts to these innovations, it faces ongoing challenges and questions about the future of translation in a digitally connected world.
Video Introduction
Flashcards
Test your understanding of the foundational concepts within the chapter by using these flashcards.
Quiz
Test your understanding of this chapter with our multiple choice questions.
Research Questions
- Examine forms of localization present in your languages. These may be product information sheets (e.g. for medicines), instruction manuals, multilingual websites, adverts, etc. What are the linguistic and cultural constraints that affect these products?
- ‘From a translational viewpoint, the most difficult situation […] arises when a linguistic sign, a phrase, refers metaphorically to an iconographic sign or image that the source and target culture do not share’ (Díaz-Cintas and Remael 2007: 46). Find examples of occurrences of this in audiovisual translation. Examine the question particularly from the perspective of advertising (see Further Reading)
Video Summary
Further Reading
Explore the chapter further using our combined reading list and free reading section.
For Chinese translation studies
Weixiao Wei (2020). An Overview of Chinese Translation Studies at the Beginning of the 21st Century. Past, Present, Future. London/New York: Routledge
Qin, Z., Cui, X. & Gao, X. (2023). The characteristics of contemporary Chinese translation theory development: a systematic review of studies in core Chinese journals (2012–2022). Humanit Soc Sci Commun 10, 596. https://doi.org/10.1057/s41599-023-01955-w
For machine translation and post-editing
Bowker, L. (2020). Machine translation literacy instruction for international business students and business English instructors. Journal of Business & Finance Librarianship, 25(1–2), 25–43. https://doi.org/10.1080/08963568.2020.1794739
Alessandra Rossetti, Sharon O’Brien, Patrick Cadwell (2020) Comprehension and Trust in Crises: Investigating the Impact of Machine Translation and Post-Editing. In Proceedings of the 22nd Annual Conference of the European Association for Machine Translation. André Martins, Helena Moniz, Sara Fumega, Bruno Martins, Fernando Batista, Luisa Coheur, Carla Parra, Isabel Trancoso, Marco Turchi, Arianna Bisazza, Joss Moorkens, Ana Guerberof, Mary Nurminen, Lena Marg, Mikel L. Forcada. European Association for Machine Translation, 9-18. https://aclanthology.org/2020.eamt-1.2/
For localization and globalization
Austermühl, F. (2001) Electronic Tools for Translators, Manchester: St Jerome.
Pym, A. (2010) Exploring Translation Theories, Abingdon and New York: Routledge, ch. 7.
Other Reading Materials
See Exploration box 11.B of textbook.
Díaz-Millón, M., & Olvera-Lobo, M. D. (2023). Towards a definition of transcreation: a systematic literature review. Perspectives, 31(2), 347–364. https://doi.org/10.1080/0907676X.2021.2004177
https://www.tandfonline.com/doi/full/10.1080/0907676X.2021.2004177
Extract from Introducing Translation Studies 5th Edition
