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Knowledge Representation in Texts across Borders, Professions and Language

”If the designations are not correct the language does not correspond with the true nature of things . If the language does not correspond with the true nature of things , activities cannot be completed successfully . ( Konfutse , 2500 years ago ).

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Knowledge Representation in Texts across Borders, Professions and Language

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  1. ”If the designations are not correct the languagedoes not correspond with the true nature of things. If the languagedoes not correspond with the true nature of things, activitiescannotbecompletedsuccessfully. (Konfutse, 2500 yearsago). Birthe Mousten, University of Aarhus, DK Gunta Ločmele, University of Latvia, LV Knowledge Representation in Texts across Borders, Professions and Language B.

  2. ”If the designations are not correct the languagedoes not correspond with the true nature of things. If the languagedoes not correspond with the true nature of things, activitiescannotbecompletedsuccessfully. (Konfutse, 2500 yearsago). Birthe Mousten, University of Aarhus, DK Gunta Ločmele, University of Latvia, LV Knowledge Representation in Texts across Borders, Professions and Language B.

  3. ”If the designations are not correct the languagedoes not correspond with the true nature of things. If the languagedoes not correspond with the true nature of things, activitiescannotbecompletedsuccessfully. (Konfutse, 2500 yearsago). Birthe Mousten, University of Aarhus, DK Gunta Ločmele, University of Latvia, LV Knowledge Representation in Texts across Borders, Professions and Language B.

  4. The Danish experiment • Overall idea: • How is the transfer of the other performed at varying levels? • “Foreignization and domestication” theory – transfer of system-bound ideas to a new locale. B.

  5. Knowledge representation – model for localisation • The texttravelling model – a sorting model for text and graphics • Translation Full texttravel • Adaptation Texttravel, but changed • Replacement Idea travel, new text • OmissionText and ideadiscarded • Creation of Content New textidea • Oo0oo • Note also: • Central and peripheralstrategies – change over time • Hybridity B. + G

  6. Influence from the locale: • The system-boundchanges and knowledgerepresentationrealizedthrough… • - socio-cultural components • - politico-legal components • - technico-culturalcomponents • - marketing-culturalcomponents B.

  7. Knowledge representation— the reality perspective • ”Wecannotforeground reality in discourseunlesswe have unmediatedaccess to it, and we never do. Our perceptions arealwaysmediated by ourassumptions, ourbeliefs, and in fact, by the languagewe speak.” • (Reddick, R.J. 1992. p. 103) B.

  8. Knowledge representation—the interdisciplinarityperspective • ”The tendencytowards the end of the century, and not only in Translation Studies, wasclearlyaway from strictcompartmentalization and towardsinterdisciplinarycooperation, away from rigid ideology and towards real-lifeexperience.” • (Snell-Hornby, 2006, p. 150) B.

  9. Knowledge representation— the power perspective • ”Scholarswho have taken the power turn, however, have come to realizethat in polyvalent and multiculturalenvironments, knowledgedoes not necessarilyprecede the translation activity, and that the act of translation is itselfverymuchinvolved in the creation of knowledge.” • (Tymoczko and Gentzler, 2002:xxi) B.

  10. Knowledge representation—the language bridge/barrier to contextualrelevance • ”..an awarenessneeds to becreated more generally that translation is confronted not only with one barrier – the all toofamiliarlanguage barrier – but also with the distinctsecond barrier of contextual differences.” • (Gutt, Ernst-August, 2000:231) B.

  11. Model of knowledgerepresentation in locales Interdiscipli-narity perspective Reality perspective System-boundchanges and knowledgerepresentation Power perspective Languagebridge /barrier B.

  12. Advertising adaptation and creation: Live Riga • Combination of: • Text • Symbols • Images G.

  13. LIVE RIGA Four-letter words: - LIVE - WORK - LOVE - MEET - LIFE - DINE - FEEL - SHOP - SING - ARTS - TRIP - STAY G.

  14. G.

  15. Selection of keywords from pool:Latvia The keys words which speak to the consumers of whiskey in Latvia of all ages are related to: dominance and sensuality (aweapon, to attack, nudity and to seduce) G.

  16. JamesonWhiskey “Tu varbūt vēlētos šeit ieraudzīt īstu īru skaistuli ugunīgi liesmojošiem matiem zaļā tērpā spēlējam arfu āboliņa pļavā. Bet mums šķiet, ka tas būtu pārāk... acīm redzami.Aiz acīmredzamā” G.

  17. Jameson Whiskey “Maybe you would like to see a real, handsome Irishman here, with flaming hair, dressed in green, playing a harp in the clover meadow. But we think – it would have been too obvious” “Beyond the obvious” (back-translation from Latvian) “Tu varbūt vēlētos šeit ieraudzīt īstu īru skaistuli ugunīgi liesmojošiem matiem zaļā tērpā spēlējam arfu āboliņa pļavā. Bet mums šķiet, ka tas būtu pārāk... acīm redzami.” Aiz acīmredzamā” (createdLatviantext) G.

  18. Clash of locales:Hybridity of text G.

  19. Danish and English: The case of technico-culturalwriting • Text: Computer Assembly • This is a text where you would not think that any cultural or system-bound references could be found, but look at this: • Computer World was one of the first repair shops in Fargo, ND… • What would the purpose be of this information in the Danish text? What is, by the way, the purpose in the English text, given that it is a text about computer assembly? • Solutions • Omission: Leave it out • Replacement: Find something similar in Danish • Translation: Leave the information and translate it B.

  20. Danish and English: The case of technico-culturalwriting • Explanation and someexamples of English and Danish… • Tools needed: A set of small Philips screw drivers (highly recommend that you magnetize them). • References to online instructions in (nativeculture) English canbe so full of tricky expressions and system-bound and culture-boundexpressions. • English is a global language– the contentsare not. B.

  21. Technico-culturalwriting and knowledgerepresentation • Pre-localisation • ‘Forensic photography can be traced back in Denmark to the early 1800s when inmates were documented through pictures. • Mark-up for localisation (part of internationalisation) • Forensic photography can be traced back in [locale] to the [locale-period] when inmates were documented through pictures. B.

  22. Knowledge representationthroughlanguage • Pivot pin, bolt catch, slip ring, upper receiver, buttplate assembly, takedown pin, buttstock. • Established words: pivot, pin, bolt, ring, assembly • Descriptive words: receiver, buttplate, takedown, carrying, buttstock • What can a translator do? B.

  23. Knowledge representationthroughlanguage • - Combine the two with a given context and start finding terminology in another language • - Parallel texts may be a big help, but slow and troublesome • - Google pictures may sometimes be a great help and may even help with suggested terminology in embedded text • - Combining words from dictionaries into new constellations • - Corpus-linguistics • - Inventing new descriptive words in the local language • So please go ahead and translate! B.

  24. Knowledge representationthroughlanguage • Text: Erosion control maintenance • Interpretation possibilities: • - Control of the maintenance of erosion • - Maintaining control of the erosion • - Controlling the erosion by maintenance • - Maintenance of the control of erosion • …. • US: Erosion control maintenance • DK: Kontrolvedbyggearbejde – vedligeholdelse • (~ control during construction jobs – maintenance) • So please go ahead and translate! B.

  25. Knowledge representation • Text: Erosion control maintenance • US: In order to protect the existing rainwater sewer system, protection must be placed at the inlet to the pipe line, commonly known as a catch basin. • DK: For at beskytte det eksisterende kloaksystem til afledning af regnvand skal man placere en beskyttende, såkaldt ”vandafløbspose” ved åbningen af rørledningen til vandafløbet. • Back translation: …pipe line, a so-calledwater-drainage bag. B.

  26. Knowledge representation – dogmas! • Passive versus active form • You will start by taking the motherboard and laying it on the work surface.(US active) • Bundkortetlæggespå et arbejdsbord.(DK passive) • The motherboard is placed on a work surface(US passive) B.

  27. Learning knowledgerepresentation • Challenges: • Locales • Genres • English vs English as a linguafranca • English vs locallanguages • English as knowledge transfer itself • Globalisation – Glocalisation - Localization Foreignization vs. Domestication Mirror vs. Mold G.+B.

  28. Sources • Eisend, Martin (2010). A Meta-analysis of Gender Roles in Advertising. Journal of the Academy of Marketing Science.  Vol. 38, No. 4. • Jettmarowa, Z. (2009). Contexts of/in Translativity. Prague: Univerzita Karlova v Praze. • Konfutse, 2500 yearsago! • Reddick, R.J. (1992). English ExpositoryDiscourse, in Language in Context: Essays for Robert E. Klongacre. University of Texas. • Snell-Hornby, Mary (2006). The Turns of Translation Studies. John Benjamins Publishing Company. • Tymoczko, Maria and Gentzler, Edwin (2002). Translation and Power.Amherst and Boston: University of Massachusetts Press.

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