{"id":10401,"date":"2021-04-29T08:00:00","date_gmt":"2021-04-29T06:00:00","guid":{"rendered":"https:\/\/blog.zhaw.ch\/languagematters\/?p=10401"},"modified":"2024-08-16T09:19:43","modified_gmt":"2024-08-16T07:19:43","slug":"translation-diversification","status":"publish","type":"post","link":"https:\/\/blog.zhaw.ch\/languagematters\/2021\/04\/29\/translation-diversification\/","title":{"rendered":"Translation, diversification and corporate communications"},"content":{"rendered":"\n<p style=\"font-size:20px\"><strong>Digitalisation and globalisation are diversifying roles and contexts for language industry professionals \u2013 but also driving convergence with other professions. Translation and corporate communications are a prime example, as research at ZHAW\u2019s School of Applied Linguistics shows.<\/strong><\/p>\n\n\n\n<p style=\"font-size:14px\">By Gary Massey, Director of the IUED Institute of Translation and Interpreting<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignright size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"300\" src=\"http:\/\/blog.zhaw.ch\/languagematters\/files\/2021\/04\/gary-massey-translation-profiles-zhaw-iued-portraet.jpg\" alt=\"Gary Massey Leiter IUED Institut f\u00fcr \u00dcbersetzen und Dolmetschen an der ZHAW\" class=\"wp-image-10402\" srcset=\"https:\/\/blog.zhaw.ch\/languagematters\/files\/2021\/04\/gary-massey-translation-profiles-zhaw-iued-portraet.jpg 300w, https:\/\/blog.zhaw.ch\/languagematters\/files\/2021\/04\/gary-massey-translation-profiles-zhaw-iued-portraet-150x150.jpg 150w, https:\/\/blog.zhaw.ch\/languagematters\/files\/2021\/04\/gary-massey-translation-profiles-zhaw-iued-portraet-24x24.jpg 24w, https:\/\/blog.zhaw.ch\/languagematters\/files\/2021\/04\/gary-massey-translation-profiles-zhaw-iued-portraet-48x48.jpg 48w, https:\/\/blog.zhaw.ch\/languagematters\/files\/2021\/04\/gary-massey-translation-profiles-zhaw-iued-portraet-96x96.jpg 96w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><figcaption class=\"wp-element-caption\">Gary Massey, Director of the IUED Institute of Translation and Interpreting<\/figcaption><\/figure>\n<\/div>\n\n\n<p>The multiple challenges presented by digitalisation, technologisation and globalisation are diversifying the roles and working contexts of language industry professionals. At the same time, language mediation is intersecting with other communication professions to create new interprofessional fields of work.<\/p>\n\n\n\n<p>A case in point is the interface between translation and international corporate communications, which has been the subject of a pilot study conducted in ZHAW\u2019s School of Applied Linguistics. In the rapidly shifting landscapes of the language and communications professions, it is important to identify such fields \u2013 and address the educational needs and opportunities they generate.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-diversifying-profiles-and-jobs-in-the-language-industry\">Diversifying profiles and jobs in the language industry<\/h2>\n\n\n\n<p>Three years ago, a survey conducted among universities represented in <a href=\"https:\/\/www.ciuti.org\/\" target=\"_blank\" rel=\"noreferrer noopener\">CIUTI (<em>Conf\u00e9rence internationale permanente d\u2019instituts universitaires de traducteurs et interpr\u00e8tes<\/em>)<\/a> identified<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>technology,<\/li>\n\n\n\n<li>competence development,<\/li>\n\n\n\n<li>work context and<\/li>\n\n\n\n<li>role diversity<\/li>\n<\/ul>\n\n\n\n<p>as the fastest growing challenges to their graduates on the market. Particular challenges were clustered around technologies and skill sets related to<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>NMT,<\/li>\n\n\n\n<li>post-editing,<\/li>\n\n\n\n<li>MT literacy,<\/li>\n\n\n\n<li>evaluation, adaptivity and creativity,<\/li>\n\n\n\n<li>consultancy and management, and<\/li>\n\n\n\n<li>services in paraprofessional and interprofessional contexts.<\/li>\n<\/ul>\n\n\n\n<p>Some of the roles that were named included<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>data scientist,<\/li>\n\n\n\n<li>computer linguist,<\/li>\n\n\n\n<li>MT evaluator,<\/li>\n\n\n\n<li>premium translator,<\/li>\n\n\n\n<li>transcreator,<\/li>\n\n\n\n<li>intercultural mediator,<\/li>\n\n\n\n<li>interprofessional collaborator and<\/li>\n\n\n\n<li>language adviser.<\/li>\n<\/ul>\n\n\n\n<p>The diverse range of activities in the language industry is reflected in recent handbooks such as the <a href=\"https:\/\/www.bloomsbury.com\/us\/the-bloomsbury-companion-to-language-industry-studies-9781350024939\/\" target=\"_blank\" rel=\"noreferrer noopener\"><em>Bloomsbury Companion to Language Industry Studies<\/em><\/a> or the <a rel=\"noreferrer noopener\" href=\"https:\/\/www.routledge.com\/The-Routledge-Handbook-of-Translation-and-Technology\/OHagan\/p\/book\/9781138232846\" target=\"_blank\"><em>Routledge Handbook of Translation and Technology<\/em><\/a>. Localisation, transcreation, multimodal and audiovisual translation, user-centred translation, accessible barrier-free communication, revision, pre-editing, post-editing, terminological services, linguistic intercultural mediation, public service translation, language and communication consultancy are just some of the areas in which the professional group that is still called \u2018translators\u2019 works.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-stunning-variety-of-industry-titles-and-profiles\">Stunning variety of industry titles and profiles<\/h2>\n\n\n\n<p>Last year\u2019s <a rel=\"noreferrer noopener\" href=\"https:\/\/slator.com\/data-research\/slator-2020-language-industry-market-report\/\" target=\"_blank\"><em>2020 Language Industry Market Report<\/em><\/a> issued by the influential language industry news and intelligence platform <a rel=\"noreferrer noopener\" href=\"https:\/\/slator.com\/\" target=\"_blank\"><em>Slator<\/em><\/a> presents a list of no less than 700 buyer job titles. It builds on a <a rel=\"noreferrer noopener\" href=\"https:\/\/slator.com\/features\/the-stunning-variety-of-job-titles-in-the-language-industry\/\" target=\"_blank\">2018 study<\/a>, where some 600 titles were identified.Titles are grouped by function into eight categories, spanning language and quality, translation process management, localisation and operations management right through to marketing and communications. Together they reflect the \u201cstunning variety\u201d of job titles, profiles, roles and responsibilities in the industry. The core \u201clanguage and quality\u201d category alone contains over 50 separate titles, including such diverse designations as consultant, (digital) content editor, localisation specialist, lawyer-linguist, various types of specialised translators and interpreters, engineering manager, quality manager, terminologist, technical writer, copywriter and communications officer. \u201cTranslation process management\u201d embraces even more \u2013 some 110 titles. The multiplicity of tasks and activities that translators are asked to undertake has already been recognised in newer frameworks and profiles for translation competence. Of the thirty-five competence descriptors in the influential <a rel=\"noreferrer noopener\" href=\"https:\/\/ec.europa.eu\/info\/sites\/info\/files\/emt_competence_fwk_2017_en_web.pdf\" target=\"_blank\">competence framework developed by the Europe Master\u2019s in Translation network (EMT)<\/a>, only fourteen refer to translation competence <em>per se<\/em>. The framework has also absorbed some of the added value services once listed separately in international quality standards for translation services like ISO 17100:2015.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-more-than-translation\">More than translation<\/h2>\n\n\n\n<p>The growing diversity of jobs is also reflected in emerging profiles with their own models and quality standards. <strong>Post-editing<\/strong>, for instance, now has its own dedicated international standard (ISO 18587:2017) and specific competence models are also being developed for post-editors (Nitzke et al. 2019). Another added-value service under ISO 17100:2015 with a new independent identity and profile is <strong>transcreation<\/strong>. It has been marketing itself as just that, namely a service that adds value by being \u201cmore than translation\u201d and \u201ctransferring brands and messages from one culture to another\u201d, with its own distinct set of agent roles, processes and skill sets (Pedersen 2014).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-fuzzy-edges-at-interprofessional-interfaces\">Fuzzy edges at interprofessional interfaces<\/h2>\n\n\n\n<p>Core activities like post-editing and transcreation can still be said to be situated firmly in the traditional scope of translation work. Less obviously, some of the outer edges of what we prototypically associate with \u2018translation\u2019 are becoming fuzzy. Fields into which translators are \u2013 and are capable of \u2013 moving can also be found at the interprofessional interfaces of translation and other communications professions with which it is not always universally associated. The Slator job lists contain multiple references to types of technical writer, and the connections between technical communication or writing and translation have long been a focus of scientific, educational and professional interest.<\/p>\n\n\n\n<p>More recently, researchers at ZHAW\u2019s School of Applied Linguistics have also been exploring the interdisciplinary interfaces between translators and the organisations using their services, with a particular focus on international corporate communications (Massey &amp; Wieder 2019). It is no coincidence that one of the eight Slator job categories is communications and marketing, and that the field also figures repeatedly in the other core job groupings.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-interacting-with-international-corporate-communications\">Interacting with international corporate communications<\/h2>\n\n\n\n<p>The complex interactions between organisational communication, corporate communications and translation are an under-researched area that richly deserves more attention. Results from the ZHAW study\u2019s survey of communications and translation professionals in Switzerland demonstrate that the work done in corporate communications holds promising prospects \u2013 if you have the linguistic, cultural and intercultural competences linked to language mediators. Interviews with senior communication managers reveal concerns about overly complex processes between headquarters and local units in international communication management, which they put down to a lack of cultural and linguistic knowledge among most communications staff. Professionally educated translators thus have the distinct potential to play a much more integral part in co-developing output and assuring its quality.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-hidden-power-of-translators\">The \u201chidden power\u201d of translators<\/h2>\n\n\n\n<p>So far, it is organisation studies that has taken the lead in researching the many subtle connections between language mediation and the organisations where it is used. In corporate contexts, the \u201chidden power\u201d of translators (Piekkari et al. 2020) has become increasingly recognised as they reshape meaning through the chain of interpretations they make when they translate. Their privileged position as interlingual, intercultural players gives them a strong agentic role in the communications of organisations operating in more than one language &nbsp;\u2013 and, by extension, in the way that the organisations can present, brand and market themselves and their products in other linguistic cultures.<\/p>\n\n\n\n<p>But findings from translation studies show that this <strong>potential is inhibited by two major factors.<\/strong> Both are closely connected with traditional conceptualisations and practices inside the translation profession itself.<\/p>\n\n\n\n<ol class=\"wp-block-list\" type=\"1\">\n<li>The first is the persistent self-induced invisibility of the translator\u2019s role, only partially nurtured by a public misunderstanding of what translation involves. Tellingly, Piekkari et al. (2020) contrast the creative and innovative approaches adopted by paraprofessionals who do <em>not<\/em> work principally as translators, \u201cmore visible on the organisational scene\u201d, with the \u201cinvisible activity\u201d of professional translation.<br>Venuti (2019) observes that such an \u201cinstrumentalist\u201d conceptualisation has been promoted by a widely held professional self-concept of neutral, non-interventionist translation. This has been sustained by mainstream translation theories, training practices and professional ethical codes. Survey data (Katan, 2011, 2016; Massey &amp; Wieder, 2019) have indeed shown that a large proportion of professional translators themselves have not had a professional self-concept conducive to more adaptive, creative mediatory and advisory roles. The situation is neatly summed up by Lambert (2018), who criticises the \u201cfictional construction of the translator as a neutral conduit\u201d that these unrealistic codes perpetuate. He claims that they should be adapted to \u201cproliferate an empowering image of translation as an active, multi-faceted activity that requires expert knowledge and judgement, while openly exploring its inevitably manipulative basis\u201d.<br><\/li>\n\n\n\n<li>The second factor is the relatively strict linearity of prevailing models that guide translation service provision. Translation typically takes place after a source document has been produced. Translators are rarely involved at the document drafting stage, receive only limited feed-forward, and can only rarely provide feedback or advice directly (Massey &amp; Wieder 2019). Their downstream position considerably restricts the agency of translators as linguistic and intercultural experts in the production processes of international corporate communications.<\/li>\n<\/ol>\n\n\n\n<p>Seen from this perspective, organisations clearly need to draw more actively and engagingly on the resources at hand to harness the hidden power of their translators. It will enable them to perform more effectively in today\u2019s communication ecologies. But it can only work if the models currently underlying translation service provision are adapted to move translators upstream in the production processes \u2013 and if the translators themselves can cast aside an inhibiting self-concept of neutral conduit-like fidelity to invariant source-text meanings.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-an-educational-imperative\">An educational imperative<\/h2>\n\n\n\n<p>Bringing about such changes falls to education, suitably informed by much-needed additional interdisciplinary research at the translation-organisation interface. Institutions like our own are called upon to systematically promote competent translatorial agency among their students as future professionals working in and for organisations. Moves at ZHAW are already underway to exploit educational synergies between the <a rel=\"noreferrer noopener\" href=\"https:\/\/www.zhaw.ch\/en\/linguistics\/study\/ma-in-applied-linguistics\/specialisation-in-professional-translation\/\" target=\"_blank\">Professional Translation<\/a> and <a rel=\"noreferrer noopener\" href=\"https:\/\/www.zhaw.ch\/en\/linguistics\/study\/ma-in-applied-linguistics\/specialisation-in-organisational-communication\/\" target=\"_blank\">Organisational Communication Specialisations<\/a> in its <a rel=\"noreferrer noopener\" href=\"https:\/\/www.zhaw.ch\/en\/linguistics\/study\/ma-in-applied-linguistics\/\" target=\"_blank\">MA in Applied Linguistics<\/a>, with shared modules and joint projects transcending traditional disciplinary boundaries. In a world increasingly characterised by participatory communication across linguistic and cultural borders, we all need to do more to overcome artificial distinctions between professional fields that, like corporate communications and translation, harbour distinct employment potential for our graduates.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-references\">References<\/h2>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<ul class=\"wp-block-list\">\n<li><a rel=\"noreferrer noopener\" href=\"https:\/\/www.researchgate.net\/publication\/233653243_Occupation_or_profession_A_survey_of_the_translators%27_world\" target=\"_blank\">Katan, D. (2011). Occupation or profession: A survey of the translators\u2019 world.<\/a><\/li>\n\n\n\n<li><a rel=\"noreferrer noopener\" href=\"https:\/\/www.researchgate.net\/publication\/282398374_Translation_at_the_cross-roads_Time_for_the_transcreational_turn\" target=\"_blank\">Katan, D. (2016). Translation at the cross-roads: Time for the transcreational turn?<\/a><\/li>\n\n\n\n<li><a rel=\"noreferrer noopener\" href=\"https:\/\/www.taylorfrancis.com\/chapters\/edit\/10.4324\/9780429431128-6\/translatorial-linguistic-ethnography-organizations-kaisa-koskinen\" target=\"_blank\">Koskinen, K. (2020). Translatorial linguistic ethnography in organizations.<\/a><\/li>\n\n\n\n<li><a rel=\"noreferrer noopener\" href=\"https:\/\/www.google.com\/url?sa=t&amp;rct=j&amp;q=&amp;esrc=s&amp;source=web&amp;cd=&amp;ved=2ahUKEwiz8K3w7p7wAhWE7KQKHdFaCdUQFjAAegQIAhAD&amp;url=https%3A%2F%2Fwww.jostrans.org%2Fissue30%2Fart_lambert.pdf&amp;usg=AOvVaw0QOCkafUaooaXV590pOoIm\" target=\"_blank\">Lambert, J. (2018). How ethical are codes of ethics? Using illusions of neutrality to sell translations.<\/a><\/li>\n\n\n\n<li><a rel=\"noreferrer noopener\" href=\"https:\/\/digitalcollection.zhaw.ch\/handle\/11475\/8838\" target=\"_blank\">Massey, G. &amp; Wieder, R. (2019). Quality assurance in translation and corporate communications: Exploring an interdisciplinary interface.<\/a><\/li>\n\n\n\n<li><a rel=\"noreferrer noopener\" href=\"https:\/\/www.semanticscholar.org\/paper\/Risk-management-and-post-editing-competence-Nitzke-Hansen-Schirra\/be1856d034d83455348751ba09c0061312cbdcc2\" target=\"_blank\">Nitzke, J., Hansen-Schirra, S. &amp; Canfora C. (2019). Risk management and post-editing competence<\/a>.<\/li>\n\n\n\n<li><a rel=\"noreferrer noopener\" href=\"https:\/\/www.iso.org\/standard\/59149.html\" target=\"_blank\">ISO 17100:2015. (2015). <em>Translation Services \u2014 Requirements for Translation Services<\/em>.<\/a><\/li>\n\n\n\n<li><a rel=\"noreferrer noopener\" href=\"https:\/\/www.iso.org\/standard\/62970.html\" target=\"_blank\">ISO 18587:2017. (2017). <em>Translation Services \u2014 Post-editing of Machine Translation Output \u2014 Requirements<\/em>.<\/a><\/li>\n\n\n\n<li><a rel=\"noreferrer noopener\" href=\"https:\/\/www.academia.edu\/10238994\/Exploring_the_concept_of_transcreation_transcreation_as_more_than_translation\" target=\"_blank\">Pedersen, D. (2014). Exploring the concept of transcreation <em>\u2014<\/em> transcreation as \u201cmore than translation?\u201d<\/a><\/li>\n\n\n\n<li><a rel=\"noreferrer noopener\" href=\"https:\/\/www.semanticscholar.org\/paper\/Metaphorical-and-Interlingual-Translation-in-Moving-Piekkari-Tietze\/01100c73842701fc428b4dda24e7ad93a262fd0f\" target=\"_blank\">Piekkari, R., Tietze, S. &amp; Koskinen, K. (2020). Metaphorical and interlingual translation in moving organizational practices across languages.<\/a><\/li>\n\n\n\n<li><a rel=\"noreferrer noopener\" href=\"https:\/\/www.jstor.org\/stable\/j.ctvgc62bf\" target=\"_blank\">Venuti, L. (2019). <em>Contra Instrumentalism. A Translation Polemic<\/em>.<\/a><\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\" \/>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/www.zhaw.ch\/en\/linguistics\/study\/ma-in-applied-linguistics\/specialisation-in-professional-translation\/\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"1500\" height=\"400\" src=\"https:\/\/blog.zhaw.ch\/languagematters\/files\/2020\/04\/2020_02_Blogfooter_MA-AL_1.gif\" alt=\"\" class=\"wp-image-7827\" \/><\/a><\/figure>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\" \/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-read-more-about-this-subject\"><strong>Read more about this subject<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a rel=\"noreferrer noopener\" href=\"https:\/\/blog.zhaw.ch\/languagematters\/2020\/05\/07\/covid-19-language-industry\/\" target=\"_blank\">COVID-19 and the Language Industry<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/blog.zhaw.ch\/languagematters\/2020\/01\/09\/nmt-post-editing-and-evolving-translator-profiles\/\">NMT, post-editing and evolving translator profiles<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/blog.zhaw.ch\/languagematters\/2019\/04\/09\/in-the-drivers-seat-of-digitalisation\/\">In the driver\u2019s seat of digitalisation<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/blog.zhaw.ch\/languagematters\/2019\/11\/13\/post-editing-matters\/\">Post-editing matters!<\/a><\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"381\" src=\"http:\/\/blog.zhaw.ch\/languagematters\/files\/2020\/05\/170524-7936-1024x381.jpg\" alt=\"ZHAW_angewandte-linguistik_IUED_Image\" class=\"wp-image-8029\" srcset=\"https:\/\/blog.zhaw.ch\/languagematters\/files\/2020\/05\/170524-7936-1024x381.jpg 1024w, https:\/\/blog.zhaw.ch\/languagematters\/files\/2020\/05\/170524-7936-300x112.jpg 300w, https:\/\/blog.zhaw.ch\/languagematters\/files\/2020\/05\/170524-7936-768x286.jpg 768w, https:\/\/blog.zhaw.ch\/languagematters\/files\/2020\/05\/170524-7936-1536x572.jpg 1536w, https:\/\/blog.zhaw.ch\/languagematters\/files\/2020\/05\/170524-7936.jpg 1564w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>The <a href=\"https:\/\/www.zhaw.ch\/en\/linguistics\/institutes-centres\/iued-institute-of-translation-and-interpreting\/\" target=\"_blank\" rel=\"noreferrer noopener\">IUED Institute of Translation and Interpreting<\/a>is the ZHAW competence centre for multilingualism and language mediation. It is actively engaged in conducting research, offering degree programmes and continuing education courses, and in providing services and consulting in these fields.<\/p>\n\n\n\n<p>The <a rel=\"noreferrer noopener\" href=\"https:\/\/www.zhaw.ch\/en\/linguistics\/study\/ba-in-applied-languages\/\" target=\"_blank\">BA in Applied Languages<\/a> and the specialisations in <a rel=\"noreferrer noopener\" href=\"https:\/\/www.zhaw.ch\/en\/linguistics\/study\/ma-in-applied-linguistics\/specialisation-in-professional-translation\/%23c80177\" target=\"_blank\">Professional Translation<\/a> and <a rel=\"noreferrer noopener\" href=\"https:\/\/www.zhaw.ch\/en\/linguistics\/study\/ma-in-applied-linguistics\/specialisation-in-conference-interpreting\/\" target=\"_blank\">Conference Interpreting<\/a> within the <a href=\"https:\/\/www.zhaw.ch\/en\/linguistics\/study\/ma-in-applied-linguistics\/\" target=\"_blank\" rel=\"noreferrer noopener\">MA in Applied Linguistics<\/a> are practice-focused degree programs for the communication experts of tomorrow.<\/p>\n\n\n\n<p>The IUED has a strong international reputation. It is a member of prestigious international networks, such as <a rel=\"noreferrer noopener\" href=\"https:\/\/www.ciuti.org\/\" target=\"_blank\">CIUTI<\/a>&nbsp;and&nbsp;<strong> <\/strong><a rel=\"noreferrer noopener\" href=\"https:\/\/ec.europa.eu\/info\/resources-partners\/european-masters-translation-emt_en\" target=\"_blank\">EMT<\/a>, and it has <a href=\"https:\/\/www.zhaw.ch\/de\/linguistik\/institute-zentren\/iued\/ueber-uns\/netzwerke-und-berufsorganisationen\/\">close ties<\/a> (link in German only) with institutes and universities in Switzerland and abroad.<\/p>\n\n\n\n<p><\/p>\n<\/div><\/div>\n\n\n\n<p><\/p>\n<div class=\"pt-sm\">Schlagw\u00f6rter: <a href=\"http:\/\/blog.zhaw.ch\/languagematters\/tag\/accessibilty-barrierefreie-kommunikation\/\">Accessibilty Studies \/ Barrierefreie Kommunikation<\/a>, <a href=\"http:\/\/blog.zhaw.ch\/languagematters\/tag\/digitale-transformation\/\">Digitale Transformation<\/a>, <a href=\"http:\/\/blog.zhaw.ch\/languagematters\/tag\/imk\/\">IMK Institut f\u00fcr Mehrsprachige Kommunikation<\/a>, <a href=\"http:\/\/blog.zhaw.ch\/languagematters\/tag\/international\/\">International<\/a>, <a href=\"http:\/\/blog.zhaw.ch\/languagematters\/tag\/kuenstliche-intelligenz\/\">K\u00fcnstliche Intelligenz<\/a>, <a href=\"http:\/\/blog.zhaw.ch\/languagematters\/tag\/tag-master-language-and-communication\/\">Master Language and Communication<\/a>, <a href=\"http:\/\/blog.zhaw.ch\/languagematters\/tag\/master-multilingual-communication-management\/\">Masterprofil Multilingual Communication Management<\/a>, <a href=\"http:\/\/blog.zhaw.ch\/languagematters\/tag\/organisationskommunikation\/\">Organisationskommunikation<\/a>, <a href=\"http:\/\/blog.zhaw.ch\/languagematters\/tag\/ubersetzen\/\">\u00dcbersetzen<\/a><br><\/div>","protected":false},"excerpt":{"rendered":"<p>Digitalisation and globalisation are diversifying roles and contexts for language industry professionals \u2013 but also driving convergence with other professions. Translation and corporate communications are a prime example, as research at ZHAW\u2019s School of Applied Linguistics shows.<\/p>\n","protected":false},"author":439,"featured_media":10403,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"footnotes":""},"categories":[203],"tags":[129,31,145,306,227,68,215,80,186],"features":[],"class_list":["post-10401","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-forschung","tag-accessibilty-barrierefreie-kommunikation","tag-digitale-transformation","tag-imk","tag-international","tag-kuenstliche-intelligenz","tag-tag-master-language-and-communication","tag-master-multilingual-communication-management","tag-organisationskommunikation","tag-ubersetzen"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Translation, diversification and corporate communications - Language matters.<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.zhaw.ch\/languagematters\/2021\/04\/29\/translation-diversification\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Translation, diversification and corporate communications\" \/>\n<meta property=\"og:description\" content=\"Digitalisation and globalisation are diversifying roles and contexts for language industry professionals \u2013 but also driving convergence with other professions. 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