Author Archives: Michael Cárdenas

Dating Culture Around the World

The book “Men are from Venus” portrays the significant differences between men and women. As if that wasn’t enough, add in the many cultural differences in dating and you’d better step lightly if you want a second date.

When dating a Hispanic, you’re not dating one person—you’re dating the entire “familia”. If the family doesn’t like you, you’re out of luck. In Thailand, love and money go hand in hand… and not hers. Men go directly to the partner’s parents with cash for the bride’s hand—haggling not recommended!

In the US, comfort triumphs dressing up for dates. Americans don’t equate one’s value with what they wear, but in Europe: you are what you wear. In Japan, most dating has only one goal: getting married. In many countries, you live with your parents until marriage. Although there are obvious reasons for this like money savings and mom’s unbeatable cooking, it greatly impacts the independence of your dating life.

In China, there are match making corners in parks where parents and grandparents hold ads about their kids, holding nothing back and sharing everything about their eligible bachelor. Are they college-educated? Do they own a home? What about a car? Sometimes, the kids even show up to market themselves to potential matches.

Crossing the cultural dating hurdle can bring you a lot of love, after all there are a lot more fish in the sea that way—but only if you consider the culture. Otherwise, you’ve just increased the likelihood of heartbreak tenfold.

Whether you just want another date or a million-dollar deal, you can trust Local Concept to help communicate your message in any language and culture.

Lipsyncing Made Easy in Any Language with LipDubAI

Until recently, if you wanted the mouth of the actor to be in sync with each word of the audio, you needed to find a voiceover artist who has mastered this art. The result is a final product that looks far more natural, but you would spend more time recording and you had to pay a premium.

This is no longer required after LipDub AI’s recent entry into the recording industry. Now all you need to do is record up to a minute runtime and LipDub will handle the rest.

No technology is perfect at first launch so at times there is a lag and you are limited to a minute, but not to worry. This is a single speedbump in the road. Local Concept is testing this technology and is more than impressed with its potential.

When Clients Innocently Call a Pig a Frog – Client SME Pt. 3

Some years ago, a client came to us to tell us that our translations were incorrect. I panicked, so we quickly scheduled a call between the client’s reviewer and our lead linguist.

Mistake #1: As the reviewer started calling out mistakes, we quickly realized that they were not mistakes at all and that the client’s reviewer was not only not a native speaker but did not have a good command of grammar.

Mistake #2: We provided our thoughts on proper terminology and grammar, thinking that was our job.

Result: We lost the client.

The Point: While I believe that championing a correct translation in front of a client, can be a thorny move, as a Language Service Professional, sometimes we need to back up and say, “if the client wants to call a pig a frog in French… c’est la vie.”

Culture & Carlson: Missing the Point by 1200 Years

Last weekend, former FOX News host, Tucker Carlson, released an interview with Russian President, Vladimir Putin and everyone has been talking about it. While the interview opened the flood gates of political commentary—which I’m sure you’ve already had enough of—the obvious cultural factors are the most interesting and overlooked part of the interview, and have inspired quite a few memes too.

Just a few minutes in, Carlson asks why Putin invaded Ukraine, and Putin launches into a history lesson beginning with the founding of the Rus in the 9th century. The immediate confusion that appears on Carlson’s face as Putin describes long-dead kings in remarkable detail is a tell-tale sign: this miscommunication is deeper than merely personal or political, it is truly a cultural disconnect.

If you’re interested in how cultural differences play out between the US host and the Russian president, here’s a quick run-down!

Countries with a long history like Russia tend to see what was rather than what is, and use that history to inform what they think the present should be like. These glory days are not just sentimental but authoritative in many ways—because they are traditional, they should be valued. While every medieval detail of the story might not be relevant, establishing that Ukraine evolved from Russian lands and people is of chief importance to Putin (whether you believe his story or not).

Carlson’s ignorance of this aspect of Russian culture left him unprepared to critically engage with Putin’s account of history—an area where Putin expected to head off Carlson’s concerns by providing historical records from the Kremlin’s archives. After presenting the papers, Putin appears pleased with his convincing evidence, but Carlson has been stuck for the past 8 minutes trying to figure out why any of this is relevant. Some have criticized Carlson for allowing Putin to share his account of history undisputed, this is not intentional—Carlson simply did not expect to need to fact check the Russian leader on details of Polish occupation in the late medieval period!

Though Putin clearly did his research on Tucker Carlson, mentioning his college history major and failed application to the CIA, the news host also did research on Putin’s prior statements about Ukraine. Unfortunately for him, this research was scarcely used in the interview at all, largely owing to Putin’s preoccupation with history lessons. But even in this, Carlson missed another major issue in his research: the role of a tsar in Russian culture.

Andrei Zorin, a cultural historian at the University of Oxford argues that in many ways, the Russian people still long for a great tsar. To become this, he adds, “the Tsar has to prove he’s the true one.” In Putin’s own account of Russian rulers, he highlights several great leaders who restored former lands to Russian control. Amidst societal ebb and flow, reclaiming Russia’s lands is what separates the great Russian leaders from the crowd—and Putin wants to make sure he’s remembered as one of the best.

On several occasions, Carlson asks Putin why he only recently started claiming that Ukraine’s territory belonged to Russia, but to no avail. Had he framed his question relative to the history lessons Putin provided, perhaps he would have gotten an answer.

More importantly, Carlson’s lack of understanding Putin’s cultural background hindered the basic goal of the interview: clear communication between Putin’s world, where Russia has the right to invade Ukraine, and the world of US viewers, where Russia is simply trying to take whatever it can get away with.

Again, I am not arguing one political stance or another, but instead showcasing how (1) a lack of culturally-informed (a.k.a. localized) preparation can totally derail productive conversation and (2) how accurate analysis depends on a deep understanding of cultural factors that create the end result.

Especially when the stakes are as high as they are, it is crucial that we understand both sides’ cultural backgrounds and how they play out in political discussions.

The Role of Subject-Matter Experts – Client SME Pt. 2

Believe it or not, the majority of translation mistakes are not about Oxford commas, dangling participles or even run-on sentences–most of them have to do with terminology.

So, what should your Subject-Matter Expert focus on in the review? Terminology!

Client SME’s are your golden nugget. They should not focus on the translation unless they find problems with it. Their job is to validate terminology. Most translators are able to translate correctly but need help fine tuning the glossary.

Now that you know the majority of mistakes made in translation have to do with terminology, you can dramatically reduce their workload by not having them review the entire text, only the usage of particular terms.

Why Client Subject-Matter Experts Matter – Pt. 1

For starters, no matter how good a translator is in their field of expertise, the client’s expert will know more than them—otherwise they would poach our translators to run their projects. Luckily, accurately translating experts’ hard work is easier than creating it from scratch.

Second, SME’s are a critical ingredient in effective multilingual glossary creation. Some translation projects require specific knowledge about the terms and names a company uses to refer to industry standards and the SME is the only source of proprietary or company-specific information for translators and tells us not only how to localize terms and abbreviations but also when to preserve certain names, labels or abbreviations for standardization. Clients rarely define and use terms exactly how the dictionary does. When the client’s SME finely tunes the glossary before translation, our linguists know exactly how to handle each and every word to guarantee that everything lines up in the end.

Having an approved glossary before translation begins makes translation so much smoother, but believe it or not, only 5% of our clients opt to involve SME’s in their translation process. This increases turnaround time and can confuse audiences—not to mention makes me sound like a broken record.

So I’ll keep asking clients to involve their subject-matter experts because it produces the best results for clients—and not because our linguists aren’t amazing, they are.

Soccer and Alcohol Don’t Mix at this Year’s World Cup

Baseball fans consider beer an indispensable part of the experience of watching the game at a stadium. Actually, alcohol is served in nearly every professional sports event, bowling included. This year, over a million fans landed in Qatar hoping to enjoy some fun juice while at the stadium, but Qatar is a conservative Muslim country that strictly controls the sale of alcohol.

FIFA had promised that alcohol would be served at the stadium, but at the last minute, they decided to ban it. They assumed there would be a lot of fans from the Arabian Gulf and Asian countries where alcohol is not part of their culture. While Qatar’s last minute U-turn policy can be frustrating to alcohol aficionados, let’s not forget that these fans are in a Muslim state and must abide by their rules.

There is a silver lining to this turn of events: Qatar penal code provides for up to 6 months in prison and a monetary fine if you are found drunk in public. I’m sure more than one fan would have ended up in jail with free room and board courtesy of Qatar, had alcohol been served.

It just goes to show, it always pays to consider the cultural context of your words and actions.

Liberty Leading the People by Eugene Delacroix

Who Makes the Rules of Language?

Each language has its own grammar and terminology rules. For the most part, these rules are simply understood near-universally by speakers, but some languages have official organizations that decide which rules to follow. These groups monitor and regulate the evolution of language by spelling out the rules for correct usage. For instance, in Spanish, there’s the Real Academia Española, and in Parisian French, the Académie Française. In short, their rules are deemed “gospel,” the guiding light which everyone must follow.

However, English in the U.S. doesn’t have a language governing body and is moving along nicely. Standardization of language may be required from an educational, social, and political perspective, but language is dynamic. Its purpose is to help people communicate. Though Spanish words for “work” like “jalar,” “currar,” and “chambear,” are not acceptable terms per the standards of the Real Academia Española, they are used daily by millions of Spanish speakers.

Let’s also not forget that language is learned. Words don’t have meaning until we assign it to them. You can attach several meanings to the same word through different slang, tone, and context, and still have most people understand the intent behind its use. This shows that the value of language is derived from people–not words.

Then, maybe it’s best to keep language governing agencies policing language, while we allow humans to break the laws as they see fit. No ticket writing please.

Tijuana Mexico

When Languages Collide: Spanish and English in the Border Towns

My career got started in the border town of San Diego, where I provided a court interpreting service for farm workers and the labor market. I thought I was a grammatical genius in Spanish and English because I had studied in both Spain and the United States, but unfortunately, my schooling didn’t teach me “border town” Spanish–something I learned the hard way.

More commonly known as “Spanglish”, border town Spanish was the fusion of the two languages – with all the linguistic idiosyncrasies that come along for the ride. I was just starting out and didn’t have the experience to realize that, although many living in San Diego are of Hispanic origin, a pure version of Spanish is hardly spoken. As writer, Mariana Ashley notes, “Borders cannot stop the rejoicing of two languages made one: Spanglish.”

Of course, the theory didn’t matter to me so much as the practice – I needed the job!

Day in and day out people would glare at me when I used words like “compañia de seguros” (insurance company). I realized that traditional Spanish would get me fired, so I had a real problem.

I needed a solution, so I started making a change to adapt to this new language environment I was around. What was the fix? Surprisingly simple: I started to talk to people for fifteen minutes to understand their lingo and how they used it, so that I could use it in a courtroom for my job. It worked: the glares stopped, business improved, and I was set on the path to running Local Concept.

So, while neither Spanish nor English conform to every grammatical or linguistic rule I learned in school, that is okay. After all, language is intended to communicate – which “Spanglish” does eloquently! The hard-won lesson from this experience that I’ve carried with me through 37 years of experience at the helm of Local Concept is this:

There really is no better way to learn specialized terminology than to dive into it.

If you can’t dive in yourself, a close second is to get in touch with our specialists – soon you may have three terminology lists: Spanish, English and a well-used hybrid version of both – and a team dedicated to meeting your needs.

Pursue a Career in Localization and Everyone will be Guessing What You Do

I often wished I would have practiced law. That would have made explaining what I do so simple.

Those of you that are engineers, physicists, doctors–what you do needs no explanation. If you are a translator, project manager, or any other localization professional, let’s be honest, “we get no respect.

I have been in the industry for 33 years, and my parents still think I teach languages. My siblings simply say my work has something to do with computers that talk to each other. Is my name Bill Gates?

Even after I explain what I do, many people still have a “deer in the headlights” look. Once, just when I thought I had made myself clear, someone asked, “So you sell bibles door to door?”. Another one looked at me sympathetically and said, “I hope you have a second job.” But the question I love the most is: “Which companies translate and why?”

The lack of understanding regarding localization says something about the corporate world’s view on its importance. Perhaps, that’s why translators are paid like a commodity (per word), and some think Google Translate can replace human intervention altogether. We need to change that.

My advice: be a champion for our industry by continuing to share what it is you do. Start in the comments below, but don’t stop there! Share at work, at the bus stop, and post it in the bathroom wall (just don’t include your contact info). Either that or change professions just so it’s easier to explain to others.