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The Language Software Revolution
Abstract The continued expansion of the global market, and the realization that English may have already reached its zenith as the global internet language, requires transnational corporations to utilize multilingual means of reaching new markets. In the process of accessing new audiences for their products, transnational corporations must ensure that the messages in marketing ads are grammatically and culturally correct. In addition, new translation programs are currently being developed that will provide transnational organizations the ability to instantly communicate in the multilingual environment of the global marketplace, blurring even more the political and cultural borders of our world. Furthermore, these new programs will affect every aspect of our social and cultural environments, and will add both to the fragmentation and the globalization process underway. Globalization creates an illusion that the Earth is shrinking due to the power of technology to interconnect world markets. Technology provides the means for companies to do business rapidly with the click of a mouse and the change from domestic to global markets will create a paradigm shift in how business competes in the global economy. The ability to communicate via the internet with almost any nation on the planet increases the capacity for business to participate in global markets and with this expansion of business has deep ramifications that create the opportunity for complete shifts in the mindset and practices of business. Language, and the ability to communicate in multiple languages will be a primary driver as businesses compete in the global marketplace, advances in language software technology hold promise for business success in the global economy. For transnational corporations undergoing the globalization process, communication is the key to success in a multilingual world. The ability to communicate across national and cultural boundaries has become a necessity for companies competing in the global markets place. An indication of the increasing globalization is the growth of language translation and the localization market in 2006 from 8.8 billion to a projected increase of 9.6 billion by 2012 (Miller, 2006). The extent of investment of corporations in machine translations technology and software is another indicator of the need for multilingual capability in the global business environment. In 2001, corporate spending in voice recognition and artificial speech engineering totaled 1.3 billion in annual sales (Lehman-Wilzing, 2001). Even though there are optimistic evaluations of English as the primary business language, and as the current dominant language on the internet, it is clearly understood that English is itself limited in its reach (Grossman, 2000; Serva, 2003). In fact, Wallraff (2000) notes that the incorporation of colloquial and foreign terms particular to specific cultures or languages, makes it very likely that the variations in geographical and cultural English throughout the world would make it difficult to communicate. For instance, communicating between Colombian English and Indian English. Wallraff argues that technology, changing demographics, and a resistance to Western or American values in places where English is spoken very little, are also factors that create obstacles to global English. Further, communication through the internet is becoming more diverse with 43 percent of Internet users being non-English speakers, 44 percent speaking another language other than English at home, and nearly one-quarter of Internet users speaking Spanish (Grossman, 2000). These figures are expected to change as more countries come on-line and Chinese and Spanish speakers obtain greater access. Therefore, as more non-English sites appear monolingual English speakers will have less access to business opportunities. The Internet, global competition and accessing of new markets are not the only reasons that language technology has seen extensive growth over the years. The merger of businesses has also created a need to communicate, especially when the companies have done business in different languages. This becomes even more difficult when updating company information, technical manuals, or creating localized ads for the company’s product across multiple languages. In such instances when translation is required, machine translation can make the process easier. A current software used to translate uses previously translated material within the content area to create as near perfect a translation as possible. As more translations are required, more translated content material is made available that make the process more precise. Hutchins (2007) surveyed the demand for computer-based translations and noted the demand for the different types of translation. He classified them into levels of translation based on use: Traditional; Assimilation (lower quality than traditional); Interchange; and Translation within multilingual systems of information retrieval, extractions and database access. All four of these translations attempt to bridge the communication gap between languages. Language, however, is not an isolated event and is embedded deeply into culture, therefore, one must carefully consider the audience receiving such automated messages. A critical part of the global business environment, therefore, is to be able to provide the proper message to the target audience. As corporations attempt to tap new markets, it is extremely important that the ads created for a specific target audience reflect the customer’s language. Translations must therefore take into account the nuances of the language inclusive of idioms, customs, norms, and cultural sensibilities. Despite the effectiveness of machine translations, professional translators must still review the final translation in order to ensure accuracy and cultural correctness. However, the expense associated with translators is excessive. For example, the European Union must translate over one million pages per year, and as new members are added, more languages require translation (Cajvaneau, 2002). Serva (2003) and Miller (2006) also note the expense associated with the translation due to the concentrated use of human resources. Because machine translation alone does not provide the type of accuracy that is needed due to its failure to recognize the subtleties within languages, various companies are attempting to address this deficiency. A system that has shown promise is Synchronous Automated Translation System (SATS). The system is intended to provide instantaneous translation while also providing proper syntax, idiom phonetics and spelling (Lehman-Wilzig, 2001). The program will be networked thus providing a seamless translation between speakers. Additionally, a dictionary module tied into the system will provide for instant definitions, and the information will automatically update itself as long as the user is online. The ultimate objective of an online SATS program will be the ability to translate phone, video, radio, and Internet information into the language of the user. Additionally, whereas professional translators can effectively translate three to five language, the SATS unlimited memory and online networking will enable it to translate many more languages. Similar to SATS is xTALK (crosstalk), translation software created at the National University of Singapore. This system is a combination of voice recognition, machine translation and speech synthesis technologies which provides for speech translation. This system currently has a six second delay between the time a person speaks to the time the system performs the translation. The system continuously improves as all translations are cached thus new translations can be provided from the cached material. Voice recognition capabilities of the system include English, Chinese and Japanese, while speech synthesis capabilities of the system include English, Chinese, Japanese, French, Spanish and German. By incorporating speech synthesizing capabilities of existing providers, the system has the potential to provide international conferencing and instant messaging. Very similar in function to xTALK is Phraselator, a handheld speech translator used by the U.S. military and provided by Tec International. The Phraselator incorporated the capabilities of a PDA thus allowing for the translation capabilities. By speaking into the Phraselator, the device then translates the phrase or sentence and will provide the translation through a speaker. It is limited to approximately 1,000 phrases that can be translated into 40 languages. The U.S. military found a great need for such a device by virtue of the many nations in which it operates. It saw the need to engage with non-English speakers in order to more effectively interact and maintain order. Similar in nature, and already in use is the e-NAVI system utilized by the Japanese. The system is in effect a PDA that provides English to Japanese translation for tourists. The e-NAVI system is set up to allow for translation, phone service, planner, guide, and illustrated brochure, and access to the Internet. As previously noted, more advanced capabilities will include the future use of translation devices that will be able to translate and process language without human interaction. A cell phone user can converse in their language as they speak to a person speaking in a different language through the use of a computer that translates the languages in both directions. Current capabilities of this system are limited to English, German and Japanese with an accuracy of between 80 to 90 percent. According to Belluomini (2006) the ultimate intent of multilingual communications is being able to not only translate, but provide cultural interpretation as well. Beyond military use of the Phraselator, and the tourist assistance capabilities of the e-NAVI, such devices may see practical use in a number of other areas, law enforcement agencies in large American urban centers, as well as urban centers throughout the world where large concentrations of non-native speakers reside, can make use of translators/PDAs. In the international arena where political differences can lead to conflict, the use of machine translators can provide instant communication that may assist in diffusing possible hostilities. Such devices can also assist in the health care field where communication between doctor and patient is imperative. As with tourists, machine translators can also assist newly arrived immigrants whose limited knowledge of the language (and culture) are obstacles to employment, travel, shopping, and as noted, health care. The entertainment trade, particularly the movie industry may be greatly affected as use of the machine translation will provide proper and instant translation of the movie’s dialogue. As with any new items on the market, the system being developed come with high price tags. Phraselators range in price from approximately $3,200 to $1,200. Lingo Voyager 2 by Lingo Corp., produces a PDA translator similar to the Phraselator that costs approximately $200. Lingovobit Inc. also sells a translator known as the SpeechGuard TL 2m5 for approximately $450. The cost for larger integrated systems such as xTALK and SATS depend on the extent to which the systems are incorporated into a company’s electronic infrastructure. Through the application of the systems noted above, corporations will be able to engage in instance teleconferencing and exchange information. Electronic commerce will be greatly enhanced by virtue of instant translation and clarification of desired transactions. In effect the language barriers to further globalization are being surmounted by language technology. However, machines will never replace the ambiance provided by human interactions. From the perspective of the authors, global leadership still requires human leadership, and no quality of translation can ever replace this. Perhaps it is important to keep in mind two perspectives provided by authors whose works were consulted. With regards to the globalization process and continued improvement of machine translations: “Automated translation systems may be either a centrifugal factor that fragments the world, or a centripetal force that binds cultures closer together. Both trends could well occur simultaneously” (Lehman-Wilzig, 2001). And with regards to a single world language: “ Many feel that while a single international language would make personal and business interactions easier, more would be lost than gained. Monocultures can kill ecologies of ideas – and new ideas are the most important asset of any business” (Grossman, 2000). References Belluomini, D. (2006). Translation by machine: a bridge across the multicultural gap. The Futurist, March-Aprilk, 56-59. Cajvaneau,D. (2002). Regulating the new Babylon. New Presence: The Prague Journal of Central European Affairs, 4(2), 22. Grossman, W.M. (2000). Language is a virus. PC Computing, 13(3), 62. Hutchins, J. (1999). The development and use of machine translation systems and computer-based translation tools. International Symposium on Machine Translation and Computer Language Information Processing, 26-28. Lehman-Wilzig,S. (2001). Babbling our way to a new babel: Erasing the language barriers. The Futurist, 35(3), 16. Miller, R. (2006). Multilingual content management: Found in translation. EContent, 29(6), 22-27. Serva, S. (2003). iLanguage translations for global research. EContent, 26(1), 50. Wallraff, B. (2000). What global language? The Atlantics Monthly, November, 52-66
Published - July 2009
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