BA(JMC)-109, Writing Skills

Writing Skills
BA (JMC) 109
UNIT 4

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Syllabus- Unit 4
Translation

1. Translation Practice: Translation, Transliteration, and

Trans-creation: Concept, forms, and manifestations
2. The location, scope and significance of translation in
Indian media
3. Process of translation from English to Hindi and vice-
versa

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Translation Practice: Translation, Transliteration, and

Trans-creation: Concept, forms, and manifestations
What is Translation?
• As per Oxford Dictionary, translation is “the process of changing
words or text from one language to another where grammatical
correctness and accuracy holds significance”.
• Translation is the communication of the meaning of a source-
language text by means of an equivalent target language text.
• The English word translation has been derived from the Latin
word translation, which itself comes from trans- and latum-
together meaning "a carrying across" or "a bringing across.
• So, it is the business of carrying across a message/written
content from one text to another, from one person to another and
from one language (source language) to a different language
(target language).

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 BA(JMC)-109, Writing Skills

• It is an interpretative process and depends on nature of

document
• Translation of a technical or promotional document is
easier and requires less skill and expertise than the
translation of a text of literature

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Need of Translation
• If you are a journalist working in a multilingual society,
you may have to work in more than one language.
Whether you gather the information in one language
and write the story in another, or whether you write a
story first in one language and then rewrite in another
language, you face the task of translation.
• However, if you have a good command of both
languages and follow a few simple rules, translation
should not be difficult.

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Principles of Translation
1. Beware of false friends
• These are words or phrases from original source
language which are retained in the translation, often
because the correct translation cannot be thought of.
But if you can’t, how will the reader understand?
• Remember, you are translating meaning, not words
• If can’t think of a word in language of target audience,
then you can use phrases.

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 BA(JMC)-109, Writing Skills

• If can’t think of a word in language of target audience,

then use phrases.
• Refer colleagues or consult experts if you are facing
problem to translate.
• If a journalist is working in a small language community,
then the word use can become standard usage.
• Some foreign words like ‘computer’ can creep into
other languages and eventually be understood by all.
• Problem arises in time between when the foreign word
is first introduces and is being understood by all.

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• In this case, use the word untranslated and explain it

later.
• For example: The provincial government is to buy computers
for each of its local offices. The computers are machines which
will help office staff to keep accounts, write letters and do other
jobs.
2. Careful use of dictionaries
• Don’t use words in isolation, refer to the context, understand
meaning and do contextual translation
• Use a bilingual dictionary, but be careful with translating individual
words as there is more than one translation of a word
• Ex- ‘skip’ has several meanings, to move lightly, especially by

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jumping from one foot to another; to omit or leave something out; to

deal with something quickly and without much thought; a large
container for transporting building materials, especially waste. It can
even be short for "skipper", the captain of a ship or sports team.
• You can see that using the wrong translation of ‘skip’ could have
some unfortunate results.
3. Writing style
• No need to be an expert in linguistic to be able to translate well
• Hear the sentence in target language in your head and you’ll see
if the sentences sound correct.
• Don’t try to copy the word order or grammar from source
language. See if it fits in the target language also or not.

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 BA(JMC)-109, Writing Skills

• Not mandatory to use all the words from your source

language if not required in the target language
• For ex-The ship sank lower in the water. But in some
other language, words like lower in the water may be
unnecessary as the idea of water is there with other
words.
• Also, don’t be afraid to use more words in translation
that in source language.
• Although, it is recommended to keep it crisp, but the
ideas should be communicated with utmost clarity.

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4. Accuracy
• Some languages are more accurate than others.
-Language groups in Papua New Guinea have more than
10 different words for varieties of sweet potato.
-In Canada, people have different words for 20 different
things, which we in English just call ‘snow’.
• The vagueness of some words in English may not be
acceptable in other languages. For ex: in English we
can write ‘Doctor Smith’, but in Chinese we need to
know about the gender too to translate ‘Doctor’.

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5. Names and titles

• There is still a debate whether names and titles should
be translated or not. For ex. ‘English Department’
should be translated to ‘office for schools’?
• In this case, the organization should have a policy, as it
depends how the rest of the community uses the term.
• A large, hard-bound book for news desk can be
provided thumb indexed a-z down the side, can be
called Translation Style Guide.
• Media houses can get hard bound book for usage of
such words.

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• Can deal with it by being aware of how the same language is

being used in different areas, the usage can even change in
motherland. Eg. French.
• So, constantly refresh your understanding and keep yourself up-
to-date to understand the language.
6. Translation during news gathering
• Your work may involve interviewing in one language and writing
story in another language.
• Ex- you may have to interview a villager for an English
newspaper.
• The best way is to conduct the interview in villager’s language
and make your notes in that language too. This will help you
make changes or clear your doubts in villager’s language.
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• If you don’t know to write the source language, then you

can listen to it and translate in your own language
when taking notes itself. It is better to write even tiny
things in that case.
• Reporters for print as well as electronic media should
take tape recorders with them and cross check later with
notes to avoid any discrepancy. Can ask villager to slow
down too.
• When having to translate the story twice, refer to original
notes only.

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Types of Translations
1. Word to word or factual translation
• TL tries to meet SL as closely as possible as true word for word
translation is very difficult.
• Often has chances of mistranslation. Eg. Google translator.
2. Literal translation
• Translating text from one language to another, with or without
conveying the sense of original.
• Involves translating each word separately.
• No addition or deletion of words, word to word

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 BA(JMC)-109, Writing Skills

• A literal English translation of the German word "Kindergarten"

would be "children garden," but in English the expression refers to
the school year between pre-school and first grade.

3. Summarized translation
• It allows the readers to understand the key points of the original
document. Ex. to merger and acquisition transactions, or litigation
discoveries.
• Often used for large volumes of material that is examined for
relevance, and hence only the summary is translated as it is cost-
effective.

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• Also useful where turn around time is very tight

• A professional translator reads a document to assess
important points, then summarize and translate it to
target language.
• It helps the reader get essential understanding of the
text.

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4. Free translation
• A free translation is a translation that preserves the meaning of
original but uses natural form of target language, includes
normal word order.
• It is idiomatic translation (specific to particular style)
• Can add or delete words too.
Ex. French idiom “Chercher midi à quatorze heures”
Word-to-word meaning is “to look for midday at 2pm,”
Free translation-“to over complicate things”.

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 BA(JMC)-109, Writing Skills

5. Translation based on appropriate reference

• Translators should pay special attention to differences between
two cultures in their languages.

• Should include words in target language that contain important

cultural references. A few techniques to do so are:
-Adaptation: Words from source language can be used such as
chai instead of tea, as internationally, tea refers to milk-less black
tea and not the milk-based sweet concoction available in India.
-Substitution: Here the source words can be replaced with similar
meaning words.

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(The target expression must not be borrowed from any

other language)
-Definition: Instead of using a word with different
meaning, you can use a definition of the word in target
language.
-Omission: This is the least desirable option and can be
done when you believe that the translation would confuse
the reader.
6. Translating according to pronunciation
• Translator can simply form a new word copying the
pronunciation of a specific word in a source language.

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• Like the word rendezvous remains rendezvous. It is not

translated as its meaning is acceptable. Same for words
like cliché, amour, touché etc.
7. Paraphrasing translation (using synonyms)
• Paraphrasing is a restatement of the meaning of a text
or passage using other words.
• It is different from translation as translation is done in a
different language, but paraphrasing is clarifying the
meaning in the same language.

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 BA(JMC)-109, Writing Skills

• For example: Synonyms for ‘say’-‘utter’, ‘articulate’,

‘voice’, ‘state’, ‘mention’, ‘murmur’, and ‘whisper’.
-One day, when I paid a visit to John, he said that I should have
gone more often to his house. I ignored what he had uttered
because whenever I wanted to voice my opinion against, we will be
engaging in verbal war. Thus, I usually mention this to my wife in
the hope that she will excuse me for not visiting her cousin. My
better half loves to whisper to me when we talk in public and
sometimes I miss most of what she has murmured. She will feel
offended and give me her cold shoulder there and then until I offer
my apologies to her.

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Transliteration
• Transliteration means representation of words and
phrases of one language by the alphabets of another
keeping their pronunciation intact.
• In simple words, transliteration is to represent or spell in
the characters of another alphabet.
• The language, grammar, and sense of original text
remains intact in the new characters.
• Common in social media

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Comparison between translation and transliteration

Both have a source language and target language.

Translation: It means transferring meaning between
different languages
Ex- म जा रहा ं -I am going.
Transliteration: It means converting characters between
scripts
Ex: Main jaa raha hu.
Ex: This is the Hebrew word for the Festival of Lights
holiday: .‫חנוכה‬The English transliteration of the Hebrew
word is Hanukkah. In Spanish, the transliteration
is Janucá or Jánuka.
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Activity for translation and transliteration:

1. Sentence-उसने मु झे जाने नही ं िदया I
2. Sentence-एक नयी शु आत

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When is transliteration used?

• Restaurant menus also use transliteration.
• Additional places include libraries where transliteration
allows people to perform searches for content in
different writing systems; the academic world especially
in research papers; and in our everyday language.
• Words like karate (Japanese) and pajamas (Urdu) were
borrowed by the English language and transliterated
from their original text into the Latin alphabet.

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Transcreation
• Transcreation is especially a transformation of a global
message including the written content, images and
visual designs. As a result of transcreation, the new
audience feel similar to original audience.
• It is a term used chiefly by advertising and
marketing professionals to refer to the process of
adapting a message from one language to another,
while maintaining its intent, style, tone, and context.
• A successfully transcreated message evokes the
same emotions and carries the same implications in the
target language as it does in the source language.

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• Increasingly, transcreation is used in global

marketing and advertising campaigns as advertisers
seek to transcend the boundaries
of culture and language.
• It also takes account of images which are used within a
creative message, ensuring that they are suitable for the
target local market.
• Trans-creation is a relatively new term and its precise
meaning is still being defined.

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Examples of transcreation
1. Red Bull
• Why do people buy it?- It is selling an image of being
extraordinary.
-In China, it made several adjustments to
packaging+product
-not carbonated, sells in red, gold, and black, signifying
luck, wealth and good fortune there.
2. McDonalds
• Adjusted its North American slogan from “I’m lovin’ it” to
“I just like it” in China as love is extremely serious in the
language and rarely said aloud.
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The location, scope and significance of translation in Indian

media
• 'Indian literature', 'Indian culture', 'Indian philosophy' and 'Indian
knowledge systems' would have been impossible in the absence
of translations.
• India is a multilingual country with many languages and scripts,
hence translation is very important here.
• Everyday communications are now bilingual if not multilingual.
• We keep translating almost unconsciously from our mother-
tongues when we converse with people who use a language
different from ours.
• Our first writers were also translators. Ex. Ramayana and
Mahabharata. Indian literature is founded on free translations.
• Up to 19th century, literature was only translations, adaptations,
retellings and interpretations.

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Role and scope of translation

1. Translation has helped knit India together as a
nation throughout history: Introduces us to diverse
modes & various regional cultures thus linking land and
communities together.
2. Role in extending scope of language: You don’t only
learn foreign literature, but philosophies like computer
science, nano-technology.
3. It strengthens democracy: By establishing equality
between different languages by showing that text can
be translated in any language that is widely spoken
and understood.

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• Promotes growth of literature and knowledge: By

translating masterpieces from other languages (Indian or foreign),
thereby enriching our own literatures.
• We also raise our writing standards especially when translating
great masters of world literature like Shakespeare, Valmiki, etc.
Scope of translation
Translation and avenues of translators are constantly expanding.
• Many institutions across the world are dedicated to literary
translation like Sahitya Akademi, National Book Trust, regional
literary associations and publishing houses, which translate
foreign literature into Indian and vice versa and need translators.
• As there is new interest of Indian literature abroad. Eg. Literature
festivals from Berlin to Jaipur.
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• Govt. of India has also launched a new mission Indian

Literature Abroad (ILA). Big publishing houses like
Penguin, Macmillan are also promoting translated
works.
• National Translation Mission is a GOI initiative to make
knowledge texts accessible to all. translates textbooks
and classical works in areas like history, sociology,
medicine, geography, etc. (knowledge translation)
• The GOI offers grants and fellowship to translators

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Media translation
• The print, electronic, visual and auditory media-newspapers,
magazines, radio, television, cinema etc. need plenty of
translators from one language into another.

• Many media houses publish papers and journals or run television

channels in several languages at the same time and they need
quick yet communicative translations of news, serials, film scripts
and programmes. Dubbing and subtitling are other areas.

• In this constantly changing world, it has become important to

keep up with latest trend and that’s why translation is important in
media to formulate effective strategy.

• Multilingualism is something that should be seriously considered

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these days in business because it paves the accurate

direction to companies in foreign economy. Besides, it
ensures that you are passing on accurate message from
one end to another.
• Media could be promotional, ad, informational, online
and offline content, social media posts, mass media
campaign, etc. increase capability to reach more
customers.

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Importance of translation in journalism

• News and journalism translation from one language to
another is important for various journals, publications,
websites, and other media that specialize in both
general and specific topics.
• Publishers of medical journals often need translators
with specific knowledge or general medical terminology
knowledge, to provide medical journal translation from
global sources.
• Likewise with science, information technology, art and
even fashion and design. Whether topics and niches are

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specific or broad, news and journalism translation in any

industry is important in order to stay informed and relay
industry news to professionals as well as the general
public.

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Significance of translation in media

• To keep the brand valuable: Important because
there’s is no room for any mistake when going global.
• In absence of translation, customers will either
misunderstand or translate from free tools. It may pass
on incomplete information, lead to bad impression, etc.
• Influencing the customers: Huge cost involved in
marketing and ads. Translation ensures efforts don’t go
waste. Many brands have failed as they couldn’t
influence people in their native language. (Nokia Lumia)
• More presence among domestic players in other
countries.

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• Vital for multinationals

• External affairs of nation: Diplomacy is important when
presenting ideas on situations arising in different parts
of world.
• Cultural interchange: Translated films on poverty in
Brazilian states, plight of Palestine refugees, increases
recognition on world stage. Other translated forms can
be music, literature, etc.
• To boost tourism

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• Transfer of news: World events can only be transmitted

accurately when correct information is received by
agencies. Eg. China ban international news agencies in
local regions.

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Process of Translation
The simplest form of translation - The one where you already have a
story written down in one language (the source) and you want to
translate it into another language (the target).

1. Read the whole of the original source story through from

beginning to end: It ensures that you can understand it.
Otherwise you won’t be able to translate it. If there are
words or phrases that you do not understand, clarify
them first. You may decide that the ideas they express
are too difficult to translate or not worth translating, but
you need to know what they are before you can judge.

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2. Do a first draft translation, trying to translate all the

source material. But do not translate word-for-word.
Remember that you are translating the meaning. When
you have finished the first translation, you will now have a
draft story in the target language.
3. Go back over the whole of your draft translation and
polish it without looking at the source original. (do not
cheat). Make sure that your translation reads well in the
target language.

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4. Compare the final version of your translation with the source

original to make sure that you have translated it accurately. This is
when you can make any detailed adjustments in individual words or
phrases.
Problems faced in translation process
• Translation is a difficult activity. Translators can face additional
problems :
• Problems with the source text:
 Changes made to the text during the translation process
 Illegible text
 Misspelled or misprinted text

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 Incomplete text
 Poorly written text
 Missing references in the text (for example the translator is to
translate captions to missing photos)
 The source text contains a translation of a quotation that was
originally made in the target language, and the original text is
unavailable, making word-for-word quoting nearly impossible
 Obvious inaccuracies in the source text (for example
"prehistoric Buddhist ruins", when Buddhism was not founded
during prehistoric times)
• Language problems
 Dialect terms and neologisms (new coined terms)

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 Unexplained acronyms and abbreviations

 Jargon

• Other
 Rhymes, puns, etc.
 Highly specific cultural references
 Subtle but important properties of language such as euphony

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Points to be kept in mind while doing translation:

1. Don’t Opinionate: We should never be opinionate while

translation, means whenever you are translation something just
writes it as it is saying. Do not put your opinion about the matter
or topic.

2. KISS Rule: KISS stands for keep it simple and short. While
translation we should keep the content simple and short so that
reader can easily read and understand.

3. Maintaining Originality: When we write a piece or do

translation, we should always remember about originality of content.
Never avoid the originality of issue. Either it belongs to the person,
place, thing or a related to the any subject, just put down as it is.

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Responsibilities of a good translator

1. Faithfulness to the original text and the author
2. Good research skills: Should have thorough
knowledge of the subject that s/he is dealing with;
should be an excellent writer with good research and
language skills
3. Using the right tools: Good monolingual and bilingual
dictionaries, encyclopedias, e-dictionaries, glossaries
of technical and standard works, etc.
4. Focus on creativity: Write content in a new and
attractive way to make it acceptable.

© Bharati Vidyapeeth’s Institute of Computer Applications and Management, New Delhi-63, by Ms. Sakshi Aggarwal, Asst. Prof., BVICAM U1.47

• Focus on reading as an important pre-requisite:

Read materials in both the languages thoroughly
• Giving a finishing touch: Go through the document a
few times, make changes if any, check if the message is
as per the audience.

© Bharati Vidyapeeth’s Institute of Computer Applications and Management, New Delhi-63, by Ms. Sakshi Aggarwal, Asst. Prof., BVICAM U1.48

© Bharati Vidyapeeth’s Institute of Computer Applications and Management, New Delhi-63, by Ms. Sakshi Aggarwal U1 16