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Article published In: The Journal of Internationalization and Localization
Vol. 6:2 (2019) ► pp.108–130

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Regular Article

Website localization

Asymmetries and terminological challenges

ORCiD logo with link | University of Cyprus
 | Aristotle University of Thessaloniki
Published online: 8 July 2020
DOI logo with link
https://doi.org/10.1075/jial.19004.cha
Abstract
Traditionally, website translation has been considered a process moving from the global to the local, or from the major to the minor, and has largely been termed localization. Yet, the various meanings and interpretations of the term create the need for more specific terms that designate specific types of localization such as the cases where a locally generated website, created in a locale with ‘minor’ presence on the international market, needs to be provided in a language that is considered ‘major’ in cyberspace, e.g. websites into English as a lingua franca. In such cases, the website content transfer follows an opposite direction, i.e. from the local to the global. We would like to capitalize on the major-minor metaphor as a methodological tool for cases emerging as a quasi-opposite process to the prevailing conceptualization of localization, in an attempt to highlight differences which might justify new terminology. It will be argued that the concept of locale from which the term localization stems does not apply when a culturally undefined audience is addressed, and a new term will be proposed.
Article outline
  • 1.Introduction
  • 2.Asymmetries and particularities of website localization
    • 2.1Translation strategies and website localization
    • 2.2The major-minor metaphor in website localization
  • 3.A terminological suggestion
  • 4.Examples
  • 5.Conclusions
  • Notes
  • References and company websites examined
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