Beyond instrumentalism

The Chinese domesticating translation norms and Sino-centric values have been historically dominating print media translation in China, hindering the introduction of foreignness in the form of written text. Recent Sino-centric values in the Chinese translation field further hamper the introduction of foreign translation study methods. In this context, this paper looks at the non-localization strategy of Apple’s official websites; this strategy produces original English texts, such as iPhone, on the target website. It verifies the point that this strategy could effectively give foreignizing and challenging exceptions to how texts have been traditionally domesticated in China with strategies that sit in line with Chinese translation norms. That is to say, characterized by industrial natures of localization, internationalization and digital media, the implementation of non-localization strategy and the display of highly foreign non-localized texts on the Chinese site are almost under the control of source website owner, i.e. Apple Company. This non-localization strategy, therefore, has a foreignizing impact on the Chinese translation norm, due to its source-driven and digital-media based industrial nature. The cultural study of localization is necessary, as it greatly transcends instrumentalism, which could have implications on mainstream translation studies.