ATA SLD

Slavic Languages Division (American Translators Association)

American Translators Association: The Voice of Interpreters and Translators

Winter 2024 SlavFile – Out Now!

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The latest (and likely last) SlavFile, Winter 2024, is out now! Check it out in the SlavFile archive.

This issue provides a very readable, entertaining, and educational look back at ATA64 in Miami, a well-informed cover piece on AI and translation, and, in the final article, a history of SlavFile and tribute to its long-time editor Lydia Razran Stone.
John Riedl       
Artificial Intelligence and Translation: The ATA Conference Notes of a Relapsing Computer Engineer
Steven McGrath
Notes from the Administrative Underground
Minutes of the Annual Meeting of the SLD
CONFERENCE SESSION REVIEWS
Chris Pawlowski and Eugenia Tietz-Sokolskaya
Carol Apollonio’s “They Have No Idea: Translation Insiders and Outsiders”
Clare Urbanski
First-Timer Review: Overcoming Imposter Syndrome
Sarah McDowell
First-Timer Review: Musing on a Magnificent Meeting of the Minds in Miami
Steven McGrath
Katarzyna Diehl’s “Handling Foreign Names, Dialects, and Archaic Language in Complex Jobs”
Marisa Irwin
Eugenia Tietz-Sokolskaya’s “Making Coherent English out of a Pile of Russian Nouns”
Shelley Fairweather-Vega
Natalia Postrigan and Steven McGrath’s “Two Language Pairs in Time of War: How Two Russian Translators Started Working with Ukrainian”
Larry Bogoslaw
Vladimir Reznikov, Margarita Sotnikova, and Steven McGrath’s “Invasion: The Story of a Book Risen from the Ashes”
Nora Seligman Favorov
Farewell to SlavFile?
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2021 Winter SlavFile: Looking back at ATA61

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The latest issue of SlavFile is out! This winter issue of our Division Newsletter is chock-full of ATA61conference session reviews as well as regular features that our readers know and enjoy.

ATA61 SESSION REVIEWS

  • Eugenia Tietz-Sokolskaya on Ellen Elias-Bursac’s Greiss Lecture: “Working in a Tug of War”
  • Lucy Gunderson on Veronika Demichelis’s “Corporate Social What? Introduction to Corporate Social Responsibility and How It’s Usually (Mis)interpreted in Post-Soviet States”
  • Evgeny Terekhin on Shelley Fairweather-Vega’s “Getting Edited & Getting Ahead in Literary Translation”
  • Liv Bliss on Nora Favorov’s “Balancing Act: Sneaking Historical Context into a Literary Translation from Russian”
  • Maria Guzenko on Evgeny Terekhin’s “How to Become a Literary Translator”

AS WELL AS

  • Marisa Irwin: “Newcomer Report: Conferencing from My Couch”
  • Lydia Razran Stone: “Confusing Idiomatic Usages in US Political News Reporting”

REGULAR FEATURES

  • Steven McGrath: “From the Administrative Underground”
  • Lydia Razran Stone: “SlavFile Lite: Not by Word Count Alone”
  • Nora Seligman Favorov: “Web Watch: Russian Literature Week 2020”

Do you translate or interpret in the legal field? SlavFile editors are soliciting contributions relating to legal translation and court interpreting by March 15 for the next issue. Please contact SlavFile Managing Editor Nora Favorov if you would like to share your expertise.

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ATA59 Review: Strategies for Avoiding Language Interference and Coping with Opinionated Clients

Photo by Romain Vignes on Unsplash

Review by Eugenia Tietz-Sokolskaya

Topic: Dutch, Independent Contractors, Translation

Speaker: Joy Burrough-Boenisch

Haven’t we all, at some point or another, had to deal with a client best described as “opinionated”? Or noticed that our language skills needed a bit of brushing up? So it should come as no surprise that Joy Burrough-Boenisch’s unambiguously titled session was packed, including by plenty of people who didn’t know Dutch.

Joy, a British expat permanently residing in the Netherlands, set the stage with some important context: the Dutch have some of the highest English proficiency levels in the world among non-native speakers. Translators working in this environment find themselves constantly having to justify their translation choices—or discovering after the fact that their translations were subjected to “disimprovement” without their knowledge by clients overconfident in their own English skills.

Based on her own experiences and reactions she’s seen from her colleagues, Joy offered a few suggestions for reacting to disimprovement (whether suggested or already irreversible):

  • At the far timid end of the spectrum, you can follow the “client is always right” mantra and let it go, especially if your name is not explicitly associated with the translation.
  • At the other extreme, if a client is being particularly intransigent, drop them! One of Joy’s colleagues blacklisted an entire Dutch government ministry as a client for some particularly egregious edits and accompanying disrespectful treatment.
  • There is, of course, a middle ground, mostly centered around tactfully voicing your objections, whether during the editing process or after the fact, respected authorities in hand to justify your objections. View the time spent justifying your version as an investment in your professional reputation.
  • Speaking of professionalism, take a moment to step back and ask yourself if maybe the client is actually right. Do your research and be willing to admit it if you were wrong.
  • Reiterate your advice against the changes in every communication, and if changes are made without your knowledge or against your advice, get it in writing that it was not your responsibility. In matters of law, it becomes particularly important to request a written statement that unauthorized changes were made.

When it came to resources to cite, Joy came out as a strong proponent of corpora, such as COCA (Corpus of Contemporary American English). In addition to researching the frequency of certain collocations across the language as a whole, they can be used to determine the register of a particular word or phrase.

Corpora also featured prominently in the first section of the talk, which covered language attrition, a particularly salient problem for expats like Joy, who work in a country where they are surrounded by a foreign language (and often by a lot of foreign-inflected English). Over time, this exposure begins to interfere with their native-speaker intuition for how English should sound. The first signs of trouble will show up in mixed-up prepositions and false friends, but language interference is at its most insidious where it affects style and rhetoric. Different languages prefer sentences of different lengths and different argumentation styles (do you state your conclusion first, then support it, or do you lead the reader gradually to your main point?), and these standards are so ingrained that we can barely articulate them, let alone notice when they start to slip.

Joy’s recommended treatment for language attrition is reading up on contrastive grammar and—you guessed it—making good use of corpora to check yourself on prepositions, word frequencies, and appropriateness for the specific text type. I would add that these approaches are also worthwhile for those of us not living abroad: if I spend long enough staring at a Russian source text, or worse, editing non-native translations from Russian, eventually I notice language interference rearing its ugly head as well. Listening to Joy’s engaging talk inspired me and gave me the tools to fight off language interference and remain professional in the face of client feedback.

Eugenia Tietz-Sokolskaya is an ATA-certified Russian to English translator specializing in legal and financial texts. She has a Master’s in Translation from Kent State (2016) and has been working freelance since graduating. She can be found at eugenia@sokolskayatranslations.com and www.sokolskayatranslations.com.

ATA59 Review: Publishing Literature in Translation

Photo by Sharon McCutcheon on Unsplash

Review by Evgeny Terekhin

Topic: Literary, T&I Industry

Speaker: Gabriella Page-Fort

 

As a literary translator, I couldn’t help but gravitate towards literary sessions. When I read the title of this one, “Publishing Literature in Translation: How Translators Help AmazonCrossing Bring Stories to New Readers by Page-Fort Gabriella,” I scratched by head – what is AmazonCrossing? I didn’t bother to look it up but went straight to the room.

It took me a while to start making sense of Gabriella’s multiple references to book sales statistics, but after a while I got the hang of it. AmazonCrossing is actively searching for great international reads for a global English-speaking audience.

Basically, if you know of a book in a language other than English and feel it would really appeal to the English-speaking world, you go to the AmazonCrossing website, https://translation.amazon.com/submissions, and propose it. They are constantly looking for interesting titles, and their list of translated books is very diverse.

Gabriella shared several intriguing stories of how they hunted for books to translate, including an example of how they got connected with an elderly Uzbek author who wrote a wonderful story but couldn’t even use email. She emphasized that as an editorial director she can never tell which story will grab her attention. They are looking for stories regardless of the source language and genre – the main idea is for it to be appealing.

Turns out AmazonCrossing is the biggest producer of translated literature in the US market. Gabriella’s talk was very inspiring, so I immediately had several titles pop up in my head, and I proposed one. We’ll see.

I didn’t realize you could actually go to their website and register as a literary translator. You could also upload your resume, and if they have a matching job, they will contact you. If you are interested in the field, it’s a great opportunity to get your foot in the door.

Much of the session was devoted to the discussion of what makes for a good story. One may find a story fascinating, but when it’s published it doesn’t necessarily get traction. In Gabriella’s words, you don’t really know. You pick a book based on your gut instinct, but who knows if the readers’ gut will have the same instinct? Though it’s often hit and miss, the success of the endeavor is obvious, with 62 new titles translated just in 2017.

Even though, according to Gabriella, Americans don’t read translations very much – for whatever reason – AmazonCrossing stands out from among the other 13 imprints of Amazon Publishing, translating into English from a wide variety of languages: Danish, Hebrew, Norwegian, Polish, Portuguese, Russian, Turkish, Indonesian, Italian, Swedish, Finnish, French, Chinese, Spanish, and German.

After the session, I had lots of questions for Gabriella, but, unfortunately, there was a line of people vying for her attention. The main question I had was: what are some of the characteristics of the kind of literature that would be equally appealing across cultures? For instance, “The Karamazov Brothers” is appealing to all cultures, but I know other great Russian titles which do not have the same international appeal.

It would be an engaging project in itself to analyze what kind of books have found their way into the hearts of the global community while retaining features of their home culture. Obviously, the Lord of the Rings is a distinctly British book, but it captivates audiences all around the world. Why? Having those essential characteristics down would greatly facilitate the process of finding potential “winners.”

Well, maybe I will ask my question next year. As it is, Gabriella focuses on “a good story” over a specific category, like “fantasy,” or “romance.” They are looking for the stories that make people feel more similar than different. “Things that make it so you can connect and see directly into the eyes of whatever today’s ‘other’ looks like.”

So, do you know a title that you think would be interesting for the English readership? Let Gabriella know.

 

Evgeny Terekhin is an En-Ru and Ru-En translator with a master’s degree in English and German. Born and raised in Omsk, Russia, he and his family moved to the US in 2016. In the course of his 25-year career, he’s translated and edited over 150 books, brochures and tracts across a wide range of subjects like children’s literature, marketing, psychology, spirituality, health-care, business, and legal. He lives in Friendswood, TX and can be reached at terekhin11@gmail.com Website: www.russiantranslators.org

ATA59 Review: Patent Translation for Liberal Arts Majors

Complex computer parts and circuitry

Photo by Johannes Plenio on Unsplash

Review by Karen Yesowich Schmucker

Topic: Science and Technology

Presented in English with Chinese examples

Speakers: Evelyn Garland and Aaron Hebenstreit

I wanted to review this session because I have a liberal arts background and have translated a few patents myself.  While I have some knowledge of engineering and manufacturing terminology from previous work, I found patent translation daunting and I hoped to come away from this presentation with a few helpful resources.

The presentation was based on the premise that liberal arts majors, while not a natural fit for translation of scientific work, can still become good patent translators. The speakers discussed their experiences working with translators educated in liberal arts and how they helped them to deliver high quality patent translations. They also pointed out that sometimes a translator’s lack of scientific training actually helped because it meant they did not have preconceived notions about the subject matter and were able to look at the matter objectively.  Since patents are produced for new ideas, someone without hardened ideas about subjects can be a valuable asset.

In addition, the speakers stressed that translators with a liberal arts background were well-suited to paying close attention to the language used in patents and to clearly telling what they called the “story” of the patent. They encouraged new translators unfamiliar with the idiosyncracies of patent language to look at other patents in the same field and the same jurisdiction to gain an understanding of how particular terms and turns of phrase are used and get a sense of what is considered normal in patent style.

The examples given in the session were in Chinese, but I did come away from the session with a few resources that would be useful for anyone interested in translating patents. Since the speakers had worked for the World Intellectual Property Organization (WIPO), the resources they mentioned were related to WIPO:

 If you want to learn more about translating patents, the speakers suggested starting with the Patent Cooperation Treaty.

Finally, because patents must be translated, they are a good source of work for translators. One of the speakers mentioned that Russian was one of the languages where there was always a need for linguists.

Karen Yesowich Schmucker is a certified Russian into English Translator in Bellevue, WA. Karen holds both an MA in Russian Language and Literature from the University of Toronto and a BFA in Graphic Design from the Academy of Art University, San Francisco. You can reach her at karen@kysdesigns.com (www.kysdesigns.com).

ATA58 Review: Working with Direct Clients. For Real. (IC-8)

Image showing graffiti of a sunflower captioned "always room to grow"

Review by Ekaterina Howard

Photo by Kyle Glenn on Unsplash

At ATA conferences I make attending Chris Durban’s sessions a priority (even SLD’s Ru>En slam could not tear me away), and to me they invariably become one of the highlights of any conference.

This year’s session tied in nicely with the session on blind spots at ATA57, which effectively became the primary source of my business development plan for 2017 (as easy as that!).

In the “Working with Direct Clients. For Real.” Session Chris Durban addressed the most common constraints that prevent translators from moving out of the mass-market segment (although some direct clients can be mass-market, too) into the premium segment (which is where recognition, satisfaction and high rates come together).

The main constraints are:

  • Good writing and/or good quality are a given, not a differentiator, as are native-level quality and consistent terminology.
  • Instead of generic statements that do not add up to anything distinctive, you have to provide specific examples of value that you bring to the table.
  • Quality may be (and frequently is) affected by any or all of the following factors:
    • Time pressure
    • Blind spots
    • Cynicism
    • Overselling (and under delivering).

To start working with direct clients:

  • The factors that go into producing a product that is not likely to be MT-replicated or replaceable are: Time + Brain + Talent. Plan accordingly
  • Understand priorities of direct clients in your segment (likely not price-driven). Know what is mission-critical or sensitive
  • Find a partner (reviser)
  • Create a client-friendly system: be generous, be efficient, do not make clients jump through multiple hoops to work with you
  • Be friendly and enthusiastic. Do not snark. Do not blabber
  • Be honest on your experience and on whether or not you subcontract. Specialization goes deep, not wide (to eliminate blind spots)
  • Research and stalk (professionally, of course) potential clients
  • Be mindful of scalability vs quality restraints
  • Sign your work
  • Offer solutions instead of words on a page.

If you are considering working with direct clients, for real or hypothetically, you might want to look up The Prosperous Translator — Advice from Fire Ant & Worker Bee at https://prosperoustranslator.com/, follow Chris Durban’s blog at https://chrisdurbanblog.com/author/christinedurban/, or read a review of the first Business Acceleration Masterclass for Translators and Interpreters by Jayne Fox: https://foxdocs.biz/BetweenTranslations/business-tips-translators-chris-durbans-masterclass/.

Even if you feel that you are not quite ready yet, it is not too early to start getting ready to move towards working in the direct client segment. I believe that one of the most important things you could do is not learn how to market yourself (although this won’t hurt), but continuously work on your translation and writing skills.

If you are an SLD member, you can join the SLD Certification Exam Prep Group to exchange translations with other participants and discuss the challenges on a monthly basis. If you would like to up the ante, consider participating in SLD translation slams, either by submitting a slam proposal for the next ATA conference, or by volunteering to join a virtual slam. Those are all great starting points for working on your translation skills, and I hope that someday there will be an event similar to “Translate in…” (in 2017 it was in Quebec City – https://www.ontraduitaquebec.com/en/about/) for Slavic languages.

On that note, I invite you to share your collaboration experiences, your stories of growing as a translator, and your tips on working with “dream” direct clients.

Ekaterina Howard is an English to Russian and German to Russian translator working with marketing materials. She is the current Administrator of the Slavic Languages Divisions. You can follow her blog at https://pinwheeltrans.com/blog, stay in touch on Twitter (@katya_howard), or connect with her on LinkedIn (https://www.linkedin.com/in/ekaterinahoward). If you would like to become SLD’s next translation slammer, you can reach her at ekaterina@atasld.org.

ATA58 Review: Search Engine Optimization (T-5)

Persong googling

Review by Anna Livermore

Photo by Benjamin Dada on Unsplash

The session titled “Search Engine Optimization: Website and Social Media Localization,” presented by Laura Ramírez, a lecturer at the department of translation studies at the University of Illinois, was one of the highlights of my visit to this year’s ATA conference. The content of the session was exactly as promised in the title (with one small exception), the subject matter was very relevant, the delivery was professional, and the examples were on point. I came away wishing the slot for the presentation had been twice as long.

First of all, Ms. Ramírez drew a distinction between SEO (Search Engine Optimization) & SEA (Search Engine Advertising), which together make up SEM (Search Engine Marketing). She explained why different approaches are required when dealing with the 2 parts of SEM, both in terms of strategy as a website owner and impact on the translation. The better a translator understands the workings of SEM, the better they will be able to serve their clients’ needs and add value with their service.

Organic SEO is a strategy that yields better long-term results, but its ROI is notoriously hard to calculate. Essentially, by using SEO clients optimize their content for better indexability by search engines, thus affecting the rank the webpage is assigned when users search for certain keywords. In order to appear in the top search results, companies employ a combination of tactics: building good links, writing good content, using proper indexing, and integrating social media and blogs. It is time consuming for the client and, when translated into another language, it needs to retain all its parts from the obvious (content, URL name) to the subtle (meta tags and keywords). Those who offer website translation/localization services should remember that different search engines use different approaches to language tagging and educate themselves about the concepts of geo-targeting used by the search engines of their target region.

SEA, on the other hand, yields quick results and the ROI is easy to calculate, making it suitable for short, targeted campaigns. However, the conversion rates are lower (due to lack of consumer trust towards this kind of advertising) and it is an expensive option. When translating keywords for SEA, it is important to remember that repetition is good. Also, translated keywords will (or should) change depending on the target segment, audience, location etc.

As Ms. Ramírez pointed out, CAT tools are a good option for translating this kind of content: it tends to be repetitive, and consistent use of the same keywords is beneficial to a given ad’s ranking. One should also be aware of the limits set on the number of characters that can be used for ad headlines or ad descriptions, as it might become an issue when translating in certain language pairs: for instance, when translating English into Russian, the latter tends to require more characters.

Ms. Ramírez made an interesting point about translating SEA: the process can feel counterintuitive at first to translators who aim to produce a perfect translation. In this case, a functional approach serves better for creating the desired impact, which is to sell the product or service. When translating SEA text, one should always keep in mind the end user: what search term spellings are they likely to use, are there any regional variants to keep in mind, are there any synonyms that should also be included in the keywords, are there any other variants one should consider, such as calques from the source language and misspelled words (a quick Google search illustrates just how many ways there are to misspell the word pregnant).

Summarizing some of the characteristics of SEA language, Ms. Ramírez highlighted the use of calques, elliptical constructions, unusual punctuation (exclamation marks, apostrophes etc.), abbreviations, using all CAPITALS, and mixing registers when addressing the audience (using equivalents of Russian ты and вы in the same ad), which should all be reflected in some form in translation.

Drawing on her experience as a lecturer and a freelance translator, Ms. Ramírez noted another characteristic of SEA that influences the translation process: clients might ask for several equivalents for one keyword, and they will ultimately decide which one will be used.

The last notable point covered during the session is the importance of knowing how search engines other than Google work. This is significant because other markets might not use Google as their primary search engine: Yandex is the main search engine in Russia and Baidu plays that role in China. And although the essentials of the search engine functionality are largely very similar, there are some elements that differ and might impact the localization process.

Ms. Ramírez also covered practical aspects of managing ads, matches and click-through rates, as well as various tools for managing keywords and best practices for writing ads. With so much valuable information to deliver, there unfortunately was no time left to look at social media techniques and their impact on translation process, and I look forward to a future presentation where these would be covered.

Anna Livermore is an English>Russian and German>Russian translator and former marketing specialist. With a linguistics degree from the Oxford Brookes University and a Professional Diploma in marketing, she came to specialize in translating marketing materials, corporate communications, website content and various components of SEM. She is a member of the Slavic Languages Division’s Social Media team. Contact: livermore.translations@gmail.com

ATA58 Review: Selling Your Translation and Interpreting Services (IC-4)

People shaking hands

Review by Tyler Langendorfer

Photo by rawpixel.com on Unsplash

Last month at the ATA’s 58th Annual Conference in DC, John Di Rico presented the session “Selling Your Translation and Interpreting Services,” a talk focused on the techniques required to successfully acquire and retain direct clients. Di Rico, a French-to-English translator as well as Sales and Marketing Manager for WordFast, advocated a “customer-centric” approach that encouraged sellers to rethink their own views on the buyer-seller relationship.

Di Rico began his talk with a sample email from a prospective buyer and asked audience members to form groups in order to discuss how they might respond. After each group shared their ideas, Di Rico would outline his recommendations, then ask the groups to again brainstorm solutions to another series of questions. During the initial rounds of discussion, Di Rico drew attention to the most important details a seller ought to obtain initially: the name, title and company of the prospective client; how they found out about the seller; the buyer’s present goal; and the challenges they have with their current process. Once these have been identified, the seller can move on to the next step and compose a champion letter for the potential client.

A champion letter is perhaps the most important communication effort in the buyer-seller relationship, as it underscores why the buyer should choose the seller’s services. It also demonstrates a strong degree of professionalism and courtesy. According to Di Rico, it has five parts: a statement of goals (or shared goals), a summary of the current situation and the capabilities required to address it, at least one potential benefit from the seller’s services, and the next steps should the buyer maintain their interest.

Other advice of note included Di Rico’s statement that sales is a conversation, one that requires patience and a strong willingness to find solutions for the buyer. Also, to build a strong, personable relationship with a buyer early on, Di Rico advised that the seller try to schedule a phone call in their first email response. Lastly, the seller should not invest too much time in obtaining a client that is uncooperative in providing the info needed to conduct their business.

For this writer, Di Rico’s approach seemed reasonable and well worth considering. Although not all his recommendations may have been new to session attendees, it was beneficial to closely examine the techniques sellers utilize when they interact with prospective buyers. Perhaps the most salient takeaway was Di Rico’s emphasis on making sure that the seller understands the buyer’s needs and that they work with them to reach a solution. Even with the focus on direct clients, translators and interpreters can nonetheless incorporate Di Rico’s recommendations into their relationship with agencies, as they could also benefit from a heightened sensitivity to a project manager’s needs. Furthermore, customer-centric selling enables the seller to rethink the value of their services and may provide for a renewed sense of purpose in their professional goals. In other words, what does it mean to translate or interpret, for the sellers themselves, the buyers, and perhaps also the greater social good.

Tyler Langendorfer (tyler@aegistranslations.com) is a translator of German and Spanish specializing in marketing, social sciences, and humanities translation. He is a participant in the ATA Mentoring Program and has been studying Russian independently since 2014.

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