How does cultural context play a role in translation and localization services?

We know that the success of a film comes when there is a connection between the movie and its audience. If the language used is not in tune with the listener and/or viewer, the material tends to become boring or less engaging. Being in tune with the local culture is crucial. It helps to enhance expressions, emotions, and even the meaning of things. In my case, as someone who works on versions of Portuguese, I face two main challenges: The first is that our language is naturally longer than many others. A 30-second script in English, for example, will take 35 seconds or more when directly translated into Portuguese. Our words tend to be longer. The upside is that our language is rich, and the same idea can often be expressed in different ways, allowing us to adapt to the original timing of the film. Therefore, it’s not just a simple translation, but a meticulous adaptation.

The second challenge is that many people don't realize that although they are very similar, Brazilian Portuguese differs quite a bit from European Portuguese. Different cultures, different expressions, even more distinct accents, and grammatical structures that, in some ways, are different. That’s why it’s important to consider your target audience when doing a proper translation.

Cultural context is of paramount importance in the field of translation and localization services, as language is inextricably linked to the cultural identity of its speakers. Translators and localizers do more than simply convert words; they adapt ideas, emotions, and meanings in ways that resonate with the target audience. This process goes beyond the mere translation of the literal text. It considers cultural nuances, social norms, and the unique values and customs of a community.

Firstly, cultural context affects the selection of vocabulary and the phrasing of text. It is not uncommon for certain expressions or idioms to be commonplace in one culture but to lack a meaningful translation or even to be perceived as offensive in another. For instance, a phrase that is humorous in one language may lose its intended effect or come across as inappropriate in another. It is essential that translators possess a comprehensive understanding of both the source and target cultures in order to accurately convey the intended meaning and tone.

Secondly, cultural context affects the visual elements and symbols used in localization. The significance of colors, images, and symbols may vary across cultures. For example, the color white is associated with purity in Western cultures but may have a different connotation in some East Asian countries, where it is sometimes used to represent mourning. A culturally sensitive localization approach ensures that such elements are adapted to avoid any potential misunderstandings or negative connotations.

Finally, localization that considers cultural context helps build trust and engagement with the target audience. When users see content that reflects their cultural identity and values, they're more likely to feel a connection to the brand or service. This is particularly important in marketing, where culturally resonant messages can significantly impact consumer behavior.

Which came first: thought or language?

Pondering this age-old mystery might feel like chasing a wild goose, but in the process, a more straightforward truth emerges: cultural context is at the heart of translation. It’s not just about swapping words—it’s about grasping the worldview behind them.

Language is a tool forged through centuries, if not millennia, of evolution—just like our own bodies. Each society has developed its own unique ways of understanding family, emotions, gods, rituals, and society itself. Language is the expression of those cultural habits, intricately woven into the fabric of each community.

Because of this, the language we speak doesn't just shape our words; it molds our brains, influences our perceptions, and even who we are. A striking example of this is the Himba people of Namibia, a well-known example that most linguistics students encounter early in their studies:

Their language has a rich vocabulary for different shades of green, which directly impacts how they perceive color.

In one study, researchers handed them a set of twelve colored tiles—eleven identical, one just a smidge off—and asked them to pick out the odd one. If the odd tile was just a slightly different shade of green, they spotted it in a flash. Westerners? Not so much. But when the odd tile was blue among greens, it took them longer to spot it. Why? Because in their language, green and blue are basically the same word. So, they see the world differently—literally.

So yeah, we might never nail down whether thought or language came first.

But we do know this: you can’t understand a language without understanding the culture that shaped it. And any translator worth their salt? They’ve got to know the culture inside and out—every time they sit down to translate, they’re not just swapping words; they’re channeling a whole worldview.

It is a key piece of information to know your target group. Language nuances, idioms, and phrases are unique to the culture, especially when that culture is vastly different from your native one. It all plays a part in the translation process and is one reason it should cost a fair price.

The second part is localizing the text, such as measurement units, colors (red means danger in Europe and luck in China), dates, tone, formality, and cultural references like movies or actors or memes/influencer stuff.

Lastly, different cultures use technology differently, so most apps need to be localized differently.

Cultural context is key in translation and localization because it ensures messages truly connect with the target audience. It’s about more than just swapping words; it’s about capturing the essence and nuances of local culture. For example, while translating a marketing campaign for a global brand, I tailored the message to align with local traditions and preferences, ensuring it resonated deeply and avoided potential pitfalls. By incorporating cultural insights, we transformed a generic message into one that felt authentic and engaging, leading to a successful launch. This approach makes content not just translated but truly localized.

Cultural context is key in translation and localization because it helps make the content truly connect with the target audience. It’s about more than just translating words—it's adapting the language, humor, and references to fit the culture and values of the people who will read or use it. This way, the content feels natural and relevant and avoids misunderstandings.