Globalization Reinvented
Globalization Motivation has returned with a new twist. With a focus on localization’s reinvention and visualizing what is to come. Let’s flash forward past Chat-GPT integration in translation, regulations for DE&I and Accessibility are adhered to globally, and when cultural awareness concerns are respected and implemented. What does that future look like? And…Where do we as an industry stand in the funnel? Better yet, how do we set ourselves up for success in this new frontier?
Continuing my support for education, promotion, and diversity within and outside the localization industry, we must address recent developments forcing us to rethink our business model and leverage our position as we navigate technological advancements, layoffs, and increased regulations. But we should not lose sight of the core of localization: reaching consumers wherever they are.
Language is at the heart of localization. However, language is not something that stands alone reduced to a string without context and purpose. We essentially leave money on the table if we forget the very universe where language resides. Language exists in the context of the user and customer experience. Language is content and does not float out in space without purpose and power. It lives as part of an ecosystem that is constantly expanding.
Glocalization Motivation
Oxford defines Glocal as “an integration between the local and the global.” From a purely business perspective the goal is to create as few versions of a product and messaging as possible and adjustments are made where we absolutely have to. This leads to a tiering structure where markets are ranked as a global strategy. Business critical decision making guided by "The Big Three": Avoid alienating your audience (cultural awareness), Avoid non-compliance (regulatory compliance), and Avoid legal action (legal risk), and this global strategy is influenced by the revenue potential in each market.
Cultural Awareness
Gauging offensiveness is the most abstract of “The Big Three”. Our very identity is a sum of its parts. Consumers are reached when they are represented. Although we are all unique individuals, our power is obtained by the common thread we share with others. Culture can be defined as our nation, profession, gender, sexuality, faith, challenge, mission, and other infinite possible connections and we don’t simply identify with one solo culture. The very language used have not only offensive words but a tone. Further complicate the meaning of words with design, graphics, photography, and colors. You can’t please all the people, but if you insult an entire population of people, you certainly have a well-publicized problem on your hands. Your product must fit within the confines of how and where it is digested.
Regulatory Compliance
Regulations are implemented by a governing body, society, and even the platforms or distributors. Compliance is lurking in areas that you would never expect but must seek out. Breaking these rules may result in fines, inability to do business, or limiting promotion opportunities.
Legal Risk
The United States is a historically litigious nation, however, legal risks can come from any jurisdiction anywhere on the planet. The larger the exposure the more a private entity will have cause to sue for what they might be able to prove as damages. Culpability is arbitrary and may be at the discretion of a variety of entities. Risks arise from what can be considered intellectual property. All someone needs to do is prove that they have ownership of something and that they experienced some sort of damage.
Beyond Language
Our industry has been exploring the rebranding of Localization Services Provider to Localization Strategic Partner. I propose Content Strategic Partnership. Strategic decisions are impacted by language and throughout product creation, launch, branding, sales, advertising, and retention. Every touchpoint has a cultural implication. The questions that I have are: should we change our name, our strategic positioning, or the definition of localization?
Source Content vs. Orginal Content
There has been a controversy within loc circles as to if original content lives within the sphere of localization. Just look at streaming (OTT) content to see that there has been an uptick in original content. Where is the line between original content and localization? At times, it’s a very thin line that differentiates the two. You may have localized web pages, unique feature availability, and a local campaign. Brand recognition requires consistency and that requires that localization and original content are either the same thing or at least close relatives.
I understand the string, it’s a brilliant way to dissect and manage text. Machine translation and artificial intelligence must be fed with usable data and that data set will continually be challenged and broken by whatever new cultural implication and language set brought in its path. It is not about the introduction of a new document type that will break technology. It is the quality of the information injected into the technology and the adoption of that technology.
Future Proof
Assuming that the leaders of localization are already pondering the future. The businesses in Silicon Valley have made some broad strokes by laying off massive amounts of staff in recent months. Something big is afoot. We may not be seeing AI implemented to the point where it is replacing humans but on the big-picture investment side, that’s where the money is being poured into. We can’t simply ignore what is before us and AI is definitely an imminent threat. Is there a way to future-proof our roles with reinvention, re-branding, or re-positioning?
Language Profession Evangelization
I propose that we bring our talent out of the shadows and into strategic planning conversations. If there are no more human translators, interpreters, voice actors, and copywriters where can we put those brilliant minds to use? Are they programming the data sets, quality-assuring the content, or overseeing the compliance for content globalization? Perhaps the creativity of the human partnership never goes away and should focus our energies on improving the value placed on the people who fuel the industry.
I am looking forward to exploring this new world with my community. My immediate goal is to dissect these new developments and discover ways of positioning localization in the conversations. More to come.