Localization of Video Game News Websites into Persian

Abstract

Localization is the practice of adapting global products to local markets. It includes linguistic, technical, and marketing processes that work to create a product that feels locally-produced to its consumers. Such products can be industrial, cultural, or consumer goods. The present study examined translation techniques in localization and online publication of video games news. It aimed to explore how these translations are carried out and what external factors affect their production. The study compared translated news with their source versions to categorize (1) translation techniques and (2) stylistic changes based on the categorizations suggested by Molina and Hurtado Albir (2002) and van Leeuwen (2006), respectively. The results then formed the basis of an interview with website editors in chief to discuss the reasons behind the used translation techniques and the changes in style. The results of the first part showed that borrowing and amplification were the most used techniques followed by reduction and adaptation. The journalistic style of the translations also changed based on the procedures and policies of the websites. The interview results revealed that there were two underlying reasons behind the translation decisions: 1. Search Engine Optimization, 2. Viewer expectations. There was also a third factor, time, which controls the other two. It can be concluded that online, digital media are more and more affecting and regulating the work of human translator’s, at least in the entertainment sector.