Publication type: Book part
Type of review: Editorial review
Title: Machines as participants in the communication process : the implications of SEO for translation
Authors: Jud, Peter
Massey, Gary
DOI: 10.1007/978-3-531-92860-9_10
Published in: Evolution der Informationsgesellschaft : Markenkommunikation im Spannungsfeld der neuen Medien
Editors of the parent work: Steinmann, Cary
Page(s): 143
Pages to: 153
Issue Date: 2011
Publisher / Ed. Institution: VS Verlag für Sozialwissenschaften
Publisher / Ed. Institution: Wiesbaden
ISBN: 978-3-531-92860-9
Language: English
Subjects: Translatorial action; Web translation; Translation pedagogy; SEO
Subject (DDC): 410.285: Computational linguistics
418.02: Translating and interpreting
Abstract: Although search engine optimization (SEO) has received considerable attention from internet marketers, it has yet to make any significant impact on the practice and theory of translation. This is all the more remarkable given the increasing importance of web localization, and the rising profile of web translation in general among theorists, trainers and practitioners. Proceeding from Holz-Mänttäri's influential functional model of translational action and the refinement proposed by Risku and Freihoff, this paper examines the impact of machine translation and translation memory technologies on human translation, exploring the related though very specific challenges that SEO presents for web translators. It proposes adapting the classic model of translational action to integrate search engines in the non-human agent role of analyzer. Presenting examples of SEO procedures applied to translation, it considers the practical implications of SEO for web translators.
Fulltext version: Published version
License (according to publishing contract): Licence according to publishing contract
Departement: Applied Linguistics
Organisational Unit: Institute of Translation and Interpreting (IUED)
Appears in collections:Publikationen Angewandte Linguistik

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