Translation for E-learning Part 1: It’s the Content
These guys are going to get their feet wet if they don't look where they are going.
Kevin Watson, my web writer, did a nice job on this primer for e-Learning translation. I wanted to share it with you. -Translation Guy
The “E” in E-learning no longer means English-only. But now, E-learning is going global fast. Overseas training is already a third the size of the US market, soon to reach $20 billion a year. What’s driving this growth? Research proves that translating training into local languages works best to reach a global workforce.
1.1 Quality gets complex
Training materials require dedicated, specialist translators and great QA workflow. E-learning programs make it even more complicated. Glossaries and translation memories require careful attention.
E-learning products also have assets— videos, software, Web-based applications, graphics, audio and user interfaces, and printed content.
Global e-learning is most successful when it’s local, when a global message is adapted to what works best for each audience. With so much to consider, development isn’t easy.
Fortunately, there are best practice guidelines. These help organizations avoid delays and unnecessary costs. They also ensure good quality translation.
1.2 Target Audience
The first priority for e-learning translation is to know the target audience. It’s not enough to have a list of languages. A good language management team understands the cultural bias of the audience. The translator can then put right any issues that threaten the success of the training.
Industry research shows that up to eight out of every ten trainees drop out of a translated e-learning program if the training has not addressed cultural issues. And according to a Campaign for Learning report, 12% of e-learning is “terrible” because the program designers ignore the cultural needs of the trainees.
Some translated e-learning programs also ignore regional differences in language. The Portuguese spoken in Europe, for example, has distinct differences to the Portuguese of Latin America or Africa.
1.3 English Version
In this regard, the producers of the original English version of an e-learning program can help make a translator’s work better. Key points to bear in mind include using:
a.) Standard guidelines and terminology
b.) Simple, clear language
c.) Short sentences and paragraphs
d.) The active voice
e.) The present tense
Writers and speakers should not use humor, metaphors and analogies. They should also avoid references to culture, ethnicity, gender, history or geography. Other taboo subjects that may cause offence in some cultures include politics, sex, religion and alcohol.
That covers content and your attention span, if our demographic data is accurate. So we’ll save the rest for our next post, when Kevin takes a look behind the curtain at e-learning technology and language management.
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Great post! Reminds me of a wannabe client of mine. A UK-based e-learning institution contacted me to translate their modules related to health and safety at work, then they said my rates were too high. They were prepared to pay something about a half of it (they needed to be competitive on their market). That was one of these rare occasions when I warn the client about possible troubles. How can anyone say they are EDUCATING if they want to risk low quality?
Interesting notes on this subject and really true. I had the opportunity to translate a e-learning course and they made references to names in English and places in the USA. I suggested to change names instead of Peter, Pedro etc. and change some examples to be more specific for that country. I never received a feedback.
Whenever there is a quality product, or a popular one, translating it into other languages always seems to be motivated by profit, rather than by a quality product, like the original.
I see how the Target Audience would be a priority. The Portuguese example is right on.
E-learning is huge. My son quit his job as a classroom teacher and when web based. He loves what he does and he makes 3 times the money. There is such high demand for quality e-learning products it doesn’t surprise me it’s a 20 B a year biz.
1.3 English Version is so true. Keep it simple, no humor, politices, culture, etc. Simple language only.
Helps when not translating too.
Dthe drop out rate is high. It makes me wonder why more local people don’t develop their own “cultural” e-learning products.
8 out of 10 dropping out over a lack of cultural references seems high. Are you sure this is correct? What happens to them once they drop out?
I did not check that number. Now I will.
The ability to create products “for all” is possible, but I think it’s going to take time. At the moment I think People who live in areas with languages not as global need to be more patient – or take a more productive approach and create what is needed themselves.
Best Practice guidlelines are not always followed and that is why there is some poor e-learning out there. People just want to get a product out and make money.
Sounds like some people I know, Paul. In fact, sounds like pretty much all the people I know.