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Jun 17 2019
Corinne McKay

Guest post: From pig launchers to ball machines; specialization, terminology, and technology

This is a guest post by Zilin Cui, a Chinese-English-Spanish conference interpreter and translator who I met at the recent Monterey Forum at the Middlebury Institute for International Studies at Monterey. This post is based on her presentation at the 1st International New York-Nanjing Forum on Translation “Translation in the New Context” in May, 2019.

Pig launchers?

We all hear about the importance of specialization for interpreters and translators, but when we are given an assignment on short notice, how do we become quickly conversant in a new field within the time we have available before the assignment?

I had this challenge recently as I was preparing for a simultaneous interpretation assignment. Having received no preparation materials I decided to study the product catalogue of a company that the delegation would visit the next day. I ran across the term “pig launcher.” Unprompted, Google Translate gave me the literal equivalent in Chinese, 猪发射器, which conjures up a mental image of a slingshot launching pigs into the air, Angry Birds style.

Jokes aside, it got me thinking about two questions: first, how does one find the correct equivalent of a term when technology isn’t much help for a highly specialized field? Second and a larger question, how does one produce accurate, coherent and idiomatic interpretation without much context? Ideally, interpretation is about understanding the meaning behind an idea and re-expressing it in a different language, but that only works if one already understands the concept in the source and target languages. When there is no system of knowledge from which to retrieve the equivalent, finding the term is like looking for a place without a map. In this post I’ll talk about the pitfalls of some approaches I tried and the importance of building this “map” in order to improve interpreting performance.

Interpreter preparation: word lists, or something else?

When I first became an interpreter back in Chile, I thought of preparation as compiling word lists. Boy was I wrong. There I was, interpreting a ministerial meeting, and I found myself at a loss for words when the subscretario—the undersecretary—showed up instead of the minister himself. Twenty three-year-old me did not even factor in that possibility. Not knowing the term, too afraid to look it up right then and there and too embarrassed to ask, I went the literal route and said something in Chinese to the equivalent of “deputy secretary,” but the word I chose for secretary meant secretary of an office and not a cabinet minister. Seeing the Chinese delegation getting visibly annoyed, I just wanted to crawl in a hole. Oops!

The pitfall with word lists is that one cannot prepare for what one does not know, which is an even bigger problem with unfamiliar fields, which brings me to the importance of techniques. One big difference I noticed between a novice like me and experienced interpreters who are a delight to listen to is that they sound as if they were delivering their own speeches when interpreting: calm, coherent, engaging and in control, whereas I could sound rushed and nervous, churning out pieces of information that did not seem to be interconnected. While some of this difference has to do with experience, a lot of it can be overcome with techniques, which, at their core, are about a proactive approach to prioritization, as it is impossible to preserve 100% of the message in simultaneous interpretation. Ranging from the most well-known “salami technique” to less common, language-specific ones, techniques help the interpreter focus on the idea and not the words, and on primary ideas over secondary ideas so that interpreters are not led by the nose on a wild goose chase but rather, analyze the message and put it into their own words to produce idiomatic and natural renderings that are easily understood by the listener. Armed with a variety of techniques thanks to my Master’s studies at the Monterey Institute, I thought I would be ready for any new field…but not so fast!

From word lists to strategies

I realized—once back on the interpreting market—that more important than terms and techniques are strategies. Strategies are about developing the conceptual maps I mentioned a few paragraphs ago, about developing a cognitive framework in the source and target languages to know exactly where certain terms fit, how they relate to each other and come together in a narrative that makes sense. Going back to my pig launcher example: it is a piece of equipment used in pipelines, which are part of the midstream oil and gas industry. I found it to be much more helpful to take the time to understand the larger picture before going after the term itself. I found myself imagining teaching a five-year-old about the topic, using my curiosity to guide the process of building the cognitive map of the field. I came up with a list of questions whose answers were essential for drawing the map: what is the midstream sector? What, then, are the upstream and downstream sectors? What are the activities involved in the midstream sector? Who are the biggest players? What are the biggest trends and challenges? Once I was able to gather all this information I also became familiar with how industry insiders talk about these issues, which gets me closer to sounding almost like an expert to a room where I was the only outsider.

And how might technology fit into this three-step framework? The answer is, in every way. For terminology, collaborative tools like Google Sheets allow booth partners to split the workload by inputting into the same worksheet at the same time, and terminology extraction tools can cut down the manual work and the time involved. For techniques, YouTube is a treasure trove of resources when it comes to finding speeches given by the same speaker and testing out techniques to adapt to the particulars of the situation. In the fortunate event that interpreters are given presentations or even speeches beforehand, electronic tools make it easy to mark up the text for use as a visual aid. For strategies, with the wealth of information available at our fingertips, gone are the long hours spent at the library, because interpreters can access parallel texts written by experts in their native language as well as online courses for “dummies”—a personal favorite—to learn everything one needs to know to become conversant in a new field within the limited amount of time available to prepare for most interpreting assignments.

Pig launcher, or ball machine?

Thanks to my three-step methodology, I found the correct term in Chinese for “pig launchers,” 清管器发射筒, or literally, launching chute for a pipeline-cleaning device. Imagine my surprise when I used that term and heard a delegate whisper, “got it, the 发球器 (literally, a ball machine).” As it turns out, the cleaning device is a rubber ball with a diameter slightly larger than that of the pipeline. The ball is shot into the pipeline at high pressure from a chute and gathers dust and impurities as it moves through the pipeline. The ball is called a “pig” in English due to the oinky noises it makes. Who would have thought that pigs and balls would end up being equivalents in this scenario! I tried a reverse search with 发球器, and all I found was entries and images of tennis ball machines and not rubber pigs.

That led me to think about expanding my methodology. I realized that beyond terms, techniques and strategies, the human factor is always essential in any interpretation. While I found the correct term through my own research, hearing from the practitioner brought me into the jargon. Talking to people—speakers, delegates or clients when appropriate—not only helps one clarify highly specialized terms but also builds rapport. With rapport, clients may see interpretation as more of a collaborative effort to which they can contribute for their own benefit. At best, rapport and knowledge of the demanding process of interpretation can turn clients into allies, instead of the passive consumers or critics, which they may be.

Nevertheless, the human factor goes beyond that: even with the correct terminology, the perfect techniques and effective strategies, one can still produce an inadequate interpretation if they miss the intention of the speaker or fail to convey the emotions essential to the message. Jonathan Downie of the podcast Troublesome Terps put it this way, “When I started out, I thought interpreting was language skills with people attached. Now I am convinced it’s people skills with language attached.” Words are but a means to communication. Faced with the onslaught of technology, be it neural machine translation or natural language processing, what we can do as human interpreters is not to attempt to work like walking dictionaries or interpretation bots. In the end, what sets us apart will be how we use technology tools in a broad sense to enhance and expand what we do uniquely as humans—gauging intentions, engaging with listeners, using our situational awareness to adjust our approach real-time, honing our skills to process human speech input. This is not always straightforward, as the words chosen do not always correspond with what they mean; but this will allow us to carry on our legacy and future-proof our profession.

Written by Corinne McKay · Categorized: Guest posts

Jun 10 2019
Corinne McKay

New podcast: Staying healthy when you work at a desk all day

In this episode of Speaking of Translation, Eve and Corinne interview German<>English translator and certified yoga and Pilates instructor Eva Stabenow. After developing repetitive strain issues from her translation and interpreting work, Eva found relief in Pilates, which led her to pursue a 500-hour certification as a Pilates instructor specializing in prehab and rehab. She now runs Sunroom Pilates, a private studio in the Nashville, Tennessee area, in addition to working as a translator and interpreter (with a lot less pain!).

If you’ve attended the ATA conference in recent years, you might recognize Eva as the instructor for the early-morning stretch and move sessions!

Eva enlightens us about:
-How Pilates helped resolve her own repetitive strain and chronic shoulder pain issues
-How to set up a standing desk without spending tons of money
-Why you should incorporate “movement snacks” into your work day, even if you exercise outside of the work day
-Ideas for movement snacks, even if you can’t stand up or move around (like in an interpreting booth)
-Whether ergonomic products like yoga ball chairs and split keyboards are worthwhile

Click the audio player link to listen online

http://traffic.libsyn.com/speakingoftranslation/SoT_Eva.m4a

Right-click the link below to download the audio file.
Chrome/Firefox: Choose “Save Link As”
Internet Explorer: Choose “Save target as”
Safari: Choose “Download Linked File”
Staying healthy when you work at a desk all day

Written by Corinne McKay · Categorized: Podcasts · Tagged: Eva Stabenow, podcasts for translators, standing desks

Jun 07 2019
Corinne McKay

Early registration deadlines…and a rebrand!

Online course early registration deadlines

Early registration rates end this Sunday (June 8) for our two July online courses: the brand-new Making official document translation services a profitable part of your business, taught by Jennifer Nielsen, and the ever-popular Marketing to direct clients, taught by me.

Base registration is $365 for either class, including live slide presentations, question and answer sessions (recordings provided), individual feedback on homework assignments, and lots of individual attention. Various discounts are available, including
-$15 discount for American Translators Association members, which you can combine with:
-$15 discount for returning students
-$10 discount for new students

Sign up before Sunday and save some money, then come enhance your skills in July!

Rebrand time! Thoughts on Translation is becoming Training for Translators

I’m also excited to announce the in-progress rebrand of Thoughts on Translation into Training for Translators. When I started blogging back in 2008 (I know…like the Jurassic era of social media!), I had basically no strategy or purpose other than sharing information with other translators.

Now that the blog and my online courses have grown and grown (thanks to all of you!), now counting over 800 blog posts and over 1,000 online course alumni, I’m splitting them off into their own business, under the name Training for Translators. All old blog post links will still work, and the rebrand will take a little while; you’ll notice changes along the way (such as a new logo!) and I’ll let you know when the switchover is complete. And thanks to all of you for your support along the way!

Written by Corinne McKay · Categorized: Classes for translators · Tagged: classes for translators, training for translators

Jun 06 2019
Corinne McKay

Software review: TextAloud text to speech tool

Important disclaimer: I received a free review copy of TextAloud for the purpose of writing this review, but the links to purchase TextAloud are not affiliate links and I do not receive any commission from TextAloud.

How is text-to-speech useful?

After reading the post I wrote about text-to-speech proofreading, the folks at NextUp, the makers of the TextAloud text to speech software, approached me about reviewing their tool.

Brief overview for those who aren’t familiar with text-to-speech. If you enjoy having things read to you because you get sick of reading, or if (like me) you have a major problem with proofreading your own work because you skim over the errors–but you hear those errors when the text is read to you–I highly recommend experimenting with text to speech, where the computer reads a designated piece of text to you.

The simple solution is to use the Read Aloud function in MS Word. It’s under the Review menu. But Read Aloud is pretty basic: at least in my version of MS Office, the only selections you can make are the voice (between two men and a woman–I’m partial to David!) and the reading speed. Read Aloud also has some small but annoying foibles–the one that drives me nuts is that if you click anywhere in any MS Word document while Read Aloud is running, it pauses. So, if you have the source and target Word documents open, and you want to scroll down in the source while the target is being read to you (so that you can follow along), Read Aloud pauses as soon as you click, and then you have to re-start it.

What does TextAloud do?

TextAloud costs US $34.95 and comes with a 30-day guarantee. There’s also a free trial. It’s easy to download, and you can choose what software you want it to integrate with. For example whether you want just the standalone tool (where you can import things for it to read), an MS Word toolbar, a browser plugin, etc. I installed the standalone version, the MS Word toolbar, and the Firefox plugin. With my complimentary version, I got to choose four voices, and I chose two English and two French. I watched a couple of the tutorial videos for an overview of how to use all of the flavors of the tool. In total, it took me less than 30 minutes to download and install the software and watch the videos.

TextAloud’s basic features within MS Word are pretty similar to Read Aloud’s, but with many more customization options. You can tell the software how long to pause after a sentence, a comma, between words in a sentence, and so on. You can have it read certain types of text (i.e. text in quotes, or text in parentheses) in a different voice. You can have it highlight the current word, sentence, or paragraph, and so on. Tons of ways to customize how the software works.

And…drumroll…TextAloud does not do the annoying thing of pausing when you click elsewhere in a document. It just keeps on reading, which is what I wanted it to do!

Using TextAloud outside of MS Word

Another huge difference between TextAloud and Read Aloud is the ability to read other types of documents, such as PDFs and web pages. You can load a PDF into the standalone TextAloud window and have it read to you, or you can install a browser plugin so that TextAloud will read web pages to you. I found this very cool: sometimes I just want a break from staring at my screen, or I want to take a break but also consume some information. For example, I had it read me a New York Times article while I was eating lunch. I also tested it with a book in PDF format, and it performed well on that as well.

One feature I didn’t try–but that seems really useful for certain purposes–is exporting your spoken files for later use. For example, you could run TextAloud on an article, but save the file to your phone, and listen to it while you’re driving. As luck would have it, I had a part-time job in college, recording audio versions of college textbooks for dyslexic students who struggled to keep up with their classes if they had to read the print versions. Back in the 1990s, this was arduous for those students. TextAloud seems like an incredibly helpful solution for this kind of thing.

Another great use of TextAloud: having it read your own blog posts before you publish them. I rarely do this because it used to involve copying the posts into MS Word, then making any changes in the WordPress interface. But since installing TextAloud, I’ve used it multiple times to proof my own blog posts and e-newsletters right in the browser, which I found really helpful and will continue to do.

Voice selection

TextAloud has tons of voices to choose from; some are included with the basic software and some are premium. I must have a relatively high tolerance for computerized voices, because the MS Word voices really don’t bother me. I find that the slightly robotic tone is actually helpful, because it’s just annoying enough that you aren’t lulled to sleep while you’re listening to it. However I do find the TextAloud voices pleasant to listen to, and they’re a big plus if you’re actually listening for pleasure, rather than just to catch errors.

My preferred TextAloud voice is Ava22 (I used her to proof this blog post). And, to be fair, she’s MUCH more expressive than Microsoft David!

Premium voices, and supported languages

This is an addendum to the original post: I should clarify that the base price of TextAloud includes only the default Microsoft voices, and the TextAloud interface and help files are available only in English. However, you can purchase premium voices for 29 languages, and with different regional accents (i.e. Scottish English). The voices range in price (most of the non-English voices are $45 each), and you can sample them before you buy.

To sum up

If you’re into text-to-speech on any serious level (either for proofreading or for actually reading), TextAloud seems well worth the investment of $35. I found that when I was audio-proofreading (prooflistening?) for long periods of time, the ability to switch voices was really helpful, and I liked the ability to customize the software’s pausing and pronunciation patterns. It’s also great to have web articles or PDFs read to you when you don’t feel like reading the print version. I see this software as being really helpful to translators–and other word people–and really, really helpful if you struggle with dyslexia or any other issue that interferes with your reading speed or accuracy. Bonus: you could also use it to practice simultaneous interpreting at various speeds, since you can speed up or slow down the reader very easily.

I plan to continue using TextAloud to proof my translations, blog posts, and e-newsletters, and thanks to the company for providing a free review copy!

Written by Corinne McKay · Categorized: Technology · Tagged: text to speech, TextAloud

May 28 2019
Corinne McKay

Marketing a multi-pronged business

Prongs and how to use them

As entrepreneurs, many of us have multi-pronged businesses. Some of us work both as agencies and as freelancers. Some of us have lots of slashes in our job titles (“translator-slash-copywriter-slash-editor-slash-language teacher”). I know a freelancer who does dog massage and translation (no kidding). Many of us work in disparate specializations.

The hitch is whether we need a multi-pronged marketing approach as well, or whether just one will work. In an age when many of us already have a multi-channel marketing approach–including a website, blog, Twitter, LinkedIn, e-mail list–duplicating that for multiple businesses is a serious undertaking. Yet, the “slash” approach runs the risk of creating the impression that we do anything and everything that generates income. Not the image we want to convey to clients who want a specialist. What to do?

The key question: how many client bases?

Before you run out and create six websites and a million Twitter accounts, ask yourself this: across all of these prongs, do I have one client base, or two (or more)? If you have one client base, you only need one marketing presence. If you have multiple client bases with no crossover between them, then you need some sort of distinct marketing presence for each one.

Examples:
-If you run an agency, but you do some of the translation or interpreting work yourself, I don’t think you need a separate marketing presence. That’s one client base.
-If you work as a translator and as an interpreter, ask yourself whether the same clients need both services. In my experience, many clients are mono-pronged; they need a translator *or* an interpreter, but not both. You may need two marketing presences.
-If you work as a translator and do training for translators, you definitely need two marketing presences. Translation clients don’t want to learn about translation. They want to hire you so that they don’t have to learn about translation.
-If you translate, edit, and copywrite, that could be one marketing presence. Lots of clients need all of those.

You get the picture. Ask yourself: would the same client need all of these services that I provide? If not, you need to address your client bases separately.

Separate but not overwhelming

Next question: do you need a full-fledged suite of marketing channels for each client base, or can something pared-down do the trick? For translation specializations, no matter how disparate, I think separate pages on your website will work. Unscientifically–because Google will never tell you how their algorithm ranks sites–I think that separate pages with distinct keywords have better SEO performance. So if you translate for law firms and museums, just do separate sub-pages for each one, on the same website. Your website can still fall under the umbrella of “freelance translator,” but with different specializations.

When you get further down the multiple client base pipeline, it’s time to think about separate channels. Example: when I redid my websites about three years ago, I decided it was time to completely separate my website for translation clients from my website for other translators (that’s this one!). There really is no overlap between those two client bases, and I felt that it looked a bit diluted to always be saying, “…and I also do this other thing.” I’ve been very happy with the results, and I’m now planning to differentiate my services for other translators even more, with a new domain name and associated social media presence.

What’s the downside of multiple prongs?

Many people rush to create multi-pronged marketing because they want a separate web presence for every type of client. And it’s true that specialization is appealing to most clients. But it’s important to be realistic about the time, energy, and perhaps money that it takes to create and maintain these distinct online presences. Most of us struggle to maintain just one website, LinkedIn profile, association directory profile, and one set of social media profiles. If you need to talk yourself out of multiple prongs, just take a look at all the Twitter accounts and blogs that haven’t seen a post in five or seven years, and you’ll see what I mean.

My advice: create a completely separate marketing presence only when/if necessary, and only if there is no overlap between the clients who need your various services.

Readers, especially those who run multi-pronged businesses, what’s your experience with this? If you have a separate marketing presence, at what point did you create it, and how is it going?

Written by Corinne McKay · Categorized: Marketing

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