Communication of cultures by means of localisation

LTReikšminiai žodžiai: Lokalizacija; Bendravimas; Kultūra; Vertimas; Localisation; Act of communication; Actor network theory; Culture; Translation.

ENCulture and cross-cultural communication have become a topical area in the context of translation and localisation studies, and have received enhanced levels of interest from both academics and practising professionals of localisation and language industries. Culture, as a multifaceted phenomenon and concept, might be referred to and explored by means of approaching values, traditions, beliefs, attitudes, behavioural patterns and communication skills possessed by its members. The ability to communicate effectively has become of paramount importance and one of the key terms in the context of localisation that might be briefly defined as a process of modifying a product to fit linguistics, cultural and legal requirements of the target market. Addressing the significance of the issue of communication, the article focuses on the immediate communication of cultures as the factor that is critical to the successful implementation of the project of localisation. Following the idea of major/minor languages in terms of language dominance that has gained attention in translation studies (Venuti 1998, Cronin 2014) due to the usage and hegemony of English in a fast developing area of information technologies it becomes interesting to investigate and describe how languages and cultures interact with each other and how they change each other when computer software (a particular product) is Lithuanised and modified to the needs of the Lithuanian market. [link.springer.com]