Icebreaker June 2019 Archives - saąúĽĘ´«Ă˝ /category/icebreaker/icebreaker-june-2019/ Nordic translation specialists Wed, 20 May 2020 14:48:15 +0000 en-GB hourly 1 Myths about Nordic society /nordic-myths/ Tue, 11 Jun 2019 12:36:17 +0000 /?p=19720 Nordic – or Scandinavian – culture and society have been having a bit of a moment internationally. Entire books have been written about the concept of hygge, and various Nordic words have been doing the rounds (lagom and °ě˛ą±ô˛ő˛ą°ůľ±°ěä˛Ô˛Ôľ±łŮ being rather different examples). It seems that the Nordic countries are being noticed for more than ...

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Nordic – or Scandinavian – culture and society have been having a bit of a moment internationally. Entire books have been written about the concept of hygge, and various Nordic words have been doing the rounds ( and being rather different examples).

It seems that the Nordic countries are being noticed for more than just woolly socks and buzzwords, though. The “Nordic model” and Scandinavian society are being referenced by politicians and commentators more and more. During his 2016 campaign, the Democrat candidate Bernie Sanders stirred debate by stating he wanted the United States to be more like Scandinavia.

In Europe, the Nordic countries are often brought up either as examples of successful welfare states (in 2017, Scotland introduced a modelled after the Finnish one that started in 1938) – or as areas that breed depression and isolation simply by virtue of geography. As is often the case though, the truth is more nuanced than is often portrayed.

Let’s look at some of the myths about the Nordic countries a bit more closely.

Everyone in the Nordic countries lives in the middle of nature

Picture a Nordic home. Chances are you see a small red cottage with a pile of firewood outside – perhaps with a fjord or a forest in the distance and the calm of the countryside all around, adding to the cosy atmosphere.

It is true that the populations of the Nordic countries are not very large relative to the size of the countries themselves. Iceland has a population density of 3.4 people per square kilometre (but let’s not forget how much of the country is made up of mountains and glaciers). Denmark is fairly densely populated (134.76/km2 – although the UK still has twice as many people per square kilometre – 270.7). Sweden, Finland and Norway are all relatively sparsely populated (23, 16 and 13.8 people per square kilometre, respectively).

With stats like these, you might well think that everyone has a fjord or a forest for a back garden. However, the majority of people across the Nordic countries live in urban areas these days. In Iceland, the proportion of city dwellers is a rather high at 94% – the same as Puerto Rico – though you’re never that far from a hot spring or a volcano. The rest of the Nordic countries are not too far behind (88, 87, 85 and 82 per cent for Denmark, Sweden, Finland and Norway, respectively).

So, while Nordic cities and towns are fairly small on a global scale (Stockholm’s metropolitan area is the largest in the Nordic region with 2.4 million inhabitants), the vast majority of Nordic people do not live in the countryside. But you’re never too far from a lake to jump into, a forest to wander in or a to climb.

Nordic countries are essentially communist or socialist

Listening to some of the comments popping up in the North-American dialogue about Nordic societies, you might be forgiven for thinking that they are all single-party dictatorships where you get assigned a job, a place to live and a haircut.

At times, the European media seem to paint a picture of blissful socialist societies with flawless social security systems and schools that have done away with classrooms, tests and bullying altogether.

The success of the workers’ movement and the social democratic parties did shape the Nordic region in the 20th century. In Sweden, the local social democratic party was in power from 1932 to 1976, which allowed it to introduce significant social reforms, during a period which came to be known as (“the people’s home”).

Folkhemmet was not so much a socialist utopia as it was a compromise between capitalism and socialism, and reliant on the practice of consensus in politics and society at large.

Looking at Nordic governments today, the social democratic parties are certainly still a driving force – even if their glory days seem behind them.

Norway has a centre-right coalition government – Norway’s Prime Minister Erna Solberg is from the Conservative Party. Denmark’s social democrats have just won the largest share of the vote in the country’s latest election and are looking to form a broad coalition with ideas from both the left (a stronger welfare state) and the right (an even tougher immigration policy). Iceland’s coalition government includes parties from the left to the right and it is headed by Katrín Jakobsdóttir of the Left-Green Movement.

At the moment, both Sweden and Finland have a PM from a social democratic party. Sweden’s Stefan Löfven’s government is a minority left-green coalition government and Finland’s Antti Rinne has just announced a left-green-centre coalition government after tough negotiations.

Like elsewhere in the world, the Nordic political map has been shaped by the rise of new right-wing populist parties, which often attract voters by focusing on immigration and nationalism. In Sweden, the Swedish Democrats, whose Eurosceptic, anti-immigration and socially conservative agenda got them 17.5% of the vote in the latest election in 2018, are in opposition, largely because most major parties refused to negotiate with them.

While all Nordic countries have a history that involves pivotal healthcare, social security and educational reforms pushed through by social democratic parties in the 20th century, the power of the social democrats is certainly not what it was in the past.

Nordic people are the most depressed people in the world

A common stereotype about the Nordic countries is the idea that, as they are plunged into darkness half the year, depression is rife and suicide rates are extremely high.

This is something that is hard to measure: misreporting and inaccurate statistics mean that global rates are not entirely reliable. It does seem that current suicide rates in the Nordic countries are relatively low on the global scale, although they do make it into the : Finland is in 32nd place and Iceland in 40th place (Sweden, Norway and Denmark are in 51st, 74th and 89th place, respectively).

However, this is not the whole picture. Greenland is not included on this list as it is not an independent country, but an autonomous constituent country under Denmark. The suicide rate in Greenland began to rise in the 1970s and it is now the . The rates in other Nordic territories have fallen considerably in recent decades – Finland’s was among the worst in the world only a few decades ago.

It seems that societal changes might go further to explaining depression and suicide rates than climate – according to , the spring peak is a widely spread phenomenon on a global scale (and seems to be related to the change in temperature).

Nordic people are the happiest in the world

The World Happiness Report was first published in 2012 and the Nordic countries have featured heavily in the top 10 every year since. In the , Finland, Denmark, Norway and Iceland occupy the first four places, with Sweden in seventh place.

The reactions in the Nordic countries themselves have been somewhat mixed – of course people have it good, but “happy”, really? Being cheerful and happy-go-lucky isn’t exactly central to the Nordic identity.

According to the United Nations, happiness is about wellbeing: income (GDP per capita), social support, healthy life expectancy, freedom, generosity and the absence of corruption. It’s hard to argue with GDP or life expectancy figures. Apart from these facts, the survey also takes into account “national averages of positive and negative affect” – that is, people’s emotional experiences.

Gallup conducted a of positive and negative emotions (e.g. experiencing respect, pain or worry or feeling well-rested or sad) in which the Nordic countries did not score anywhere near the top (the top three comprised Paraguay, Panama and Guatemala).

It seems that people in the Nordic countries feel comparatively safe, if not enamoured with their existence. As long as “happy” does not mean “ecstatic” or “joyful”, Nordic people can be as content with the term as they (generally) are with their lives.

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Transcreation – what’s in a word? /transcreation-definition/ Tue, 11 Jun 2019 12:35:43 +0000 /?p=19702 Although it feels like the term “transcreation” only made a fairly recent appearance in the vocabulary of the localisation industry, it’s still undecided exactly where and when it was first coined. For example, some believe that its origins date back as far as the 1960s, where it was used in advertising to describe the adaptation ...

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Although it feels like the term “transcreation” only made a fairly recent appearance in the vocabulary of the localisation industry, it’s still undecided exactly where and when it was first coined. For example, some believe that its origins date back as far as the 1960s, where it was used in advertising to describe the adaptation of creative ad copy for a foreign market; others have said it was a term used when localising computer and video games in the 1980s. Regardless of its origins, the most important thing is to make sense of what transcreation refers to in its current context.

In recent years, the word transcreation has become a localisation buzzword, and is often used to define the process whereby copy is customised to transfer the intent and impact of the original message for the new target market.

It has been argued, however, that linguists were customising copy in this way long before the term transcreation became recognised. As a result, there seems to be mixed interpretations as to what distinguishes marketing translation from transcreation, and confusion both in terms of workflows and budgeting expectations. Some say that transcreation only applies to the adaptation of slogans, others apply it to any marketing copy that requires translation; sometimes a CAT tool is used, other times it’s worked on outside of a tool, in Excel.

Most of us will have been exposed to transcreation at work, such as in film titles, well-known brands’ jingles or slogans. The impact of a good or poor transcreation can be powerful. There have been several transcreation blunders over the years; famous examples include a number of automotive brands failing to realise the potential negative connotations of a model name when launching their product in another market. , General Motors, who were unaware that “No Va” means “It won’t go”, when launching their Chevy Nova in South America.

Another well-known transcreation mishap is , which was mistranslated into “do nothing” when marketed in other countries. That certainly wasn’t the message they wanted to put across in terms of using their services. This mistake led to a rebrand costing around 10 million US dollars!

Although we do seem to have a clear understanding of the ultimate goal of transcreation and the magnitude of its impact, it’s clear that we have a long way to go in terms of standardising the processes and workflows to enable us to achieve the desired outcome. TAUS recognised the gap in our industry for such information and have since released a document called “”.

With this document, TAUS has highlighted the importance of producing resources that answer many relevant questions surrounding this topic, such as definitions of marketing translation, transcreation, multilingual copywriting and how to set them apart from one another, as well as examples of translation, transcreation and copywriting in action.

I’m certain that in the future we will have a clearer understanding of transcreation as a service, but until then it’s clear that we can’t take the word transcreation at face value; it’s much more than a combination of two words. Regardless of what you think this elusive term means, the next time you see it, don’t be afraid to ask questions to get to the core of its role in each specific context; only then can the creative team take the first steps towards delivering a project according to expectations.

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