Literature Review
Introduction
Media and website translation are increasingly popular necessities of the modern world because different cultures and languages are interacting. Translators find it inevitable to present content related to one topic in more than two different languages. It develops understanding and widens the scope of the target market. This paper has served the job by reviewing the literature on media and website translation. Secondly, it has extensively analyzed the GACA website to examine its various sections. Cultural perspectives are prevalent in media and website translation; therefore, they should be of central importance.
Literature Review: Media and Website Translation
Aksoy and Tavil (2017) have researched cultural transfer in the translation activity of websites of the media organization. For a case study, the research has taken the example of the BBC website that translates its articles into Turkish articles. The study discusses the target text and source text in light of the translation techniques used by media organizations. Translation techniques indicate that translators tend to appeal to words and meanings of the target audience. However, there is also the tendency to take the message and intent of the source text. Translators have a pattern of sense-to-sense translation instead of translating word by word. The study has found that a translator adopts different strategies for translation. The cultural element is essential in translation, where the source text brings source culture because it is an obvious thing. Translators tend to take the perspective of the home culture in translation (Aksoy & Tavil, 2017).
They have pointed out that translation strategies adopted in the chosen website can answer why translation strategies omit or translate cultural elements. The use of Aixela’s classification indicates the translator’s choice in the given case that shows receiving society are displaying tolerance. The receiving society does so by displaying conservation practices. They include repetition, orthographic adaptation, and extra-textual gloss. In the substitution, they include synonyms, naturalization, and autonomous creation. In the case of translation of BBC Turkish Service, the translator has displayed repetition, extra-textual gloss, orthographic adaptation, and intra-textual gloss. In some places, the translator has also opted for absolute universalization and deletion strategies in translating culture-specific items. Thus, the translation of the website may involve cultural perspectives deeply. The evident use of conservation strategies was there in the BBC Turkish Service case as there have been culture-specific items (Aksoy & Tavil, 2017).
Tang-Taye and Standing (2016) have conducted a study that is about website translation and image marketing of a destination. In so doing, they have taken the case of Reunion Island. The study compared the Island in light of its image over the internet. The study has covered its English and French websites. In the analysis of text content on web pages, the study has used the Alceste software so that text can be analyzed. The study has found some specific results like the image of the same destination, i.e., Reunion Island, which was different in two versions of both languages. The version in English languages did not match with that was in the French language. There were many reasons why there was a difference, but it was mainly due to the poor translation strategies employed by translators. It was further surprised to know that studied websites were top quality websites. They were among the top tourist destination websites (Tang-Taye & Standing, 2016).
Tang-Taye and Standing (2016) have commented on the differences and have found it confusing for consumers. It had strategic implications in the tourism industry where the same destination had different images with the changes in language selection. Tourism organizations can also note this difference. However, the reason for the difference may be beyond the inadequate translation because cultural aspects are also significant in translation. The article also notes that it may be because of the inefficient monitoring of websites for tourist organizations and their management. It also points to ineffective destination marketing by Reunion Island stakeholders. The research study has revealed how different cultural and other factors lead to differences in website translation. It is also because of the inefficiencies of third world marketers of tourist destinations. The first world worked marketers are then able to take the lead and fill the gap in the destination market (Tang-Taye & Standing, 2016).
Chuang (2011) has conducted a study on the challenges of translating new media. He has described it as the multimodal approach in website translation. The researcher has defined the term new media that it denotes the new media in the age of internet and digital media. The website translation has also accepted many changes under the age of the new media. The research is in-depth and exploring and points out the difficulties in the translation domain. In so doing, it has focused on the case study of a website translation. The researcher has considered some unique aspects of websites in translation that include color, format, images, and writing. It shows that the translation domain has evolved to the level that it attracts many factors in its decisions. It increases the delicate state of the translation of websites (Chuang, 2011).
Chuang (2011) discusses and concludes that color format is crucial as it defines different meanings in different websites. The selection of modal sources may help the translator to improve it in interpretation. There is a link in the source text and target society. Words and messages retained from the source text are due to the need for coherence. If any text is removed, omitted, or changed in translation, it leads to a new identity in the target society. The discussion and knowledge about multimodal challenges in translation in the new media age finds that these challenges are other than historical and psychological factors in translation. The researcher states that he has focused on three features of new media translation. In so doing, it interconnects and works together with the support of technology in the new media age. The study emphasizes the importance of technology in translation (Chuang, 2011).
The above literature review on media and website translation has revealed the connection of translation with cultural factors. There is sometimes coherence between source text and target market text. However, most cases find differences in source text and target market text. The review of the literature has highlighted some useful aspects as well, like the management of a website may be inefficient. However, in the following GACA website has been reviewed using factors of language, services, target users, and layout. It is not the case of translation, but it would help analyze the website.
Analysis and Critique of the GACA website:
Language of the GACA Website:
GACA website contains all the related fields required for a visitor for information. The content and language on the website are comprehensive. It informs all visitors coming to this platform. However, it seems that some words are straightforward. Terminologies and wording of the website show that the information is not for native English speakers. The website is Saudi Arabian, and it is an Arab country. Islamic history and central position in the Islamic world make the country stick to Arabic tradition. They feel little need for other languages, and it seems right in the language of the website. A comparison with other websites may be helpful. Websites for comparison may be in the aviation industry or in any other field. The use of words and the flow of sentences are prominent features of the language of any website. It observes on various occasions that the website has used many sentences in one flow. It may make it difficult for visitors to get meaning from the context. For instance, under the duties and responsibilities of the Directorate General of Economic regulations and policies, the second paragraph is too lengthy. Bulleted points may make these words more understandable. In simple words, one may find some sentences on the website wordy (GACA, 2020).
However, the content and its effectiveness also establish if the website has enough information. The language is easy to understand because the content is precious, and it does not use difficult words. Easy to understand words are crucial for effective communication because the majority of visitors on the website may not be fluent in English. Therefore, it has made good use of words and structures to help visitors. In this context, the website gets a good rank in terms of its language (GACA, 2020).
Services provided on the website:
The website is of the General Authority of Civil Aviation, and it has the vision of providing mutual benefits and competition to air transport. It also has communicated the mission by creating a legislative and economic environment in civil aviation. The website is of authority in the air travel industry. Therefore, its services do not resemble those of a company. It offers services to the industry so that it can guide every stakeholder in the aviation industry of the Kingdom of Saudi Arabia. There is a comprehensive E-services manual that has plenty of services under each head. The website includes the link to these services. There are services for students, airline industry, aircraft, and employees. Many other stakeholders may also get their desired services through this manual. For instance, students may get an aircraft dispatcher certificate. The airline industry can get services by having the name of the ownership changed and de-registering an aircraft. In this manner, the website offers services under the authority to the ever stakeholder of the aviation industry (GACA, 2020).
The website also has objectives and mission statements highlighting the activities of GACA. The provision of services from GACA is a principal activity because this website is an authority. The excellent attribute of this website is to note that it has presented information consistently and prominently. Everyone can know about services as they are also visible through objectives on the website. The provision of E-services and coverage of every stakeholder through this option makes the case quite helpful and assisting. Every stakeholder can get his or her desired information through these E-services. It also describes how the website is going to address the requirements of visitors by providing them with all the information. The website offers comprehensive information through this platform (GACA, 2020).
Target users of the website:
GACA website has targeted users that are visible in terms of the mission, goals, and objectives of the website. The content under these headings calls for facilitating the target segment of civil aviation of the Kingdom of Saudi Arabia. For instance, the mission statement website is to create a legislative and economic environment in civil aviation. It helps civil aviation in making legal and economic practices helpful for them. Development and promotion of economic policies and regulatory issues come into the authority’s domain. The GACA authority displays and communicates information through the website. This content shows that the target audience of the website mainly consists of airline companies. The regulation and economic environment of the domain is related to the aviation industry. This website communicates about these matters; therefore, target users are companies (GACA, 2020).
However, the website has provided information about airports and flight information. Information about airports and services and departments over there is on the website. It also has E-services for different stakeholders. Moreover, it also offers services of many kinds; therefore, the scope of operations and services is broad enough to target every user in the airline industry. It shows that the aviation industry and its stakeholders target users of this website. However, the importance of each stakeholder can be different as airline companies and passengers are the most important stakeholders (GACA, 2020).
On the other hand, tourists, service providers, designers, and engineers are also targeting users of the website. It is because of the effectiveness of the content on the website. Regulation and economic policies are broader and comprehensive policies for application in the industry. Therefore, it is worth applying them across the industry. The website offers a communication platform to make this happen, and its target users are diverse.
The layout of the website:
The GACA website has an interactive style and design that has active and moving images on the website. Like any website, it contains the main headings for information at the top. Below the heads, there is a banner showing important information and announcements. Some areas ask visitors to log in, which makes it interactive for customers. Passengers and companies may interact through the interactive and modern platform of the website. A section has been dedicated to social media where some users have posted their tweets. Flight schedule and media center present valuable and substantial information to users. The website takes the feedback from customers and tells them about the satisfaction level of customers on different airports in Saudi Arabia. These are substantial aspects of the website, and it ensures active participation and interaction from visitors. It also makes the website authentic and worth taking it of considerable value for stakeholders and users of the aviation industry (GACA, 2020).
It presets detailed instructions, guidelines, and documents to visitors that they start knowing about the true situation at different airports in the kingdom. Each heading on the website presents rich information, and every head has various options to lead to more information. However, the color scheme of the website is light, and it can add more vibrant colors. The color scheme is significant in layout because it attracts the attention of visitors. Moreover, some heads do not have information, and the visitor sees coming soon written there. For instance, there is no list of airports, but directs visitors to click on the list of airports. These issues can raise concerns regarding website quality and layout. Overall, the website has adopted an excellent and attractive layout while there is room for improvement as well (GACA, 2020).
Conclusion:
The paper concludes that media and website translation is an essential domain in the contemporary world. Different factors define the difference in translation, ranging from the cultural aspects of management issues. However, a good translation is the one that remains consistent and the same in different cultures. Information should be neutral and similar in different contexts. It is the strength of a good translation. The review and analysis of the GACA website can help understand how a website may be different from other websites. Although it was not a particular website translation case, it defines differences in terms of various factors. The paper recommends researching this domain to get more and in-depth knowledge about translation studies.
References
Aksoy, Ö., & Tavil, Z. M. (2017). Cultural transfer in the translations of media organization websites: a descriptive analysis of articles and their turkish translations on the bbc website. International Online Journal of Education and Teaching (IOJET) , 4 (2), 121-135.
Chuang, Y. T. (2011). The challenges of new media translation: a multimodal approach to website translation. Linguistics Applied, 4(1), 66-81.
GACA. (2020). GACA. https://gaca.gov.sa/web/en-gb/page/home
Tang-Taye, J.-P., & Standing, C. (2016). Website Translation and Destination Image Marketing: A Case Study of Reunion Island. Journal of Hospitality & Tourism Research, 40 (5), 611-633.
