As advances in science and technology continue to reduce and shrink distances between widely spread geographic locations; individuals, businesses & governments with vastly differing cultural contexts will increasingly work together in their quest for greater synergy & efficiency. The far reaching implications & consequences of such a scenario serve to accentuate even further a need for a heightened cultural sensitivity in each unique interaction.

In the absence of a single ‘global’ language or unifying culture, it is imperative that we take the time and the effort to grasp the finer nuances of how communication & behaviour are perceived – and received – differently across the globe. While language is only one of the elements that contribute to the culture of a race or a nation, it is necessary to highlight that communication in the local language plays a pivotal role in disseminating the message that a company or a government is taking cognizance of the cultural heritage of a people.

Translation and transliteration are therefore often seen as the cogs in the wheel of effective international communication to ensure that ideologies, opinions and lessons learned are shared across physical boundaries. When people perceive that a newcomer has made an effort to reach them in a language closely intertwined with their own cultural ethos, they are likely to be more welcoming in their reception of the outsider. A note of caution: While the enthusiasm to communicate a global message in a local language is commendable, it is also fraught with danger.

As essential as translation is, it is also highly risky & counter-productive if the skill is not accompanied by a keen understanding of the finer cultural distinctions that are inherent in any society. Cultural blunders, while amusing in hindsight, can offend and confuse, thus proving detrimental to the development of a better relationship.

In the run up to the 2008 Olympics in Beijing, one of the biggest challenges the Chinese government faced was correcting the scores of amusing (“Show Mercy to the Slender Grass”, on park lawns), confusing (“To take notice of safe: The slippery are very crafty.”) and at times downright offensive (“Deformed Man Toilet”) Chinglish signs.

Translation packages and online resources abound these days and while they enable a literal translation of material, what they lack is the softer understanding and sensitivity required to ensure that the change in the language of communication does not hurt sentiments and no damage is unwittingly caused to brand names or relationships that have been built over years.

When Coca Cola first entered the Chinese market, they had no official representation of the brand name in Mandarin. Chinese shopkeepers therefore created signs which combined characters to ape the phonetic sound of the brand, with little regard for the true meaning of the resultant phrase. As a result they had character strings that sounded like “ko-ka ko-la” when pronounced, but meant “wax-flattened mare” or “female horse fastened with wax”. When the company eventually began using Chinese characters they settled on a string which meant “to be able to allow the mouth to rejoice”.

More recently US Secretary of State, Hilary Clinton, was in an embarrassing spot over a translation error on a gift she presented to her Russian counterpart. Referencing US Vice President Joe Biden’s remark that the US administration wanted to reset ties with Russia, Ms. Clinton presented Mr. Lavrov a button with the word ‘Reset’ translated as ‘Peregruzka’ in Russian. ‘Peregruzka’ however, means overcharged or overloaded, rather than reset. The appropriate word would have been ‘Perezagruzka’.

Finding equivalent words in a local language does not require too much skill; patience and a dictionary will go a long way in aiding the effort. This does not however suffice to carry forward the meaning that needs to be communicated. In order for a message – with all its subtle nuances – to successfully crossover from one language to another, it needs to be approached as if it were being originally written in the target language. And this is where a translator’s talent is truly challenged and appreciated; when he is able to effectively translate the essence and core meaning of the message and not just the words or sounds that it comprises of.