Services Needed to Properly Localize E-Learning Content

There is much to consider when localizing an e-learning course. It is also what makes them incredibly interesting. Properly localizing e-learning content ensures comprehension and retention. Doing so in a way that is culturally considerate ensures the efficacy of each course regardless of the target market.

Translation

The translation of source content into the language of each target market is just the beginning of localizing an e-learning course and represents the bare minimum necessary to improve effectiveness.

Transcreation

Transcreation is different from translation in that transcreation recreates a message, idea, or symbol within a target market to ensure that the semantic impact is the same. An excellent example of transcreation is Kellog’s Rice Krispies’ Snap, Crackle, and Pop which represent both the names of the elves that appear on the cereal box as well as the sound the cereal makes when milk is added. These names were ‘transcreated’ within each market to better reflect the names associated with each sound. For example, in Germany the characters' names are Knisper! Knasper! Knusper! In most Northern European Countries and Italy, the characters’ names are Piff! Paff! Poff! Finland is Poks! Riks! Raks! Mexico is Pim! Pum! Pam! French Canadian is Cric! Crac! Croc! It’s important to note that even within North America there are three separate sets of names for the characters based on the country you are located in.

Localization

Localization of an e-learning course represents the culture not only in the translation of content, but in the standards and traditions reflective of those markets such as colors, images, symbols, format, and technical accessibility and usability.

Colors

Colors carry quite a bit of symbolism which changes based upon the target market and culture you wish to enter. It is important to understand the meanings of colors within each target market. For example, while yellow is considered a color of happiness in most of the world, it is considered a color of mourning in Mexico and one of royalty in Thailand. Blue is another color that most consider ubiquitous for its sense of calm, serenity, or association with masculinity, but in the east, it is associated with immortality.?In the Middle East blue is considered a color of protection and safety. In Belgium, blue is associated with gifts for baby girls. The colors you utilize within each target market will have a dynamic impact on how your E-Learning courses are perceived. Working with localization professionals can help you determine the best color combinations for each target market.

Images

Imagery also plays an important part in each market. Considerations are best outlined by Hofstede’s cultural considerations which include power distance between executives and employees (the US is minimal, Japan is large), collectivism (Asia) versus individualism (West/US), Risk Avoidance (High in Asia, low in the US), Long term (China) versus short term (US) orientation.

Symbols

Just as color and images play a role in localization so do symbols. Symbols inherently carry meaning and thus their utilization. It is important to recognize that some symbols may offend depending upon the target market entered. For example, a leading philanthropic organization is known as The Red Cross in Christian countries, but as the Red Crescent in Muslim Countries.

Formatting

Formatting is another item taken into consideration when localizing an e-learning course. Formatting includes cultural considerations such as date, format, currency symbols, and reading direction (ex. Arabic and Hebrew are read right to left versus English which is read left to right) to ensure proper navigation.

Technical Considerations

Technical considerations during the localization process include both the user interface and internationalization of course platforms to ensure they can handle both bi-directional languages (such as Hebrew and Arabic) as well as character-based languages (Chinese, Japanese, and Korean).

Multilingual Multimedia Production

Multilingual multimedia production is incredibly important in the localization of content and includes such things as subtitling or voice-over considerations to ensure audio tracks are understood within each market.?