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What is cultural translation and why is it important?

Cultural translation is the practice of translation with a cultural approach; it

aims to present a culture through the act of translation. The knowledge of both the
source language and target language is necessary for any translation so that the end
result contains the same factual information and also conveys the desired emotive
effects of the original author. In other words, the meaning and the message of the
original text should be preserved in the process of translating it.
The difference between linguistic translation and cultural translation lies
within the role of the translator. Rather than considering a translation acceptable
simply when it reads well1 he or she must understand the source text both
linguistically and culturally and be able to communicate its message to their target
audience in a way that is understandable.2 Cultural translation requires the
translator to be proficient in two languages and also two cultures3 so that it is not
just the message that is carried across languages but also any cultural characteristics
that are present. An understanding of the relationship between language and
culture is essential in order to successfully communicate this message to an
audience.
Culture embraces almost everything in the world.4 It can be something
physical for example art, literature or music or it can be spiritual, referring to social
or religious systems, thought patterns and beliefs. Its natural for everyone to know
their own culture; we learn it from our families and surroundings. Whether it is the
physical products of culture, or the way we think and perceive things, culture is
something that we acquire rather than inherit genetically. Language possesses all of
these features and words are simply a means of communicating them5 so that these
features can be shared across communities and developed.

Bassnett, Susan & Lefevere, Andr, General Editors Preface in Venuti, Lawrence, The Translator's
Invisibility: A History Of Translation (1995)
1

2 Rubel, Paula G. & Rosman, Abraham Perspectives on Translation and Anthropology in Rubel, Paula G. &

Rosman, Abraham, Translating Cultures (2003)

3 Z. Abuelma Atti Phd Thesis - Globalizing Texts, Localizing Cultures, BITRA (2005)
4 Hongwei, Chen - Cultural Differences & Translation (1999), Meta: Translators' Journal, vol. 44 (1999)
5 Ibid.

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Language can be described both as part of a culture and as being shaped by

the culture of its speakers. Lotmans theory states that no language can exist unless
it is steeped in the context of culture; and no culture can exist which does not have
at its centre, the structure of natural language.6 If language and culture are so
closely related they should not be separated when it comes to translation. In order
to know a language one must also know the culture from where that language
originates. This is the central aim of anthropology, to interpret and understand a
culture or cultures other than ones own.7 During investigations, anthropologists
spend a significant amount of time in a country collecting field data. An ethnographic
text translates what has been found in the investigation in terms of their
observations and what the researcher has learned in their time in that country to the
level of words. In this way, anthropology can be described as a type of translation
itself as it involves the translation of cultural concepts and values into words. The
linguistic side of translation is equally important for anthropologists, as language is
the way we think and perceive the world. Thus every culture sees the world
differently and an anthropologist aims to make this difference comprehensible. The
language of a country is so heavily influenced by the culture that learning the
language is necessary to understand the culture8 and understanding the culture is
necessary to translate the language. It is therefore impossible to translate a foreign
language text without any knowledge or awareness of the culture from which that
language derives.
In order to translate effectively the translator must have the ability to
connect with the target culture while preserving the culture of the source. This is
where many translators encounter problems as they must decide the importance of
certain cultural aspects and to what extent it is necessary to translate them into the
language of their readership.9 Cultural sensitivity is also important, cultural terms
present in the text must be translated according to their role, how appropriate they
are and how the readers of the target language would respond to them. As a result
the translation can either maintain the meaning of the original as much as possible
6

James, Kate Cultural Implications of Translation (2002)

7 Rubel and Rosman (2003)

8 Ibid.
9

James (2002)

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or make the original text as clear and understandable as possible for the target
language reader.10
When dealing with translations in a culturally sensitive way translators may
opt for one of several approaches. One of which is the use of equivalence. Nida
mentions two forms of equivalence, formal and dynamic. Formal equivalence
renders a particular term in the source language document by the corresponding
term in the receptor document.11 In other words, formal equivalence might be
known as a more literal, rigid form of translation. Formal equivalence can even be
used with idioms with the intention that the reader may be able to perceive
something of the way in which the original document employed local cultural
elements to convey meaning.12 It does not, however, seem to function with puns or
play on words and the use of footnotes or another form of explanation must be
included in the document. In this way, formal equivalence could be used quite
successfully in cultural translation as it stays close to the message of the source
language and culture. Walter Benjamin describes this literal form of translation as
fidelity to the source text. Benjamin argues that fidelity in the translation of
individual words can almost never fully reproduce the meaning they have in the
original. In fact, since no two languages are identical either in meanings given to
corresponding symbols, or in ways in which such symbols are arranged in phrases
and sentences,13 it is impossible to produce an exact translation from any text,
especially those containing cultural implications. Instead, a translation can be
described as the closest possible approximation of the meaning that is conveyed in
the original.
Nida also mentions the topic of naturalness in translation, how the
translator must take into account the culture of the target audience and how the
original text relates to them. He defines this as dynamic equivalence, which in
contrast to formal equivalence, directs the focus of attention not so much toward
the source message, as toward the receptor response.14 This kind of translation
10

Buden, Boris Cultural Translation: Why is it important and where to start with it

11 Nida, Eugene Principles of Correspondence in Venuti, Lawrence The Translation Studies Reader (2000)
12 Ibid.
13 Ibid.
14 Ibid.

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involves finding the closest natural equivalent of the source language message 15
taking into account the culture, context and audience of the target language. As
previously mentioned, finding an equivalent of terms which identify cultural
specialities can be quite problematic. This can be illustrated by the example of the
Spanish word la madrugada which for any native Spanish speaker means the period
of time between midnight and daybreak. Finding an exact translation for this word is
difficult as there is no alternative in English. Spanish to English dictionaries give a
number of alternatives including dawn, daybreak or early morning. However, none
of these words convey the exact meaning of the Spanish word because it is so
immersed in cultural context. Language is the way we understand the world, if a
word doesnt exist in our language it usually means either the concept or the object
doesnt exist therefore we have difficulty understanding it.
Terms depending on cultural context such as madrugada are not readily
transferable to other language-culture contexts.16 Madrugada is a commonly used
word in Spanish, describing a time of day when Spanish people are active. In the
climate of that region the days are hot and this period of time is cool so people tend
to be out and therefore has reason to refer to it. Compare this to a cooler climate
where people would be indoors and asleep thus having little or no reason to refer to
events in that time.
Finding an equivalent in a culture that is very different from the other can be
even more difficult when it comes to making the term or phrase natural. If a term
has no accurate English equivalent the translator also has the option to use
transference in order to convey its meaning, that is to say borrowing the term in
the source language and not translating it. This can also be done with an explanation
of the term in the target language alongside it; footnotes for instance are frequently
used.
A translator can also choose to domesticate a translation. Domestication is
the expression of a culturally specific term or phrase in a way that is familiar to the
readers of the target language. This method is often used in translating titles, for
example the 1960s American film Breakfast at Tiffanys was given the French
15 Nida in Venuti (2000)
16 Ibid.

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translation Diamants sur Canap, which literally translates as Diamonds on the

sofa. The title of this film was given this translation because the New York jewellery
store Tiffanys would have little significance for a French audience, so the key idea
that Tiffanys equals diamonds would not be carried across. Domestication involves
the translator changing the values of the source language text to make them
understandable for the target audience. Nida describes this as adaptation, the
language is adapted for prospective audiences. This approach, however, does not
ensure that the audiences response to the translation in the target language is the
same as the original in the source language.
Dynamic equivalence is concerned with making the translation appropriate
to the receptor language and culture in accordance with the context of the particular
message.17 This means that when a translator is finding some form of equivalence
for a cultural term, they must avoid over complicating it because of the need for an
explanation. If a term or phrase were simple and easily understood in the source
language, a long definition in the receptor language would mean a loss of the
naturalness of the original. The key aim in translation using dynamic equivalence is
ensuring that the translation clearly reflects the meaning and intent of the source.18
As Benjamin explains it, the task of the translator consists of finding that intended
effect into which he is translating, which produces in it the echo of the original. 19
Equally, if the message of the source text makes a particular impression on its
original audience, the translated version must elicit the same response. Although the
translator may not know what the original response was, this is an important aspect
of dynamic equivalence in ensuring the authors point of view is communicated. If a
phrase or term in the source language has no meaning or could be misinterpreted in
the target language when it is translated literally dynamic equivalence allows a
translator to adjust it so that it is suitable. Thus, dynamic equivalence seems to offer
a balance between preserving the style of the original and provoking the same
response from both the original and the receiving audience.

17 Nida in Venuti (2000)

18 Ibid.
19 Benjamin, Walter The Task of the Translator in Venuti, Lawrence The Translation Studies Reader (2000)

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Similarly, cultural translation involves considering cultural values of the

source language. Foreignization, as opposed to domestication of the text, reflects
and emphasizes the cultural differences between source and target languages.20 A
foreignized translation highlights the foreign identity of the source text so that the
target language and culture does not dominate. This area of cultural translation is
closely related to translation in cultural anthropology as the two share the same
goal. There is no need to make a translation in anthropology more acceptable and
palatable to the target audience except for intelligibility.21 Rather, the aim of an
ethnographic text or an anthropologists report is to present the different aspects of
the culture or society22 and allow cross-cultural comparisons to be made.
Concerning cultural translation, Benjamin states that the basic error of the
translator is that he preserves the state in which his own language happens to be
instead of allowing his language to be powerfully affected by the foreign tongue. 23
He argues that a translation is only successful when it brings the reader to the
language and culture of the author rather than adapting it to suit the reader.
Although the use of dynamic equivalence or foreignization seems suitable in
cultural translation, translating a text that contains a lot of cultural references and
imagery presents other challenges than those already mentioned. One difficulty is
that of ensuring that both the readership of the source and that of the target
language understand the same message. A colour, for example, may carry one
meaning in one culture but mean something completely different in another. In
Western culture the colour white is associated with brides, weddings and purity
whereas in Chinese, Japanese, Korean and Indian culture white symbolizes death
and mourning.
Another area where cultures have different interpretations is that of
numbers. For example, in Chinese culture numbers have much more significance
that they do in Western culture. This is because numbers are often integrated with
sounds and have associative meanings. The number four, is pronounced s in

20 Rubel and Rosman (2003)

21 Ibid.
22 Ibid.
23 Benjamin in Venuti (2000)

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Mandarin Chinese and is a homonym of the word death, and is therefore considered
unlucky. Likewise, the number eight has a similar pronunciation for the word
prosperity and is therefore considered the luckiest number. With the exception of
four, all even numbers are more auspicious that odd numbers in Chinese culture.
The examples above demonstrate how important cultural understanding is
when it comes to translation. If language is a product and translation of thoughts
then a text is a series of thoughts and beliefs. Texts are culturally embedded and
encoded with different meanings to share an understanding of the cultural reality. A
text can sometimes lose some of its meaning or require extra information to be
included because it was not possible to communicate all the levels of meaning that a
cultural reference may imply.24 A translator must be aware of ideologies, values and
belief systems of a given culture to avoid important cultural references being
wrongly interpreted or disregarded as having no special significance.
Finally it can be concluded that although there may be many difficulties in
translating a text embedded in its culture, it is necessary for cross-cultural
understanding. Culture gives us a reason to translate but it is also what makes
translation possible. In cultural translation, a translator must expand and deepen his
language by means of the foreign language.25 If translation is just at the level of
words, cultural understanding is not possible.
Cross-cultural understanding is important in recognizing that every country
has its own identity. Cultural translation is an essential element of cross-cultural
communication. It is an anthropological enterprise in which ones own language is
altered and enriched by the encounter with foreign words and concepts.26 The
process of globalization brings more cultures into contact with each other and
increases the potential of cross-cultural communication. It is more important today
than ever before as effectively and appropriately communicating across cultural
boundaries becomes essential in the future success of careers. Communication
across cultures is essential in understanding what all human beings have in common
24 Translation The Importance of Culture (http://textronics.com/translationtheimportanceofculture.html)
25 Benjamin (2000)
26 Chambers, Claire Anthropology as Cultural Translation in Leeds Metropolitan University, Post Colonial Text

Vol.2 (2006)

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and what is unique about each different country and culture. Cross-cultural
communication is essential in eliminating stereotyping, discrimination and
ethnocentrism, that is to say, the inability to accept a culture different to our own.
Cultural translation aims to give the original culture an identity, a translated text
should give the reader insight into the source culture and as a result increase cultural
knowledge and awareness.

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Bibliography
Chambers, Claire Anthropology as Cultural Translation in Leeds Metropolitan
University, Post Colonial Text Vol.2 (2006)
Clifford, James Cultural Studies (1992)
Cronin, Michael Translation and Identity (2006)
Hatim, Basil & Mason, Ian The Translator as Communicator (1997)
Kelly, Stephen & Johnston, David Betwixt and Between (2007)
Leppihalme, Ritva Culture Bumps (1997)
Rubel, Paula G. & Rosman, Abraham Translating Cultures (2003)
Pym, Anthony Method in Translation History Manchester: St. Jerome (1998)
Schffner, Christina & Kelly-Holmes, Helen Cultural Functions of Translation (1995)
Venuti, Lawrence - The Translator's Invisibility: A History Of Translation (1995)

Websites
Abuelmaatti, Z. - Globalizing Texts, Localizing Cultures, (2005) PhD thesis,
University of Salford via BITRA
Buden, Boris Cultural Translation: Why is it important and where to start with it
(2006) [http://eipcp.net/transversal/0606/buden/en]
Hongwei, Chen Cultural Differences & Translation in Meta: Translators' Journal,
vol. 44 (1999) [http://id.erudit.org/iderudit/002224ar]
James, Kate Cultural Implications of Translation (2002)
[http://www.bokorlang.com/journal/22delight.htm]
Kartha, Deepa What is Culture? (2011) *http://www.buzzle.com/articles/what-isculture.html]
Longinovic, Tomislav Z Fearful Assymmetries: A Manifesto of Cultural Translation
in The Journal of the Midwest Modern Language Association
Vol. 35, No. 2, Translating in and across Cultures (2002)

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[http://www.jstor.org/discover/10.2307/1315162?uid=3738032&uid=2129&uid=2&
uid=70&uid=4&sid=47698753263747]
Oki, Manali Importance of Culture (2011)
[http://www.buzzle.com/articles/importance-of-culture.html]
Schulte, Rainer The Translator as Mediator Between Cultures
[http://translation.utdallas.edu/translationstudies/mediator_essay1.html]
Translation The Importance of Culture
[http://textronics.com/translationtheimportanceofculture.html]