Struck by Honey Fungus?

Armillaria is fatal. It attacks the roots. By the time the danger is spotted, you’re a goner. Honey Fungus (Armillaria) attacks trees not the translation industry. It nonetheless provides an interesting metaphor for the current state of the translation ‘family’ tree.

If you are bathed in sunshine in the topmost branches, it’s easy to overlook or play down the creeping fungus. A well-known proverb states:

‘A fish rots from the head down’.

When an organisation fails, it is the leadership that is the root cause. By contrast, a tree rots from the bottom up. When the root system fails, the top of the tree comes crashing down too.

Pollution is reportedly bad in London. There is a fight for oxygen in the upper branches. It is no doubt a relief to see that competitive Lionbridge branch take a pruning.

While your eyes are focused on the competitive branches, the honey fungus takes hold below. No problem, you think? You’ve taken measures to ensure a good flow of nutrients; the direct flow of the best university students is secure for your future growth. I’m all right, Jack*.

Future represented by conkers

Those down at the roots are much more aware of how toxic the environment is becoming than those in the uppermost tree branches.

Every now and again, those in the topmost branches have a ‘little chat’ with the established freelancers below. Those below naturally want a good rapport with those above. They need the light from above. Even if deep down they are more than a little worried about the impending storm above and the creeping fungus below, they want to sound positive and smile sweetly.

Established freelancers are the trunk of the tree. It’s a good, solid place to hang on. Honey fungus is merciless. It cracks and bleeds the bark from the base. As the summer temperatures rise, upper parts of the tree die too. The leaves look smaller, paler and less healthy than in the past. Branches die back over several years. The root system fails, just like the feared toxic environment for today's freelancers and future generations of linguists.

Horse Chestnut tree with leaves turning yellow

Until recently my mother’s house looked out on a magnificent horse chestnut tree. Now, there is a gaping hole in the view and a rotting stump. The local children used to love collecting the conkers as they waited for the local school bus in the autumn.

Honey Fungus on a rotting tree stump

The honey fungus has spread from garden to garden – just as toxic pricing and anti-competitive practices have spread from continent to continent, country to country and company to company.

When honey fungus brings a tree down, it’s the uppermost branches that take the biggest crash of all.

Can we plant a new tree? The ground remains toxic. There are no effective chemicals. The only effective remedy is to excavate and destroy. Burn all the infected root and stump material.

To stop the fungus spreading you need to build a physical barrier and bury it deep in the soil. Very few trees are resistant to honey fungus.

Maybe tech has the solution? Hasn’t it got the solution for everything according to all the hype? I recently revisited Bristol’s Millennium Square. The metal Energy Tree looked somewhat sad after its European Green Capital heyday. I can’t help thinking that it’s a bit like Rules-based Machine Translation (RMT) or Statistical Machine Translation (SMT). They are now abandoned for the shiny new Neural Machine Translation (NMT).

A metal tree is no match for a real tree's healthy foliage however shiny

NMT isn’t a match for strong, healthy human translation despite the hype. And that metallic Energy Tree is no match for the gloriously healthy foliage of a Horse Chestnut.

The moral of this tale for those in the uppermost branches of the translation industry at GALA, EUATC, ELIA and FIT? Watch out for the translation equivalent of honey fungus. Deal with the problems at the roots, even if you feel that they are not your problems... YET.

References:

A fish rots from the head down

*I’m all right, Jack.

Collins Dictionary: a remark indicating smug and complacent selfishness.

https://www.theguardian.com/film/2015/jan/18/im-all-right-jack-philip-french-classic-dvd

Honey Fungus

Karen Andrews is a freelance French to English translator, transcreator, content writer and editor. She has a strong background in global marketing.

Email Karen for further information via karenanglicityen@gmail.com in French, German or English.

Translating in 3D

A recent Anglicity blog dealt with perspective and thinking in 3D. Translators have to think in three dimensions. Their deliberations go far beyond the flat text. They also need cultural sensitivity. These abilities set the best translators apart from machines.

Social media translations

Today, automated translation is often used to translate social media. It is great for gist translations in situations that do not require 100% accuracy. The end result can sometimes be flat and one-dimensional. There is a heavy reliance on existing translations. There is no "extra value". The approach may be fit for purpose, but not always...

History in a tweet

The tweet below is loaded with historical and cultural significance. History is repeating itself. In reverse.

Added value of human translation

If you were not alive in 1956 or are unaware of Hungarian history, you need an informed translator to help you understand the full meaning. You need a translator to provide the missing dimensions for you - to put the subject into 2D, and then into 3D.

2D = history - You need your translator to advise you on the history - i.e. to take your perspective back in time. Such information may influence your decisions on what action to take. There may be potential in-country reactions to consider. This informed perspective will influence the tone of your communications.

3D = contemporary background - You need your translator to advise you on the current situation in the country and sentiment towards your country - i.e. to project your thinking forward. You need to fully understand the tweet and its sensitivity before taking action. Again, you need to establish the correct tone for your communications.

 

Added value of context 

The translated tweet is flat without its historical and cultural context. If you use an automated translation without a translator's advice, you could get an explosive reaction and damage your brand. Timing is important. You may need to avoid sensitive or simply busy periods. One region may be more sensitive to your message than another.

Automated translation is preferred when time is of the essence. Going too fast to assess cultural and historical significance can sometimes backfire. A measured human approach can win the race without regrets.

Refugee crisis call to humans

There is a refugee crisis in Hungary. Cries have gone out for help. Not to machines. No. Urgent help has been asked of human translators and interpreters. It seems that human is best in a crisis after all.

For information about Anglicity's services, email karen@anglicity.com.

How to reach a disinterested target audience

'A great, great film' according to the Telegraph's 2014 Cannes Film Festival review. Why did the restless Ciné Lumière audience shuffle out disappointed then? They muttered that the very same 3-hour film was too long and boring.

Frederick Wiseman's documentary on Britain's National Gallery has some rave reviews. I went to see it at the French Institute's cinema. Afterwards, I wondered what marketing techniques might work with a disinterested target audience. What appeals to one audience leaves another completely cold. The finer points of human translation go largely unappreciated. Can we learn from the marketing techniques used by an art gallery? Could they help win over a public besotted with machine translation? Over the coming week, I will post blogs on targeting a disinterested audience.

Right at the beginning of the film, senior gallery management expressed the desire to appeal to a wider audience. Their very involvement and comments were often at odds with attracting that new audience. The film reeked of excessive intrusion in the film's production and content. The majority of senior management discussions should have remained on the cutting room floor.

Yet, the film contained some precious nuggets of information. Conservation work behind the scenes was fascinating. There were some engaging cameos from guides in front of the public. I was reminded of airport documentaries on TV. The production team singles out their stars. Their cameras capture everyday workers and some unexpected characters going about their jobs. Problems are aired and solved on camera. Even VIPs have walk-on and walk-off parts. Interest is in the work behind the scenes, in the build-up to a VIP's arrival.

The National Gallery seems to offer a fascinating range of events for different audiences. Personally, I would have made the film's best scenes into short videos to view from their website. Just a few examples:

1. The hidden picture behind a Rembrandt
2. Lighting in Samson and Delilah by Rubens
3. A guide explaining a picture to children on his knees

This bite-size approach would have been far more likely to draw in new visitors. In the digital age, video can share a guide's enthusiasm for a seemingly flat picture with a new audience. 

Three hours of boredom can lead to total and permanent switch-off. Three minutes of engagement leaves an appetite to find out more. 

Check back for tomorrow's post.

Karen Andrews runs
Anglicity Ltd. She is
an entrepreneurial
French to English
translator, editor,
content writer and
marketing consultant. 

Contact: karen@anglicity.com 
for further information 
on Anglicity's services.