This chapter explores the transformative impact of the digital era on translation over the past three decades. Advances in communication technologies have changed not only the types of texts and media but also the agents and tools involved in translation. The demand for faster translation has driven the widespread adoption of computer-assisted translation (CAT) tools, enhancing speed, consistency, and accuracy. Additionally, breakthroughs in neural machine translation and AI-powered automated translation have integrated into everyday communication. These rapid technological developments have significantly reshaped industry workflows and the translator’s role, challenging traditional concepts such as translation unit and quality. The chapter also addresses emerging concerns related to labour practices, social responsibility, and environmental sustainability within the evolving translation landscape. As the field adapts to these innovations, it faces ongoing challenges and questions about the future of translation in a digitally connected world.
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Research Questions
Examine forms of localization present in your languages. These may be product information sheets (e.g. for medicines), instruction manuals, multilingual websites, adverts, etc. What are the linguistic and cultural constraints that affect these products?
‘From a translational viewpoint, the most difficult situation […] arises when a linguistic sign, a phrase, refers metaphorically to an iconographic sign or image that the source and target culture do not share’ (Díaz-Cintas and Remael 2007: 46). Find examples of occurrences of this in audiovisual translation. Examine the question particularly from the perspective of advertising (see Further Reading)