V-1 (F, 1:45-3:15pm) Bayleys Baroney - ALL
Building a Community of Translation Scholars in the U.S.

Edwin Gentzler, associate professor of comparative literature, director, Translation Center, University of Massachusetts, Amherst; Geoffrey Koby, assistant professor, translator training program, Kent State University, Kent, Ohio; Marian B. Labrum, founder and director, Spanish Translation Program, Brigham Young University, Provo, Utah; Mildred L. Larson, translator trainer, Peoria, Illinois; Douglas Robinson, professor of English, University of Mississippi, University, Mississippi; Marilyn Gaddis Rose, founding director of the Binghamton University Research and Instruction Program, Binghamton, New York; and Gregory M. Shreve, professor of modern and classical languages, Kent State University, Kent, Ohio

Translation scholars living in the U.S. often have a sense that they must go abroad in order to feel a part of a translation studies community. One gets a sense of such a community attending ITI/TA conferences in England, EST conferences in Europe, CATS conferences in Canada, ABRAPT conferences in Brazil, etc. -- but there is no similar venue for a translation studies community in the United States. The ATA comes closest to being such a venue, but even it has no subject category for translation studies and no academic division, so that the only way academic members of the association can gather is to talk about literary translation, training/pedagogy, or some other topic likely to draw academics. Based on the panelists' papers published in the Proceedings, this panel discussion will explore various historical and sociological explanations of the current situation and some options for improving that situation, including the formation of an organization called the American Translation Studies Association.

V-2 (F, 1:45-3:15pm) Leamington C - ALL
Translators and the Media: A Public Forum to Consider the Image of Translation and Translators in the Popular Media
Kevin Hendzel, chief operating officer and director of language services, ASET International Services Corporation, Arlington, VA; Chris Durban, MITI, freelance translator, Paris, and author ("Onionskin," ITI Bulletin, London); and Eugene Seidel, freelance translator, Frankfurt, Germany

This session will feature an activist panel of translators and media and public relations specialists to review and assess the current public image of translators and explore strategies for promoting translators' image and elevating their visibility in the press and the media. Active audience participation will be strongly encouraged throughout the session, and ample time will be provided for questions and comments. The panel will consider the causes of our historical obscurity and will address head-on the tough issues and costs of improving our public image and the critical importance of this process to our profession and our ultimate commercial success. Recent high-level coverage of translators and translation issues in the national and international media and the origin of these successes - individual translators working behind the scenes - will be reviewed. Specific hands-on strategies, including press-kits, media interviews, press releases, feature events, and letters-to-the-editor campaigns will be offered as weapons in the ongoing battle to keep translators and translation at the top of the headlines.

V-3 (F, 3:30-5:00pm) Bayleys Baroney - ALL
National Geographic's International Editions: Italian & Japanese
Camilla Bozzoli Rudolph
, translator, National Geographic Magazine, Washington, DC; Scott Brennan, freelance member of the Italian reviewing team, Washington, DC; Bernard Ohanian, editorial director, International Editions, National Geographic Magazine, Washington, DC; and Yukako Seltzer, freelance member of the Japanese reviewing team, Centreville, Virginia

National Geographic Magazine's (NGM) Italian, Japanese, Latin American, Spanish, Hebrew, and Greek international editions are produced by licensees or partners of the National Geographic Society working in their home countries. All translations are reviewed before publication by teams of translation reviewers and editorial staff based in Washington, whose responsibility it is to ensure that the translated text is 100 percent factually accurate and captures the nuances of the English source text. Following an overview of the editorial/translation process developed to maintain NGM's rigorous standards on a tight schedule, and relying chiefly on the Italian and Japanese editions for examples, the presenters will discuss the special translation problems encountered in bringing an American cultural icon to an international audience in one piece.

V-4 (S, 8:30-9:15am) Bayleys Baroney - ALL
How to Document a Language Which is in Danger of Extinction?
Carolyn Quintero, manager, Inter Lingua, Inc., Osage County, Oklahoma

This session will address the challenge and joy of delving into a Native American language, in this case Osage, a member of the Siouan family, with only a handful of fluent speakers in this tribe in northeastern Oklahoma. Field work techniques, community relations, rare cultural data picked up along the way, and most importantly, how the presenter took a large, amorphous body of data and assembled it into a comprehensible language description, will be discussed. The session will also include a sketch of Osage, the kinship system, the positional demonstratives indicating standing, sitting, lying, or moving attributes of items, and other grammatical devices used to convey semantic information.

V-5 (S, 8:30-9:15am) Leamington D
FIT and the Next World Congress

Steven R. Sachs, vice-president, Fédération Internationale des Traducteurs, Annapolis, Maryland; and Jean-Marie Vande Walle, member-at-large, FIT Executive Committee, Brussels, Belgium

The Fédération Internationale des Traducteurs (FIT) is an umbrella organization comprised of over 70 national translators associations throughout the world. Although individual membership in FIT does not exist, ATA members are entitled to participate in a number of activities sponsored by FIT. FIT holds a congress every three years. The next FIT World Congress will be held in Mons, Belgium, in August 1999. This session is intended to provide a brief introduction to FIT, its activities and the upcoming World Congress, with emphasis on how ATA members can take part in those activities and meet translators from other countries.

(S, 9:15-10:00am) Palmetto Room - ALL
Interpretation, Translation, and Language Barriers in Biblical Days
Batya Reichman, Hebrew<>English translator/interpreter, Houston, Texas

This session will take you on a journey through biblical times and discuss cases mentioned in the Bible involving translation, interpretation, and language barriers. It will allow you to compare your own daily work situations and experiences to the ancient ones, and discover similarities and differences.

V-6 (S, 10:15-11:45am) Bayleys Baroney - ALL
Outreach: A Taste of Translation
Madeleine Velguth, associate professor of French and comparative literature, University of Wisconsin-Milwaukee; and Diane Baughn, internationalization specialist at McHugh Software International in Waukesha, Wisconsin

This presentation will introduce a module which can be used as an outreach tool for a variety of audiences wanting to know more about the art of translation and the skills involved. Originally developed as a workshop for academically talented junior high school students who may or may not have had exposure to a foreign language, it features hands-on, English-only activities for individuals and small groups. A cloze exercise, the "translation" of a nonsense poem, and the preparation of a glossary based on this translation all illustrate aspects of language sensitivity necessary to translation.

V-7 (S, 10:15-11:45am) Fairfield - ALL
The Language Market in the United States: Case Studies of National Need and Demand

Richard D. Brecht
, deputy director, National Foreign Language Center, Washington, DC; Ted Crump, federal translator, National Institutes of Health, Bethesda, Maryland; Glenn H. Nordin, president, Society of Federal Linguists, Alexandria, Virginia; and William P. Rivers, research associate, National Foreign Language Center, Washington, DC

The panel will examine national needs and the demand for language services, both within the federal government and in the economy as a whole, based on the Market Forces Framework for Language Policy and Planning, long-years experience of two panelists in the federal government, and a current survey of federal agencies. The relationship of market forces and government policies to the strategic variables of need and capacity, prospects for supply and capacity, the ongoing role of human language and cultural expertise, and the effectiveness of private-sector and government initiatives to improve language services supply and capacity against the background of national and international trends will be discussed

V-8 (S, 10:15-11:00am) Palmetto Room - ALL
ISO 9000: A Quality Standard for the Translation Industry?
Don D. Jacoby, independent consultant, Columbia, Maryland; Mary O'Neill, president, Translingua, Inc., Columbia, Maryland; Mercedes Pellet, co-founder and chief financial officer, M2 Ltd., and chair, ATA Professional Development Committee, Montgomery Village, Maryland; Lyra Spratt-Manning, chief financial officer, Polyglot International, San Francisco, California; Kevin Ward, contractor coordinator, in-house editor, and translator, Translingua, Inc., Columbia, Maryland; and Edith Westfall, independent consultant, Columbia, Maryland

The panel will represent a variety of views relative to the significance and attainability of ISO registration. Panel members will relate concrete experiences at their respective companies, ranging from deferral of any ISO-related activity to achievement of full registration under ISO 9002, to ongoing commitment to the goal of registration/compliance. The audience will receive practical tips on designing and writing policies and procedures as well as a list of resources. The presentation will conclude with an open discussion of the relevance of ISO 9000 to U.S. translators and translation companies.

V-9 (S, 1:45-2:30pm) Bayleys Baroney - ALL
Quality-first Project Management in the Translation Industry: Bridging the Gap between Theory and Practice

Randall Morgan, Jr., co-founder, chairman, and CEO, ASET International Services Corporation, Arlington, Virginia

This session will outline the quality-first theory and suggest the practices that are required in order to make the theory work, even when it seemingly conflicts with the realities and demands of translation management. The presenter will point out the nightmarish consequences that can occur when one compromises the quality-first philosophy. This session will help project managers, as well as translators and translation end users (clients), to manage the process better and to avoid many project nightmares.

(S, 2:30-3:15pm) Bayleys Baroney - ALL
Project Management in Practice

Kinsey Rawe, senior project manager, ASET International Services Corporation, Arlington, Virginia

The presenter will outline potential pitfalls that may result from dealing with clients unfamiliar with the translation industry. A question-and-answer period will follow this discussion in order to tailor the presentation to individual problems and specific areas of concern. This session will help both translators and project managers work and plan together to overcome the unexpected catastrophes that can and will arise during the course of a project.

V-10 (S, 1:45-2:30pm) Palmetto Room - ALL
History of Translation and Interpretation in Mexico
Georganne Weller, co-director, Center for Applied Linguistics, Mexico City

Little attention has been paid to the history of translation and interpretation in Mexico, with a few notable exceptions being the Colegio de Intérpretes de Mexico's Second National Convention and the new Certificate Program in the Translation of Academic Texts at the Universidad iberoamericana in Mexico City. Translation and interpretation efforts were originally through the Indian languages during and after the Spanish Conquest and were closely related to religious proselytizing, but recently religious, historical, and literary endeavors have given way to technological specializations and regional/global concerns, most of which are undocumented, with the exception of the subjects addressed by the Mexican delegation at the Fourth Congress of Regional Center for North America held in 1996 in Colorado Springs. This session attempts to outline and update the major historical events in the fields of translation and interpretation in Mexico at the turn of the 21st century.

(S, 2:30-3:15pm) Palmetto Room - ALL
The View from the Translation Agency: Spanish Translation in the U.S. Dream or Nightmare?

Mordecai Schreiber, founder, Schreiber Translations, Inc, Rockville, Maryland

Spanish is arguably the most often-translated language in the United States. Of all the Romance languages, Spanish is considered the easiest to learn. Moreover, Spanish is a language much closer to English than most other European and non-European languages. This would imply that Spanish>English translators are the most privileged members of the translator community in the United States. And yet, experience has shown that there are many more headaches in Spanish-English translation especially technical translation than there are in most other language pairs.

V-11 (S, 3:30-4:15pm) Bayleys Baroney
Concepts of Translation Quality and Quality Assessment
Susanne Lauscher, freelance translator, Sophia-Antipolis, France

Translation quality and its assessment are topics of primary importance for professional translators and translation users. Although translators and translation agencies can be held legally responsible for "bad translations," the definition of what quality work is or should be seems rather vague. This session will explore some quality concepts elaborated by translation research and investigate how they can be useful in professional translation.

(S, 4:15-5:00pm) Bayleys Baroney - ALL
Rethinking Neo-classical Translation Theory
Julie C. Hayes, instructor, Department of Modern Languages and Literatures, University of Richmond, Virginia

"I have endeavored to make Virgil speak such English as he would himself have spoken, if he had been born in England, and in the present age," wrote Dryden in 1697 (paraphrasing French translator Jean Segrais). His is but one formulation of a sentiment found in many French and British translators of his period (and our own) that a translation should create in readers the illusion that they are reading a work that could have been written in their own time and in their own cultural context. This approach to translation has been criticized as "unethical" (Antoine Berman, 1984) and even "hegemonizing" (Lawrence Venuti, 1995). The presenter argues that such accounts are reductive and ahistorical. In this session, a variety of translators' prefaces and related writings will be examined in order to propose a fuller account of the cultural work of neo-classical translation practice and its explorations of textuality, temporality, and subjectivity.

V-12 (S, 3:30-4:15pm) Leamington F - ALL
Sell This: Getting the Message Across in Advertising Translation

Molly Stevens, French>English translator and director, The Art of Translation, New York, New York

Behind a simple ad are pages and pages of research findings and concept development texts which aim to create a product's personality. Often the text is a seemingly simple list of evocative and cultural-specific words and reactions. Translating them, however, is (are you surprised?) tricky. In this discussion, we will examine the kinds of campaign texts that this translator has encountered, as well as the joys and pitfalls of the work.

(S, 4:15-5:00pm) Leamington F - ALL
The Role of Translation in the Film and Television Industries

Jan Emil Tveit, associate professor, Norwegian School of Economics and Business Administration, Bengen, Norway

In America and Europe alike, James Cameron's film Titanic has been a huge success. But how can an American film capture European audiences when so many do not understand what is being said? During this session, the merits of different screen approaches will be discussed. Whereas many European countries dub foreign films and television productions, the Scandinavian countries have traditionally preferred subtitling. But recently Norway's biggest commercial television company, TV2, wanted to give dubbing a chance. The first three episodes of the Gregory Hines Show were dubbed into Norwegian and the viewers were subsequently asked to decide whether this was to continue. The verdict of the viewers will be discussed along with the screen translation preferences of different television audiences. The presentation will also address translation approaches to television news and advertising.


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