2023

Reading Package

ENGLISH LANGUAGE 2
PROFESORADO EN INGLÉS – TRADUCTORADO EN INGLÉS

INSTITUTO SUPERIOR NEW START D-130

PROF. ROMINA GÓMEZ

 Index

Article #1: How to Succeed in College and Life ……………………………….. 2

Article #2: Utilizing Emotional Intelligence in the Workplace ………………… 5
Article #3: The Entertainment Industry and Translation ……………………… 9
Article #4: The Real FOMO: "Fear of Moving Out" ……………………………12
Article #5: The Rules of Mixing Business With Family and Friends ……….. 15
Article #6: How streaming has caused a shift in the film industry ………….. 19
Article # 7: Translation: Art or Science? …………………………………….… 21
Article #8: Cultural Differences Are More Complicated than What Country
you’re from. …………………………………………………………………….… 23
Article #9: Localization Vs. Translation: Key Differences……………………. 26
Article #10: The Psychology of Home: Why Where You Live Means So
Much ………………………………………………………………………………. 30
Article #11: How Cultural Awareness Promotes Effective Communication... 34
Article # 12: Artificial Intelligence and Translation – How technology is changing
our approach to languages …………………………………………………….. 36

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ARTICLE #1

How to Succeed in College and Life

The professors behind NYU’s "Science of Happiness" course explain how to flourish in life—
no matter how old you are.
BY JEANETTE VAN DER LEE | JUNE 2, 2017

You should get some exercise, eat healthy, and sleep enough. You should be supportive
ofyour friends. You should do what you’re passionate about. We’ve all gotten such well-
meaning advice, and it’s not unhelpful. But it rarely comes with explanations of precisely
how to achieve such worthy goals. Fortunately, that’s exactly what you’ll get from U
Thrive: How to Succeed in College (and Life), a new book by Daniel Lerner and Alan
Schlechter—two New York University professors who teach a course there on the science
of happiness. U Thrive is the book that I (now a grad student) wish I had had when I
started college. Based on positive psychology research, it covers a wide range of strategies
for thriving in life, bringing them to life with humour, practical exercises, and even college
slang. And while the book is written primarily for college students, its lessons are relevant
to anyone wanting to cultivate a happier, healthier life.
Skills for thriving
In their book, Lerner and Schlechter draw on the work of Martin Seligman, a pioneer in the
field of positive psychology, who has identified five factors that help people thrive:
positive emotions, engagement, relationships, meaning, and achievement. They highlight
many studies suggesting why these and related factors, such as optimism and goal-setting,
are crucial to our wellbeing. And they identify practical ways to increase and improve
them:
Positive emotions. Happiness—a positive emotion—has a long history of being almost
synonymous with thriving, especially when it is developed through the pursuit of
meaningful activities. The authors point to research suggesting how happiness can be
increased by doing five random acts of kindness on one day each week, which is just one
of the many research-based tipsreaders can use to increase their own happiness

Engagement. To increase engagement and meaning, Lerner and Schlechter suggest using
your character strengths (which you can discover for yourself if you don’t already know
them).

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Character strengths are personal qualities—like being curious, loving, and hopeful—that
have been identified by psychologists and shown to positively impact various domains of
life, such as work and relationships.
Relationships. Many students feel lonely in their first year of college. But getting enough
social interaction has important benefits, such as higher stress tolerance and more
happiness: The happiest 10 percent of students have more social relationships than less
happy students. One way Lerner and Schlechter suggest improving your relationships is by
sharing good news with others,
which helps you experience more positive emotion and well-being, especially when others
respond constructively.
In their discussion of optimism, Lerner and Schlechter cite research suggesting that
optimists receive more social support, cope better with stressors, and stay healthier, among
other benefits. However, optimism is not always good: Pessimists focus on what might go
wrong, and they are sometimes more prepared when things actually do go wrong.
As a result, the authors suggest a strategy called “mental contrasting,” or WOOP (which
stands for wish, outcome, obstacle, plan) when working toward goals. WOOP involves
focusing on the benefits of reaching your goal to increase motivation, but also focusing on
the potential obstacles so that you can plan for them. In a study with low-income
schoolchildren, using WOOP helped them to improve their attendance, conduct, and
overall academic performance.
In at least one case, the authors’ recommendations seem a little outdated, though. Lerner
and Schlechter write that willpower is like a muscle: You can’t just keep using it, because
after a while it will weaken. However, multiple researchers have tried and failed to
replicate this effect. Still, the chapter offers useful advice on how to increase your
willpower under certain circumstances, even though the willpower-as-a-muscle analogy
may be flawed.
Realistic tips for college and beyond
Though Lerner and Schlechter do focus on the importance of health and getting enough
sleep, exercise, and nutrition, they don’t simply preach about eating veggies or snoozing
eight hours per night. They realize that the behavior of college students is sometimes less
than ideal. “It’s bound to happen sooner or later: the paper you dreaded writing, the dense
book you never got around to reading, the web page you neglected to design…and now the
assignment you haven’t even begun is due tomorrow and you have no choice but to pull an
all-nighter,” they write Rather than admonishing students, they recommend keeping a food

3
and mood journal to
help identify patterns, such as how the types of food you’ve eaten and the context in which
you eat are related to increased and decreased energy. The authors also guide you in
thinking about incorporating more exercise into your life, whether that means going to the
gym or simply taking the stairs instead of the elevator.
Lerner and Schlechter stress the importance of excellence, meaning, and passion—topics I
found particularly relevant to my own life—and uncover some important distinctions, like
the difference between harmonious and obsessive passion.
Harmonious passion means doing what you love, while leaving room for other pursuits;
you focus on learning rather than winning, so that failing is seen as an opportunity to learn.
In contrast, obsessive passions are pursued for reasons other than love—like money or
status—and can be allconsuming, so setbacks seem like failures.
To nudge obsessive passion in a more harmonious direction—and increase well being—the
authors suggest making time in your calendar for other pursuits (such as meeting with
friends), changing your language to be more positive (e.g., saying “would like to” instead
of “have to”), and finding additional passions to pursue.
Reading this book will equip you with many ideas like these on how to not just survive, but
thrive—whether in college or in life. But you have to do more than read the book—you
need to use it. Personally, I found the book’s message to be inspiring and convincing. It
motivated me to pursue a job that I feel passionate about and to incorporate exercises that
will help me thrive into my daily
routine. As the quote by Maya Angelou included in the book says, “My mission in life is
not merely to survive, but to thrive; and to do so with some passion, some compassion,
some humor, and some style.” Hopefully, this book will inspire you to answer Angelou’s
call, too!

Retrieved from:
[Link]

4
ARTICLE #2

Utilizing Emotional Intelligence in the Workplace

By Kendra Cherry - Updated on December 11, 2022

Emotional intelligence is critical for interpersonal communication, not only in personal

relationships but also in the business world. This article delves into what emotional
intelligence is and how you can harness its power in the workplace. Emotional intelligence,
sometimes referred to as emotional quotient (EQ), refers to a person's ability to recognize,
understand, and manage emotions. The term was coined by psychologists in the 1990s and
spread quickly among psychologists and beyond.
Emotional Intelligence, Defined
According to psychologists Peter Salovey and John D. Mayer, leading researchers on the
topic, emotional intelligence is the ability to recognize and understand emotions in oneself
and others. In turn, this emotional understanding helps us make decisions, solve problems,
and communicate with others. Psychologists used to view emotions and intelligence as being
in opposition to one another. In recent decades, however, researchers exploring emotion
psychology have become increasingly interested in cognition and affect.
Why EQ Is Important for Success
Emotion psychology and the concept of emotional intelligence gained interest with the 1995
publication of Daniel Goleman's "Emotional Intelligence: Why It Can Matter More Than
IQ." Goleman argues that emotional intelligence is a critical predictor of success in life.
Emotional competencies, he argued, play a particularly important role in the workplace. The
concept quickly attracted the attention of human resource managers and business leaders.
Researchers have suggested that emotional intelligence influences how well employees
interact with their colleagues, manage stress, and navigate conflict. It also affects overall
performance on the job. Other studies have linked emotional intelligence with job
satisfaction. Goleman suggested that, although traditional intelligence was associated with
leadership success, it alone was not enough. People who are successful at work aren't just
smart; they also have a high EQ. But emotional intelligence is not just for CEOs and senior
managers. It's important at every level of a person's career, from college students looking for
internships to seasoned employees hoping to take on leadership roles. If you want to succeed
in the workplace and move up the career ladder, emotional intelligence is critical.
Why EQ Matters in the Workplace

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Why is emotional intelligence such a valued workplace skill? In a survey of hiring managers,
almost 75% of respondents suggested that they valued an employee's EQ more than their IQ.
Emotional intelligence is widely recognized as a valuable skill that helps improve
communication, management, problem-solving, and relationships within the workplace. It
is also a skill that researchers believe can be improved with training and practice. People
with high EQ make better decisions and solve problems, keep cool under pressure, resolve
conflicts, have greater empathy, listen, reflect, and respond to constructive criticism, while
people with low EQ play the role of the victim or avoid taking responsibility for errors, have
passive or aggressive communication styles, refuse to work as a team and are overly critical
of others or dismiss others' opinions
How to Become More Emotionally Intelligent
Although emotional skills come naturally to some people, anyone can improve their ability
to understand and reason. This can be particularly helpful in the workplace, where
relationships and business decisions often on interpersonal understanding, teamwork, and
communication. One 2011 study found that participants who trained in key emotional
competencies showed lasting improvements in emotional intelligence. They also
experienced improvements in physical and mental well-being, better social relationships,
and lower cortisol (stress hormone) levels. If you are interested in improving your emotional
intelligence skills to benefit your workplace performance, take steps to improve your skills
in the five categories of emotional intelligence: Self-awareness, self-regulation, social skills,
empathy, and motivation.
One of the first steps toward using emotional intelligence skills in the workplace is to
practice recognizing your own emotions. Self-awareness involves being aware of different
aspects of yourself, including your emotions and feelings. It is one of the foundational
components of emotional intelligence. To recognize your emotions and understand their
causes, you need to first be self-aware.
 Pay attention to how you are feeling. How do these emotions influence how you
respond? Do the things you are feeling have an impact on the decisions you make or
how you interact with others? As you reflect on these questions, you may find that
you become much more aware of your own emotions and the role that they play in
your daily life.
 Take stock of emotional strengths and weaknesses. How well do you
communicate with others? Do you find yourself experiencing impatience, anger, or

6
 annoyance often? What are some ways you can deal with these feelings effectively?
Recognizing weaknesses allows you to look for ways to deal with them.
 Remember that emotions are fleeting. A co-worker might irritate you or your boss
might give you a frustrating task to complete. Before you react, remember that these
things are temporary. Making rash decisions based on intense emotions can be
detrimental to your long-term goals and success.

Practice Self-Regulation
Goleman identified self-regulation as a critical part of emotional intelligence. Being aware
of your emotions is an important first step, but you also need to be able to manage your
feelings.
To improve your self-regulation skills in the workplace:
 Find techniques to release workplace stress. Having hobbies outside of work is a
great place to start. Physical exercise is also a healthy way to release stress.
 Keep your cool. Accept the fact that you cannot control everything. Look for helpful
ways to respond that don't add fuel to the fire.
 Think before making decisions. Emotions can overwhelm you in the heat of the
moment. You can make a calmer, more rational choice if you give yourself time to
consider all of the possibilities.
Improve Social Skills
Research on emotion psychology suggests that people with high EQs also have strong social
skills. Because they are adept at recognizing other people's emotions, they are able to
respond appropriately to the situation. Social skills are also highly valued in the workplace
because they lead to better communication and a more positive company culture. Employees
and leaders with great social skills are able to build rapport with colleagues and communicate
their ideas effectively. People with good social skills are not only great team players, but
they are also able to take on leadership roles when needed. To boost your social skills:
 Listen to what others have to say. This doesn't mean just passively listening to other
people talk. Active listening involves showing attention, asking questions, and
providing feedback. Whether you are a manager or a team member, active listening
can show that you are passionate about work projects and willing to work with others
to help the group reach its goals.
 Pay attention to nonverbal communication. The signals that people send through
their body language can convey a lot about what they really think.

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  Hone your persuasion skills. Being able to carry influence in the workplace and
convince team members and supervisors to listen to your ideas can go a long way in
advancing your career.
 Avoid office drama. Do your best to stay out of the petty office politics that
sometimes take over the workplace, but be aware that conflicts are not always
avoidable. Focus on listening to what others have to say and look for ways to solve
problems and minimize tensions.
Become More Empathetic
Emotionally intelligent people are good at stepping into another person's shoes and
understanding how they feel. Empathy is more than just recognizing how others are feeling.
It also involves how you respond to these emotions.
In the workplace, empathy allows you to understand the different dynamics between
colleagues and supervisors. It also allows you to recognize who holds power and how it
influences the behaviors, feelings, and interactions that flow from such relationships.
 See things from the other person's point of view. It can be challenging at times,
especially if you feel like the other person is wrong. But rather than let disagreements
build up into major conflicts, spend time looking at the situation from another's
perspective. It can be a great first step toward finding a middle ground between two
opposing points of view.
 Pay attention to how you respond to others. Do you let them have a chance to
share their ideas? Do you acknowledge their input, even if you disagree? Letting
others know that their efforts have merit often helps everyone feel more willing to
compromise.

Retrieved and adapted from:

[Link]

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ARTICLE #3

The Entertainment Industry and Translation

By Tom Armstrong - February 18, 2016
Despite a global viewership, entertainment is still largely produced by a handful of the same
players largely concentrated in the United States. The U.S. has consistently captured about
30% of the revenue in the entertainment industry (nearly 500 billion USD in 2012, an amount
that will increase to more than 600 billion USD by 2017).
With the financial stakes so high however, many other countries are trying to gain a greater
foothold within the industry. China has made the “culture industry,” a broad category
including film, games, music, art, and TV, a “pillar industry” which earmarks the industry
for more government subsidies and support. Meanwhile, India’s Bollywood and South
Korea’s music and television industries – long staples among domestic and regional viewers
– are looking to capture audiences beyond their geographic boundaries.
The fastest growth will come from streaming services like Netflix, Amazon, and Hulu, which
have the advantage of being able to deliver their services nearly wherever high speed Internet
is available. Recently, streaming giant Netflix announced that it would expand into 130
more countries (bringing the total to 190) and added Arabic, Korean, and Chinese to the
languages it supports.
When a few regional powerhouses develop the majority of the world’s media, the language
viewing options are often slim and have to be provided by third party translators or
volunteers. For example, many popular American TV shows are subtitled by volunteers or
poorly-paid translators, the closed captioning that results can be both frustratingly
unintelligible and hilarious, depending on your mood.
Translating Entertainment
Because of the U.S.’s historic dominance in media production, English-language media
dominates viewing channels. However, audiences are diversifying, and being able to tailor
content to different language groups will give media producers a wider reach among viewers.
Subtitles, dubbing scripts, lyrics, captions, and episode descriptions are all examples of the
kind of content that could be translated for a global audience. Investing in translation would
mean more accurate subtitles and now, with Stepes, that precision can be delivered with the
requisite speed a time-sensitive product (a weekly TV show, for example) demands.
The exponential growth of streaming services opens up a new sector for translation as well.
Take Netflix for example: currently supported in nearly 20 languages, Netflix will need some

9
scalable way to translate a massive amount of movie descriptions, show titles, and TV
captions in near real-time to keep updated with the stream of new content uploaded.
Unfortunately, due to the rate at which new media is generated daily, current translation
services have not been able to keep up with the volume of content in need of translation, nor
can they offer translation rates affordable to smaller companies.
Adapting Translation for Entertainment
Volume is certainly a challenge for translation companies when managing large
entertainment projects. With only 250,000 professional translators worldwide, we all need
to find ways to encourage more bilingual people to participate in translation, even if only
part-time.
A consistent challenge for translating entertainment content is to find the right
translators. To achieve a truly global ecosystem for film and music, producers will have to
cater to audiences whose native languages were not previously supported. Yet out of the
world’s 6,500 spoken languages, only about 5% are European languages, and in many
countries in South and Southeast Asia, incredible linguistic diversity predominates. Stepes’
solution has been to take a big translation approach hopes to tap into the language talents of
an unprecedented number of bilingual people speaking nearly every commonly-used
language today by giving everyone a way to participate in translation through their mobile
phone.
Additionally, entertainment operates on a tight schedule, particularly time-sensitive material
like television episodes. Automating and streamlining much of the overhead associated with
translation has partially sped up the translation process. Stepes’ big translation approach
while allowing large-scale participation of many translators at once, leading to a streamlined
translation process. Unlike other translation models, Stepes can handle the volume of content
demanded by entertainment. As a result, your TV show or music video can be subtitled in
multiple, non-mainstream languages and be ready to go within a day.
Why globalize film entertainment?
There is an obvious economic argument to be made for global entertainment; the more
people who can understand and enjoy your products, the more money you stand to make.
For example, the newest Kung Fu Panda 3 movie released by DreamWorks Animation
earned more in China from ticket sales ($57.9 million) than it did in the U.S. ($41 million in
ticket sales). But the case for globalizing entertainment goes beyond the financial realm; it
extends into to how we can encourage creativity and quality content.

10
A bigger entertainment audience also means higher quality content. When more producers
are able to win over audiences and gain international exposure, better content will be able to
float to the surface of the global entertainment market. Film critics complain about the
narrative shortcomings of the “Hollywood blockbuster” or the monochrome lack of diversity
in music videos. If more media from different countries and languages were given access to
a global viewership, we could diversify not only the kind of content we consume but also
give smaller, more obscure producers a chance.
Above all, the most compelling argument to be made for a global entertainment ecosystem
is the way a global media could shape dialogue and connect us in new ways. Given that
much of our perceptions of the world and each other are shaped by the entertainment and
media we consume, creating a global entertainment ecosystem where media can easily
leapfrog across language borders is crucial.

Retrieved from: [Link]

11
 Article #4

The Real FOMO: "Fear of Moving Out"

Even the most confident young adults become skittish on the brink of departure.
Posted May 1, 2018 | Reviewed by Jessica Schrader

FOMO is the contemporary acronym for "fear of missing out," the fretful feelings associated
with the sense that interesting and exciting possibilities are occurring elsewhere. From my
personal perspective as a family psychologist, however, FOMO is better understood as an
acronym for "fear of moving out," the fretful feelings associated with the departure from
home and the need to begin journeying towards self-sufficiency.
While young adults vary significantly when it comes to the nature and texture of this
fearfulness, nobody is free of it. Even those who appear supremely confident about leaving
home—and/or are desperate to do so—are usually battling to vanquish some level of anxiety.
Like ducks on a lake, they may look like they are calmly, deliberately coasting forward
unimpeded, but under the surface, there is a frantic paddling of feet.
Over the years, I have seen that most young adults manage their FOMO in one of the
following three ways:
 Pretending that they have already left
 Planning a departure that is certain to fail
 Ensuring that a departure will never take place
Let’s take a brief look at each of these.
Pretending that they have already left
This tactic often shows up in the form of comments such as, “I don’t have to follow a curfew,
I’m going to be leaving for college in a few months anyway and you won’t be asking me
when I’m returning to my dorm,” or “I shouldn’t have to clean my room anymore, that’s my
space and soon I’ll be in my own apartment and won’t have to listen to you bug me.” The
snarky or defiant attitude often masks the concern that lies behind the young adult’s
(sometimes only subconscious) awareness of what his life will be like without a parent who
will be there to insist that he gets home on time or stays on top of his responsibilities—in
other words, a parent who will be there to make sure that he doesn’t feel completely alone
and neglected.
Planning a departure that is likely to fail
This strategy preserves the appearance of an upcoming leave-taking, in that the young adult
will indeed be taking leave. However, the plan is usually so shoddy or ramshackle that it is

12
 destined to collapse shortly after it is set into motion, precipitating the homecoming that, in
some ways, may be a source of comfort and reassurance. Making plans to move out without
having engaged in sufficient emotional or fiscal preparedness is one of the surest ways to
sabotage a departure. So is coming up with a scenario that is completely unrealistic or
unachievable. The reality is that "running away from home"—at any age—is generally
guaranteed not to end well. It is when young adults sturdily, steadily "walk away from home"
that the odds of self-reliance are increased.

Ensuring that a departure will never take place

This is the least subtle expression of FOMO, the active or passive refusal to lay the
groundwork for a path that will carry the young adult from dependence to independence. It
can be seen in a range of activities or inertias, from drug or alcohol use that interferes with
the capacity to achieve academically or professionally to under-achieving or under-
performing to such an extent that significant adult rites of passage (high school graduation,
obtaining a driver’s license, acquiring a job) are never experienced.
Whichever of these categories your young adult appears to be inhabiting, your approach
should essentially be the same—helping her to find a way to address, articulate and
normalize the fear. Going back to FDR’s adage, “There is nothing to fear but fear itself,” it
is advisable to remember that the more we are aware of what we are afraid of, the less afraid
we are likely to be, and the less likely our fear will curtail our growth.
Of course, most young adults will be extremely reluctant to acknowledge the experience of
FOMO. In fact, what I usually see is that the higher the level of anxiety an individual is
encountering, the less likely she is to admit to that anxiety. When we are on reasonably good
terms with our feelings of uncertainty and inadequacy, we are better able to acknowledge
them, which means that they are less likely to ambush us and we are more likely to transcend
them.
Here are some questions and comments aligned with the categories:
Category One: Pretending That She Has Already Left
 Have you thought about what it will be like for you when you don’t have your parents
wondering where you are or what you're up to?
 Is there any part of you that will miss having to be accountable to someone in the way that
we ask you to be accountable to us?
Category Two: Planning a Departure That Is Likely to Fail

13
 Your plan sounds interesting to me, and I do hope that it works out for you, but there are
ways in which it seems almost destined to fail—is there any part of you that hopes that
your plan doesn’t succeed?
 Are you afraid that if you don’t proceed with this plan the way it stands now, that you will
lose a once-in-a-lifetime opportunity that will never appear again?
Category Three: Ensuring That a Departure Will Never Take Place
 You talk about wanting to leave home yet you seem to work hard to make sure that you
never will—do you know what might be holding you back?
 Are you concerned that when you do leave home, you will never be allowed to return
again?
As is usually the case when offering queries and observations of this sort to young adults (or
to children of any age), it is not essential that you get a response. Often, all it takes is the act
of triggering individuals’ curiosity regarding what they are doing (or not doing), and the
basis for their action (or inaction), for them to begin to engage in a deeper self-examination
when it comes to their goals and motives. The most important conversations during the
emptying of the nest don’t take place between young adults and their parents, but between
young adults and themselves.
Either way, the prospect of crossing life’s significant thresholds is always a daunting one—
even when the threshold that is approached is one that we are mostly certain that we want to
cross. Acknowledging the challenge, and the complicated feelings associated with it, always
equips us to more successfully and self-assuredly travel along life’s most important and
rewarding passageways.

Retrieved from: [Link] nest/201805/the-

real-fomo-fear-moving-out

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Article #5

The Rules of Mixing Business With Family and Friends

t’s the one business concern that won’t go away. Some observers and seasoned
entrepreneurs alike vehemently warn against going into business with family and friends,
having witnessed or experienced the negative fallout of relationships and deals gone bad.
But there are also a lot of successful entrepreneurs and business owners that have worked
with and borrowed money from family and friends every day.
So what’s the one single answer to this question? It might shock you, but there isn’t one.
Instead, there are a few patterns that come to light from the myriad of information that is
available. These patterns highlight what’s needed for any relationship, let alone one
associated with a business — things like transparency, honesty and trust. In the end, there
are two answers to this question.
First, there are legitimate reasons why you should NEVER go into business with family
and friends. And secondly, if none of those reasons apply to you, there’s a right way to
chase your entrepreneurial dreams with family and friends as partners.

When You Shouldn’t Go Into Business With Family and Friends

If you can’t stand to risk making someone uncomfortable by documenting a financial
business transaction, how do you expect to communicate effectively or ask any questions
that may upset your business partner? As attorney and author Mark J. Kohler describes in
an Entrepreneur article, “I am constantly amazed at how many people will invest or loan
hundreds of thousands of dollars to their neighbor or fellow church member without
getting anything in writing … I just hear the constant excuse: ‘I didn’t want to hire a
lawyer because it would have made the relationship uncomfortable, and I trusted them.’”
The truth is that Main Street is filled with the corpses of close relationships killed by
business deals that ended in lawsuits. The reason they end up there is because the partners
in question weren’t prepared to separate their business aspirations from their actual
abilities to profitably run a business. Successful businesses are made based on the decision
makers’ ability to put logic ahead of lofty dreams. Unfortunately, relationships are not
based on logic; they are emotional, which is why the risk of things going bad is high.
When working with a friend or family member — or anyone else, for that matter — you
should be able to be candid and critical with the people who are close to you. If you think

15
you, your friend or family member can’t handle criticism, then getting involved in a
business venture is not a good idea. When starting any business venture, keep in mind two
simple thoughts:
1. Every business and investment comes with risk, especially new businesses (only 20%
of business owners succeed). If you can’t approach the condition of your business
critically, then you should think twice about committing to it.
2. Think about how you would feel if the business affected your relationship(s) in a
negative way. Can you reconcile the risks and rewards? Are you okay with losing your
investment or theirs? Or, for that matter, are you okay with potentially losing a good
friend?
For those who are starting a business or asking for money, think about how you would tell
a family member or close friend that the money they gave you, which signified their trust
in you, is now gone or in jeopardy of being lost. If you can’t think of what you would do in
that situation, think twice about asking for that money.

The Right Way to Mix Business With Family and Friends

If you and your friend or family members are clear on the potential consequences of
running a business together, then read on. The following 11 tips come from multiple
sources, many of which are provided by people that started businesses with family and
friends. All of them should help guide you through the best practices of moving a close
relationship into a financial one.
1. Set Rules and Boundaries Early: This advice comes from Amanda L. Barbara
of Pubslush in a Fox Business article. The key is to write down what each party
expects so you can be on the same page from the beginning. You’re guaranteed to
have two different points of view, and no one can read minds, so talk about your
hopes, concerns and what-if scenarios, and write them down.
2. Create a Legal Agreement: This document is different from the one described above,
as it establishes what each person is putting into the business with respect to
investments, including money. A legal agreement also defines what happens if the
deal or business does not work out. You don’t want a court to divide your assets and
investment for you, so create the proper agreement early to safeguard all parties
involved.
3. Relationships Come First: Multiple sources have written about this rule, including
Eric T. Wagner in this Forbes piece. He outlines Infusionsoft CEO Clate Mask’s

16
 advice that you should always put your relationships first before business. Let this rule
be the guiding light in how you deal with family and friends.
4. Relationships Come First, Except When the Business Comes First: This is Mask’s
second piece of advice, and it drives home the point that if a family member who is
part of your business does something wrong — such as commits fraud or steals from
the business — you have to act quickly and get rid of them. If you don’t act, perhaps
because your relationship gets in the way, you risk setting a terrible example for
everyone else involved, from employees to other business partners.
5. Define What Success Is: This should not be a hard thing to do, but it often never gets
discussed. Whether you are giving money or time, or asking for it, make sure you and
other stakeholders know what you are working towards and what types of successes to
expect.
6. Talk About Time Commitments: Similar to defining success, everyone should know
how much time and effort it will take to reach success. But don’t be overambitious, as
businesses almost always take longer to develop and grow than their owners and
partners may want to believe. Set a wide window, even if you’re sure it won’t take
that long.
7. Don’t Be Afraid to Disagree: Business relationships require a ton of honesty because
there are always many hard questions that need to be answered and decided on.
Disagreements, therefore, should never be personal. They are simply part of how a
business works and should be treated as such.
8. Become a Great Communicator and an Even Better Listener: One would think
that it would be easier to work with family and friends, but this is not the case. A
relationship that is years old has many emotions tied to it. Some emotions are
conducive to business, and some are not. Therefore, it is very important to hear what
the other person is saying, and it’s equally important to be clear when speaking to
other people. Your point will only be heard when you make the other person feel like
they are truly being listened to, so listen attentively.
9. Don’t Talk About Work: If you are working with family and friends, learn to
separate your work life from your home life. Your relationships will be better for it,
especially if you work with a spouse.
10. Think About Culture: If you’re starting a business with family and friends, Cesar
Quintero of Fit2Go has some important advice. From an [Link] article, he says, “I …
didn’t have a clear vision of what our culture was and where it needed to be. Instead

17
 of creating and sharing one vision … we all started having our own visions for the
company and how it should grow.” Cesar had to make some hard decisions about who
should be on his team after it was formed. With that in mind, you may have to be
more exclusive when selecting your business partners than you originally intended.
11. Don’t Blame Others: At the end of the day, especially a very hard day, take
responsibility for your choices and actions. If you gave a family member or friend
money, and it’s now gone, that was your choice. If you take money, you have a
responsibility to make decisions and live with them. Be accountable, and never point
fingers. And above all, find better ways to learn from your experience.
There are times when you should never go into business with family and friends, especially
when you can’t be honest, clearly communicate or feel awkward about creating clear rules
and agreements. But if you can adhere to the rules and tips above, working with family and
friends can be a positive experience.

Retrieved from: [Link]

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ARTICLE #6

How streaming has caused a shift in the film industry

Maggie Livingston
September 20, 2021

When Netflix first started streaming movies in 2007, Carleen Hsu, a film professor at
Michigan State University, felt uncertain.
“I felt very torn because media, like film, is something that is meant to be watched and
taken in and experienced by an audience together,” Hsu said. “Streaming services take that
experience away from the theater and away from what the filmmakers intend."
As of May 2020, 62% of adults in the U.S. subscribe to some sort of streaming service,
according to a 2021 Statistic survey. Hsu, who is also a professional filmmaker, said going
to a theater means no distractions and the audience is completely focused, which is
beneficial to filmmakers.

However, Hsu said she did see the positives of the streaming industry, as well. Hsu said
streaming has basically democratized media consumption and in that way, it's a great thing.
Interdisciplinary humanities junior Faith Pan, who uses Disney+ and Netflix, believes
streaming has become so popular because of its flexibility and convenience.
Pan said she prefers streaming because she’s bad at keeping up with shows and “it’s
always there and available.”
Streaming has become so popular that many streaming services now have their own
studios where they can produce their content, media and information professor David
McCarty said. McCarty said he is interested in the economic side of the film industry.
A Business Insider article reports that, in 2019, Netflix alone released 371 movies and TV
shows. In 2021, Netflix was again in the lead with 39% of original content being released
from their studio with HBO Max just behind them at 37%.
“To me, everything boils down to supply and demand," McCarty said. "Back in the old
days, when there were just a few cable channels, of course, supply and demand was so
much lower. But now, anybody with a camera and a half-decent idea can go shoot and
make a program.” Journalism junior Destinee Shelly subscribes to Netflix and Hulu. She
said she believes the COVID-19 pandemic has increased the popularity of streaming
services.
“No one is really wanting to go out anymore," Shelly said. "Everyone is wanting to stay

19
home and especially with schools being closed, everyone was just sitting down in their
house streaming and watching movies and TV shows.”
Despite the rise in streaming, McCarty believes that movie theaters will survive because
there will always be people who enjoy that experience. The theater has relied on
concession to bring in revenue and tie together the whole movie experience, McCarty said.
COVID-19 has in fact changed the preferred way of seeing movies for many people.
According to a 2021 statistics survey, 28% of respondents preferred going to theaters while
only 15% preferred streaming. However, in June 2020, mid-pandemic, only 14% of
respondents still preferred theaters whereas 36% of respondents now preferred streaming.
“Going to the movies was a social event, either as a date or with a group of friends,"
McCarty said. "The big screen with the surround system, especially for many people that
don't have that to reproduce at home, that's a big reason to go to the theater.”

Pan is one of the people who still prefer going to the movie theater, despite the
convenience of streaming.
“With COVID, it's such an experience now to go to the movie theater,” Pan said. “I feel
like I really miss that and I feel like at home we were just watching it and it's not the same
feeling. I definitely like movie theaters, that's for sure.”

Retrieved from: [Link]

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ARTICLE #7

Translation: Art or Science?

By Liraz Postan
January 8 , 2020

Translation can be a craft when done by machines or in a machine-like fashion, but good
translation is more of an artistic process. Whether you believe that translation can be
considered an art depends, I think, on whether you are yourself a translation services
professional. For the non-translation worker, it seems obvious that translation is not an art
form, but rather a craft or a science (probably the former) because unlike art there is no
firm set of rules and algorithms you can follow.
For example, in any craft – say, carpentry – there are clear formulas that can be followed.
You can have zero understanding of the science underlying it, and zero creativity, and yet
still produce beautiful pieces of furniture. The furniture will be identical to previous
products, of course, but mastering the craft ensures you can always repeat the achievement
exactly as before. With a science – say, chemistry – you combine the aspects of craft
(formulas, repetition, and skill) with a deeper understanding of why your actions have the
results you observe.
And art? Art requires that final bit – creativity. And that’s why translation falls under that
category, in my opinion.

Craft and Machines

Translation is a craft for the amateur and for the machine: A dual set of codes that must be
mapped to each other. By mapping words and grammar systems to each other, you can
create algorithms that produce translations that are basically accurate and useful. But these
translations, as anyone who has used the Internet can attest, are far from high-quality. They
have been crafted, but they lack soul and rhythm and bounce, sound unnatural, and would
never pass for native speech in their local area.

The Art of Translation

That’s why I believe translation to be an art. Because once you get past the algorithmic
aspects of translation, you enter a realm where word choice, grammatical interpretation,
and the infusion of tone and style can totally transform a text from one meaning to another,
even if the words themselves remain similar.

21
The translator, after all, brings their own experience and personality to every job they do,
and often we are called upon to interpret the true meaning of our source texts. This isn’t
always easy and requires creativity. You sometimes have to imagine the author of the
source text as a character and imbue them with personality traits that come out in their tone
and style. This is in some ways fiction, of course, and introduces the risk that the translator
will insert their own beliefs or attitudes into a text in place of what was actually intended.
It’s this risk that makes us artists, I believe. Because we are creating a new work every
time we work on a translation, something that is based on the original text, but which is a
wholly different thing. No matter how closely we try to stick to the original in tone, intent,
and content, we cannot help but create aspects of it – and thus we are engaged in a creative
work.

Retrieved from: [Link]

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ARTICLE #8

Cultural Differences Are More Complicated than What

Country You’re From
By Andy Molinsky
January 14, 2016

As part of doing business globally and operating across cultures, we often want to predict
how others are going to behave. Our typical heuristic, understandably, is culture. We read a
book, an article, or a blog post about cultural differences. We learn about how Germans or
Chinese or Italians are different from us — how they think or act or even express emotions
in a different way — and we feel like we’ve done our homework. We feel prepared.

But we’re often surprised to discover that the person in question acts in a completely
different way from how we anticipated. Instead of being reticent, our colleague from Asia
is actually quite loud and confrontational. Instead of behaving aggressively, our Israeli
supplier is The problem comes from the questions we ask ourselves. The obvious one is
“What culture does this person come from?” This question is not irrelevant. National
cultural differences do matter. The way you network in India does tend to be different from
how you network in the United States; the way you motivate employees in Japan is quite
different from how you do so in Canada.
But thinking that national cultural differences are all that matters is a mistake. Culture isn’t
everything. It turns out that if we ask ourselves a better, more focused set of questions,
we’ll be far more successful at anticipating how people will act and preparing ourselves for
these differences.

Question 1: What do you know about the region? Just as it is useful to learn something
about culture norms when diagnosing your situation, it is good practice to learn something
about region norms. For example, if you were doing business in the United States and
assumed that people from the Northeast would be quite similar to people from the South or
from the Midwest, you might find yourself surprised. Similarly, you’d be misguided if you
assumed that Southern and
Northern Italy are identical or that people from rural and urban areas of China tend to act
in similar ways.

23
Question 2: What do you know about the company or industry? Like countries and
regions, companies and industries also have distinctive cultures. How you would interact
with a boss at Google is quite different from how you would interact with a boss at
Microsoft or Intel. Meetings at traditional, bureaucratic organizations are often run quite
differently from meetings at small startups. Norms for behavior in the advertising industry
are quite different from norms for behavior in the agricultural industry, and so on. Of
course, sometimes the culture of a company will reflect the culture of a region or a country.
For example, a traditional Saudi steel company in Riyadh may very likely have norms that
are traditionally Saudi, such as a relatively high level of power distance. But imagine the
cultural norms of a global consulting firm like McKinsey that also happens to be in
Riyadh. Because the consulting firm is a global organization with norms influenced both
by the local culture and by its Western “DNA,” chances are that the firm would have
norms that are actually slightly divergent from the Saudi norm.

Question 3: What do you know about the people? Finally, ask yourself what you know,
or what you might be able to find out, about the people you are interacting with. Are you
communicating with a 60-year-old senior executive or a 20-something manager? People
who are
older are often more likely to reflect the norms of the overall society. It would also be
useful to know if the people you are interacting with are locals, born and raised in that
particular setting and without extensive travel experience, or if they are cosmopolitans,
with extensive travel background. Locals are much more likely to reflect the norms of the
immediate region you are in, whereas cosmopolitans are likely to be open to a wider range
of potential behaviors. The role that you are playing in a given interaction matters a great
deal as well. For example, many East Asian and Southeast Asian cultures, such as India,
China, and Korea, have relatively indirect norms of communication, especially from a
subordinate to a superior — whereas superiors in these cultures are often quite direct with
their subordinates. It’s critical to understand the role that you play in a given situation in
order to diagnose the appropriate cultural style.
Finding the answers to these questions before you cross cultures can be tricky, but it is
possible. Books and articles will often give you some insight into these nuances, but one of
the best ways to anticipate what you’ll encounter is by talking with expats: people similar
to you who have studied, lived, or worked in the country in question. These individuals

24
have a nuanced perspective on the challenges you’ll be facing and what you’ll experience
in the specific situations you find yourself in, along with insight into the people you’ll be
working with.
Doing your homework before entering a new culture is one of the keys for success. But
unless you ask the right questions, you might end up mistakenly overlooking the real
differences that matter.

Retrieved from: [Link]

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ARTICLE #9

Localization Vs. Translation: Key Differences

By Shira Pik-Nathan
October 4 , 2021 · 6 min

Though their end goal is essentially the same – to transform content to another language –
translation and localization have a few key differences that set them apart. Also, while
translation has been around for centuries, localization only became a widely utilized and
known concept more recently.
When it comes to small businesses or enterprises, translation services can come in quite
handy. However, localization goes beyond simple translation. Localization is an umbrella
term that refers to end-to-end language including translation, as well as optimizing other
aspects of the content, imagery, payment, and technical aspects of a funnel and customer
experience to appeal to local markets.
To help you better understand the two concepts and why localization is worth investing in,
here is a guide to the key differences between localization and translation.
What is translation?
To understand the key differences between translation and localization, it’s important first
to understand each concept. Translation is the process of changing text from one language
to another with the goal of sticking to the exact meaning of the content. With translation,
besides the meaning of the material, the vocabulary and idiomatic choices also match the
pre-translated text. Translation is widely used in managing documents where all
information needs to stay intact in terms of context and intent. However, when it comes to
the needs of many expanding businesses
that operate in multiple locales, translation might be too limiting. Because of its literal
nature, translating websites or business content often falls short in terms of local nuance
and appeal. Additionally, translation by itself cannot help businesses grow in the same way
localization does, as it focuses on translating content only, whereas localization includes a
suite of other services.

What is localization?
Nowadays, localization is widely used in online media such as websites, eCommerce
platforms, videos, and more. As a system of services, it can be used to both translate
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content and, at the same time, improve the overall experience for users, making them feel
like they are interacting with a local company, rather than a global one that might be based
thousands of miles away. When localizing content, the text is not just translated literally,
but the process is done by a local, native speaker from the target market who knows local
nuances, slang, terminology, and cultural context and expectations of the region.
Localization is far more effective than translation because it helps connect with audiences
in a much more personal way. Therefore, more businesses focus on localization instead of
translation.

What is included in localization?

Localization puts a lot of focus into the cultural context of the content, but it goes beyond
just content. It makes a superb effort in presenting content that matches every user’s
cultural expectations, different content types, campaigns, or marketing necessities. By
taking the extra step into tending to its readers, a small business can use localization as a
way to connect local audiences on a more subcultural level and tailor all content to their
expectations and needs.
So, what exactly makes localization a more wide-reaching concept than translation? Here
are the key differences that give localization the upper hand over translation.

Layout and design

When translating from a source language to a target language within the context of a
website, ad, or many other mediums, the layout and design needs to be taken into account.
For example, many words are much longer in German than in English, so direct translation
may not always work if you’re trying to fit a heading on a website page. A German
localization expert will be able to convey the same messaging of your original heading to a
German audience, even if he has to change the words slightly to fit. The same goes for
languages that are written right to left instead of left to right, like Hebrew and Arabic. To
localize any content for these languages, the design or layout may need to be altered. As
for design, localization will take into account things like color schemes, patterns, and
overall UX that appeal to users in different markets. It will also ensure that the images used
will resonate locally. For example, a website localized for many Middle East markets
might use imagery of people dressed more modestly than a US-based website.

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Localization vs translation – Cultural context
Cultural context is the most important part of localization. Unlike translation, where
content is translated from language A to language B, localization digs deeper to make your
content culturally relevant. This makes your readers or customers never feel offended and
actually feel that your brand understands their wants and needs. When you don’t take
cultural context into account, it could potentially hurt your business or mean that you flop
in the markets you’re trying to break into. There have been many instances of this around
the world. For example, the American toothpaste brand Pepsodent failed to succeed in the
Southeast Asian market when they directly translated their slogan, “You’ll wonder where
the yellow went…” What they failed to do was research cultural norms surrounding teeth,
assuming that everyone wants white teeth like in Western countries, when in fact, many
people in southeast Asian cultures chew Betel nuts to
blacken their teeth because they find it attractive and associate it with virtue and nobility.
Needless to say, this slogan didn’t make them a hit in the region.

Measurements, dates, currency, and payment options

Let’s say that you have an eCommerce business based in the United States that ships
internationally. You’ve done the hard work of creating multilingual websites, localizing
the content of each one to the language of your target market. On your website, you have
included translated descriptions of your services or products, as well as their costs.
However, if you leave the prices of all your local websites in USD, and only allow
payment via credit card or PayPal, you could easily lose customers. List and allow
customers to pay in their local currencies, and offer preferred local payment options, like
AliPay or WeChat in China, iDEAL in the Netherlands, and credit card installments in
Brazil.
The same goes for other technical aspects of localizing your content that might differ
according to country or region. For example, the order in which you write the month and
dates will differ for your US customers versus the rest of the world, as will the use of
imperial measurements versus metric. Ensure that your audience doesn’t get frustrated by
encountering information they can’t understand, or you may lose them.
Legal and technical considerations
Localizing different aspects of your business will also ensure that you comply with laws

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and data protection standards in the different markets in which you operate, such as
following GDPR regulations in the EU.

Why is Localization Important for Your Business?

There are many benefits when it comes to localizing your business efforts. First,
localization can help you enter new markets more efficiently, all the while overcoming
cultural and contextual barriers for different audiences. As it can be challenging to break
into a foreign market as an international business, localization can help facilitate the
process and ensure your brand is recognizable and trusted in markets worldwide.
Small businesses and enterprises that localize their content have better engagement and
higher conversion and retention rates than those that only work with translation. However,
localization is not a one-man job, so you’ll also need to assemble a team or outsource some
of the work to an LSP, like BLEND, to better handle the entire process and ensure flawless
representation for all relevant audiences.
Moral of the story? Whilst translation is a great place to start when boosting your business
content and attracting your desired audience, it’s only a small portion of the overall
localization efforts required for multi-market success. It takes proper localization to ensure
that your business keeps growing and that all audiences of interest stick around for the long
haul.

Retrieved from: [Link]

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ARTICLE #10

The Psychology of Home: Why Where You Live Means So

Much
By Julie Beck
DECEMBER 30, 2011
There's a reason why the first thing we often ask someone when we meet them,
right after we learn their name, is "where's home for you?

Discover “Where Memories Live”

In the second chapter of “Inheritance,” The Atlantic explores how place informs history—
and how history shapes who we are.
My house is a shrine to my homes. There's a triptych of sunsets next to my bedroom door,
dusk forever falling over the small Michigan town where I grew up, the beach next to my
college dorm and Place de la Concorde in Paris, where I spent a cliché but nonetheless
happy semester. And that's only the beginning. Typographic posters of Michigan and
Chicago hang above my bed, a photo of taxis zooming around Manhattan sits atop my
dresser and a postcard of my hometown's famous water tower is taped to my door. My
roommate and I have an entire wall in our kitchen plastered with maps of places we've
been, and twin Ferris wheels, one at Navy Pier, one at Place de la Concorde, are stacked on
top of one another in my living room.
I considered each of those places my home at one time or another, whether it was for
months or years. When laid out altogether, the theme to my décor becomes painfully
obvious, but why it was more important to me to display the places I've lived rather than
pictures of friends, or favorite music or books, all of which are also meaningful, I couldn't
initially say.
Susan Clayton, an environmental psychologist at the College of Wooster, says that for
many people, their home is part of their self-definition, which is why we do things like
decorate our houses and take care of our lawns. These large patches of vegetation serve
little real purpose, but they are part of a public face people put on, displaying their home as
an extension of themselves.
It's hardly rare, though, in our mobile modern society, to accumulate several different
homes over the course of a lifetime. So how does that affect our conception of ourselves?
When you visit a place you used to live, these cues can cause you to revert back to the

30
person you were when you lived there. For better or worse, the place where we grew up
usually retains an iconic status, Clayton says. But while it's human nature to want to have a
place to belong, we also want to be special, and defining yourself as someone who once
lived somewhere more interesting than the suburbs of Michigan is one way to do that.
"You might choose to identify as a person who used to live somewhere else, because it
makes you distinctive," Clayton says. I know full well that living in
Paris for three months doesn't make me a Parisian, but that doesn't mean there's not an
Eiffel Tower on my shower curtain anyway.
We may use our homes to help distinguish ourselves, but the dominant Western viewpoint
is that regardless of location, the individual remains unchanged. It wasn't until I stumbled
across the following notion, mentioned in passing in a book about a Hindu pilgrimage by
William S. Sax, that I began to question that idea: "People and the places where they reside
are engaged in a continuing set of exchanges; they have determinate, mutual effects upon
each other because they are part of a
single, interactive system." This is the conception of home held by many South Asians and
it fascinated me so much that I set out to write this story. What I learned, in talking with
Sax, is that while in the West we may feel sentimental or nostalgic attachment to the places
we've lived, in the end we see them as separate from our inner selves. Most Westerners
believe that "your psychology, and your consciousness and your subjectivity don't really
depend on the place where you live," Sax says.
"They come from inside -- from inside your brain, or inside your soul or inside your
personality." But for many South Asian communities, a home isn't just where you are, it's
who you are. In the modern Western world, perceptions of home are consistently colored
by factors of economy and choice. There's an expectation in our society that you'll grow
up, buy a house, get a mortgage, and jump through all the financial hoops that home
ownership entails, explains Patrick
Devine-Wright, a professor in human geography at the University of Exeter. And it's true
that part of why my home feels like mine is because I'm the one paying for it, not my
parents, not a college scholarship. "That kind of economic system is predicated on
marketing people to live in a different home, or a better home than the one they're in,"
Devine-Wright says. The endless options can leave us constantly wondering if there isn't
some place with better schools, a better neighborhood, more green space, and on and on.
We may leave a pretty good thing behind, hoping that the next place will be even more
desirable.

31
In some ways, this mobility has become part of the natural course of a life. The script is a
familiar one: you move out of your parents' house, maybe go to college, get a place of your
own, get a bigger house when you have kids, then a smaller one when the kids move out.
It's not necessarily a bad thing. Even if we did stay in one place, it's unlikely we would
ever have the same deep attachment to our environment as those from some South Asian
communities do. It just doesn't fit with our culture.
But in spite of everything -- in spite of the mobility, the individualism, and the economy --
on some level we do recognize the importance of place. The first thing we ask someone
when we meet them, after their name, is where they are from, or the much more
interestingly-phrased "where's home for you?" We ask, not just to place a pushpin for them
in our mental map of acquaintances, but because we recognize that the answer tells us
something important about them.
My answer for "where are you from?" is usually Michigan, but "where's home for you?" is
a little harder. If home is where the heart is, then by its most literal definition, my home is
wherever I am. I've always been liberal in my use of the word. If I'm going to visit my
parents, I'm going home and if I'm returning to Chicago, I'm also going home. My host
parents' apartment in Paris was home while I lived there, as was my college dorm and my
aunt's place on the Upper West Side, where I stayed during my internship. And the truth is,
the location of your heart, as well as the rest of your body, does affect who you are. The
differences may seem trivial (a new subculture means new friends, more open spaces make
you want to go outside more), but they can lead to lifestyle changes that are significant.
Memories, too, are cued by the physical environment. When you visit a place you used to
live, these cues can cause you to revert back to the person you were when you lived there.
The rest of the time, different places are kept largely separated in our minds. The more
connections our brain makes to something, the more likely our everyday thoughts are to
lead us there. But connections made in one place can be isolated from those made in
another, so we may not think as often about things that happened for the few months we
lived someplace else. Looking back, many of my homes feel more like places borrowed
than places possessed, and while I sometimes sift through mental souvenirs of my time
there, in the scope of a lifetime, I was only a tourist. I can't possibly live everywhere I once
labelled home, but I can frame these places on my walls. My decorations can serve as a
reminder of the more adventurous person I was in New York,
the more carefree person I was in Paris, and the more ambitious person I was in Michigan.
I can't be connected with my home in the intense way South Asians are in Sax's book, but

32
neither do I presume my personality to be context-free. No one is ever free from their
social or physical environment. And whether or not we are always aware of it, a home is a
home because it blurs the line between the self and the surroundings, and challenges the
line we try to draw between who we are and where we are.

Retrieved from: [Link]

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ARTICLE #11

How Cultural Awareness Promotes Effective

Communication
APR 18, 2017 | YEMI FALETI

Anyone who travels, either locally or internationally, has likely been exposed to the
different cultures of the regions they have visited. Culture is dynamic because it can vary
in locations that are mere miles away from each other. In light of Stevenson’s new post-
baccalaureate certificate and Master of Arts in Community-Based Education & Leadership,
this post explores what cultural awareness is and how it can promote effective
communication.

What is Cultural Awareness?

According to [Link], cultural awareness is defined as “the ability to recognize the
different beliefs, values, and customs that someone has based on that person's origins, and
it allows a person to build more successful personal and professional relationships in a
diverse environment.” Culture exists on many different levels, varying from one’s dress to
their mannerisms and how they carry themselves. Cultural awareness goes beyond simply
recognizing different cultures. Action is at the core of being culturally aware; requiring
individuals to factor context in how they interact with others.

What Does Cultural Awareness Look Like?

Cultural awareness can take form in a variety of ways, from subtle actions to more
noticeable displays. In many Asian, African, and Middle Eastern cultures, accepting items
with the left hand can be viewed as offensive. In a context where this is the norm, being
aware of the social norm and acting in a corresponding manner can show understanding
while also communicating respect. These subtle actions can make a lasting, positive
impression and provide the recipient a feeling of acceptance and ease. Another example
involves greeting an individual from another culture. Many individuals from Europe greet
each other with a kiss on the cheek or a variant of
such. That may be disconcerting to individuals who have not experienced this type of

34
greeting, however learning of these traditions ahead of time can allow for more effective
and smoother communications.

Cultural Awareness in the Workplace

While culture normally refers to overarching groups of people, there are different sub
cultures that one must be aware of as well, in context with where they are. Joseph Devito,
Author of The Interpersonal Communication Book, describes communication as taking
place over a continuum with context being a big factor in how one communicates.
Different work environments have differing cultures, and the classroom is one such
example. Both the educator and the students simultaneously offer each other feedback and
establish a culture specific to that class. As an educator, the ability to read student feedback
while simultaneously adapting to it is an example of cultural awareness in practice.
As a leader, executing cultural awareness can be a make or break factor regarding the
efficiency of a company’s output. Google has a well-documented environment that is
unique, yet very efficient. Google provides employees exceptional benefits and incentives,
such as free organic meals all day, Nap pods, and video game access. This is a highly
unorthodox environment, but statistics illustrate that the employee output has paid off.
According to the NASDAQ market, Google stock has risen from $717.22 per share in
February 2016 to $847.30 in February 2017. In addition, Google made profit in excess of
$4.9 billion in 2016, according to the company. The culture of the environment is
personalized yet employee-focused, and is an example of how leadership based on cultural
awareness can be extremely beneficial. Stevenson’s postbaccalaureate certificate and
master's in Community-Based Education & Leadership works to not
only cultivate, but rejuvenate aspects of teaching with concepts such as cultural awareness
in the community. It promotes leading and managing community-based organizations such
as nonprofits, as well as forging collaborative partnerships to strengthen communities and
close the achievement gap by providing out-of-school time learning experiences.

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ARTICLE #12

Artificial Intelligence and Translation – How technology is

changing our approach to languages
Dec 17, 2021
In an increasingly digitalized world, we can’t deny that Artificial Intelligence (AI) is taking
over. In this blog post, we look into the connection between artificial intelligence and
translation.
The leader in AI is the United States, inventor of the Internet, but China is quickly taking
its place. In this race between the US and China, Russia is also trying its best to keep up.
Indeed, at the AI Journey 2019 conference held in Moscow, Putin said:
“Artificial intelligence is a resource of colossal power. Those who will own it will take the
lead and will acquire a huge competitive edge.”
But what is AI exactly? And what is its impact on our daily life? Artificial intelligence is
the ability for computers to simulate human thought and behaviour in real-world
environments. It works with deep learning, that imitates our brain’s functionality and
allows computers to analyze situations based on data. A pioneering force in AI was
the Logic Theorist, a program designed to mimic the problem-solving skills of a human
being. Allen Newell, Herbert A. Simon and Cliff Shaw invented it in 1956, while John
McCarthy coined the term AI. The Logic Theorist function was to prove mathematical
theorems like the ones in Russell and Whitehead’s book Principia Mathematica. It proved
38 out of 52 problems in the book, showing better results than the authors.

Artificial intelligence and translation – What is machine learning?

The term artificial intelligence is often used interchangeably with the term machine
learning, but they actually refer to different realities. While AI is the field of developing
human-like computers and robots, machine learning is a sub-category of AI. Machine
learning is a type of computer science which consists in programming a machine to learn
from experience. By using machine learning, programmers can test the limits of how much
they can improve the perception, cognition, and action of a computer system. Instead, AI is
based on deep learning. This is a more powerful method that uses large neural networks to
learn complex patterns and make predictions without human input. An example of machine
learning is when the keyboard of our smartphone starts to give us more and more accurate

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suggestions. This happens because machine learning programs the keyboard to learn from
our experience.
We can classify artificial intelligence into two categories. One is weak AI, that uses a
system designed to carry out a particular job (i.e. Amazon, Alexa, Siri). The other is strong
AI, that uses a system designed to carry out complex tasks with no human intervention (i.e.
self-driving cars).

Artificial intelligence and translation – What’s the role of Google in translation?

Like many other fields, translation has not been spared by AI. Many people wonder
if artificial intelligence translators are surpassing human translators in their ability and
speed in translating foreign languages. With the advance of technology, it’s easy to
understand the reason behind this question. AI translators are digital tools that we can use
to translate the words and the meaning of not only words, but whole sentences. These tools
use artificial intelligence resulting in greater accuracy and fewer misunderstandings than
when using simple machine translation. A pioneering force in artificial translation is
Google, which is becoming increasingly performant. Google has also created an app that
allows you to scan a text in a foreign language and immediately get the translation in your
language.
AI translators are undoubtedly useful, but they are not as good as people think. People
have built these kinds of translators to translate words and sentences without context. They
can be useful in emergency situations when travelling, such as asking for information, but
they don’t work in building human relationships. Missing context means that they are not
able to grasp the humour and irony of a situation. Sometimes, this results in inaccurate and
sometimes offensive translations.

Where have all the translators gone?

At this point, we should ask what the difference is between using machine and human
translation and why more and more agencies are using AI translation, especially in the
subtitling field. First of all, the difference is in cultural hurdles and conveying contextual
meanings. The question remains: why do agencies often choose AI translators instead of
human translators? The answer is simple: AI translators cost less money than human ones.
Audiovisual translators are often paid per minute at a cost of less than 1$. However, we all
know that one minute of script (in the case of subtitling) doesn’t mean that it will take you
one minute to translate. Consequently, professional translators give up and look for other

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better-paid jobs. The remaining ones are often students or non-professional translators who
unfortunately can provide translations which aren’t always the best.

Squid Game and its translations

Recently, Netflix produced a TV series that triggered a big debate about its translations
into the many languages it was made available in. We’re of course referring to the
Korean Squid Game series, and even if you haven’t seen it yet, you’ll have heard about it.
As a world-wide platform, Netflix has to convey its series in more than one language, and
if not dubbed, at least with subtitles. However, audiences are not always happy about
subtitles. This happened with Money Heist (the Spanish La Casa de Papel) and it’s
happening with Squid Game. The discussion started when comedian Youngmi Mayer, who
is fluent in Korean, said that watching the show with English subtitles, for people who
don’t know Korean, means watching a different show. She also gave a few examples on
Twitter and TikTok. She pointed out that not only is the translation incorrect, but it’s also
lacking in conveying the Korean culture. For instance, when Mi-Neyo is trying to convince
the other players to play with her and she says: “I’m not a genius, but I still got it worked
out”. According to Mayer, the character actually said: “I am very smart, I just never got the
chance to study”, something that happens often in Korea.

Why translators are not to blame

However, translators are not to blame when it comes to subtitling and dubbing. When
translating, the choice is between keeping the original meaning with a literal translation
and respecting subtitling and dubbing rules. Indeed, every agency has its own rules. For
example, for Netflix, subtitling mustn’t be longer than two lines and 42 characters and
mustn’t last more than seven seconds on the screen. When dubbing, instead, lip
synchronization is the challenge. Moreover, not conveying the source culture doesn’t mean
not respecting it. Rather it means choosing to use the culture of the target language to
avoid having to give further explanations.

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