Some people love it. Some don’t. The fact is that e-learning is a permanent fixture in the field of education and continued education. Companies and educational institutions that want to reach an international audience therefore need translations. Three good reasons why you should leave it to the professionals.
The video lasts around 20 minutes. It is part of the onboarding process in an international company. The topic: compliance. The language: English. Off-screen explanations, plus a sequence of scenes. For example, a shady guy pushes a thick envelope across the table toward Joe. Phoebe, still shaken up, talks about how she almost got caught up in corruption unknowingly. Everything in this video – the locations, the names, the striking communication of the content – conveys American culture.
The only problem is that it is being played in a German subsidiary. Therefore, without adapting the content, it misses its mark considerably.
A global market worth billions
E-learning has been an established tool for imparting knowledge for roughly 20 years. Of course, the overblown expectations of the early days that this would soon be the only way for us to learn have not come true. But a world without e-learning is hardly conceivable now.
In fact, although estimates of the e-learning market share in the corporate sector alone vary considerably (for 2023 between 250 and 520 billion US dollars worldwide, which is probably also a question of the definition of the term), all analysts agree that there will be further growth. One way or another, it’s a huge market. Most importantly, it is an international market that requires a lot of translation services.
Producing a translation: it’s easier to learn in your native language
If everyone speaks English anyway, what’s the point of translation? Anyone who has spent years learning English in school and is used to consuming English media, who perhaps even uses the language at work, quickly overestimates two factors: The actual global spread of English and their own linguistic ability.
Even excellent command of the English language does not negate the fact that learning is about more than just understanding content. It is also about emotion, about involvement. And this is much easier to achieve in the native language than in any foreign language, no matter how well versed. Numerous studies on the subject have proven that people who learn in the language they grew up with can immerse themselves more intensely in the subject and are emotionally more accessible.
A question of respect
Apart from that, it is also a question of respect. Onboarding, continued education, or training seminars in a foreign language are not highlights of the welcoming and corporate culture.
An aspect that also has a direct impact on international expansion and economic success. With e-learning materials in German, internationalization is limited anyway. Only 133 million people speak German, just over half of whom are native speakers. But even translation or dubbing into English does not help in large parts of the world. Of the almost 1.5 billion English speakers worldwide, only 380 million are native speakers. The second and third most widely spoken languages are Mandarin and Hindi, with a combined total of around 1.75 billion speakers. These are huge markets that demand professionally translated materials in the various languages.
E-learning localization: a familiar environment ensures learning success
For some e-learning courses, a correct translation into the target language is sufficient. This is especially true for written material, such as technical topics or texts on internal company organization. A combination of machine translation and post-editing is also an option here. However, as soon as a text contains special wording or visual elements, localization comes into play.
Localization goes one step further than translation. It adapts a text to the cultural conventions and standards of the target country. In other words, it ensures that the intention of the source text is retained in the target market. If the written material contains metaphors or plays on words, it quickly becomes obvious that a literal translation does not work. In this case, the translators have to find formulations that retain the original meaning.
Accuracy in the localization of images, symbols, and graphics
Images, symbols, and graphics are also frequently used in e-learning. They loosen up texts and sometimes improve understanding. However, they can also be misconstrued. A classic example is the thumbs-up symbol, which is a quick way to show approval in Europe. In parts of Africa and Asia, however, the thumbs-up symbol is equivalent to showing someone the middle finger.
Of course, accidentally offending students is a rare occurrence. The localization process starts much earlier, for example, during the process of selecting visuals. Depicting people in certain work or learning situations can visually enhance the materials. However, if neither the people nor the situations match the target culture, it comes across as inappropriate and arrogant. The situation is similar with the names of guides or avatars. They should always be adapted.
Ultimately, localization is also a question of respect. And it affects an unconscious factor: The more authentic the learning materials appear, the more likely they are to appeal to the target groups. If the learning content is presented in the guise of a different culture at first glance, it comes across as inauthentic and is perceived as foreign.
Transcreation: when localizing e-learning content is not enough
Things get really exciting as soon as you enter the audiovisual area. This is where language coincides with gestures and facial expressions as well as the representation of human interaction and a visible environment.
And this is where transcreation comes into play, the pinnacle of translation. Transcreation refers to the transfer of source material into a form that triggers the same emotions in the target culture. Transcreators look at things like: What associations do certain topics evoke? What is considered honorable, fair, beautiful, or valuable in the target culture? Last but not least: What kind of humor is preferred? How far can you go? Transcreation goes even further than localization and completely detaches itself from the source material. The original concept of the source material is transformed into completely new texts and images.
How amicable can e-learning illustrations be?
A classic example is the depiction of a work situation. European and American companies tend to enhance teaching materials with fictional scenes that illustrate the ideal interaction between people in the office or in teaching situations. Generally speaking, this is a good idea. However, managers who pat their employees on the back amicably are more likely to raise eyebrows in Japanese or Chinese cultures. In regions where strict adherence to hierarchy is a key measure of respect, any presentation of flat hierarchies comes across as disrespectful.
Didactics: learning culture and learning experience are also shaped by culture
Even more fundamental issues arise when it comes to a key question of e-learning: didactics. Which learning method works best is the subject of intensive research, and the literature on the subject fills entire libraries. Beyond individual access, however, cultural access is crucial.
One exciting study looks at the differences in learning culture between German and Chinese students. While the intrinsic drive to learn is very similar in both groups, there are clear differences in the way knowledge is imparted. The German participants preferred free, active, and interactive learning, while the Chinese participants prioritized clear instructions from the lecturer. Even if it is a cliché, Chinese students clearly expected more discipline, competition, and generally higher learning intensity.
The differences between European learning cultures may be less obvious, but it is still worth analyzing the didactics in e-learning and adapting them to the preferences in the target country.
How far should translation go in e-learning?
Among other things, the question of how far to go with the translation of training materials depends on the budget. There is a wide range between machine translation with post-editing and comprehensive transcreation. The final decision primarily depends on how large the intended audience is and how valuable the content is. In any case, it is always worth putting the knowledge and work that has gone into the materials into the competent hands of a professional translator.
