English first, then shock & horror: other languages don’t fit. Develop a technical fix. Which turns into a business opportunity. Until the next big digital thing starts the cycle all over again.

Sound familiar? Two decades ago, English-only software suddenly had to adapt to other language communities. Ohmygod! Double byte languages, different sort systems, tangible otherness. The technical fix was “localization”, which eventually evolved into the GILT industry and opened up a business opportunity for translators and their minders.

Just one decade ago, bright new web entrepreneurs suddenly realized you could reach further, inform better and sell more if you “globalized” your site into other languages. Ohmygod! Double byte languages, different sort systems, tangible otherness, lotsa money. The technical fix involved investing in globalization content management systems and streamlining workflows. And opened up a further opportunity for web site translators and their (richer) minders.

Now today, the rise and rise of blogs as the new personal publishing platform appears to be shuffling through the same old digital content choreography. First the new practice spreads through the English speaking/writing community. Then it’s rapidly adopted by other linguistic communities, probably starting with semi-bilinguals. The original content stream suddenly goes opaque. Ohmygod! We English-speaking first adopters can’t read Arabic, Pashto, Russian, Chinese… bloggers who have something important to say to us, given the ambient madness. Then comes the technical fix…

In fact we’re still looking for a technical fix, well exemplified in Tim Oren’s stream of ideas and proposals, and partially summarized in this recent Salon article.

So the longer term question is: will translating the blogosphere open up a new business opportunity? At first sight, no. Blogging today is personal, informal and anti-commercial. So friends or bloggers themselves are more likely to do the translating, if any. Yet witness the discussion about what’s happening to Joi Ito, a bloggerato who writes (in English) about digital copyright issues. It turns out that NEC is now re-purposing content from his blog, and translating it (professionally?) into Japanese.

Yet as the blogosphere grows, it will presumably develop tools that will trawl premium content from the oceans of self-serving static, and invent an appropriate business model to sustain that rich content stream, social software notwithstanding. So there is a strong chance that someone will seize on this new opportunity offered by this latest manifestation of Babel’s curse, and end this particular ‘new content’ cycle by delivering a cheap but effective transblogation service, based on whatever technical fixes make most sense.

In the same On Language column, William Safire cryptically ends on considerations about passports, computers and internet.

After mentioning current discussions on transliteration for administrative purposes, he claims that

[m]eanwhile, acting unilaterally, the Russian government has worked out its own plan for handling Russian names on its passports to make life simpler for immigration officials of other nations.

As far as I’m aware, Russian travel passports have used the French transliteration system for a long time, and I could not find any information about any current Russian plans to do anything about that. Can anyone enlighten us here?

Attempting an analysis, the column then states that the problem is that

most computer operating systems are based on the Roman alphabet. Maybe, like a new Caesar, the imperial computer will impose our present system on the rest of the world, forcing Slavic and Asian systems into our alphabet soup. Or maybe the United Nations will find a new raison d’être (that’s ray-ZON DET-ra) in standardizing a system to encode Roman and Cyrillic letters and Chinese and Japanese characters to make them computer-friendly on all the world’s screens.

And further:

For users of tomorrow’s Internet to accurately cross cultures, experts in phonetics and transliteration will first have to create and agree on a standard system.

Are we, the people of GILT, failing in our mission to such an extent that there are still people out there, writing columns in some of the most influential newspapers in the world, who think that computers and the Internet can only work with roman alphabets?

A very strange On Language column in the NY Times about transliteration. After explaining why the actual phonetics of russian president Putin‘s surname do not transliterate very well into english, in particular because of the inappropriate hard t and in ending, William Safire weirdly goes on to

the reason that French is known as the language of diplomacy. In France’s official documents, as well as uniformly in the French press, Vladimir Putin’s last name is spelled Poutine. As a natural result, it is pronounced poo-TEEN, rhyming with our ‘’routine.’’ The French undoubtedly know that is not the way he or his compatriots, or even President Bush looking into his soul, pronounce Putin’s name.

The article omits to point out the French origin of its example word routine, and that it is therefore not pronouced, in original French, the same way as it is in English. In fact, not to oversimplify the point, the ine ending is not a lot like the English een, the latter being a long sound, whereas the former is a shorter one; it’s in fact somewhere between the English een and in.

One thing phonetology amateurs are familiar with, is that the soft t does exist in French, albeit not as an identified alphabetical or typographical marker: it softens automatically before certain sounds, such as (surprise!) i. If Russian has softener and hardener markers, it’s because they have both options in their phonetic structure. If French doesn’t it’s because it’s a direct consequence of the succession of the sounds.

Then there is the question of accentuation (stress). It is true that Russian is a heavily accentuated language, to the point that the location of the phonetic emphasis in the word will in many cases change the sound of the vowel. The o will be pronouced more or less as an english o if accentuated, whereas it will be closer to an ah when the accent is elsewhere in the word. Other vowels behave similarly. So accent is a key component of pronunciation in Russian, more so than in many languages. From that point of view, English’s natural accentuation on the first syllable is indeed closer to the original. But that’s not a function of a choice in transliteration spelling, it’s a function of the language’s stress rules.

So to summarize:

1. The English transliteration gets the stress right, but is very approximative in the sounds;
2. The French transliteration is better at getting the sounds right, but gets the stress wrong.
3. In both cases, it is simply a direct result of each language’s phonetic rules.

The article continues the fallacious charge with:

Why the error in transliteration? Official French sources tell me that because the sound that we write as in has no place in French pronunciation, an e has been added to make the sound more amenable to the French tongue, and that’s all there is to it.

The author makes it clear that he considers this a false justification. One can only wonder about the familiarity of the writer with such questions: the e has not been added in French to make it more amenable, it’s been added because it would otherwise produce a different sound. It’s precisely adding the e that brings it closer to the English in. Mr. Safire seems to know that, because he then expands on how it would have been pronounced similarly to putain, meaning whore.

After failing to prove the point that purports to be the subject of the article, the article concludes by stating that the French

have embraced phony phonetics, unanimously choosing to mispronounce the name of the president of Russia

to avoid embarrassment.

It’s hard to tell which is the most important of the intentions in the article, between having a boyish chuckle on the French pronunciation of the English transliteration of Putin meaning whore in French, or portraying the French as a cowardly race who will go to any lengths, including debasing their own language, to avoid embarrassing either themselves or a ruler of Putin’s ilk. Either way, and notwithstanding Mr. Safire’s constitutional right to indulge in either, it would probably help language and culture professionals if such false ideas and wrong ways of thinking about language were not endorsed in such major public organs as the NYT.

Of course, the NYT’s job is not to make ours easier.