French cars in Brazil, how two different worlds (Industry and Translation Studies) are (to be) linked
DOI:
https://doi.org/10.17533/udea.mut.26164Keywords:
Translation Studies, industry, organizationsAbstract
As a push toward the “real world”, “specialized” meetings such as the 2014 Translation Research for Industry and Gouvernance (TRIG) conference represent an excellent opportunity for discussion about direction and research methods in Translation Studies. In this article we make use of the case of the automotive sector in the Brazilian market to understand what kind of language(s) and translation issues are at stake in this globalized industry. We initially outline some of the difficulties in building partnerships with “non-academic institutions”, mainly due to different agendas: those of Translation Studies, University and Industry. We then analyse successful examples of partnership formed between other disciplines and a few industrial sectors and propose that Translation Studies reposition itself on a more strategic level in relation to potential partners. We finally describe situations and methods representing a potential starting point for directly involving Translation Studies in issues related to “non-academic institutions”. Where and how translators – not always with this name – are playing their role? It obviously depends on the actual organization of languages and communication. What would be the best way to get them prepared for action? It is a matter of real – and not only of future – worlds.
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