ADAPTATION

We are living in a globalized world in which trends, customs and fashions spread and cover ever larger territories, making them common. But it is also true that, conversely, a curious phenomenon develops with regard to language. Regionalisms, idioms and neologisms are prevalent in every language, differentiating speakers of the same language by geography, age, style, etc. And different professions create their own unique terms, creating a language within a language (legalese, anyone?).

In order to communicate the same message in Australia, the United States, England, and India, even if they all require the same language, we would use different words, linguistic constructions, expressions, and ideas. You would also see differences in translations aimed at an audience of six-year-olds, one of young high-schoolers, and an elderly audience. We face a similar issue if we were to communicate with a native of Monterrey, someone living in Mexico City, and someone from Chiapas.

That is why our language professionals are in charge of adapting, topicalizing and localizing their content so that the message arrives accurately to its final recipient.