Expensive Language Mistake #1
You decide you’re only going to translate your content, documentation, marketing and websites into “Official Languages” in new or expansion markets.
The Problem
People are often confused by the simple term “official language,” although this term is used regularly. The reality is much more complex – and it is critical to get it right. Getting it wrong can lead to expensive mistakes, reputational damage and missed opportunities in important markets.
The Reality
Ethnologue defines more than a dozen different “official recognition” categories to define the nuances of official status of a language in a country. These categories can be separated into two main groups: statutory languages, and de facto languages.
- When a language function is described as statutory, it means that there is a legal document such as the constitution of the country, language or diversity policy legislation, or the like, that specifies the functions for which the language will be used
- A language is considered to be de facto status when a given language is commonly used for governance functions, but there is no formal legislative mandate for that use.
But beyond a language’s status as being used for the business of government, there are critical cultural considerations that can be very damaging to a business if ignored or misunderstood.
The Risk
It’s easy to appreciate the risk of selecting the wrong language for translation or localization activities by viewing the table below. While a language may be used for the business of government, and even enshrined into law as such, that language may not be the language that a country’s citizens use as their language of “national identity”.
A language of national identity is one where the majority of citizens identify that language as being closely associated with their identity, whether or not it is used for governmental operations. Languages of national identity often have a very strong symbolic use to reinforce a common identity and to build national or provincial unity, so misunderstanding this important fact can cause real problems for a business operating in a given region or country.
For more information please contact us at Ethnologue@Chrysalis.Partners