Localized or Globalized: Assessing the Localization Level of IKEA Egypt 2023 English and Arabic Websites | ||||
| CDELT Occasional Papers in the Development of English Education | ||||
| Article 11, Volume 83, Issue 1, July 2023, Page 313-349 PDF (1.2 MB) | ||||
| Document Type: Original Article | ||||
| DOI: 10.21608/opde.2023.325340 | ||||
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| Author | ||||
| Rania Abdel baky Ali Allam | ||||
| Associate Professor of Translation, Faculty of Languages, October University for Modern Sciences and Arts (MSA) | ||||
| Abstract | ||||
| This paper attempts to explore the localization quality of IKEA Egypt 2023 English website to identify its customization level and to gauge the translation quality of its Arabic mirror website. The methodology adopted in the present paper is based on Singh's (2012) model of web localization quality assessment as the main model of analysis, which proves to be quite functional. Besides, Hofstede et al.'s (2010) Onion Model is the cultural frame employed to assess cultural customization. Cruz García's (2013) micro strategies of translation are used as parameters to probe the web translation quality criteria. Singh and Pereira (2005) division of localization level is used as the continuum along which IKEA Egypt English and Arabic websites are categorized. The study proves that, IKEA Egypt 2023 websites exhibit high localization levels in their contents and gateways and notable cultural customization level in cover pages, marketing campaigns, and the content pertinent to the core cultural circle of values. The translation quality exhibited in the Arabic mirror website is a functional, communicative, explicative one, actualized by explicitation, equivalence and partial adaptation as the most employed micro translational strategies explored. As for the localization strategy adopted by IKEA, it can be said to be a glocalized one, retaining the glories of the global branding combined with adapting the market locale specificities. Accordingly, IKEA Egypt 2023 websites can be considered culturally customized, yet with a distinctive Swedish hue. The paper is a step on the road of localization in translation studies, yet further researches are still needed. | ||||
| Keywords | ||||
| GILT Process; Web Localization; Cultural Customization; Translation Quality; Advertising | ||||
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