Localization Strategy for Translating Cultural Website : Focusing on the ''Encyclopedia of Korean Folk Culture''

Technological advances and internationalization have contributed to the development of new forms of internet communication such as website. This thesis started from a question how Korean cultural web texts are being translated. Most public institutions have been favoring a ST-centered translation and seeing it appropriate. However, with the recognition of importance of promotional material translation, more institutions provide translation instructions based on intention, function and intended reader of TT. Among a number of localized websites following the above instructions, the study focuses on the ‘Encyclopedia of Korean Folk Culture’ of the National Folk Museum of Korea and examine how the TT is reformulated according to the translation brief with a skopos theory perspective, and develop a translation strategy.
According to the museum, the aims of the website are promoting Korean folk culture and improving the country''s nation brand, and the intended users are foreigners who have knowledge of or are interested in Korean folk culture. Based on these specific skopos, the website''s localization project was carefully planned from the beginning. The museum has reedited and reformulated a separate ST for translation (TST, translated source text) based on the Korean version for target readers'' effortless understanding. The preparation of TST corresponds to an internationalization step of website''s localization process. Therefore, after the term of localization, this translation orientation is called as ''localization strategy'' in this study.
After analyzing the web texts of the ‘Encyclopedia of Korean Folk Culture’, the localization strategy was applied in two ways: reformulation of texts and reformulation of information. The texts were reformulated by summarizing, omitting and deleting ST; creating new sentences or paragraphs; changing location of sentences or paragraphs; reformulating texts through creating new entry words. And the information was reformulated by adding detailed information; simplifying and generalizing information; clarifying information.
The proposed localization strategy can be useful in translating cultural contents with its demonstration of the target readers/users’ preference. Furthermore, this study encourages public institutions to recognize the importance of promotional material translation for the nation brand.