The ATA Chronicle - May/June 2018 - 17

are driving out the good ones."12 The
outcome seems to be the same no
matter which theory we examine: the
number of qualified translators (and
the quality of translations) is in danger
of going down over time. As Luigi
Muzii explains:
"The unprecedented growth in
demand for translation in tandem
with the effect of Gresham's Law
[i.e., bad translators driving out the
good ones] will lead inexorably to a
chronic shortfall of qualified language
specialists. The gap between the lower
and the higher ends of the translation
labor market is widening and the
process will inevitably continue."13
Between 2006 and 2012, Common
Sense Advisory conducted a regular
business confidence survey among
LSPs. During those years, there seemed
to be an increase in the number of
LSPs that reported having difficulty
finding enough qualified language
specialists to meet their needs.14
Since the number of translators varies
depending on the language pair, the
shortage may not yet be apparent in all
segments of the industry, but the trend
is obviously noticeable enough that
an increasing number of professionals
(translators, LSPs, business analysts,
etc.) are worrying about it. And all are
wondering the same thing: can anything
be done to reverse it?

ARE THERE ANY "SOLUTIONS?"
In terms of solutions, two types have
been discussed in recent years: micro
solutions (i.e., individual measures that
may help individual translators maintain
their rates or get more work), and macro
solutions (i.e., large-scale measures that
may help the entire profession on a
long-term basis).
On the micro-solution side, we
generally find:
■■

Differentiation (skills, expertise,
productivity, degree, etc.)

■■

Specialization (language, subject area,
market, translation sub-fields such a
transcreation)

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As long as technologies that improve (or claim to improve) efficiency exist,
end clients will keep expecting prices to reflect those "improvements."
■■

Diversification (number of languages
or services offered, etc.)

■■

Presentation (marketing efforts,
business practices, etc.)

■■

Client education

Generally speaking, micro solutions
tend to benefit only the person
implementing them, although it can be
argued that anything that can be done
to improve one's image as a professional
and educate clients might also benefit
the profession as a whole, albeit to a
lesser degree.
On the macro-solution side, we find
things that individual translators have
somewhat limited power over. But
professional associations (and even
governments) may be able to help!
Large-Scale Client Education: Largescale client education is possibly the
cornerstone of change; the one thing
that may change consumer perception
and revalue the profession in the eyes
of the general public. As ATA Treasurer
John Milan puts it:
"Together, we can educate the
public and ensure that our consumers

value us more like diamonds and less
like water"15
Most professional associations
around the globe already publish client
education material, such as Translation,
Getting it Right- A Guide to Buying
Translation.16 Other initiatives designed
to raise awareness about translation,
such as ATA's School Outreach Program,
are also helpful because they educate
the next generation of clients. But
some argue that client education could
be more "aggressive." In other words,
professional associations should not
wait for inquiring clients to look for
information, but take the information
to everyone, carrying out highly visible
public outreach campaigns (e.g.,
advertising, articles, and columns in the
general media). ATA's Public Relations
Committee has been very active in
this area, including publishing articles
written by its Writers Group in over 85
trade and business publications.
Some have also mentioned that
having professional associations take
a clear position on issues such as
machine translation and the post-editing
of machine translation would also
go a long way in changing consumer
American Translators Association

17
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Table of Contents for the Digital Edition of The ATA Chronicle - May/June 2018
