The ATA Chronicle - May/June 2021 - 22

actually exists in reality
are unproductive and
should be avoided.
Attention should be
focused on how one
deals with objects
for the purposes of
communication. " 2
This advice may seem
funny, but I can say from
experience that when getting
started with terminology
work it can be easy to
stray into metaphysical
discussions about objects
that-while enjoyable-may
not necessarily push the
terminology work forward.

Figure 1 The Semantic Triangle

Advice I would make explicit
from the above is that
terminology work is at the

are what makes human

Yet, that definition is not

being referred to are

communication within

accurate because sometimes

abstract concepts like quality

societies possible. In English,

tables have three legs,

assurance in translation.

for example, if we didn't

sometimes six, sometimes

all understand that the

the flat surface isn't set

word " triangle " refers to a

upon legs at all but upon

three-sided, three-cornered,

a pedestal, and sometimes

one-dimensional shape,

the table doesn't touch the

we certainly wouldn't be

ground but is suspended

able to discuss abstract

from a ceiling. If asked to

concepts such as the

draw their conceptualization

semantic triangle, much

of a table, no two individual

less carry out a basic

speakers of a language will

conversation on shapes.

draw the same one from

That said, it's important to

the mental inventory of

remember that just because

those they've encountered

communities of speakers use

or imagined in their lives.

common language doesn't

This is significant because

mean that those speakers

those outside the language

share the exact same

services and localization

conceptualization of each

professions assume that

object that's designated.

meaning is held within

For instance, an often-

the designation, but words

How Terminology
Influences Human
Perception
The ISO 704 standard is
fundamental to terminology
work. The standard
undergoes regularly
scheduled reviews, which
is common practice for
all ISO standards. This
review process is doing
exactly what standards are
designed to do-spurring
passionate discussion
among participants from
worldwide markets and a
competition of ideas. These
are great activities that push
innovation forward. One

forefront of the evolution
of human language. That
said, the politics behind
language must also be
acknowledged when
conducting terminology
work. In certain cases, you'll
want to be prescriptive about
terminology use. Prescribing
the words speakers should
use, rather than describing
the words commonly used
by speakers, is a strategy
used when establishing
company slogans,
branding, and product
names. In other instances,
just because a term isn't
acknowledged doesn't
mean that the associated
concept doesn't exist,
though the results of that
lack of acknowledgement
often include inequality and

considered example within

themselves are arbitrary

terminology management

and empty. Meaning truly

is the conceptualization

is in the eye or brain of the

of a table. The traditional

beholder. As such, we need

definition of a table that

to be careful about assuming

most people think of is a flat

that everyone shares the

" In the course of

recognition of non-binary

surface upon which humans

same understanding of

producing a terminology,

gender identity is increasing

eat and work. It's an object

what constitutes an object,

philosophical discussions

around the world, including

that stands on four legs.

especially when the objects

on whether an object

in Argentina in 2012, in

22

The ATA Chronicle | May/June 2021

piece of advice in ISO 704
that I've always particularly
enjoyed is found in the
discussion of objects:

discrimination.
Gender is a great example
of the use of prescriptive
and descriptive language
in the 21st century. Legal

www.atanet.org
http://www.atanet.org
The ATA Chronicle - May/June 2021

Table of Contents for the Digital Edition of The ATA Chronicle - May/June 2021
