Cross-Linguistic and Cross-Cultural Conceptualization of Specialized Terms in Corporate Culture

This study is at the crossroads of cognitive linguistics, lexicography and terminology, and explores the cross-linguistic and cross-cultural boundaries of their approaches to perception and categorization in order to expose any cultural constraints superimposed on the creativity of specialized translators. Objects of analysis in this study are conceptualization and designation as emerging from specialized text types that are not typically associated with creativity or culture specificity, texts that are more descriptive or prescriptive rather than expressive or persuasive. By investigating specialized terms that only apparently seem to be unrelated to the relevant source (SC) or target culture (TC), the study proves that not only are they actually culture-specific items themselves, but also that they refer to archetypal categories (e.g., form, size, color, etc.) that defy conceptual universals. Starting from the concepts themselves, as represented in pictures, graphs, charts, or similar visual aids, the association between signifier and signified is reconstructed in multiple languages, giving priority to none of them, so as to expose the cultural differences of each in denoting (and connoting) the referent, and the difficulties the translator would meet in providing acceptable solutions for the target culture. Based on the outcome of this study, the cross-cultural constrains acting upon and limiting the creative performance of specialized translators appear to be unsurmountable within the same specific domain if the SL/SC terms have already been lexicalized in the TL/TC, but less so when the translation crosses domains to achieve other goals, in which case the translator is left free to even transcreate.