Localizing pluricentric languages

We’re surrounded by pluricentric languages. According to the WGNDV organization, approximately fifty languages can be broadly classified as pluricentric, meeting at least the formal criteria for this designation. These languages encompass around 290 national varieties, each exhibiting differences in various aspects.

So, what are they? A pluricentric language is a language that has two or more standardized forms, typically associated with different countries, regions, or cultural communities. All forms are considered valid.

Different countries or regions adopt distinct norms for spelling, pronunciation, vocabulary, grammar, or even writing conventions. Despite differences, the variations are generally understood by speakers across regions. However, this doesn’t mean it makes no difference which variant you localize your product or service in, and neither does choosing just one to represent all regions.

Here’s what you need to consider when it comes to pluricentric languages localization.

Identify target variants

Which regional variants are relevant to your audience? This decision depends on the demographics of your users and the geographical markets you want to reach. For instance, if you’re localizing for Portuguese, you might need to account for European Portuguese (used in Portugal) and Brazilian Portuguese, which differ significantly in spelling (e.g., fato vs. terno for “suit”) and verb forms.

For some languages, like German, regional differences may be subtler but still important. German used in Germany, Austria, and Switzerland features variations in vocabulary (e.g., Brötchen vs. Semmel for “bread roll”) and spelling (e.g., the use of ß vs. ss).

Adapt content to regional standards

Once the target variants are identified, the next step is to adapt the content to align with the regional standards of the language. Spelling differences are the most noticeable variation, but grammar and syntax require attention too. Let’s take a look at some examples:

• When it comes to French, for example, minor differences in spelling can occur between European and Canadian varieties: analyser in France vs. analyze in Canada.
• For Spanish, the use of vosotros for informal plural “you” is common in Spain but replaced by ustedes in Latin America.
• Similarly, Portuguese uses ônibus in Brazil for “bus” but autocarro in Portugal.

Use locale codes

A locale code is a unique identifier that represents a combination of language and geographical region. It helps software systems determine which version of content should be displayed to a user based on their location or language preferences.

Locale codes are often composed of two or more elements like a language code (a two-letter code that denotes the language) and a country code (a two-letter code that represents the country or region). They can also include subcodes for more specific regions, dialects, or orthographic differences.

Locale codes look like this: en-US for English as spoken in the United States and en-GB for English spoken in Great Britain. In the same way, we have fr-CA for French spoken in Canada and fr-FR for French spoken in France.

Collaborate with regional experts

This may sound pretty obvious but localization is most effective when guided by native speakers or linguistic professionals familiar with the target region. When you localize pluricentric languages, you should work only with translators or editors from the specific region. After all, they’re best equipped with the linguistic knowledge to translate and adapt the most difficult nuances. They have an extensive vocabulary and stay up-to-date with the ever-developing language, including new slang.

Choose neutrality if needed

In some cases, it may be impractical to create fully localized versions for every region. Budget might be a problem too. In this case, you’ll need to find ways to balance neutrality and specificity. For example, you could use a neutral variant that avoids regional markers.

Neutral/universal language is defined as “a language which doesn’t pertain to just one specific country or region. It can instead be understood anywhere that language is spoken while also not being offensive to any speakers of that language”

However, it’s worth noting that this approach may not work for all types of content. While you could use neutral language localization for general or technical materials, it would still be best to adopt region-specific adaptations for marketing or user-facing materials, where your goal is to drive engagement.

If you’re curious how big companies use neutral language, check out Microsoft’s Spanish (Neutral) style guide. Microsoft’s concept of Neutral Spanish is akin to ‘universal’ Spanish, aiming to be easily understood by all Spanish speakers globally. It doesn’t adhere to any particular dialect but instead focuses on selecting terms and expressions that resonate with a multinational audience.

Wrapping up

Attention to detail matters quite a lot. Whether it’s choosing the right word for “bus” in Portuguese or tweaking a design to accommodate British English spelling, localization is all about making your content feel like it was created just for your audience. Managing multiple varieties can be complex and costly, but the rewards are undeniable.