WEB CONTENT LOCALIZATION AS A FORM OF INTERCULTURAL COMMUNICATION

Abstract

The article highlights the web content localization as a specific type of translation activity that touches upon not only linguistic adaptation, but it also consides the cultural, social, technical, and other features of the target audience. The evolution of term «localization» is outlined within the context of translation studies and digital communication. The study emphasizes the distinction between translation and localization, identifying the latter as a more complex process that includes the adaptation of not only text, but also graphical interfaces, measurement units, and code elements. Functional, cultural, and linguistic aspects of localization were analyzed, along with examples of adapting vocabulary, date formats, currencies, addresses, and interface elements.The article sets out to make analyses of modern technological tools such as machine translation, computer- assisted translation tools (CAT) and generative artificial intelligence (GenAI), such as ChatGPT. The issue of language inequality in AI systems and its impact on the quality of translation for underrepresented languages were determined. The localization is presented as closely related to the concepts of globalization, internationalization, and translation, which together form the GILT model. The importance of internationalization as a preparatory stage for proper content adaptation is highlighted. Special attention is paid to the technical competencies of translators, including knowledge of web design principles, HTML markup, SEO optimization, and digital UX design. The study concludes that high-quality web resource localization is impossible without the combination of linguistic accuracy and cultural relevance. The necessity of an interdisciplinary approach to localization is highlighted, and the prospects for further research into the translation of specialized web resources are outlined.