Business Websites as a Genre: Rendering Fair Language while Matching Corporate Values and Reader Expectations

Abstract

This article aims at presenting web content as a genre with specific features, including very precise writers’ and readers’ expectations, diverse functions (skopos), text types and a strong bond with graphics and aesthetics. Business websites are investigated as a prime example of this genre focusing on the main challenges in rendering fair language in the English into Italian translation. In this genre, language is the mean through which writers—here, companies—can prove to be able to meet the readers’—here, potential customers—expectations in terms of company values. Framing the Italian linguistic and cultural context, the quest for inclusivity and gender-neutral language is evident and extremely relevant, making it a top priority for companies. Responding to the most common requests by corporations, some strategies are presented and their limits commented based on my experience as a practising translator. Linked to the idea of inclusivity, the concept of accessibility of web content is illustrated as a principle to follow to really embrace everybody. Web content is a brilliant case in which the choice of the language to be used reflects the most recent social transformation—sometimes even asking for avant-garde solutions—to meet readers’ expectations