Multiculturalism, which is a present-day phenomenon, plays a role when translating, because it has had an impact on almost all peoples worldwide as well as on the international relations emerging from the current new world order. Moreover, as technology develops and grows at a hectic pace, nations and their cultures have, as a result, started a merging process whose end(-point?) is difficult to predict. We are at the threshold of a new international paradigm. Boundaries are disappearing and distinctions are being lost. The sharp outlines that were once distinctive now fade and become blurred. As translators we are faced with an alien culture that requires that its message be conveyed in anything but an alien way. That culture expresses its idiosyncrasies in a way that is ‘culture-bound’: cultural words, proverbs and of course idiomatic expressions, whose origin and use are intrinsically and uniquely bound to the culture concerned. So we are called upon to do a cross-cultural translation whose success will depend on our understanding of the culture we are working with.
When translators take into account the target audience, they take into account the culture identity, the socio-political situation, the regional dialect and colloquialisms.