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chapter 8Global content managementChallenges and opportunities for creating and usingdigital translation resourcesGerhard BudinUniversity of ViennaIn this chapter the concepts of content management and cross-cultural communicationare combined under the perspective of translation resources. Globalcontent management becomes an integrative paradigm in which specialisedtranslation is taking place. Within a case study framework, we discuss theGlobal Content Management strategy of the Centre for Translation Studies atthe University of Vienna.1. Convergence of content management and cross-cultural communicationTwo different paradigms that have previously developed independently of eachother have converged into a complex area of practical activities: cross-culturalcommunication has become an integral part of technical communication andbusiness communication, and content management has become a process thatis complementary to communication by focusing on its semantic level, i.e., itscontent. Specialised translation as a form of cross-cultural communication is acontent-driven process, thus digital translation resources become a crucial elementin content management that takes places in a globalised marketplace.Content management has emerged as a concept that builds upon informationmanagement and knowledge management with an additional focus on contentproducts, such as databases, electronic encyclopedias, learning systems, etc. Dueto globalised commerce and trade, such products are increasingly offered on multiplemarkets; therefore, they have to be adapted from a cultural perspective, whichalso includes the linguistic viewpoint. We will have a closer look at the conceptof content, its transcultural dimension, and the role that management of digitaltranslation resources plays in this area.