Fine-tuning machine translation quality-rating scales for new digital genres: The case of user-generated content

With the active participation of users in product review platforms, online consumer-generated content, and, more specifically, user-generated reviews, have become a clear reference in purchasing decision-making processes, which sometimes exceed the impact of advertising campaigns. A common feature of most tourism review platforms is the use of machine translation (MT) systems to immediately make reviews available to users in various languages. However, the quality of the MT output of these reviews varies greatly, primarily due to the subjective and unstructured nature of this digital genre. Different studies confirm that there are no universal quality rating scales. The assessment of MT output quality usually depends on factors such as the purpose of the text or the value given to the immediacy of the translation. New neural MT systems have been a revolution in the quality increase of the translated output; however, new lines of research are opening up to verify whether the quality of this new paradigm of MT can be assessed with the existing scales, mainly from previous rule-based systems and statistical translation, or whether it is necessary to develop new quality metrics specifically for these new intelligent systems. On the other hand, one of the questions that remain to be resolved in this new context of neural MT is whether the use of large amounts of textual data in the training of these systems is as effective as the use of less data but of higher quality and better-adjusted to the specialty and type of text for which it is used. Based on the hypothesis that each genre requires specific quality rating scales, this work identifies the error patterns and textual characteristics of online user reviews from a corpus-based approach analysis that will contribute to adapting quality rating scales to this specific digital genre.