8. A system comprising: at least one server computing device, each server computing device comprising a processor and a storage medium for tangibly storing thereon program logic for execution by the processor, the stored program logic comprising: making logic executed by the processor for making, in response to a request to identify a supported language to display content by a client application at a client computing device, the supported language having a set of translations for use in translating the content, a determination, using a current language tag, that a language referenced by the current language tag is not the supported language, the current language tag comprising one or more subtags, each subtag providing language identification information; in response to making the determination that the language referenced by the current language tag is not the supported language, the stored program logic further comprising: accessing logic executed by the processor for accessing a stored set of mappings comprising one or more mappings, each mapping associating a first language tag referencing a first language with a second language tag referencing a second language that differs from the first language; determining logic executed by the processor for determining whether or not a mapping in the set of mappings includes the current language tag referencing the first language as one of the first and second language tags and a new language tag referencing the second language that differs from the first language as the other of the first and second language tags; using logic executed by the processor for using the new language tag as the current language tag, the new language tag identifying the second language that differs from the first language as the supported language; and identifying logic executed by the processor for identifying, in response to the request, the supported language to use in translating the content to be displayed by the client application at the client computing device.
8. A system comprising: at least one server computing device, each server computing device comprising a processor and a storage medium for tangibly storing thereon program logic for execution by the processor, the stored program logic comprising: making logic executed by the processor for making, in response to a request to identify a supported language to display content by a client application at a client computing device, the supported language having a set of translations for use in translating the content, a determination, using a current language tag, that a language referenced by the current language tag is not the supported language, the current language tag comprising one or more subtags, each subtag providing language identification information; in response to making the determination that the language referenced by the current language tag is not the supported language, the stored program logic further comprising: accessing logic executed by the processor for accessing a stored set of mappings comprising one or more mappings, each mapping associating a first language tag referencing a first language with a second language tag referencing a second language that differs from the first language; determining logic executed by the processor for determining whether or not a mapping in the set of mappings includes the current language tag referencing the first language as one of the first and second language tags and a new language tag referencing the second language that differs from the first language as the other of the first and second language tags; using logic executed by the processor for using the new language tag as the current language tag, the new language tag identifying the second language that differs from the first language as the supported language; and identifying logic executed by the processor for identifying, in response to the request, the supported language to use in translating the content to be displayed by the client application at the client computing device. 14. The system of claim 8 , the stored program logic further comprising: determining logic executed by the processor for determining whether or not the language referenced by the current language tag is the supported language by determining whether or not the current language tag is one of the language tags in a language tag listing, wherein each language supported by an entity providing language support is represented in the language tag listing, each language tag in the listing referencing a language supported by the entity.