Table Of ContentMedia and Translation
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Media and Translation:
An Interdisciplinary Approach
Edited by
Dror Abend-David
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Bloomsbury Academic
An imprint of Bloomsbury Publishing Inc
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Bloomsbury is a registered trade mark of Bloomsbury Publishing Plc
First published 2014
© Dror Abend-David, 2014
All rights reserved. No part of this publication may be reproduced or transmitted in any
form or by any means, electronic or mechanical, including photocopying, recording, or
any information storage or retrieval system, without prior permission in writing from the
publishers.
No responsibility for loss caused to any individual or organization acting on or refraining
from action as a result of the material in this publication can be accepted by Bloomsbury or
the author.
Library of Congress Cataloging-in-Publication Data
Media and translation : an interdisciplinary approach / [edited by] Dror Abend-David.
pages cm
Includes bibliographical references and index.
ISBN 978-1-62356-646-3 (hardback : alk. paper) 1. Translating and interpreting. 2.
Mass media and language. 3. Motion pictures--Translating and interpreting. 4. Dubbing
of motion pictures. 5. Motion pictures--Titling. 6. Dubbing of television programs. 7.
Television programs--Titling. I. Abend-David, Dror, 1966- editor of compilation.
P306.2.M43 2014
418’.02--dc23
2014003382
ISBN: ePDF: 978-1-6235-6101-7
Typeset by Fakenham Prepress Solutions, Fakenham, Norfolk NR21 8NN
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Contents
Acknowledgments vii
Editor’s Note Dror Abend-David viii
Preface Susan Bassnett xv
Part 1 Film Translation and Adaptation 1
1 Multilingual Films and Integration? What Role Does Film
Translation Play? Christine Heiss 3
2 Accounting for Multilingual Films in Translation Studies:
Intratextual Translation in Dubbing Patrick Zabalbeascoa and
Elena Voellmer 25
3 A South African Take on the Gangster Film Genre: Translating
Tsotsi and Hijack Stories for an International Audience Zoë Pettit 53
Part 2 Subtitling and Dubbing 73
4 Insights into the False Orality of Dubbed Fictional Dialogue and the
Language of Dubbing Rocío Baños 75
5 Dubbing as a Formal Interference: Reflections and Examples Emilio
Audissino 97
Part 3 Media and Computer Translation 119
6 Live Subtitling with Speech Recognition: How to Pinpoint the
Challenges Aline Remael, Luuk Van Waes, and Mariëlle Leijten 121
Part 4 Between Literary and Media Translation 149
7 From Hybridity to Dispersion: Film Subtitling as an Adaptive
Practice Michael Raine 151
8 When Fantasy Becomes a Real Issue: On Local and Global Aspects
of Literary Translation/Adaptation, Subtitling and Dubbing Films
for the Young Erga Heller 173
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vi Contents
Part 5 Translation, Communication, and Globalization 195
9 The Eyes and Ears of the Beholder? Translation, Humor, and
Perception Delia Chiaro 197
10 Teaching Trauma in (and out of) Translation: Waltzing with Bashir
in English Alison Patterson and Dan Chyutin 221
Part 6 Global News and Politics 245
11 Mediation in News Translation: A Critical Analytical
Framework Li Pan 247
12 Accent and Prejudice: Israelis’ Blind Assessment of Al-Jazeera
English News Items Tal Samuel-Azran, Amit Lavie-Dinur, and
Yuval Karniel 267
Part 7 Promotions, Commercials, Tweets and Minisodes 291
13 Trailers and Promos and Teasers, Oh My! Adapting Television
Paratexts across Cultures Chiara Bucaria 293
14 Mediation of Cultural Images in Translation of Advertisements:
Alterations and Cultural Presuppositions Ying Cui and Yanli Zhao 315
Abstracts 335
About the Authors (in order of appearance) 347
Index 355
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Acknowledgments
This collection owes a great deal to the assistance, advice and direction of a
number of senior scholars in Communications and Translation Studies. First,
it is my pleasure to thank Professor Jérôme Bourdon of the Department of
Communications at Tel Aviv University. In 2008, as chair of the Department
of Communications, Professor Bourdon invited me to create a new course on
Media and Translation, which was very much the first step towards this project.
Professor Bourdon was the first person that I approached with the initiative
of creating this collection. He helped me to put my proposal in order and
furnished me with invaluable advice and support.
I am also very privileged to thank Professor Rachel Weissbrod, Chair of the
Department of Translation and Interpreting Studies at Bar Ilan University, for
her help and support in this project. In addition, I take this opportunity to thank
Professor Weissbrod for her assistance and encouragement on other projects
and at other opportunities.
This collection owes a great deal of its perspective and scholarly approach to
the invaluable advice of Professor Dirk Delabastita of the University of Namur
who reviewed the proposal for this collection and supported it while offering
clear observations and suggestions on how it might be improved. Again, it is
my pleasure to thank him for his support of this project as well as other projects
and opportunities.
I cannot thank enough Professor Susan Bassnett of the University of
Warwick, who very kindly volunteered to write the preface to the collection, and
contributed her own advice and assistance in this project. I am very grateful for
both her wisdom and her kindness.
Finally, I am privileged to thank my department chair, Professor Mary Watt,
for providing me with the opportunity to work on this book and for her encour-
agement to pursue this and other projects over the past two years.
I am humbled by the kindness of these scholars, and I am very privileged to
benefit from their wisdom, knowledge, and experience.
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Editor’s Note
Dror Abend-David, University of Florida
One of the most popular clips on YouTube features a technophobic monk who,
sometime after the invention of the printing press, is struggling with a new
gadget—a bound book rather than a scroll. This amusing clip draws a comparison
between the manner in which the invention of the printing press revolutionized
communications in the late Middle Ages and the Renaissance, and the growing
linguistic, social, and political effects that Media and New Media have over the
dissemination and accessibility of information in the twenty-first century. It is a
matter of opinion, for example, whether the recent WikiLeaks scandal and the
publication of secret and classified information has a greater or a lesser effect on
contemporary society than the publication of Martin Luther’s translation of the
Bible had in 1534 (and it is certainly met with a similar level of tolerance). In
academia, fields and scholars who previously felt immune to developments in the
media find—much like the monk in the aforementioned video clip—that they can
no longer ignore them. Linguists find that the use of language (and translation)
in the media affect oral and written forms of expression; sociologists find that
media and access to media can affect social trends, hierarchies, and identities;
and literary scholars are surprised to find out that even printed texts are a form of
media, affected by the same financial, ideological and technical elements that are
used to describe electronic media (but are continuously absorbed into Literary
Studies). Even in Yiddish Studies, scholars have begun to look at the Yiddish
Cinema, audio recordings, and the representation of Yiddish in contemporary
media by Woody Allen, Alan Alda, Fran Drescher, and the Coen brothers.
Media and Translation Studies are two fields that never attempted to shield
themselves from each other. But has the relation between Media and Translation
(and the co-dependency of the two fields) been sufficiently explored? Many
scholars feel that it has. A number of scholars who work in different areas
of Media and Translation believe that we are now living in a “golden age”
of research in this field. In the introduction to New Trends in Audiovisual
Translation, Jorge Díaz-Cintas writes:
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Editor’s Note ix
The proper beginning of a real flurry of activity can be traced to the 1990—
AVT’s [Audiovisual Translation’s] golden age. The field became the object
of more systematic research from a translational perspective in educational,
scholarly and professional circles … we have been flooded with contributions
on AVT and the true scholarly emergence of the field … AVT seems to have
finally come of age academically … Gone are the days when scholars needed to
start their papers with reference to the limited amount of research carried out
in this field.
(Díaz-Cintas 2009: 3)
It is certainly true that over the last decade there has been a dramatic
increase in publications on Media and Translation, whether one refers to this
field as “Screen Translation,” “Film Translation,” “Multimedia Translation,”
“Audiovisual Translation,” and so on. Some recent important publications
in this field are Carol O’Sullivan’s Translating Popular Film (2011), Cristina
Schäffner and Susan Bassnett’s Political Discourse, Media and Translation (2010),
Translation, Humour and Literature by Delia Chiaro (2010), Michael Cronin’s
Translation goes to the Movies (2009), New Trends in Audiovisual Translation
by Jorge Díaz-Cintas (2009), Translation in Global News (2009) by Esperança
Bielsa and Susan Bassnett, Aline Remael’s and Jorge Díaz Cintaz’s Audiovisual
Translation, Subtitling (2007), and Cinema Babel: Translating Global Cinema by
Abé Markus Nornes (2007). Additionally, slightly older but rather important
sources are (Multi) Media Translation: Concepts, Practices, and Research by Yves
Gambier and Henrik Gottlieb (2001), Minako O’Hagan and David Ashworth’s
Translation-Mediated Communication in a Digital World: Facing the Challenges
of Globalization and Localization (2002), and Overcoming Language Barriers in
Television Dubbing and Subtitling by Georg-Michael Luyken et al (1991). Also
published during this period are numerous conference proceedings and articles
on various facets of Media and Translation, with dubbing and subtitling in the
lead (particularly when the search word “translation” is omitted…).
In fact, I have been told by a number of people (particularly those who
already published books in this area) that so much has been published in this
field, that further publications might be superfluous. But whether or not what
has been published so far constitutes a large body of research is relative to the
view of Media and Translation as anything ranging from film and television
drama to newscasting, commercials, video games, web pages, and electronic
street signs. When considering such a wide perspective, it would seem that
research in Media and Translation has barely scratched the surface. Naturally,
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