How much hybridity can translation tolerate? Hidden translation in intercultural text transfer (in news and advertising agencies)
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | https://doi.org/10.34624/rual.v0i8.26533 |
Resumo: | In a world of swift and overwhelming communication exchanges, in which linguistic and cultural specificities tend to be replaced by globalized types of discourse, it is crucial to scrutinize the subtle changes undergone by translation. This is particularly significant in the areas of international news and advertising agencies in which questions of power and manipulation come to the fore and the translator’s role has undergone substantial changes. These cannot be appropriately understood in terms of clear-cut dichotomies such as domestication vs. foreignization or globalization vs. localization. There is rather a confrontation involving blends, mixed forms of hybridization (transediting in international news agencies and transcreation in advertising). In news agencies journalists perform multilayered interventions on texts known as transediting. In advertising agencies, according to the principle of strategic marketing, the goal is the cultural adapting of the ad to different contexts, by keeping the same impact, style and tone. In both cases, translation forms a considerable part of the textual interventions, although it remains hidden and is often taken for granted and considered as insignificant. This paper aims at clarifying some of the implications entailed by the two kinds of rewriting, which show a considerable degree of hybridity. |
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How much hybridity can translation tolerate? Hidden translation in intercultural text transfer (in news and advertising agencies)Quanto hibridismo é tolerável em tradução? Tradução oculta no transfer textual intercultural (em agências noticiosas e de publicidade)In a world of swift and overwhelming communication exchanges, in which linguistic and cultural specificities tend to be replaced by globalized types of discourse, it is crucial to scrutinize the subtle changes undergone by translation. This is particularly significant in the areas of international news and advertising agencies in which questions of power and manipulation come to the fore and the translator’s role has undergone substantial changes. These cannot be appropriately understood in terms of clear-cut dichotomies such as domestication vs. foreignization or globalization vs. localization. There is rather a confrontation involving blends, mixed forms of hybridization (transediting in international news agencies and transcreation in advertising). In news agencies journalists perform multilayered interventions on texts known as transediting. In advertising agencies, according to the principle of strategic marketing, the goal is the cultural adapting of the ad to different contexts, by keeping the same impact, style and tone. In both cases, translation forms a considerable part of the textual interventions, although it remains hidden and is often taken for granted and considered as insignificant. This paper aims at clarifying some of the implications entailed by the two kinds of rewriting, which show a considerable degree of hybridity.Num mundo marcado por um constante e avassalador intercâmbio comunicativo, no qual as especificidades linguísticas e culturais tendem a ser substituídas por tipos de discurso globalizado, torna-se imperioso perscrutar as alterações a que a tradução se submeteu, com particular relevância para as áreas das agências noticiosas e publicitárias internacionais. nas quais assumem particular importância questões de poder e de manipulação e onde o papel do tradutor sofreu profundas alterações. Estas não podem ser cabalmente compreendidas em termos de dicotomias bem definidas (domesticação vs. estranhamento, globalização vs. localização). Trata-se antes de mesclas, formas mistas de hibridização (a transedição nas agências noticiosas internacionais e a transcriação em agências publicitárias). Nas primeiras, os jornalistas realizam diversas intervenções nos textos a que se dá o nome de transedição. Nas segundas, de acordo com o princípio do marketing estratégico, o objectivo é o de proceder à adaptação cultural do anúncio a diferentes contextos, mantendo o mesmo impacto, estilo e tom do original. Em ambos os casos, a tradução constitui uma parte substancial das intervenções textuais, embora permaneça oculta e seja considerada como negligenciável. Este artigo tenta clarificar algumas das implicações destes dois tipos de reescrita que revelam um grau apreciável de hibridismo.UA Editora2021-11-16info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttps://doi.org/10.34624/rual.v0i8.26533https://doi.org/10.34624/rual.v0i8.26533RUA-L: Revista da Universidade de Aveiro. Letras; No 8 (2019): Itinerâncias: línguas, textos e mediações; 85-98RUA-L: Revista da Universidade de Aveiro. Letras; Núm. 8 (2019): Itinerâncias: línguas, textos e mediações; 85-98RUA-L: Revista da Universidade de Aveiro. Letras; No 8 (2019): Itinerâncias: línguas, textos e mediações; 85-98RUA-L: Revista da Universidade de Aveiro. Letras; n.º 8 (2019): Itinerâncias: línguas, textos e mediações; 85-982183-46950870-1547reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPenghttps://proa.ua.pt/index.php/rual/article/view/26533https://proa.ua.pt/index.php/rual/article/view/26533/19144Direitos de Autor (c) 2021 RUA-L: Revista da Universidade de Aveiro. Letrashttp://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessBernardo, Ana Maria2023-05-26T09:47:08Zoai:proa.ua.pt:article/26533Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T17:56:14.421905Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
How much hybridity can translation tolerate? Hidden translation in intercultural text transfer (in news and advertising agencies) Quanto hibridismo é tolerável em tradução? Tradução oculta no transfer textual intercultural (em agências noticiosas e de publicidade) |
title |
How much hybridity can translation tolerate? Hidden translation in intercultural text transfer (in news and advertising agencies) |
spellingShingle |
How much hybridity can translation tolerate? Hidden translation in intercultural text transfer (in news and advertising agencies) Bernardo, Ana Maria |
title_short |
How much hybridity can translation tolerate? Hidden translation in intercultural text transfer (in news and advertising agencies) |
title_full |
How much hybridity can translation tolerate? Hidden translation in intercultural text transfer (in news and advertising agencies) |
title_fullStr |
How much hybridity can translation tolerate? Hidden translation in intercultural text transfer (in news and advertising agencies) |
title_full_unstemmed |
How much hybridity can translation tolerate? Hidden translation in intercultural text transfer (in news and advertising agencies) |
title_sort |
How much hybridity can translation tolerate? Hidden translation in intercultural text transfer (in news and advertising agencies) |
author |
Bernardo, Ana Maria |
author_facet |
Bernardo, Ana Maria |
author_role |
author |
dc.contributor.author.fl_str_mv |
Bernardo, Ana Maria |
description |
In a world of swift and overwhelming communication exchanges, in which linguistic and cultural specificities tend to be replaced by globalized types of discourse, it is crucial to scrutinize the subtle changes undergone by translation. This is particularly significant in the areas of international news and advertising agencies in which questions of power and manipulation come to the fore and the translator’s role has undergone substantial changes. These cannot be appropriately understood in terms of clear-cut dichotomies such as domestication vs. foreignization or globalization vs. localization. There is rather a confrontation involving blends, mixed forms of hybridization (transediting in international news agencies and transcreation in advertising). In news agencies journalists perform multilayered interventions on texts known as transediting. In advertising agencies, according to the principle of strategic marketing, the goal is the cultural adapting of the ad to different contexts, by keeping the same impact, style and tone. In both cases, translation forms a considerable part of the textual interventions, although it remains hidden and is often taken for granted and considered as insignificant. This paper aims at clarifying some of the implications entailed by the two kinds of rewriting, which show a considerable degree of hybridity. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-11-16 |
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info:eu-repo/semantics/publishedVersion |
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info:eu-repo/semantics/article |
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article |
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publishedVersion |
dc.identifier.uri.fl_str_mv |
https://doi.org/10.34624/rual.v0i8.26533 https://doi.org/10.34624/rual.v0i8.26533 |
url |
https://doi.org/10.34624/rual.v0i8.26533 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
https://proa.ua.pt/index.php/rual/article/view/26533 https://proa.ua.pt/index.php/rual/article/view/26533/19144 |
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Direitos de Autor (c) 2021 RUA-L: Revista da Universidade de Aveiro. Letras http://creativecommons.org/licenses/by/4.0 info:eu-repo/semantics/openAccess |
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Direitos de Autor (c) 2021 RUA-L: Revista da Universidade de Aveiro. Letras http://creativecommons.org/licenses/by/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
UA Editora |
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UA Editora |
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RUA-L: Revista da Universidade de Aveiro. Letras; No 8 (2019): Itinerâncias: línguas, textos e mediações; 85-98 RUA-L: Revista da Universidade de Aveiro. Letras; Núm. 8 (2019): Itinerâncias: línguas, textos e mediações; 85-98 RUA-L: Revista da Universidade de Aveiro. Letras; No 8 (2019): Itinerâncias: línguas, textos e mediações; 85-98 RUA-L: Revista da Universidade de Aveiro. Letras; n.º 8 (2019): Itinerâncias: línguas, textos e mediações; 85-98 2183-4695 0870-1547 reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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