Towards a Methodology for the Investigation of Norms in Audiovisual Translation

The Choice between Subtitling and Revoicing in Greece. Amsterdam

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Here is presented for the first time a methodology for the investigation of norms which operate in the field of audiovisual translation. Based on the findings of the polysystem approach to translation, the present work aims to demonstrate that it is possible to investigate audiovisual translation and the norms that operate in it in a systematic way.
Human agents, (audiovisual) products, recipients, and the mode itself are thoroughly investigated and stratified under a lower, middle and upper level. Specific techniques for collecting and analysing data are suggested.
The model is tentatively applied to the investigation of norms which seem to determine the choice between subtitling and revoicing children's TV programmes in Greece. However, one will soon notice that the same model could be applied for the investigation of audiovisual translation norms in any other country. But not only that: one will quickly realise that, with minute modifications, the same model can prove effective for the study of norms in other modes of written translation too. Therefore, this volume can be of a high interest not only to audiovisual translation scholars and practitioners, but to general translation scholars and students of translation proper as well.

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”This book is to be welcomed as one of the most rigorous studies on audiovisual translation that takes a fresh look at the still atomistic landscape of research in audiovisual translation.[…] …a must…” in: Perspectives: Studies in Translatology, Vol. 10:4 (2002), pp.303-7
Introduction Definitions of terms and concepts 1 A theoretical approach to norms 1.1 The notion of norms 1.2 Elements of the translational polysystem 1.3 Target and source systems in the study of translational norms 1.4 Function and equivalence in the study of translational norms 1.5 Adequacy and acceptability in the study of translational norms 1.6 The evolution of norms and systems 1.7 Summary 2 Towards a systematic investigation of norms in audiovisual translation 2.1 The construction of a methodology 2.2 The factors of the model/system 2.3 The function of the model/system 2.4 Procedures and techniques for data analysis in audiovisual translation 2.5 Previous methodological approaches to (audiovisual) norms 3 Case Study: The choice between subtitling and revoicing in Greece (in 1995 and 1996) 3.1 Methods of data collection 3.2 Methods of data analysis: some observations 3.3 Norms and motivations at the Lower Level 3.4 Norms and motivations at the Middle Level 3.5 Norms and motivations at the Upper Level Conclusions Summary of findings Suggestions for further research Appendices References