Translated hypermodality
A descriptive analysis of translation-related electronic material
DOI:
https://doi.org/10.1558/japl.v4i2.149Keywords:
hypermodality, multimodality, translation, Procter and GambleAbstract
The present paper revolves around the notions of hypermodality and translation under the current globalizing scenario. The first section of the paper presents a basic framework of analysis devised within multimodal/hypertextual paradigms, drawing mainly on Kress and Van Leeuwen (1996), Lemke (2002), Lim (2004), Cheong (2002), Askehave and Nielsen (2004), among others. The second section applies this framework to the study of electronic ‘translational material’. Thus, section 2 is devoted to a set of webpages devised by Procter and Gamble, which play the role of new electronic forms of advertising. These webpages result from a combination of different kinds of translational processes which are discussed at some length with the help of the hypermodal framework proposed earlier. In short, the present paper places itself in the midst of our current globalized (i.e. dematerialized) environment – where technical advances result in new textual typologies, where there is an increasing exchange of translation material and where cross cultural hypermodality simply cannot be avoided.
References
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O’Halloran, K. L. (2008) Inter-semiotic expansion of experiential meaning: Hierarchical scales and metaphor in mathematics discourse. In C. Jones and E. Ventola (eds) New Developments in the Study of Ideational Meaning: From Language to Multimodality. London: Equinox.
O’Toole, M. (1994) The Language of Displayed Art. London: Leicester University Press.
Thibault, P. J. (2000) The multimodal transcription of a television advertisement: Theory and practice. In A. Baldry (ed.) Multimodality and Multimediality in the Distance Learning Age 311–373. Campo Basso: Palladino.
Venuti, L. (ed.) (2000) The Translation Studies Reader 113–118. London and New York: Routledge.
Baldry, A. (ed.) (2000) Multimodality and Multimediality in the Distance Learning Age. Campo Basso: Palladino.
Bassnett-McGuire, S. (1988) Translation Studies. London and New York: Routledge.
Bassnett, S. (1998) Constructing Cultures. Essays on Literary Translation. Clevedon: Multilingual Matters.
Beasley, R. and Danesi, M. (2002) Persuasive Signs: The Semiotics of Advertising, Berlin: Mouton de Gruyter.
Bell, A. and Garrett, P. (eds) (1998) Approaches to Media Discourse. Oxford: Blackwell.
Calzada Pérez, M. (2002) Traducción antropofágica: Pedro Almodóvar se come el mundo en ‘Todo sobre mi madre’. In R. Alvárez and M. C. A. Vidal Claramente (eds) Cartografías de la traducción. Del postestructuralismo al multiculturalismo 77–118. Salamanca: Almar.
Calzada Pérez, M. (2005) Proactive translatology vis à vis advertising messages. Meta, Translators’ Journal 50 (4): http://id.erudit.org/iderudit/019912ar.
Calzada Pérez, M. (2007) Translating conflict. Advertising in a globalised era. In M. Salama- Carr (ed.) Translating and Interpreting Conflict 149–168. Amsterdam/New York: Rodopi.
Catford, J. (1965) A Linguistic Theory of Translation. London: Oxford University Press.
Cheong, Y. Y. (2004) The construal of ideational meaning in print advertisements. In K. O’Halloran (ed.) Multimodal Discourse Analysis. Systemic Functional Perspectives 163– 195. London and New York: Continuum.
Cronin, M. (2003) Translation and Globalization. London: Routledge.
Delisle, J. (1993) La traduction raisonnée. Ottawa: University of Ottawa Press.
Djonov, E. (2006) Analysing the Organisation of Information in Websites: From Hypermedia Design to Systemic Functional Hypermedia Discourse Analysis. Unpublished PhD, University of New South Wales.
Djonov, E. (2007) Website hierarchy and the interaction between content organization, webpage and navigation design: A systemic functional hypermedia discourse analysis perspective. Information Design Journal 15 (2): 144–162.
Forceville, C. (1999) Educating the eye? Kress and Van Leeuwen’s Reading Images: The Grammar of Visual Design (1996). Language and Literature 8 (2): 163–178. doi:10.1177/ 096394709900800204
Forceville, C. (2007) Review of Anthony Baldry and Paul Thibault, Multimodal Transcription and Text Analysis: A Multimedia Toolkit and Coursebook (Equinox 2006). Journal of Pragmatics 39 (7): 1235–1238.
Goodman, S. and Graddol, D. (eds) (1997) Redesigning English: New Texts, New Identities. London and New York: Routledge/The Open University.
Halliday, M. A. K. (1994) An Introduction to Functional Grammar. Second Edition. London: Edward Arnold.
Halliday, M. A. K. and Hasan, R. (1989) Language, Context and Text: Aspects of Language in a Social-Semiotic Perspective. Oxford: Oxford University Press.
Jakobson, R. (2000) On linguistic aspects of translation. In L. Venuti (ed.) The Translation Studies Reader 113–118. London and New York: Routledge.
Jones, J. (2006) ‘Setting the boundary where traffic is low’: technological determinism and social construction in the printing debate, International Journal of Technology, Knowledge and Society 2 (3): 165–172.
Klein, N. (2000) No Logo. New York: Picador.
Kress, G. and Van Leeuwen, T. (1996) Reading Images. The Grammar of Visual Design. London and New York: Routledge.
Kress, G. and Van Leeuwen, T. (1998) Front pages: (The critical) analysis of newspaper layout. In A. Bell and P. Garrett (eds) Approaches to Media Discourse 186–219. Oxford: Blackwell.
Lemke, J. (2002) Travels in hypermodality, Visual Communication 1 (3): 299–325. doi: 10.1177/147035720200100303
Lefevere, A. (1992) Translation, Rewriting and the Manipulation of Literary Fame. London and New York: Routledge.
Lim, F. V. (2004) Developing an integrative multi-semiotic model. In K. O’Halloran, (ed.) Multimodal Discourse Analysis. Systemic-Functional Perspectives 220–246. London and New York: Continuum.
O’Halloran, K. L. (2003). Intersemiosis in mathematics and science: Grammatical metaphor and semiotic metaphor. In A.-M. Simon-Vandenbergen, M. Taverniers and L. Ravelli (eds) Grammatical Metaphor: Views from Systemic Functional Linguistics 337–365. Amsterdam: John Benjamins.
O’Halloran, K. (2004) Multimodal Discourse Analysis. Systemic Functional Perspectives. London and New York: Continuum.
O’Halloran, K. L. (2005) Mathematical Discourse: Language, Symbolism and Visual Images. London and New York: Continuum.
O’Halloran, K. L. (2007) Systemic functional multimodal discourse analysis (SF-MDA) approach to mathematics, grammar and literacy. In A. McCabe, M. O’Donnell and R. Whittaker (eds) Advances in Language and Education 75–100. London and New York: Continuum.
O’Halloran, K. L. (2008) Inter-semiotic expansion of experiential meaning: Hierarchical scales and metaphor in mathematics discourse. In C. Jones and E. Ventola (eds) New Developments in the Study of Ideational Meaning: From Language to Multimodality. London: Equinox.
O’Toole, M. (1994) The Language of Displayed Art. London: Leicester University Press.
Thibault, P. J. (2000) The multimodal transcription of a television advertisement: Theory and practice. In A. Baldry (ed.) Multimodality and Multimediality in the Distance Learning Age 311–373. Campo Basso: Palladino.
Venuti, L. (ed.) (2000) The Translation Studies Reader 113–118. London and New York: Routledge.
Published
2015-09-14
Issue
Section
Articles
License
Equinox Publishing Ltd.
How to Cite
Calzada-Perez, M. (2015). Translated hypermodality: A descriptive analysis of translation-related electronic material. Journal of Applied Linguistics and Professional Practice, 4(2), 149-170. https://doi.org/10.1558/japl.v4i2.149
