115th Annual Conference - Honolulu, Hawaii
Friday, November 10 - Sunday, November 12, 2017

The Gaze of the Translator: New Approaches to Transmedia Translation 

Vanesa Cañete-Jurado, University of Nevada, Las Vegas

This paper explores the translation of transmedia narratives and intermediality in multilingual and multicultural contexts in an attempt to contextualize the complex network of linguistic, psycholinguistic, sociolinguistic and sociocultural factors that may play a dominant role during the translation process.

Proposal: 

In transmedia storytelling, media-content providers develop texts across several technological platforms, thus taking advantage of each platform’s specific qualities and abilities. According to Jenkins (2006:21), transmedia storytelling is “the art of world making”. This paper explores the translation of transmedia narratives and intermediality in multilingual and multicultural contexts in an attempt to contextualize the complex network of linguistic, psycholinguistic, sociolinguistic and sociocultural factors that may play a dominant role during the translation process. Particular attention is given to examine the phenomenon of transadaptation on the level of praxis and explore critically the challenges posed by processes such as multiplicity, fragmentation and transposition and how they subvert the role of a subjectified consumer, especially in the particular case of contemporary society in the United States and Spain. By using discourse analysis, cognitive semantics and stylistics, the interdependent relations between source and target texts will be analyzed to investigate how translation choices subtly convey different epistemological positions or ideological sympathies in an attempt to shed light on the underlying dynamics of dissemination and influence of ideas in any given culture.