Abstracts
Abstract
This paper explores the dynamics of cultural representation through the media, making special reference to the translation of cultural traits that occur in the cinema and television. By taking into account several films and television commercials which were broadcast in Italy over a five-year span, featuring variously complex and stratified translations of India, an attempt is made to define and explore the different guises which translation can take when the object of transfer is not merely language and its purpose is not merely communication. The transformations which have been identified in the use and transfer of Indian cultural traits through the Italian media are here discussed in terms of translation, transcreation and transrepresentation.
Keywords/Mots-Clés:
- transcreation,
- transrepresentation,
- cultural traits,
- TV advertising
Résumé
L’article explore les dynamiques des représentations culturelles dans les médias, en mettant l’accent sur la traduction de traits culturels qui apparaissent au cinéma et à la télévision. En nous appuyant sur plusieurs films et publicités télévisées diffusées en Italie pendant environ cinq ans et présentant des traductions diverses et stratifiées de l’Inde, nous essayons de définir et d’explorer les différentes formes que peut prendre la traduction lorsque l’objet du transfert n’est pas seulement la langue, et pas simplement la communication. Nous discuterons ici des transformations dans l’utilisation et le transfert de traits culturels indiens vers les médias italiens en termes de traduction, de transcréation et de transreprésentation.
Appendices
References
- Bassnett, S. and A. Lefevere (1998): Constructing Cultures. Essays on Literary Translation, Clevedon et al., Multilingual Matters.
- Bassnett, S. and H. Trivedi (eds.) (1999): Post-Colonial Translation. Theory and Practice, London/New York, Routledge.
- Behl, A. (2002): “Premodern Negotiations: Translating between Persian and Hindavi,” in Bhaya Nair, R. (ed.), Translation, Text and Theory, New Delhi, Sage Publications, pp. 87-100.
- Bhabha, H. K. (1994): The Location of Culture, London/New York, Routledge.
- Bhaya Nair, R. (2002): Translation, Text and Theory. The Paradigm of India, New Delhi, Sage Publications.
- Budick, S. and W. Iser (1996): The Translatability of Cultures. Figurations of the Space Between, Stanford, Stanford University Press.
- Burnett, P. (2003): “Introduction,” EnterText 2-2, special issue on Translation, Transcreation.
- Cronin, M. (2003): Translation and Globalization, London/New York, Routledge.
- De Campos, H. (1986): “The Rule of Anthropophagy: Europe under the sign of Devoration,” in Latin American Literary Review 14-27 (Jan.-June), pp. 42-60.
- De Campos, H. (1992): “Translation as Creation and Criticism,” in Metalinguagem e Outras Metas: Ensaios de Teoria e Crítica Literária, Sao Paulo,Perspectiva.
- Di Giovanni, Elena (2003): “Cultural Otherness and Global Communication in Disney Films at the Turn of the Century,” The Translator 9-2, special issue on Screen Translation, pp. 207-224.
- Dingwaney, A. and C. Maier (1995): Between Languages and Cultures. Translation and Cross-cultural Texts, Pittsburgh/London, University of Pittsburgh Press.
- Finkelstein, D. and D. M. Peers (2000): Negotiating India in the Nineteenth-century Media, London, MacMillan Press.
- Geertz, C. (1987): Interpretazione di Culture, Bologna, Il Mulino.
- Gentzler, E. (2003): “Translation, Postcolonial Studies and the Americas,” in Burnett, P. (ed.), EnterText 2-2, special issue on Translation, Transcreation.
- Griffiths, G. (1996): “Representation and Production: Issues of control in post-colonial cultures,” in Mukherjee, M. and H. Trivedi (eds.), Interrogating Post-colonialism. Theory, Text and Context, Rashtrapati Nivas, Shimla, Indian Institute of Advanced Study, pp. 21-36.
- Hall, S. (1997): Representation. Cultural Representations and Signifying Practices, London, Sage Publications.
- Hallam, E. and B. V. Street (2000): Cultural Encounters. Representing Otherness, London/New York, Routledge.
- Jackson, K. (1998): The Language of the Cinema, Manchester, Carcanet.
- Keith, M. and S. Pile (2002): Place and the Politics of Identity, London/New York, Routledge.
- Khilnani, S. (1997): The Idea of India, New Delhi, Penguin Books India.
- Kothari, R. (2003): Translating India, Manchester, St Jerome.
- Lahiri, J. (2002): “Intimate alienation. Immigrant fiction and translation,” in Bhaya Nair, R. (ed.), Translation, Text and Theory. The Paradigm of India, New Delhi/Thousand Oaks/London, Sage Publications, pp. 113-120.
- Lahiri, J. and A. Nafisi (2004): “L’individuo e l’America,” Micromega 4, pp. 63-82.
- Lal, P. (1972): Transcreation, Calcutta, Writers Workshop.
- Mishra, V. (2002): Bollywood Cinema. Temples of Desire, London/New York, Routledge.
- Mukherjee, M. and H. Trivedi (eds.) (1996): Interrogating Post-Colonialism. Theory, Text and Context. Rashtrapati Nivas, Shimla: Indian Institute of Advanced Study.
- Mukherjee, S. (2004): Translation as Recovery, New Delhi, Pencraft International.
- Nandan, S. (1996): “The Diasporic Consciousness,” in Mukherjee, M. and H. Trivedi (eds.), Interrogating Post-Colonialism. Theory, Text and Context, Rashtrapati Nivas, Shimla, Indian Institute of Advanced Study, pp. 49-66.
- Niranjana, T. (2002): “Translation as Disruption,” in Bhaya Nair, R. (ed.), Translation, Text and Theory. The Paradigm of India, New Delhi, Sage Publications, pp. 55-76.
- Parry, B. (1987): “Problems in Current Theories of Colonial Discourse,” Oxford Literary Review 9-1/2, pp. 35-49.
- Rushdie, S. (1983): “The Indian Writer in English,” in Butcher, M. (ed.), The Eye f the Beholder. Indian Writing in English. London, Commonwealth Institute, pp. 75-83.
- Rushdie, S. (1991): Imaginary Homelands. Essays and Criticism, London, Granta Books.
- Said, E. W. (1995): Orientalism. Western Conceptions of the Orient, London, Penguin Books.
- Sardar, Z. (1999): Orientalism, Philadelphia, Open University Press.
- Snell-Hornby, M. (1988): Translation Studies. An Integrated Approach, Amsterdam, John Benjamins.
- Snell-Hornby, M. (2006): The Turns of Translation Studies, Amsterdam, John Benjamins.
- Trivedi, H. (2005): Translating Culture vs Cultural Translation, 91st Meridian.Org 4-1, http://www.uiowa.edu/~iwp/91st).
- Trivedi, H. (2006): “Constructing the ‘Orient’: Translations from India into English in the Nineteenth Century,” in Haynes, K. and P. France (eds.), Oxford History of Literary Translation in English (Volume 4), Oxford, Oxford University Press, pp. 480-498.
- Viswanatha, V. and S. Simon (eds.) (1999): “Shifting Grounds of Exchange. B.M. Srikantaiah and Kannada Translation,” in Bassnett, S. and A. Lefevere, Post-Colonial Translation. Theory and Practice, London/New York, Routledge, pp. 162-181.