Résumés
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.
Parties annexes
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