Translated hypermodality

A descriptive analysis of translation-related electronic material

Authors

  • Maria Calzada-Perez Universitat Jaume I

DOI:

https://doi.org/10.1558/japl.v4i2.149

Keywords:

hypermodality, multimodality, translation, Procter and Gamble

Abstract

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.

Author Biography

  • Maria Calzada-Perez, Universitat Jaume I

    María Calzada Pérez is a lecturer in translation and English at Jaume I University (Castellón, Spain). She studied at the University of Granada and the University of Essex and completed her PhD at Heriot-Watt University (Edinburgh, UK). She is author of the following monographs: La aventura de la traducción: Dos monólogos de Alan Bennett (2001, on translating Alan Bennett’s Talking Heads); Transitivity in Translating. The Interdependence of Texture and Context (2007); and El espejo traductólogico. Teorías y didácticas para la formación del traductor (2007, a review of theoretical and descriptive approaches to the practice and teaching of translation). She is editor of Apropos of Ideology: Translation Studies on Ideology – Ideologies in Translation Studies. She has also published widely in prestigious journals such as The Translator, Target, Meta, Text, Babel, Perspectives: Studies in Translatology.

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Published

2015-09-14

Issue

Section

Articles

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

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