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Emerging translation practices

Emerging translation practices. DVD subtitling Fan-subs for anime Video game localisation Ethical issues in translation research with new media and technology. Context Today’s Translation Market. Emergence of GILT (G11n, I18n, L10n and Translation) industry

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Emerging translation practices

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  1. Emerging translation practices • DVD subtitling • Fan-subs for anime • Video game localisation • Ethical issues in translation research with new media and technology

  2. ContextToday’s Translation Market • Emergence of GILT (G11n, I18n, L10n and Translation) industry • Digitisation of contents which need to be global-ready • Increasing use of electronic tools in language transfer • Development of digital translation

  3. GILTDefinition of terms • Localisation: taking a product and making it linguistically and culturally appropriate to the target locale with the same “look and feel” as the locally-produced product • Internationalisation: making products localisation-friendly to allow localisation with a minimum amount of re-engineering and other changes • Globalisation: making products available to international markets

  4. DVDs • Since its introduction in 1997 much more rapid penetration than TVs or video - 73% of US households had DVD players in 2004 • Digital technology with a storage capacity up to 17GB (CD 700MB) • 32 Subtitle streams and 8 audio tracks • Increased accessibility of films to deaf/hard-of-hearing and blind/visually-impaired viewers • Use as a pedagogical and research tool

  5. DVD subtitling • Mostly done in the LA-London axis • Need for multiple language subtitles within a short time frame and a limited budget • Bonus materials and “extras” which rarely have a “dialogue list” supplied • Birth of “genesis file” • Tension between the conventional vs the new approach to screen translation

  6. Amateur subtitling: fan-subs • In existence since 1980’s • Amateur subtitling in response to the lack of and the delay in availability of subtitles of Japanese anime • Illegal and yet tolerated by the Japanese producers of anime titles • Lack of linguistic skills compensated by genre-knowledge • Pushing the frontier of new “form” of subtitles

  7. Amateur subtitling: fan-subs

  8. Amateur subtitling: fan-subs

  9. Video games Definition of terms • Video games: …any forms of computer-based entertainment software, either textual or image-based, using any electronic platform such as personal computers or consoles and involving one or multiple players in a physical or networked environment. (Frasca, 2001:4)

  10. Video games Genres • Action and Adventure • Driving and Racing • First-Person Shooter (FPS) • Platform and Puzzle • Role Playing Games (RPG) • Strategy and Simulation • Sports and Beat -‘em-ups (Berens & Howard, 2001)

  11. Video gamesElements • Graphics: images, movies (cut-scenes) • Sound : dialogues, music, sound effects • Interface: menu, game control • Gameplay: gameplay features • Story: background narratives, character information (adapted from Howland, 1998)

  12. Video games market • Not new, but dynamic sector as video games are technology-driven • 2001 world turnover in excess of 18 billion Euro with 12% growth rate in 2002 (ISFE) • Average age of players rising – 28 in the US market (IDSA, 2001) • Male dominance in the player demographics • Japanese dominance in game development (Electronic Gaming Monthly, January 2002)

  13. Video games globalisation What needs to be internationalised • Implication of country-specific censorship Germany’s national ratings board: USK (Unterhaltungssoftware SelbstKontrolle) examines: game code, packaging, manual, cheat codes and walkthroughs for - blood and gore; - use of profanity; - symbols related to racial hatred (Chandler, 2005)

  14. Video games globalisation What needs to be localised • printed materials (manual, packaging) • in-game text assets (warning messages, etc) • in-game art assets (textual graphics) • in-game audio assets • cinematic assets • songs

  15. Video games localisation Examples Final Fantasy X In-game text assets : warning messages; character customisation

  16. Video games localisation Examples Final Fantasy X-2 Cinematic assets: subtitles and dubbing for movies (cut-scenes) Source: http://www.ffshrine.org/ffx2/ffx2_eternalcalmscreens2.php

  17. Video games localisation Workflow • Pre-process (not applicable to sim-ship) • understanding of the game • characterisation of main characters • glossary/ style guide compilation • Linguistic process • extensive adaptation • collaborative work (in-house model) • guess work (sim-ship model) • Post-process • testing and client verification

  18. Video games localisationUnique features in relation to translation • Written text and spoken dialogues of a technical and creative/literary nature • Interactive media with non-linear text structure • The nature of the media subject to technological advancement • Familiarity with the underlying game culture and related media desirable for translators • Predominant source languages include Japanese

  19. Video games localisationTranslation issues: • Image – text match (changing text) • e.g. Lip sync requirements • Domestication Original Japanese Yuna: “ありがとう。”[thank you] Localised American Yuna: “I love you.” (Mangiron, 2004) (source: http://www.ffwa.org/ff10/script-p3-07.html)

  20. Video games localisationTranslation issues: Image – text match (changing image) J: Yuna, Rikku and Paine= YuRiPa E: Yuna, Rikku and Paine= YRP Source: http://www.ffshrine.org/ffx2/ffx2_fmvshots-yrp2.php (O’Hagan & Mangiron, 2004)

  21. Video games localisationTranslation issues: “look and feel” - examples of register Can you sign this? No prob! Please? Alrighty. Me too! Take it easy.

  22. Video games localisationTranslation issues: Songs: translated, re-produced & subtitled “1000 Words” from Final Fantasy X-2 lyrics (translated from Japanese) (English version by Jade for the North American and the International releases) I know that you're hiding thingsUsing gentle words to shelter meYour words were like a dream But dreams could never fool meNot that easily I acted so distant thenDidn't say goodbye before you leftBut I was listeningYou'll fight your battles far from meFar too easily (English version by Kumi Koda who sang in the original Japanese release) I know that you lied to meUsing just your words to shelter meYour words are like a dreamBut dreams could never fool meIt's not right to meI'm acting so distant nowTurned my back as you walked awayBut I was listeningThat you fight your battles far from meIt's not right to me

  23. Research issuesHow to convey gameplay “experience” • Nature of the media • entertainment • interactivity • intertextuality (manga, anime, films) • part of global pop culture • Image - text hierarchy • International game design • domestication vs foreignisation • Established fans as critics

  24. Implications – convergence?

  25. Ethical Issues for Translation Research :Implications of new media & technology • Fidelity issue with variants of localisation models • Who owns the content of a translation memory? • Use of subtitles and other corpus available on the Internet • Use of subtitles available on DVDs • Use of Weblog content by under age authors • Ownership of collaborative translation

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