Relevance and Text-on-Screen in Audiovisual Translation

The Pragmatics of Creative Subtitling

Ryoko Sasamoto

• Publisher: Routledge
• Year: 2024
• ISBN:
  9781003862888
• Edition: 1
• Topic: Filología
• Subtopic: Lingüística

This book examines audiovisual translation (AVT) practices that fall outside conventional AVT norms, drawing on work from relevance theory to highlight alternative perspectives and make the case for a multidisciplinary approach to AVT.

The volume focuses on creative subtitling – otherwise known as 'text-on-screen' – through the lens of relevance theory, a cognitively grounded theory of communication. Sasamoto explores the ways in which a relevance theoretic approach can provide an analytical framework for a better understanding of the interaction between 'text-on-screen' and viewers' interpretation processes and, in turn, how media producers, professional or otherwise, use 'text-on-screen' to engage viewers in innovative ways. The volume looks at such forms as telop, creative text use on screen, and forms of user-generated text-on-screen.

The book introduces a new dimension to work on cognative pragmatics and the wider applications of relevance theory in multimodal communication and AVT, making it of interest to scholars in these disciplines.

Table of contents

• Cover
• Half-Title Page
• Series Page
• Title Page
• Copyright Page
• Dedication
• Table of Contents
• List of Figures
• List of Tables
• Acknowledgements
• 1 Text-on-Screen
• 2 Cognitive-Pragmatic Approaches in Translation Studies
• 3 Creative and Innovative Subtitling: How Viewers Process Creative Pop-up Captions on TV1
• 4 Text-on-Screen and Social Impact: Vigilance and Trust
• 5 An Empirical Approach to AVT: Overview of Eye-Tracking in AVT Research
• 6 An Empirical Approach to AVT: A Case Study: Eye-Tracking, Ageing, and Viewing Behaviour
• 7 Participatory Culture, Social Media, and Text-on-Screen: Sharing Emotions via the Use of Creative Titling
• 8 Conclusion and Future Directions
• Index