B6132 - MULTIMEDIA TRANSCREATION I

Learning outcomes

Students know the basic principles and concepts of the functional adaptation of multimedia texts across languages and cultures. They are able to identify what elements of a multimedia text would require adaptation for a different target culture and market.

Course contents

The course, delivered entirely asynchronously via a virtual e-learning platform, presents the theoretical foundations of transcreation of audiovisual promotional texts, such as Hofstede's cultural dimensions and their application in localising and glocalising promotional strategies, as well as the intersemiotic, intercultural and functionalist approach to persuasive translation.

Readings/Bibliography

• Chiaro, D. (2009) “Italians doing it on the web: Translating and selling Italianness”, Vigo International Journal of Applied Linguistics 6: 33-49.

• De Mooij, M. (2018) Global Marketing and Advertising: Understanding Cultural Paradoxes (5th ed), London: Sage.

• De Mooij, M. (2019) Consumer Behavior and Culture: Consequences for Global Marketing and Advertising (3rd ed), London: Sage.

• Garzone, G. (2015) Le traduzioni come fuzzy set. Percorsi teorici e applicativi. Milan: LED.

• Ho, George (2008) Globalization and Translation: Towards a paradigm shift in Translation Studies, Saarbruechen: VDM Verlag Dr Mueller.

• Ho, Mavis (2024) Appraisal and the Transcreation of Marketing Texts, London/New York: Routledge.

• Hofstede, G. (1991) Cultures and Organizations: Software of the mind, New York: McGraw Hill. (2nd ed 2005, with G.I. Hofstede; 3rd ed 2010, with G.I. Hofstede and M. Minkov)

• Kress, G. & T. Van Leeuwen (2006) Reading Images. The Grammar of Visual Design (2nd ed.), London/New York: Routledge.

• Martín De León, C. (2020) “Functionalism” in M. Baker and G. Saldanha (eds) The Routledge Encyclopedia of Translation Studies (3rd ed), London/New York: Routledge, 199-203.

• Scollon, R. & S. W. Scollon (2003) Discourses in Place. Language in the Material World, London/New York: Routledge.

• Torresi, I. (2021) Translating Promotional and Advertising Texts (2nd ed.), London/New York: Routledge.

• Van Leeuwen, T. (2005) Introducing Social Semiotics, London/New York: Routledge.

Teaching methods

The course relies on videolectures, quizzes and practical activities to test and consolidate students' understanding of transcreation processes. 

As this course involves the use of electrical equipment and computers, please complete e-learning modules 1 and 2 of the mandatory training on safety in the workplace before the course starts: https://site.unibo.it/tutela-promozione-salute-sicurezza/it/corsi-di-formazione/formazione-obbligatoria-su-sicurezza-e-salute-per-svolgimento-di-tirocinio-tesi-laboratorio.

Assessment methods

The exam will be oral. While the general topic will be agreed in advance between the teacher and each student, the teacher may ask more specific questions.

Evaluation grid:

30-30L excellent test that demonstrates very broad, thorough and in-depth knowledge of the subject matter, a solid ability to apply theoretical concepts and an excellent command of exposition, as well as an excellent capacity for analysis, synthesis and elaboration of interdisciplinary connections.

27-29 above-average test that demonstrates precise and thorough knowledge of the subject matter, good ability to apply theoretical concepts, and capacity for analysis and synthesis, accurate and correct exposition.

24-26 good test that demonstrates appropriate knowledge of the subject matter, a fair understanding of the application of theoretical concepts, and an articulate presentation of the subject matter.

21-23 adequate test that demonstrates appropriate but not in-depth knowledge of the subject, only partial capacity to apply theoretical concepts, and acceptable presentation of the content.

18-20 barely sufficient test that demonstrates adequate but general knowledge of the subject matter, simple exposition, uncertainties in the application of theoretical concepts.

Fail: inadequate knowledge of the subject matter that is fragmentary and superficial, with errors in the application of concepts, and poor exposition.

Students with specific learning difficulties (SpLD) or with disabilities that can affect their ability to attend courses are invited to contact the University service for students with disabilities and SLD at the earliest opportunity -- ideally before the start of the course: [https://site.unibo.it/studenti-con-disabilita-e-dsa/en/for-students] . The University service will suggest possible adjustments to the course work and/or exam, which must then be submitted to the course leader so they can assess their feasibility, in line with the learning objectives of the course. Please note that adjustments to the exam must be requested at least two weeks in advance.

Teaching tools

Video lectures, quizzes and other assignments in Virtuale.

Office hours

See the website of Ira Torresi