Relevance and Text-On-Screen in Audiovisual Translation : The Pragmatics of Creative Subtitling

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Overview

This book examines audiovisual translation 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 (RT), a cognitively grounded theory of communication. Sasamoto explores the ways in which an RT approach can provide an analytical framework for better understanding the interaction between "text on screen" and viewers' interpretation processes and in turn, how producers of media use "text on screen" to engage viewers in innovative ways. The volume looks at such forms as dynamically positioned subtitling, creative text use on screen, and forms of user-generated text-on-screen. The book both introduces a new dimension to work on Relevance Theory and the wider applications of RT in multimodal communication and audiovisual translation, making it of interest to scholars in these disciplines.