Multimedia translation, also sometimes referred to as Audiovisual translation, is a specialized branch of translation which deals with the transfer of multimodal and multimedial texts into another language and/or culture. and which implies the use of a multimedia electronic system in the translation or in the transmission process.
Application
Multimedia translation can be applied to various fields, including cinema, television, theatre, advertisement, audiovisual and mobile device communication.
Audiovisual text can be labeled as multimodal when produced and interpreted by applying a variety of semiotic resources or ‘modes’. When various modes, such as language, image, music, colour and perspective are combined in different forms of media, with the major role attributed to the screen, audiovisual text can be described as multimedial.
An example of this, called multimodal transcription, is used in cinema. A film is broken down into frames, shots or phases. Every frame, shot or phase is analyzed, looking for all the semiotic modalities operating within each one.
Academic study of multimedia translation
The translation of multimedia creative works is a subject of academic research, a subtopic of translation studies. This interdisciplinary field draws from a wide range of theories, such as globalisation and post-globalisation theories, reception studies, relevance theory, social science and cultural studies, social psychology and deaf studies.
Modes of translation
This kind of translation is strongly influenced, both in the form and in the substance of its creative process, by the process and type of device employed. Specific limits are imposed by digital graphics, and by timing and mode of use.
Dubbing
Dubbing, sometimes known as "lip-synchrony", involves both the translation and its synchronisation as well as dubbing the actors' and actresses' performance. Once considered the most comprehensive form of translation, dubbing follows the "timing, phrasing and lip movement of the original dialogue" as closely as possible. Although this mode is usually interlingual, there are some cases of intralingual dubbing, but it is not very common.
Subtitling
The most extensively studied mode of multimedia translation, subtitling is the linguistic practice showing written text on a screen that conveys "a target language version of the source speech." Consisting of many sub-types, the one most commonly used is interlinguistic subtitling, which is usually displayed in open captions. In places where several languages are spoken, bilingual subtitles are used to show two different language versions of the source text at the same time.
Voice over
Voice over involves the original soundtrack and the translation being broadcast simultaneously. At the beginning, only the original can be heard, but the volume is lowered while the translated version becomes more noticeable until the end. This mode of multimedia translation gives a realistic effect, so it is usually used in documentaries or interviews. Voice over is considered a "cheap alternative to dubbing" so it is the first choice for translating films in former Communist states and some countries in the Middle East and Asia.
Interpreting
Interpreting is "the oral translation of an audiovisual product by only one speaker." Interpreting consists of many different types, such as simultaneous, live, consecutive or prerecorded. This mode is usually used in live interviews and news broadcasts.
Surtitling
Surtitling is similar to subtitling, however it consists of one continuous line displayed with no interruption. Becoming more frequent in theatres and operahouses, the translation is displayed either above the stage or on the backs of seats. Despite being shown in real time, the translations are prepared in advance.
Free commentary
Free commentary is the variation of an audiovisual source to an entirely new audience and the cultural factors or new goals involved. It is delivered with a spontaneous tone, so the end product is completely different from the original. There is generally no attempt to stay faithful to it, resulting in a translation that usually provides either more details or omissions. This mode of multimedia translation is generally used when literacy is not the main goal, such as in children's television shows, documentaries, humorous videos, film parodies and corporate videos.
Partial dubbing
Also known as "half-dubbing" or "concise synchronisation", consists of adding a prerecorded spoken text to the original soundtrack. While not being a full translation, it provides the necessary information in the target language.