1.5 Significance of the Study
AVT is a new area of study within translation studies.Scholars from Western countries were the first to undertake theoretical work regarding translation.Examples include Even-Zohar’s polysystem theory (1978) in relation to the field of AVT (Karamitroglou,2000).Meanwhile,scholars from the field of subtitle translation,such as Gottlieb,have proposed translation strategies in the area of AVT.I intend to build on and develop these theoretical precedents in order to highlight common approaches and identify effective strategies relating to E-C film subtitling.However,the challenges facing a project of this kind can be anticipated from the very beginning,not least in light of the fact that English and Chinese belong to different language families; therefore,finding an “equivalent” translation between these two languages is much more difficult than two languages from the same family.Moreover,there are always considerable challenges when delivering information from source text to target text because of the huge culture gap between orient and occident.Thus,the realistic contribution of this book will be to elevate the discussion of common issues and suitable strategies in the process of E-C film subtitling,as well as extending the theory into a new area.
What is novel about this research is that it seeks to provide subtitlers with effective and referable strategies in order to improve the quality of subtitling,particularly in relation to animation films in English.There are three kinds of significance that this research should successfully accomplish.
In the first instance,given that subtitling is a new branch in audiovisual study,the related theoretical foundations are still in the process of being constructed.According to the existing body of work within the literature review,the achievements to date in this field,especially in the study of E-C subtitle translation of animation films,are very limited.I made a series of findings through the current research,findings from which hypotheses could be developed,which may,in turn,provides new points of reference in the study of E-C subtitle translation of animation films.It is envisaged that this study will make a useful contribution to the field of AVT in a Chinese context,as well as inform future work by other scholars.In addition,it will hopefully inspire the much broader,but nonetheless related,research interests of other scholars.(https://www.daowen.com)
Another significance of this study concerns the commercial benefits.It is arguable that animated films are primarily commercial products within a market place.Producers and sponsors of a film regard income generation as their main objective.In light of the rapid economic growth in the last century,every country is in the business of gaining a foothold in the international market for all of its respective products.Film,as a main form of entertainment,is welcomed by most people into their daily lives.As such,best practice in subtitling is a critical factor if imported films are to enjoy the best box office receipts in a distribution schedule.Concerning English language animation films,which are exported into the Chinese market,the most significant audience constituency is inevitably going to be young people.They represent the demographic group that is likely to have benefited from a higher level of education and they are more adept at learning new cultures.Hence,their expectations for a translated film are higher than those of the rest of the general public.To satisfy the greater needs of this particular audience,the burden on subtitlers is correspondingly heavier.As such,the quality of subtitling is critical to retaining a young audience for English language animation films.During this research project,I organized a session during which 100 college students,aged 21-24 years and majoring in English,completed her specially designed questionnaire.The main reasons for choosing this group of people as the subjects for this exercise are as follows: firstly,people in this age range are considered to be one of the main audience groups for English language animation films in China (according to the researcher’s previous research into the audience composition for English language animation films); secondly,college students should have a good level of English proficiency due to their educational background,meaning that they ought to be able to answer a series of technical questions centring on their preferences for certain translation strategies.
Thirdly,as an intercultural communication tool,exported films can be a country’s “business card” to the world.Therefore,the translation of subtitles is a critical factor in this regard given that the quality of the translation will directly influence the accuracy in conveying the original information in a film.If the subtitling can help the target audience better or even fully comprehend the theme of a film,this in turn ought to enable the target audience to correctly appreciate the culture embedded in it at the same time.For example,Monsters University (2013) was introduced to Chinese audiences in August 2013.It depicts the American way of making friends in a university,as based on mutual tolerance and embracing difference,along with an emphasis on the importance of individual development in a higher education setting.However,in Chinese culture,the traditional and expected way of making friends is to be modest and prudent,while seeking out like-mindedness.Therefore,in the process of watching the film,the target audience may easily notice the cultural differences.The film’s subtitle translators may also have their own perspective on the cultural differences on display,or even choose different methods of translation to meet the varying needs of the different groups of audience.For example,for the general public,some kind of introduction to the original culture ought to be appropriate through the strategies of paraphrase,transfer,localization etc.,which can help with understanding,while,at the same time,providing an opportunity to introduce American campus culture to young Chinese people.The audience ought to gain an intuitive insight into aspects of American university life,such as how to survive and make friends on campus.During the course of the current research,I analysed 15 commercially successful English language animation films,concluding that the more popular the film became,the more cultural elements could be found in the subtitling,such as more diverse characters,wittier dialogues and richer plots.Moreover,when subtitling involves the translation of cultural differences,several specific kinds of translation strategy need to be used to convey particular expressions.Details of these types of expressions and translation strategies will be explained and discussed in each of the corresponding chapters of this book.
In light of the three types of significance outlined above,I am persuaded that the remit of this project is significant,such that its findings ought to make a meaningful academic contribution at both a theoretical and practical level.