Michael Cronin on sociocultural approaches to translation, 2005

TL;DR

Carlsberg's ad highlights the importance of sociocultural approaches, which can be applied to translation studies to transcend identitarian politics.

Transcript

there's an ad that's been shown on um irish television these days and i don't know uh whether it's been sort of localized around europe but it's for carlsberg and it's somebody who turns up at his office and um he's summoned immediately to go and see his boss so he thinks uh trouble because he sees people you know doing things with his door you kno... Read More

Key Insights

• 🫠 The Carlsberg ad showcases the importance of sociocultural approaches, which can be applied to translation studies to challenge traditional notions and create innovative approaches.
• 🥺 Contact with different cultures and languages can break down identitarian politics, leading to a more inclusive understanding of identity through translation.
• 🖐️ Political economy plays a significant role in translation studies, as the changing nature of the global economy impacts the translation industry and the lives of translators.

Questions & Answers

Q: How does the Carlsberg ad relate to sociocultural approaches in translation studies?

The Carlsberg ad highlights the importance of a sociocultural approach in translation studies by demonstrating how the promotion of the man to a global entertainment manager challenges the traditional concept of human resources management. It suggests that by embracing sociocultural perspectives, new and innovative approaches to translation can be developed.

Q: How did the speaker's experiences in Ireland and Quebec influence their views on translation and identity?

The speaker's experiences in Ireland and Quebec exposed them to the breakdown of identitarian politics through literature and translation. They observed how contact with different cultures and languages had a liberating effect on identity, leading them to view translation as a means to transcend traditional notions of belonging and identity.

Q: What role does political economy play in translation studies?

Political economy is vital in translation studies, particularly in understanding the changing nature of the economy and its impact on translation. With the rise of an informational society, characterized by the interconnectedness of global markets, it becomes crucial to examine how translation and the translation industry function within this framework. Additionally, the impact of political economy on translators themselves, such as the flexibilization of the workforce, should be considered.

Q: How does technology relate to translation studies?

Technology has often been approached in translation studies through product descriptions and demonstrations without much critical analysis. However, it is essential to consider the broader sociocultural implications of technology in translation. Technology not only affects the way translation is done but also shapes the profession and the perceptions of translators in society. A more reflexive approach to technology's impact on translation is necessary.

Summary & Key Takeaways

• Carlsberg's ad features a man who is promoted to be the global entertainment manager, showing that Carlsberg does not do human resources management but if they did, it would be exceptional.

• The speaker discusses the significance of sociocultural approaches in translation studies and how identitarian politics can be transcend through translation.

• The speaker reflects on their own experiences in Ireland and Quebec and how literature and translation played a role in breaking down identitarian politics and exploring identity.