Innovations in audiovisual translation: in enhancement of cross-cultural aspect in modern conditions
Rinad Kosherbayev – Gulmira Mukhamejanova – Zhazira Koshanova – Samal Zhuanyshpaeva – Danagul Kuandykova
This study is devoted to the norms of audiovisual translation (AVT), analysis, and evaluation of the translation of audiovisual texts documentaries about wildlife. In recent decades the demand for documentary films by the audience has been gaining momentum. To a large extent, the volume of the release of foreign documentaries. Among the clear leaders in the market of cinematographic production can be identified such giants as the BBC, Discovery, Netflix, and NBO. Viewers’ interest in the products produced by these companies’ production is growing. Against this background, more than ever, it becomes in apparent that audiovisual translation of documentaries broadcast on the air television and on large screens is impossible without adaptation to the recipient. In this regard, the quality of the translation of foreign media content into the target language plays a paramount role. The degree of development of the research, related to the translation of film/video materials, was engaged by domestic and foreign scientists. However, the approach to studying this problem is heterogeneous. Our research focuses on the norms of translation of audiovisual texts of documentary films about wildlife, their analysis in a diachronic aspect, systematization, and identification of stable and mobile norms. Special attention is paid to the study paradigm of audiovisual translation documentaries. The relevance of the research topic is determined by the fact that today’s audiovisual translation is a little-explored area in domestic translation studies. In addition, the steady trend towards the rapid development of computer technology and the popularity of the world wide web in the media sphere implies a constant increase in the volume of foreign audiovisual products that need to be translated into the target audience’s language. During the research, it was decided to focus on the study of audiovisual translation, particularly the translation of documentaries about wildlife. Previously, when studying audiovisual translation, issues related to film translation standards and criteria for evaluating the translation of documentary films were not covered. In this study, an attempt was made to analyze and evaluate AVTs of wildlife documentaries. Based on the data obtained, we identify and systematize the norms of audiovisual translation of documentaries, which took shape over several periods.
Key words: innovations, AVT, analysis, cross, cultural, study