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International magazines and journals (National Geographic and Reader'sDigest) launched at the Czech market: transfer strategies and processes
Gallóová, Markéta ; Jettmarová, Zuzana (advisor) ; Králová, Jana (referee)
This study has aimed at describing the strategies and processes that apply during the introduction of international magazines to the Czech market. We have chosen the well-known and widely read, truly international magazines National Geographic and Reader's Digest as our material. We have focused on the role of these magazines in the interaction of cultures (Czech and American). We have realized that this area of translatological knowledge has not yet been analysed thoroughly enough. There are only a few studies, only one of them concerning one of these magazines (Reader's Digest). This study (Robyns 1994) suggests that Reader's Digest disseminates (American) ideology and at the same time constructs a certain homogeneous world. We have intended to find out if this was true about Reader's Digest and also National Geographic in the Czech Republic. Basically two theoretical sources have been chosen. One of them was "the Manipulation School" which states that: "Translation is […] a rewriting of an original text. […] Rewriting is manipulation, undertaken in service of power." Lefevere (1992: vii). Therefore we wanted to describe, whether there is some manipulation taking place during the translation of the above mentioned magazines and in service of which power it operates. Critical discourse analysis was our...
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Website localization
Maťátková, Martina ; Svoboda, Tomáš (advisor) ; Jettmarová, Zuzana (referee)
The thesis deals with the website localization from both theoretical and practical sides. The theoretical part focuses on the definition of the basic terms, the characteristic of the websites and the cultural adaptation that is the part of the localization process. Attention is also paid to the websites as a new type of text and to the different approaches that were applied to the localization in the theory of translation studies until present. The methodology of Gerzymisch-Arbogast and Mudersbach (1998) was chosen for the analysis of the websites in the practical part of the thesis. That model dwells upon the text in three levels (holistic, hol-atomistic and atomistic) by the Holontra, Relatra and Aspectra methods. This methodology is applicated on the localization of the sample only in its basic characteristics, because it is distinguished by huge time demands and it is more a scientific method of the translation, that is to a limited extend possible to apply. The website of The Czech - German business nad industrial society (ČNOPK) was chosen as a proper text material for the practical part of the thesis. All three methods of translation that were proposed by Gerzymisch - Arbogast and Mudersbach (1998) were examined, and regarding the type of text the method holontra was chosen as a leading one. The...
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Differentiation of characters in translated TV series
Matocha, Čeněk ; Jettmarová, Zuzana (advisor) ; Josek, Jiří (referee)
In my thesis I compare the Czech dubbed version of an American TV series with its original version and explore the differences in predisposition for viewers' concretization of social and ethnic background of the characters. In the beginning of the theoretical part I present basic information about The Nanny (Czech: Chůva k pohledání), the sitcom I chose to analyze in the empirical part of my thesis. I then proceed to sum up some basic ideas relevant to my task, especially a number of observations about the theory of audiovisual texts and their translation, the practice of dubbing in the Czech Republic, and specific features of sitcom as a subgenre of the TV series genre. Then I describe the Character Genesis model by Jiří Levý, the concept of Stylistic Equivalence and Shifts of Expression by Anton Popovič, and the System of Expression by František Miko. These are the cornerstones of my analytical model, which I use in the empirical part of my thesis. In the end of the theoretical part I outline the language situation of English and Czech and attempt to present an inventory of linguistic structures that can indicate the social and ethnic background of the person that uses them. In the empirical part I first present and describe my analytical model, define social background and ethnic background as aspects of...
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Generalization and specification of lexical meaning in contemporary translation of fiction
Kubáčková, Jana ; Čermák, František (referee) ; Jettmarová, Zuzana (advisor)
The aim of this thesis is to discuss the notions of generalization and specification as universal trends in translation and potential candidates for the status of universals of translation. Methods used in empirical research are also discussed in some detail. Chapters 1 and 2 focus on generalization and specification in the context of Descriptive Translation Studies, Corpus-Based Translation Studies and the work of the translation scholar Jiří Levý. Chapter 2 further attempts to present a comprehensive picture of both potential universals by examining the notion of lexical meaning and the issue of synonymy in the context of lexicology and stylistics. Finally, it draws attention to typological (systemic) differences between Czech and English and the impact these differences have on shifts of lexical meaning in terms of generalization/specification and on the use of electronic corpora. Chapter 3 outlines the three following stages of empirical research in terms of materials and methods. It presents a description of the three sets of corpora (a large monolingual comparable corpus, a parallel unidirectional English-Czech corpus, and a parallel corpus of one original and two translations), the choice of texts, reference corpora and corpus-processing software tools. Texts analysed in the three types of corpora...
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International magazines and journals (National Geographic and Reader's Digest) launched at the Czech market: transfer strategies and processes
Gallóová, Markéta ; Králová, Jana (referee) ; Jettmarová, Zuzana (advisor)
This study has aimed at describing the strategies and processes that apply during the introduction of international magazines to the Czech market. We have chosen the well-known and widely read, truly international magazines National Geographic and Reader's Digest as our material. We have focused on the role of these magazines in the interaction of cultures (Czech and American). We have realized that this area of translatological knowledge has not yet been analysed thoroughly enough. There are only a few studies, only one of them concerning one of these magazines (Reader's Digest). This study (Robyns 1994) suggests that Reader's Digest disseminates (American) ideology and at the same time constructs a certain homogeneous world. We have intended to find out if this was true about Reader's Digest and also National Geographic in the Czech Republic. We have chosen basically two theoretical sources. One of them was "the Manipulation School" which states that: "Translation is […] a rewriting of an original text. […] Rewriting is manipulation, undertaken in service of power." Lefevere (1992: vii). Therefore we wanted to describe, whether there is some manipulation taking place during the translation of the above mentioned magazines and in service of which power it operates. Critical discourse analysis was our...
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Adaptation of television advertising for the Czech market. The adaptation process and the role of the translator
Kuncová, Romana ; Jettmarová, Zuzana (advisor) ; Dolanský, Pavel (referee)
The target if this diploma thesis is to broaden the knowledge relating to the process of adapting advertisements for the Czech market. The objective is to provide a simultaneous description and analysis of both the relevant linguistic and socio-cultural aspects. To achieve this, we have described and analysed six television advertisements, drawn up the communication scheme ofthe main participants in the adaptation proces s and defined the position and role of the translator and the prevalent and marginal translational norms for this type of message. In this study, we have used a broad definition of culture as one of the most significant factors influencing the process of advertisement adaptation and the activities of all the participants in the communication scheme. In order to answer these questions, we have carried out a qualitative empirical study based on indirect observation in the form of interviews with account managers working in intemational advertising agencies on the Czech market, and on semiotic and translatological analysis of the relevant television advertisements in their original and adapted forms. The interviews were semistructured with open questions. The findings of this study contribute to knowledge of this process from the translatological point of view. We have found that the prevalent...
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Interpersonal dynamics in dubbing of TV series: dominance, verbal and non-verbal action of characters
Charvátová, Jitka ; Josek, Jiří (referee) ; Jettmarová, Zuzana (advisor)
So far the filmic dialogue and its translation have been researched mainly from the perspective of the translator of the script, this approach being justified by the claim that the translator cannot manipulate any other but the verbal code. The nature of the audiovisual text, whether in its original or dubbed version, is, nevertheless, explicitly multimodal, and its complex meaning is coded on multiple level via diverse means. An important factor which makes audiovisual research complicated is the fact that the audiovisual text is essentially a teamwork determined by collaboration of many different people in different stages of its production. This thesis attempts to approach the audiovisual text of as a whole, that is, in the form it is presented to the audience. The opening part identifies the specifities of audiovisual text and its dubbing, including its multidimensionality, role and function of its dialogue, process of dubbing production and constraints of the contemporary Czech dubbing market. What follows is a contrastive analysis of an opening scene of The X-Files Pilot in its English and Czech dubbed versions with respect to the sequential build-up of the interpersonal dynamics in both versions. Also focused is the interplay of the verbal and non-verbal codes in the action of the characters. For...
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Contexts of/in translativity
Jettmarová, Zuzana ; Králová, Jana (advisor) ; Kamenická, Renata (referee) ; Gromová, Edita (referee)
Jiří Levý's and Anton Popovič's theories of (literary) translation and their theoretical and methodological undepinnings (Czech and Slovak structuralisms) as well as their conception of a full-fledged discipline are critically revised on the background of present-day western Translation Studies (TS), now facing sociological and ideological turns, critique and new challenges, as well as on the background of their traditions. And vice versa. However, the focus is on translativity, Levý's category and Popovič's norm, unknown in western TS; the category was studied on translation of advertisements into Czech (a longitudinal study spanning 1990-2005). Possibilities of innovation are suggested in terms of TS theory and methodology, e.g. integration of psychology ot marketing studies) since the role of the receiver has been neglected and eficiency of transaltion has generally been only hypothetized. The task of studying new translation phenomena (e.g. fanslation, localization of iternational magazines, institutional quality standardization) should not be underestimated and presents not only another challenge, but aslo new methodological possibilities on the way to TS modernization. Accidentally, these challenges and new turns seem to bring our domestic traditional issues back to the fore and thus enhance the...
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Generalization and specification of lexical meaning in contemporary translation of fiction
Kubáčková, Jana ; Jettmarová, Zuzana (advisor) ; Čermák, František (referee)
The aim of this thesis is to discuss the notions of generalization and specification as universal trends in translation and potential candidates for the status of universals of translation. Methods used in empirical research are also discussed in some detail. Chapters 1 and 2 focus on generalization and specification in the context of Descriptive Translation Studies, Corpus-Based Translation Studies and the work of the translation scholar Jiří Levý. Chapter 2 further attempts to present a comprehensive picture of both potential universals by examining the notion of lexical meaning and the issue of synonymy in the context of lexicology and stylistics. Finally, it draws attention to typological (systemic) differences between Czech and English and the impact these differences have on shifts of lexical meaning in terms of generalization/specification and on the use of electronic corpora. Chapter 3 outlines the three following stages of empirical research in terms of materials and methods. It presents a description of the three sets of corpora (a large monolingual comparable corpus, a parallel unidirectional English-Czech corpus, and a parallel corpus of one original and two translations), the choice of texts, reference corpora and corpus-processing software tools. Texts analysed in the three types of corpora...
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Anton Popovič and his contribution to the development of translation studies
Špirk, Jaroslav ; Králová, Jana (referee) ; Jettmarová, Zuzana (advisor)
This theoretic-historiographical thesis deals with the personality of the Slovak scholar Anton Popovič (1933-1984) and his contribution to translation studies between the late 1960s the early 1980s. The thesis examines the theoretical and methodological underpinnings of Popovič's theoretical work (especially Jiří Levý and František Miko), analyzes his most important publications within the field of translation studies, and discusses criticisms as well as inspirations of his conception of translation. The thesis concludes with an evaluation of Popovič's role in developing Czechoslovak and international translation studies, most importantly of the so-called descriptive translation studies, or the manipulation school. The contribution of this thesis may be regarded primarily as a first attempt at a comprehensive study of the personality and thinking of Anton Popovič.
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