Media paratexts and translation: interdisciplinary perspectives

ABSTRACT

Drawing on examples from recent promotional campaigns created by streaming platform Netflix, this article reflects on translation and media paratexts from an interdisciplinary perspective. It includes discussion of marketing approaches, political and commercial constraints and priorities, theoretical frameworks, and future directions in media paratext research. It also introduces and contextualizes the contributions included in the special issue Media Paratexts and Translation.

KEYWORDS:

• Translation
• media
• paratexts
• marketing

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Chiara Bucaria

Chiara Bucaria is an Associate Professor of English Language and Translation at the University of Bologna’s Department of Interpretation and Translation. She teaches translation and audiovisual translation from English into Italian and has published extensively in the fields of dubbing and subtitling, media paratexts, humour studies, and translation and manipulation. She is the author of Dark Humour as a Culture-Specific Phenomenon: A Study in Audiovisual Translation (2009) and co-editor of the volumes Between Text and Image: Updating Research in Screen Translation (2008), Non-Professional Interpreting and Translation in the Media (2015), and Taboo Comedy: Television and Controversial Humour (2016). She is the founder of The Taboo Conference Series.

Kathryn Batchelor

Kathryn Batchelor is Professor of Translation Studies and Director of the Centre for Translation Studies at UCL. Her research interests encompass translation theory, translation history and philosophies of translation. She is the author of Decolonizing Translation (2009) and Translation and Paratexts (2018), and has co-edited five volumes of essays including Translating Thought/Traduire la pensée (2010), co-edited with Yves Gilonne; Intimate Enemies: Translation in Francophone Contexts (2013), co-edited with Claire Bisdorff; Translating Frantz Fanon Across Continents and Languages (2017), co-edited with Sue-Ann Harding; and Translation, Trouvailles (2023), co-edited with Chantal Wright.