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Translating AV Health Communication The Three Amigos and beyond. AV Translation. 1. Film translation : from talkies (1930s) onward - dubbing/synchronization ( Chaume /Spain; Gambier/Finland) - subtitling (Diaz-Cintas/UK) - PowerPoint PPT Presentation
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Translating AV Health Communication
The Three Amigos
and beyond
AV Translation
• 1. Film translation : from talkies (1930s) onward• - dubbing/synchronization (Chaume/Spain; Gambier/Finland)• - subtitling (Diaz-Cintas/UK)• - oral translation/ Japan (1940s/50s: Nornes/USA) and Soviet
Union/East Bloc
• 2. Documentaries , TV, Interviews, Cartoons:• - voice-over (York/Canada)
• 3. Accessibility: Blind and Hard-of-hearing• - audiodescription (Benecke/Germany)• - close captioning
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Work pending…
• - Company videos: International firms such as McDonald’s, IBM, Siemens
• - Promotional Videos:
• - Music Videos:
• - Fansubbing:
• - Health Communications:
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Studying ‘international’ PSAs
• Public Service Announcements:• - on health issues – cancer risks, SARS, West Nile virus• - behavioural issues – smoking, drinking and driving,
compulsive gambling, unprotected sex • - issued by governments, or• - NGOs and other private sector interests• History:• - first used as war propaganda in WWII• - also by certain religious groups over 20th C USA• Purpose:• - to raise public awareness • - change people`s attitudes and behaviour
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PSAs in the media
• Close ties to the media – often radio and television – but also public information noticeboards, screens at bus stops, tram stops, in public transport stations;
• - the media disseminates (not without risk),
• - thereby also fulfilling requirements for “broadcasting in the public interest”, i.e. Canadian Broadcasting Act: Para 3. states:
• the programming provided by the Canadian broadcasting system should […]
• (iii) include educational and community programs […]
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PSAs as Health and Risk Communication
• PSAs are part of larger ”Health and Risk Communication”
• Communications approaches:• - identifying the issues• - planning how to deal with them• - taking action• - monitoring results• - managing external (often media) relations.
• Most important: defining the audience and communicating WITH rather than AT them. (Bennett et al., 1999)
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Challenges/Solutions
• - often a paternalistic tone where those who ‘know’ disseminate the right message for the masses;
• - masses regarded as ‘ apathetic or ignorant, resistant to change, “hard to reach” (Camacho, et al. 2005).
• - Such attitudes/perceptions reproduce and reinforce social inequities…
• - Can be mitigated through ‘communities direct involvement in mutual exchange of information” (Camacho et al. 2005) – i.e. local focus (localization?), collaborative community efforts, etc.
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Communicating WITH people and not AT them
• reach people on an emotional level as well as a rational level
• relate to people’s social or ‘life’ contexts
• tailor communications for effective, specific messages rather than generic messages (Diane Berry, 2004, 74)
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The Three Amigos as Health Communication
• - the issue: promote condom use worldwide to curtail the spread of HIV AIDS; i.e. raise awareness, change attitudes and behaviours in an area that “has been plagued by silence … and is a huge communication problem” (Kharas 2007)
• - the plan: create and disseminate a series of 15, 30 or 60 second spots, using animation and humour – for broadcast on TV, in schools, public transport, hospitals, barracks, etc.
• - the action: joint project between an international team: South African designer, a Canadian producer and Indian animators; and hundreds of amateur translators and voice-over speakers in Ottawa. Massive distribution from December 1, 2003.
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The Three Amigos
• - the audience: 15-24 year-olds (worldwide), some of the most endangered in regard to HIV Aids infection;
• - communication strategy : to communicate WITH young people on very touchy, culturally complicated, and deadly topic:
• Animation • Humour • Repetition• Translation (for worldwide distribution) • See CD
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Humour in Three Amigos
• - sexual allusions and innuendo
• - wordplay that references local slang and implies complicity
• - situational humour: involves wordplay and innuendo
• - self-deprecation: carried by language, comments, remarks, etc.
• - gender????
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Theoretical Bases
• Recap: to help the world’s disenfranchized, to address a major health crisis:
• - use children’s animation• - thereby escape real-life images• - and real censorship• - cartoons are more universal• - these messages can travel
• Use abstractions to address the ‘universal,’ the ‘non-national,’ and simply adapt linguistically to specific locales.
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Questions:
• Are standardized images as strong as the details of language???
• Check the translations: • 1. Three Amigos: German/other
• 2. Buzz and Bite: English – and others? (cf. 15 dialects from Mozambique)
• 3. No Excuses: English – and others? • http://www.noexcusescampaign.org/• 4. Other ‘public health’ text: Our Bodies, Ourselves
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Three Amigos: Translating Humour and Wordplay
• Anyone can get burnt. • Jeder kann sich verbrennen; Tout le monde peut se faire brûler.
• Better keep on trucking. Don`t get too friendly with the locals. • Lass uns weiterfahren. Il vaut mieux continuer la route.
• No condom. No blast off. Untranslated in German and French.
• You just can`t score without a condom. • Kein Kondom, kein Treffer; Sans capote vous ne pouvez pas
marquer le but.
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Humour 2
• Dynamite comes in small packages. Don`t play with fire. • Je kleiner desto gemeiner; Le bon vin vient dans les petites
bouteilles
• It`s a jungle out there. • Da draussen ist es wie im Dschungel. C’est la jungle.
• Get lucky. Watch me blow. Don`t blow it. Untranslated in German and French.
• Aren`t we supposed to rise to the occasion? I can`t get it up! Untranslated in German and French.
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Translation Problems: Three Amigos
• - often wan, un-energetic text• - humourless, dry language• - very little wordplay retained.• - 3/8 not-translated at all.
• WHY?• - lack of funding (promoting abstinence over technical
prevention) – no one source text/culture promotion;• - translators are amateurs and volunteers;• - sexual terms, topics, innuendo;• - wordplay!
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No Excuses: to prevent domestic violence• Another type of discourse:
• Black humour;
• Focus on situations, not linguistic finesse;
• Different, but clearly trans-national, audience?
• Again: universal, trans-national communication where the source text is tailored (?) for translation, with translation in mind.
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