1. Main Trends in Translation: Domestication and Foreignisation

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Today, in our world full of online available materials in all languages, translation has a very important role, and the very same phenomenon, that is, the easy access to all kinds of texts, has changed the task of a translator to a great extent. This is partly due to the spread of audiovisual materials, partly to the fact that an average internet user has all the tools necessary to find unknown expressions or phenomena, even ones related to foreign cultures, at hand. Thus, audiovisual translators often have very different limitations and aids compared to the “traditional” translation – just think about the length constraints in subtitling, the limits posed by time and lip movement (lip-synch technique) in dubbing, or the freedom guaranteed by the plethora of sources of explanations for almost anything the audience might encounter and not understand. Consequently, translators have to consider new aspects – or attribute new weights to the old ones – in these situations.

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According to the increasing tendency that “the elements of global culture are customized to suit local culture, since the glocalization of a product is more successful if it is adapted to the locality or culture it is marketed in” (Hortobágyi 2010: 219), it would seem just natural that the aim of translation is bringing the original text as close to the target audience as possible, but as we shall see, it is not always the case. As Hortobágyi argues (Hortobágyi 2010: 219), many people obtain their knowledge on culture, “history, politics, philosophy, sociology, and many other fields” from different sources of “pop culture, primarily TV and movies”, therefore, it seems natural that these areas gain increasing focus in research.
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