Text analysis in translation

What intention(s) are by convention associated with the genre to which the analysed text can be assigned?

What clues as to the sender's intention can be inferred from other situational factors (sender - especially his or her communicative role -, receiver, medium, place, time, and motive)?

What conclusions can be drawn from the data and clues obtained about the sender's intention with regard to

other extratextual dimensions (receiver, medium, and function) and

the intratextual features?

Lecture 2. Audience, Medium and Place of Communication

Source-text audience vs. target-text audience

During the process of text analysis the translator elicits those textual elements or features which can be considered to be determined by the particular audience-orientation of the source text. Since each target text is always addressed to receivers-in-situation different from those to whom the source text is or was addressed, the adaptation of precisely these elements is of particular importance.

Example

If the source text is a report on a recent event published in an American newspaper, it is addressed to a large, non-specific audience in the United States. In order to capture the attention of the readers the author chooses a sensationalistic title plus an additional, informative subtitle and uses small text segments and quotations as sub-headings for the paragraphs. The text is accompanied by two photos. All these features are intended as "reading-incentives" for the receiver. If this text is translated for a journalist who has herself initiated the translation because she is interested in the information provided by the text, the reading-incentives are superfluous, and the paragraph headings may even have a confusing effect.

Every TT receiver will be different from the ST receiver in at least one respect: they are members of another cultural and linguistic community. Therefore, a translation can never be addressed to "the same" receiver as the original.

Addressee vs. chance receiver

First of all, we have to distinguish between the addressee of a certain text (i.e. the person or persons addressed by the sender) and any chance receivers who happen to read or hear the text, even though they are not addressed directly, such as people listening to a panel discussion or watching a televised parliamentary debate. In some cases, the "chance receiver" is actually a secondary addressee; for example, when a politician pretends to be answering a question asked by an interviewer but is, in reality, addressing his/her words to potential voters.

This aspect is relevant not only in cases where the chance receiver's comprehension of the message differs from that of the real addressee (which may have consequences for the participants), but particularly where translation or interpreting is concerned. The transfer decisions of the translator will have to depend on which of the two audiences is supposed to be addressed by the target text.

The case may even arise where the translator has a "chance receiver". If the SL participant in an interpreting session has a passive command of the target language or if a translation is published page-to-page with the original in a parallel text edition, the afore-mentioned SL participant or the reader with some SL knowledge, who compares the translation with the original, might be regarded as being a kind of "secondary receiver" as well. They are interested not only in the message of the text but also in the way this message is transmitted to the TL reader. In view of such secondary receivers it may be advisable for the translator to comment on certain translation strategies in a preface or post-script.

What to find out about the audience

After all the available information about the intended TT receiver has been extracted according to the normal circular course of the translation process, then the translator can check this against the characteristics of the ST receiver: age, sex, education, social background, geographic origin, social status, role with respect to the sender, etc.

Example

A report on drugs published in a magazine for young people is written with teenage readers in mind. In order to appeal to the receivers and warn them of the risks of drug addiction, the author uses words and phrases from juvenile slang and drug jargon. A translation of the text which is also addressed to young people may use the corresponding TL slang, whereas if the" same translation text (using slang words and jargon) were to appear in a section of a news magazine, whose readership is a mainly adult one, it would either not be understood or would not be taken seriously.

The communicative background of the addressees, i.e. all their general background knowledge and their knowledge of special areas and subject matters, is of particular importance for translation-oriented text analysis. According to the assessment of the audience's communicative background22, a text producer not only selects the particular elements of the code that will be used in the text but also cuts or omits altogether any details which can be "presupposed" to be known to the receiver, whilst stressing others (or even presenting them with extra information) in order not to expect too much (nor too little) of the addressed readership.

How much knowledge can be presupposed in a reader depends not only on their education or familiarity with the subject but also on factors relating to the subject matter itself, e.g. its topicality. In this respect, the situation often varies widely for ST and TT receivers, as there is usually (at least in written communication) a considerable time lags between ST and TT reception.

Example

For a Spanish receiver, the heading "Nuestra integration en Europa" above a commentary published in the Spanish paper El Pais in February 1984 is not a thematic title which informs about the content of the text, but refers to the then current discussion on special agricultural problems connected with the negotiations on the Spanish entry into the European Community. For German ' ''' or French newspaper readers the issue was not of topical interest at that time; under the heading "Spain's entry into the EC" (or "Our integration into Europe", for that matter) they would have expected an article on the issue of Spanish (or German/French!?) integration into the European Community.

Like the author, who has a specific intention in transmitting the text, the receiver, too, has a specific intention when reading the text. The receivers' intention must not be confused either with their expectations towards the text, which is part of their communicative background, or with their reaction or response to the text, which takes place after text reception and is thus part of the text effect.

The information obtained about the addressee may throw some light on the sender's intention, on the time and place of communication (in relation to the receiver's age and geographic origin), on text function (in relation to the receiver's intention), and on the intratextual features (e.g. the presuppositions).

As was pointed out in connection with the sender, a fictitious receiver is part of the "internal" communicative situation and not of the external communicative situation. But even externally a text can be directed at different possible receivers.

Example

Whilst imprisoned for being a member of the Resistance movement against the Nazi regime, the German writer G. Weisenborn (1902-1962) wrote some letters to his wife, Joy Weisenborn, which were published after the war. In the original situation, these letters had one precisely defined and addressed receiver. Published later in a book together with some answering letters from his wife and some songs and poems, they address a group of receivers that is much larger and not so clearly defined, i.e. anyone interested in the documents and personal testimonies of Resistance in the Third Reich. If a young man gives this book, which contains many tender love-letters, to his girlfriend many years later, the conditions of reception will be different again, not to mention those of a translation of the book into English, Dutch, or Spanish.

Therefore, the translator must analyse not only the characteristics of the ST addressees (or receivers) and their relationship to the source text, but also those of the TT receiver, whose expectations, knowledge and communicative role will influence the stylistic organization of the target text.

The stronger the orientation of the ST towards a particular SL addressee or audience, the higher the probability that the ST has to be translated in a documentary way, which means that the target text can only give information about the source text in its situation but not fulfil an analogous function.

How to obtain information about the addressed audience

As in case of the sender, information about the addressees can first of all be inferred from the text environment (e.g. dedications, notes), including the title (e.g. Bad Child s Pop-Up Book of Beasts). It can also be elicited from the information obtained about the sender and his/her intention or from the situational factors, such as medium, place, time, and motive. Standardized genres often raise equally standardized expectations in the receivers.

Example

A housewife normally expects a recipe to contain instructions for the preparation of a certain dish, and, indeed, that is why she reads it. Her attention is directed at the content of the text (e.g. what ingredients will she need, what has she got to do?). Recipes usually have a rather conventionalized form, not only with regard to their composition (first a list of ingredients, then the instructions in chronological order) but also with regard to syntactical structures (e.g. imperatives, parataxis) and lexical features (e.g. terminology and formulaic expressions, such as "bring to the boil", "stirring constantly", etc.). The reader will only become aware of the text form if it is not as expected: if, for example, the recipe is written as a poem or if the list of ingredients is missing.

The expectation of the receiver can sometimes lead to a certain tolerance. For example, when reading a menu, whose text function can clearly be inferred from the situation, but which is translated badly into their own language, tourists in a foreign country may not feel annoyed, as they normally would, but rather amused by the orthographic mistakes or unidiomatic collocations as long as they get some information about what to eat or drink.

Normally, of course, the text producer will try as far as possible to meet the expectations of the addressed audience. There are cases, however, where an author disregards or even deliberately ignores the addressees' expectations in order to make them sit up and take notice or to make them aware of certain patterns of thinking, etc.

Checklist

The following questions may help to find out the relevant information

about the addressed audience and their expectations:

What information about the addressed audience can be inferred from the text environment?

What can be learned about the addressees from the available information about the sender and his/her intention?

What clues to the ST addressee's expectations, background knowledge etc. can be inferred from other situational factors (medium, place, time, motive, and function)?

Is there any information about the reactions of the ST receiver(s) which may influence translation strategies?

What conclusions can be drawn from the data and clues obtained about the addressee regarding

other extratextual dimensions (intention, place, time, and function), and

the intratextual features?

Medium

Speech vs. writing

The concept of medium or channel has to be interpreted rather broadly. We refer to "medium" as the means or vehicle which conveys the text to the reader (in communication theory, "channel" stands for sound waves or print on paper). The translator is, however, interested less in the technical distinctions and more in the aspects of perceptibility, storage of information and the presuppositions of communicative interaction.

First of all we have to ask whether the text is being transmitted in a face-to-face communication or in writing. The means of transmission affects not only the conditions of reception, but more particularly also those of production. It determines how the information should be presented in respect of level of explicitness, arrangement of arguments, choice of sentence types, features of cohesion, use of non-verbal elements such as facial expressions and gestures, etc. The effect of the chosen medium on the intratextual factors can be illustrated by looking at the deictic aspect: situational references, which in face-to-face communication do not have to be verbalized explicitly because the participants are a part of the situation, must be expressed much more clearly in written communication.

Example

In face-to-face communication, deictic expressions, such as here, by my side, or today, or expressions referring to the participants of communication, such as all of us, or as the speaker before me correctly remarked, are unambiguous. However, in a written text they can only be decoded correctly in connection with the information on time, place, sender, receivers, etc. given in the text itself or in the text environment, such as title page, imprint, introduction lead, etc.

The categories of speech and writing cannot, however, always be separated completely, as there are spoken texts which are reproduced in a written form (e.g. a statement made by a witness) and written texts which are spoken (e.g. lectures). Crystal & Davy (1969) therefore introduce the concept of complex medium, comprising "language which is spoken to be written, as in dictation, or language written to be spoken, as in news-broadcasting", and even subclassifications such as "language written to be read aloud as if written".

This shows that for our purposes it would not be wise to aim at a mere "labeling" of texts as regards medium. What we have to do is elicit specific features of the medium such as coincidence or discontinuity of text production and reception, indirect or direct form of communication, spontaneity of text production, opportunities for feedback operations, one-way communication, etc.

What to find out about the medium

In spoken communication, the dimension of medium includes the technical devices for information transfer (such as telephones or microphones), and these, of course, affect the production, reception and comprehension of the text. In written communication, on the other hand, it is the means of publication that is referred to as the "medium", i.e. newspaper, magazine, book, multi-volume encyclopedia, leaflet, brochure, etc., as well as subclassifications such as business news, literary supplement, etc.

The dimension of medium is relevant because it provides some clues as to the size and identity of the addressed audience. The readership of a national daily newspaper is not only much larger, but usually represents a different level of education and information with different expectations and different standards of stylistic quality from that of a medical, not to mention a neurosurgical, journal. The cheap paperback edition of a novel would be expected to reach a wider public than an expensive, multi-volume collection of Cantonese love poems. A personal letter is directed at one individual receiver whereas a standard business letter can be addressed to any number of companies on a mailing list, and a poster on an advertising board is targeted at anyone passing by, etc., etc.

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