Evgeniya Malenova | Omsk State University (original) (raw)

Papers by Evgeniya Malenova

Nizhny Novgorod Linguistics University Bulletin

The paper focuses upon the problem of trans-cultural transfer in subtitling as a type of audiovis... more The paper focuses upon the problem of trans-cultural transfer in subtitling as a type of audiovisual translation. The methodology of the research involves analysis of the key procedures used for translating culture-specific concepts taking into consideration the principles of dynamic equivalence and the restrictions, applied to the text and the translator in the course of subtitling. The author defines these restrictions and argues their nature. Special attention is payed to the challenges of the audiovisual translation determined by specificity of trans-cultural transfer. As the result, the author brings to light the key strategies of subtitling audiovisual products containing culture-specific concepts and historically marked culture-specific slang Considering that audiovisual content is a polycode text. The results can be used in applied and theoretical translation practice, as a guide in subtitling practice, as a tool for teaching audiovisual translationСтатья посвящена проблеме ...

For the past decade the issue of audiovisual translation (AVT) has been taking attention of both ... more For the past decade the issue of audiovisual translation (AVT) has been taking attention of both Russian and foreign language professionals, although most of Russian researchers concentrated on a textual aspect of audiovisual productions. However, the research paradigm shift in modern Russian Translation Studies requires developing of new research tools and methods, together with original translation strategies, which can be successfully applied during translation process, particularly in case of AVT. The aim of the present research is to study one of the most contradictive translation strategies – a strategy of transcreation, which has always been considered as the tool, used only by copyrighters dealing with domains of marketing and advertising. The author argues that the strategy of transcreation can be effectively used in the context of constrained translation, particularly in case of subtitling, defines the challenges of constrained translation and outlines the solutions that c...

The 'so what' of research in media accessibility-finding out what individual users say ab... more The 'so what' of research in media accessibility-finding out what individual users say about the use and provision of subtitling / Zoe Moores (University of Roehampton & University of Surrey) ; Go vertical: Challenges of subtitling vertical content / Evgeniya Malenova (Alba Multimedia LLC & Dostoevsky Omsk State University), Elena Aleksandrova (Alba Multimedia LLC & Murmansk Arctic State University) ; An eye-tracking study on the influence of number of lines and subtitle speed on the processing of Brazilian deaf and hard-of-hearing participants / Italo Alves Pinto de Assis (Acaraú Valley State University), Patrícia Araújo Vieira (Federal University of Ceará), Vera Lúcia Santiago Araújo (State University of Ceará) ; Subtitling for the deaf and hard-of-hearing (SDH) and eye-tracking: results of an experimental research / Silvia Malena Modesto Monteiro (State University of Ceará), Patrícia Araújo Vieira (Federal University of Ceará), Elisangela Nogueria Teixeira (Federal Univer...

Nizhny Novgorod Linguistics University Bulletin, 2021

The European Proceedings of Social and Behavioural Sciences, 2018

This is an Open Access article distributed under the terms of the Creative Commons Attribution-No... more This is an Open Access article distributed under the terms of the Creative Commons Attribution-Noncommercial 4.0 Unported License, permitting all non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited.

Journal of Siberian Federal University. Humanities & Social Sciences, 2015

Development of new media channels gives professionals in the field of entertainment a unique oppo... more Development of new media channels gives professionals in the field of entertainment a unique opportunity to disseminate their content across different media platforms, thus providing the recipients with brand new entertainment experiences. On one hand, so-called transmedia projects allow for the creation of projects’ universes and engagement of diverse target audiences all around the globe. On the other hand, this type of storytelling imposes certain challenges for translators, because the very nature of transmedia requires a special approach to translating its components. The aim of the research is to show how creative translation practices – transcreation, transadaptation, and transculturation – can be used for the purpose of transmedia projects’ translation. The author reveals several key factors that complicate the process of translating transmedia projects and argues that creative practices can be applied effectively in an attempt to overcome said factors and tailor translation...

The research focuses on the analysis of social marketing communicative tools used for positioning... more The research focuses on the analysis of social marketing communicative tools used for positioning and promotion of products manufactured by sports brands Puma, Reebok, and Adidas Originals. Sportswear and equipment are connected with sports, being a system of social values. That is why PR and advertisement specialists pay much of their attention to the resources of social marketing, which allow combining commercial goals with socially oriented activities, thus decreasing a critical perception of brand positioning materials. The authors research genre specificity of sports brands’ accounts on Facebook to define the correlation of advertising and phatic genres of social support, aimed at broadcasting socially important priorities and guidelines. The research is carried out in the frameworks of communicative-pragmatic approach; the methodology used includes the methods of discourse analysis, linguistic description, and intent analysis. According to the results of the analysis, socially...

Journal of Siberian Federal University, 2018

It is very hard to imagine our lives without the entertainment content. Cinema producers and stud... more It is very hard to imagine our lives without the entertainment content. Cinema producers and studios, TV professionals, streaming media providers, computer games designers, Internet content managers—all these professionals are constantly trying to provide their audiences with brand new cultural experiences. Nowadays there is a very wide choice of platforms for enjoying this type of content and lots of forms and genres used for its presentation; that is why trivial plots and clichés seem far from being enough for attracting the potential recipient’s attention. Media professionals keep on searching for new ways of interaction with their target audiences; they are seeking out fresh “hooks” to attract new viewers or users and to keep hold of the old ones. One of such new technologies used for interaction with the audience is transmedia storytelling. This chapter aims at researching the transmedia phenomenon and the technology at its core by studying a case of “Sherlock” BBC series, a recent transmedia project based on the works of Sir Arthur Conan Doyle about the famous British detective Sherlock Holmes and his friend and companion Doctor Watson. The series was created by Steven Moffat and Mark Gatiss and produced by Hartswood Films, BBC Wales, and WGBH in 2010–2017. However, the creative team did not stop there and used different media platforms to provide the viewers with some additional experience. The chapter describes how intertextuality adds to the meaning of transmedia project, and how intertextual tools may be used in transmedia storytelling.

SHS Web of Conferences

This research describes the approaches and methodology of analysis of public service announcement... more This research describes the approaches and methodology of analysis of public service announcements (PSAs) created in the audiovisual (AV) format. Recently, PSAs have become an important tool used to adjust current social behaviour models and to bring forward the maladies of the modern society. To increase PSAs’ persuasive potential, their authors use different creative forms and solutions. This research analyses different ways to understand the essence of AV texts, suggests the methodology of AV PSAs’ analysis and presents the results of an experimental verification of the methodology described. The methodology of the analysis provided may be used to analyse other types of AV texts, including TV-commercials, creative AV productions, documentaries, etc. It can also be applied in the frameworks of the AV translation process. The main results of the research are presented as an analysis algorithm consisting of several consecutive steps that may help to understand the PSA author’s origi...

English Studies at NBU

The purpose of this study is to develop a framework for translator and interpreter competence in ... more The purpose of this study is to develop a framework for translator and interpreter competence in an ever-changing professional environment and provide recommendations to improve academic teaching in translation and interpreting in Russian universities in order to meet the needs of the language industry. To this end, the author discusses the results of three surveys carried out in 2017-2018. In the first survey, chief executives and vendor managers of major Russian translation companies share their experience of hiring university graduates. In the second survey, young professionals entering the Russian translation and interpreting market reflect on their university experience versus the expectations they had when enrolling in translation and interpreting programs. In the third survey, teachers of translation and interpreting from Russian universities reflect on existing academic programs in translation and interpreting.

Procedia - Social and Behavioral Sciences, 2016

This article investigates the theme of childhood being a leading topic in a majority of socially ... more This article investigates the theme of childhood being a leading topic in a majority of socially focused texts, especially in public service announcements (PSA). Very often, the deep meaning of PSA texts is conveyed through the metaphor. Nowadays we can see that a traditional verbal metaphor is giving its way to more elaborate and complex type – visual metaphor. Thus it becomes vital to research such metaphorical structures, where the transfer is performed using an iconic semiotic system and by correlation of visual metaphor with a verbal one. This transfer of the verbal code into the code of images has a great persuasive potential essential for PSA's effectiveness. It means that all advantages of metaphoric " packing " of the information can be actualized by the verbal code sufficiently enhanced by the visual code. One of the key tasks of the present research is to develop and test a method of analyzing socially oriented polycode metaphorical texts, connected with the issues of childhood, and to check their effectiveness. We detect the tools of constructing visual cognitive metaphor, determine the strategies used, and evaluate the persuasive effect of the visual metaphor used in PSA discourse.

Journal of Siberian Federal University. Humanities & Social Sciences

For the past decade the issue of audiovisual translation (AVT) has been taking attention of both ... more For the past decade the issue of audiovisual translation (AVT) has been taking attention of both Russian and foreign language professionals, although most of Russian researchers concentrated on a textual aspect of audiovisual productions. However, the research paradigm shift in modern Russian Translation Studies requires developing of new research tools and methods, together with original translation strategies, which can be successfully applied during translation process, particularly in case of AVT. The aim of the present research is to study one of the most contradictive translation strategies-a strategy of transcreation, which has always been considered as the tool, used only by copyrighters dealing with domains of marketing and advertising. The author argues that the strategy of transcreation can be effectively used in the context of constrained translation, particularly in case of subtitling, defines the challenges of constrained translation and outlines the solutions that can be made using the strategy of transcreation.

Procedia - Social and Behavioral Sciences, 2015

The paper focuses upon the problem of trans-cultural transfer in subtitling as a type of audiovis... more The paper focuses upon the problem of trans-cultural transfer in subtitling as a type of audiovisual translation. The methodology of the research involves analysis of the key procedures used for translating culture-specific concepts taking into consideration the principles of dynamic equivalence and the restrictions, applied to the text and the translator in the course of subtitling. The author defines these restrictions and argues their nature. Special attention is payed to the challenges of the audiovisual translation determined by specificity of trans-cultural transfer. As the result, the author brings to light the key strategies of subtitling audiovisual products containing culture-specific concepts and historically marked culture-specific slang considering, that audiovisual content is a polycode text. The results can be used in applied and theoretical translation practice, as a guide in subtitling practice, as a tool for teaching audiovisual translation.

Nizhny Novgorod Linguistics University Bulletin

Nizhny Novgorod Linguistics University Bulletin, 2021

The European Proceedings of Social and Behavioural Sciences, 2018

Journal of Siberian Federal University. Humanities & Social Sciences, 2015

Journal of Siberian Federal University, 2018

SHS Web of Conferences

English Studies at NBU

Procedia - Social and Behavioral Sciences, 2016

Journal of Siberian Federal University. Humanities & Social Sciences

For the past decade the issue of audiovisual translation (AVT) has been taking attention of both ... more For the past decade the issue of audiovisual translation (AVT) has been taking attention of both Russian and foreign language professionals, although most of Russian researchers concentrated on a textual aspect of audiovisual productions. However, the research paradigm shift in modern Russian Translation Studies requires developing of new research tools and methods, together with original translation strategies, which can be successfully applied during translation process, particularly in case of AVT. The aim of the present research is to study one of the most contradictive translation strategies-a strategy of transcreation, which has always been considered as the tool, used only by copyrighters dealing with domains of marketing and advertising. The author argues that the strategy of transcreation can be effectively used in the context of constrained translation, particularly in case of subtitling, defines the challenges of constrained translation and outlines the solutions that can be made using the strategy of transcreation.

Procedia - Social and Behavioral Sciences, 2015

The paper focuses upon the problem of trans-cultural transfer in subtitling as a type of audiovis... more The paper focuses upon the problem of trans-cultural transfer in subtitling as a type of audiovisual translation. The methodology of the research involves analysis of the key procedures used for translating culture-specific concepts taking into consideration the principles of dynamic equivalence and the restrictions, applied to the text and the translator in the course of subtitling. The author defines these restrictions and argues their nature. Special attention is payed to the challenges of the audiovisual translation determined by specificity of trans-cultural transfer. As the result, the author brings to light the key strategies of subtitling audiovisual products containing culture-specific concepts and historically marked culture-specific slang considering, that audiovisual content is a polycode text. The results can be used in applied and theoretical translation practice, as a guide in subtitling practice, as a tool for teaching audiovisual translation.