S ession 3

1. Session 3 The Impact of new media: emerging forms of translation and research implications - DVD subtitles - Fan-subs for anime - Videogame localisation - Ethical issues in translation research • Objectives: • To be aware of emerging translation practices • To be aware of ethical issues

2. DVDs • Since its introduction in 1997 much more rapid penetration than TVs or video - 73% of US households had DVD players in 2004 • Digital technology with a storage capacity up to 17GB (CD 700MB) • 32 Subtitle streams and 8 audio tracks • Increased accessibility of films to deaf/hard-of-hearing and blind/visually-impaired viewers • Use as a pedagogical and research tool

3. DVD subtitling • Mostly done in the LA-London axis • Need for multiple language subtitles within a short time frame and a limited budget • Bonus materials and extras which rarely have a dialogue list supplied • Birth of “genesis file” • Tension between the conventional vs the new approach to screen translation

4. Fan-sub Process for anime (Ja->Eng) • Raw episode captured by people based in Japan uploaded in a file-sharing environment • The episode is passed to a translator(s) who watches it and translates • The translation is vetted by a group of English speaking editors who meet in a chat room • The edited text goes to a translation checker to detect any infidelity introduced by the editors • The completed script goes to the timer to ensure image-text synchronicity cont…

5. Fan-sub Process for anime (Ja->Eng) • Typesetting ensues to assign a main font and translator’s notes as well as the additional translations for other signs etc • Karaoke timing and typesetting for the opening and ending theme songs (Japanese lyrics, Romanised text, its English translation need to be timed) • The finished subtitles encoded into the episode • The QC team receives the episode and checks all aspects (timing, typos, positioning of subtitles etc) with a fine tooth comb (source: Colin Farrell, 2006)

6. Amateur subtitling: fan-subs フルーツバスケット

7. Amateur subtitling: fan-subs Hellsing “Until the ground enforcement arrives, standby in the air.”

8. Amateur subtitling: fan-subs 焼きたて!!ジャぱん

9. Amateur translation: scanlation

10. Video games Definition of terms • Video games: …any forms of computer-based entertainment software, either textual or image-based, using any electronic platform such as personal computers or consoles and involving one or multiple players in a physical or networked environment. (Frasca, 2001:4)

11. Video games Genres • Action and Adventure • Driving and Racing • First-Person Shooter (FPS) • Platform and Puzzle • Role Playing Games (RPG) • Strategy and Simulation • Sports and Beat -‘em-ups (Berens & Howard, 2001)

12. Video gamesElements • Graphics: images, movies (cut-scenes) • Sound : dialogues, music, sound effects • Interface: menu, game control • Gameplay: gameplay features • Story: background narratives, character information (adapted from Howland, 1998)

13. Video games market • Not new, but dynamic sector as video games are technology-driven • 2001 world turnover in excess of 18 billion Euro with 12% growth rate in 2002 (ISFE) • Average age of players rising – 33 in the US market (ESA, 2006) • Japanese dominance in game development (Electronic Gaming Monthly, January 2002)

14. Video games globalisationWhat needs to be internationalised • Implication of country-specific censorship Germany’s national ratings board: USK (Unterhaltungssoftware SelbstKontrolle) examines: game code, packaging, manual, cheat codes and walkthroughs for - blood and gore; - use of profanity; - symbols related to racial hatred (Chandler, 2005)

15. Video games globalisation What needs to be localised • printed materials (manual, packaging) • in-game text assets (warning messages, etc) • in-game art assets (textual graphics) • in-game audio assets • cinematic assets • songs

16. Video games localisation Examples Final Fantasy X In-game text assets : warning messages; character customisation

17. Video games localisation Examples Final Fantasy X-2 Cinematic assets: subtitles and dubbing for movies (cut-scenes) Source: http://www.ffshrine.org/ffx2/ffx2_eternalcalmscreens2.php

18. Video games localisation Workflow • Pre-process (not applicable to sim-ship) • understanding of the game • characterisation of main characters • glossary/ style guide compilation • Linguistic process • extensive adaptation • collaborative work (in-house model) • guess work (sim-ship model) • Post-process • testing and client verification

19. Video games localisationTranslation issues: • Image – text match (changing text) • e.g. Lip sync requirements • Domestication Original Japanese Yuna: “ありがとう。”[thank you] Localised American Yuna: “I love you.” (Mangiron, 2004) (source: http://www.ffwa.org/ff10/script-p3-07.html)

20. Video games localisationTranslation issues: • Image – text match (changing image) J: Yuna, Rikku and Paine= YuRiPa E: Yuna, Rikku and Paine= YRP Source: http://www.ffshrine.org/ffx2/ffx2_fmvshots-yrp2.php (O’Hagan & Mangiron, 2004)

21. Video games localisationTranslation issues: • “look and feel” - examples of register Can you sign this? No prob! Please? Alrighty. Me too! Take it easy.

22. Video games localisationTranslation issues: Songs: translated, re-produced & subtitled “1000 Words” from Final Fantasy X-2 lyrics (translated from Japanese) (English version by Jade for the North American and the International releases) I know that you're hiding thingsUsing gentle words to shelter meYour words were like a dream But dreams could never fool meNot that easily I acted so distant thenDidn't say goodbye before you leftBut I was listeningYou'll fight your battles far from meFar too easily (English version by Kumi Koda who sang in the original Japanese release) I know that you lied to meUsing just your words to shelter meYour words are like a dreamBut dreams could never fool meIt's not right to meI'm acting so distant nowTurned my back as you walked awayBut I was listeningThat you fight your battles far from meIt's not right to me

23. Research issuesHow to convey gameplay “experience” • Nature of the media • entertainment • interactivity • intertextuality (manga, anime, films) • part of global popular culture • Image - text hierarchy • International game design • domestication vs foreignisation • Established fans as critics

24. Implications – convergence?

25. Ethical Issues in Translation Research • Fidelity issue with variants of localisation models • Ownership of translation memory • Use of subtitles and other corpus available on the Internet • Use of subtitles available on DVDs • Use of blog content by under age authors • Ownership of collaborative translation • Fan-translator activities