Exoticisation and foreignisation: contextual comparison

Explanation

Exotisierung is an ambiguous source label in this link. The Atlas already contains Exotisierung (Übersetzung), labelled Foreignisation in English, to which this context refers. Difference-oriented translation may retain source-text features that familiar target conventions would otherwise obscure. This should be distinguished from producing otherness as superficial or stereotyped novelty. Research terminology varies. Retaining one foreign word therefore establishes neither a consistent translation strategy nor a particular audience effect.

Movement of thought

1. Establish the intended sense of the label. 2. Compare concrete translation decisions. 3. Examine their role in the whole text. 4. Investigate stereotyping and audience effects separately.

Example

In a constructed comparison, a translation retains a place name and briefly explains it. That local decision alone does not establish a foreignising overall strategy.

Counter-test

A text full of foreign names can still reproduce familiar stereotypes. Visible foreignness does not automatically demonstrate cultural openness.

Scientific use case

Translation analysis could document local procedures, whole-text orientation and reception evidence separately.

Effect

Contextual clarification discourages premature judgements based on isolated conspicuous words.

Resonance

The unfamiliar can remain recognisable without becoming a backdrop for the familiar.

Distinction

Do not automatically equate foreignisation with exoticisation. The translation context explained here concerns difference-oriented translation.

Sources

• Nathalie Ramière (2006): Reaching a Foreign Audience: Cultural Transfers in Audiovisual Translation

  §1 lines31–43, §2.3 lines64–71, §3.2–3.3 lines80–91

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• Nathalie Ramière (2006): Reaching a Foreign Audience: Cultural Transfers in Audiovisual Translation

  §1; §§3.1–3.3; §4.2

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