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Article published In:
Text and Context Revisited Within a Multimodal Framework
Edited by Yves Gambier and Olli Philippe Lautenbacher
[Babel 70:1/2] 2024
► pp. 40–63

On the dynamic interplay of macro and micro contexts in translation

A case study of Cardi B’s subtitled Chinese bullet-screen videos on Bilibili during the China-United States tensions of Trump’s presidency

 | University of Leeds
This study explores the dynamic interplay between macro and micro contexts in Chinese fans’ translations of Cardi B-related videos on Bilibili. Referring to the concept of translation as a cluster concept, Cardi B is considered as a dynamic source cluster for interlingual and intersemiotic translations, leading to the evolving formulation of the micro context surrounding the subtitled bullet-screen videos. Given the frequent changes in the micro context, two relatively stable components of the macro context are initially identified for the navigation of the corresponding micro contextual elements. The macro context includes the socio-political component of tensions in the China-United States relationship during the COVID-19 period of Trump’s presidency, and the subcultural component of Bilibili as a carnival. By analysing the interaction between macro and micro contexts within the target culture, as exemplified in the translator’s additions and target audiences’ on-screen danmu comments, this study concludes that the macro and micro contexts are in dynamic interplay when the source cluster and the translation workflow have an evolving nature. Moreover, the two contexts are no longer set at opposing ends of a spectrum. Instead, an intermediate zone is bridged by danmu comments, blurring the boundaries between macro and micro contexts in cyberspace.
Keywords: macro context, micro context, danmu , bullet-screen video, translation as a cluster concept
Article outline
  • 1.Introduction
  • 2.Contributors to the dynamism of macro and micro contexts: The CardiBArchive translation as fan AVT, and Cardi B as a changing source cluster
  • 3.Macro context of the CardiBArchive translation: Bilibili as an online carnival and the tensions in the China-United States relationship
    • 3.1Subcultural component of the macro context: Bilibili as an online carnival in China
    • 3.2The socio-political context: China-United States tensions during Trump’s presidency and COVID-19
  • 4.Interplay between macro and micro contexts in the translator’s additions
  • 5. Danmu as an intermediate zone for the interplay of macro and micro contexts
  • 6.Concluding remarks
  • Note
  • References
Published online: 8 December 2023
DOI logo
https://doi.org/10.1075/babel.00369.qia
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. 2020b. [Zhongzi] kalaoshi Cardi B jixu jiaoyu meiguo wangyou [中字]卡老师Cardi B继续教育美国网友 [[Chinese subtitle] Teacher Car Cardi B continues educating American netizens]. 12 April 2020. Accessed 30 December 2022. [URL]
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