Translating the translated : the evergreen classics storm the publishing market again

Název: Translating the translated : the evergreen classics storm the publishing market again
Autor: Cetera, Anna
Zdrojový dokument: Brno studies in English. 2009, roč. 35, č. 1, s. [103]-114
  • ISSN
    0524-6881 (print)
    1805-0867 (online)
Type: Článek
Licence: Neurčená licence

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The paper aims to discuss both the reasons and the corollaries of the newly emergent tendencies in the publishing market based on retranslations of well-acknowledged literary masterpieces. In particular, the paper points to the increasing number of publishing series and individual translations heralded as "re-discovered" classics, and associated phenomena such as: the advertising policies focused almost entirely on the properties of the new rewritings, the increasing focus on a literary translator whose novel and experimental propensity frequently overshadows the status of the original text, and the specificity of adopted (meta)translation strategies which ostensibly reveal the arbitrariness of the translation by e.g. deliberately subverting earlier translations, interpolating interpretive hints, and provokingly revealing the presence of a translator as a self-conscious agent and mediator of meaning.
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