Affect Theory and Translation on Youtube - by Seryun Lee (Hardcover)

About the Book

Explores translation as a means of self-expression and social networking in transnational settings on YouTube.

Book Synopsis

The main aim of this book is to contribute to theorising audiovisual translation in today's digital media culture as a means of self-expression and community building. An increasing number of people are participating in producing, consuming and disseminating media content among like-minded others in pursuit of their individual interests and agendas, as part of the so-called phenomenon of 'self-mediation'.

In today's networked society, such self-mediation may contribute to boosting the digital diaspora, facilitating the exploration and negotiation of shared interests among individuals from different lingua-cultural backgrounds, and enabling the formation of communities of affinity.

This book is the first monograph that explores translation on YouTube as part of the self-mediation phenomenon. By drawing on key concepts in affect theory, this book examines how audiovisual translation contributes to shaping today's participatory digital media culture.

Review Quotes

Affect Theory and Translation on YouTube is an original exploration of how platforms like YouTube have become a hub for audiovisual translation and cultural connectivity, reshaping global pop culture, empowering ordinary people, and breaking down traditional media barriers. Focusing on the interplay between translation, technology and community, the author offers a vital resource for understanding how digital platforms and multilingual engagement redefine cultural exchanges in today's digital age.-- "Prof. Jorge Díaz-Cintas, Centre for Translation Studies (CenTraS), University College London"