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Reframing Realities through Translation

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Edited By Ali Almanna and Juan José Martínez Sierra

This volume affords an opportunity to reconsider international connections and conflicts from the specific standpoint of translation as a dynamic, sociocultural activity, carried out and influenced by numerous stakeholders. The various chapters contained in this volume survey a wide range of languages and cultures, and they all pivot around the relationships that can be established between translation and ideology, re-narration, identity, cultural representation and knowledge reproduction. The ultimate aim is to shed light on the actual act of translating in which the self is well-presented and beautified and the other is deformed and made ugly. In this volume, due consideration is given to the main frames (be they characterization, interpretive or identity frames) as well as to the nonverbal factors that play a fundamental role in forming the final shape of the translated product.
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8 Ethics in the Translation of Food Labels (María del Mar Rivas-Carmona)

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María del Mar Rivas-Carmona

8 Ethics in the Translation of Food Labels

Introduction

Food is not only the cornerstone of our health and well-being, but it is also part of our cultural identity. Additionally, it is increasingly gaining socio-economic relevance in a world that has become a globalized market of food production and distribution. All this implies the existence of a huge amount of food-related texts that need to be translated, such as legal documents, food regulations, tourist leaflets and guidebooks or food labels, to name but a few. Nevertheless, the relationship between food and translation is still under-researched. As Chiaro and Rossato (2015) aptly put it, there is an academic, political and mainstream social focus placed upon food production and costs, or upon legally relevant issues, which neglects any cross-cultural and cross-linguistic perspective. Some scholars, like Inness (2006), even wonder whether a prejudice still prevails which considers food as a purely trivial, domestic, female topic.

This seems to contrast with the growing general interest in health and nutrition issues, and the need to know about the nutritional value of the ever more prevalent prepackaged food. Good eating is no longer a matter purely for consumers who are on a diet or have a certain type of allergy, for fitness enthusiasts or for calorie-counters. As McGee (1984/2004) points out, many of us are concerned about healthy eating or want to know the amount of carbohydrates, sugar or calories in a product,...

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