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Lingüística mediática y traducción audiovisual

Estudios comparativos español–alemán

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Nadine Rentel, Ursula Reutner and Ramona Schröpf

Este libro tiende un puente entre nuevos enfoques de investigación en la lingüística mediática contrastiva alemán–español y los planteamientos actuales de la traducción audiovisual. Estudios comparativos español–alemán de la programación estética-pragmática reflejan la diversidad cultural en la red, partiendo de sitios web de compañías, universidades y redes sociales. Las contribuciones sobre la traducción audiovisual acometen los retos de la traducción que conlleva el plurilingüismo de un texto de partida y su variación lingüística.
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El sitio web – ¿un espacio cultural? Un estudio comparativo germano-español de bancos y aseguradoras

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This article examines the use of colour schemes, typography, images and screen space in websites maintained by the leading German and Spanish banks and insurance companies. The following parameters have been analysed: the themes of the key images, the relationship between image and text, the combinations of fonts and font sizes used, and how these individual elements are positioned in relation to each other. The results were evaluated against three hypotheses extracted from a previous study on the differences between French and German websites. The first hypothesis posits a greater extent of explicitness and information content on the German websites compared to French sites. This proves valuable in the German-French comparison, but does not apply when comparing German and Spanish websites. The other two hypotheses concern a stronger segmentation of information on German websites and a less emotional design compared to French websites. These hypotheses are also relevant in the Spanish-German comparison, albeit to a lesser extent: the Spanish websites therefore occupy an intermediate position between the French websites, with their low level of informational segmentation and somewhat playful communication, and the German websites, which have a clear and homogeneous structure, but are less likely to communicate on an emotional level.

← 3 | 4 → En diferentes culturas se manifiestan diversos patrones culturales. ¿Conservan estas particularidades su validez en un mundo comunicativo virtual? ¿O tienden a disolverse en una globalización teñida por parámetros norteamericanos? Si contempláramos una página web sin descifrar su texto verbal, ¿podr...

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