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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

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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
Published online: 8 December 2023
DOI logo with link
https://doi.org/10.1075/babel.00369.qia
Abstract
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.
Résumé
Notre étude explore l’interaction entre le macrocontexte et le micro-contexte dans la traduction par les fans chinois de vidéos de Cardi B, rappeuse américaine, mis sur Bilibili, site chinois de partage de vidéos. En se référant au concept de traduction comme grappe ou cluster, on peut considérer Cardi B comme un cluster dynamique pour des traductions inter-linguistique et intersémiotique, menant à une formulation du micro-contexte entourant les vidéos accompagnés de commentaires en direct sous-titrés par les spectateurs (bullet screen en anglais, dan’mu en chinois). Etant donné les changements fréquents dans le micro-contexte, on a identifié deux éléments relativement stables du macrocontexte pour naviguer dans les éléments correspondants du micro-contexte. Pour le macrocontexte, on a le composant socio-politique fait de tensions entre la Chine et les États-Unis pendant le COVID-19 sous la présidence de Trump, et le composant culturel de Bilibili comme espace carnavalesque. Suite à l’analyse des interactions entre macro- et micro-contextes au sein de la culture réceptrice, illustrées par les additions du traducteur et les commentaires en direct de l’audience visée, on peut conclure que les échanges entre macro- et micro-contextes sont dynamiques quand le cluster de départ et le flux de traduction sont de nature évolutive. Par ailleurs, les deux types de contextes ne sont plus considérés comme les deux extrêmes opposés d’un continuum car une zone intermédiaire créée par les commentaires en direct brouille dans le cyberespace les frontières entre le macro- et le micro-contexte.
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
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Cited by (1)

Cited by one other publication

Zeng, Duo
2025. Danmu subtitling as a self-regulative practice: a descriptive discourse analysis of Bilibili danmu subtitles from ethical perspectives. Frontiers in Psychology 16 DOI logo

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