Affect Theory and Translation on Youtube

Seryun Lee

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Hardback

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English

Edinburgh University Press
31 May 2025

Film, TV & Radio; Cultural studies; Media studies; Digital lifestyle; Graphical & digital media applications

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.

By: Seryun Lee
Imprint: Edinburgh University Press
Country of Publication: United Kingdom
Dimensions: Height: 234mm, Width: 156mm,
ISBN: 9781399502450
ISBN 10: 139950245X
Pages: 155
Publication Date: 31 May 2025
Audience: General/trade , ELT Advanced
Format: Hardback
Publisher's Status: Active

Seryun Lee is a Research Professor (Humanities Korea) at the Semiosis Research Center at Hankuk University of Foreign Studies, South Korea. She holds a PhD in translation and intercultural studies from the University of Manchester, UK. Her research interests centre on translation in digital media culture, online communication, contemporary screen culture, and Korean culture and society. Her research has been published in a number of international peer-reviewed journals in media and cultural studies, including the International Journal of Cultural Studies, Social Media + Society and Continuum: Journal of Media & Cultural Studies.

Reviews for Affect Theory and Translation on Youtube

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""