Approaching Web Communication and Web Translation from a Multimodal Perspective

[[abstract]]網頁翻譯是一種隨著數位時代網路發展而衍生的新興翻譯型態，它不但反映了全球化浪潮下的在地化風潮，同時也象徵著網頁多模態溝通模式的興起。然而，雖然網頁翻譯已日益受到學界重視，卻鮮有研究針對其多模態特點，探討網頁文本的內容組成及翻譯如何促成有效的跨文化網際溝通。 有鑑於此，本研究以多模態觀點出發，探討全球化及在地化脈絡下的網頁溝通方式與網頁翻譯。以美國蘋果智慧手機網站及其中國與臺灣版本為分析對象，著重於網頁文字內容的翻譯及視覺呈現，尤其是文字與視覺元素之間的互動。 研究結果顯示，蘋果公司採取以視覺為主導的網頁溝通策略，透過大量且統一的視覺元素及版面設計，傳達一致性的溝通訴求。此外臺灣與中國網站的文字翻譯也大多雷同。另一方面，根據視覺語法分析，在複合式圖文結構中，圖像與文字的配置方式呈現不同版置意義；文字的對齊方式作為強化圖文訊息連貫性的視覺指標，顯示文字的表現形式受到視覺化影響而產生篇章功能。 由分析可知，蘋果網頁在美、中、臺三地呈現一致化的圖文內容，調整幅度不高，顯示該公司採取較消極的在地化策略，並藉由標準化的視覺溝通模式達成網站的全球化訴求。另一項發現指出，在多模態的網頁溝通模式中，視覺表現的重要性與日俱增，建議譯者在處理網頁文本時應將此列入考量，因為這也是意義的主要來源，可能影響翻譯的結果。[[abstract]]Web translation is a new type of translation activity arising with the development of online communication in the digital age It reflects the trend of localization in the context of globalization while at the same time embodies the rise of web-based multimodal communication In light of this this research aims to investigate web translation from a multimodal perspective to explore how effective cross-cultural communication is achieved through the configuration and translation of multimodal web texts and how web translation is addressed under the influence of localization This research examines the American-based Apple website and its counterparts in China and Taiwan The data is first categorized in terms of website components and compositions and then analyzed in terms of the translation and visual representation of written texts To further explore how multimodal communication is achieved on the selected websites the principles of visual grammar are employed to examine the interplay between visual elements and written texts in different types of layout The result shows that Apple adopts a visual-oriented approach in its web communication with an extensive and consistent use of visual elements and layout designs throughout the three websites The translation and the representation of written texts also remain broadly consistent in China and Taiwan In the composite images where different compositional meanings are identified based on visual grammar the alignment of written texts serves as the visual sign to reinforce the coherence of the multimodal text suggesting that writing is using the effect of visualization to have a discursive function Based on the data analysis this research found that Apple’s website features a low degree of localization with centrally-controlled content The globalization of the website is achieved through a standardized mode of visual communication It is also found that visual representation is taking on a predominant role in web-based multimodal communication with the increasing use of display technology Translators are thus advised to take visual representation into account when dealing with web text as it also serves as a resource of meaning making and may affect the resulting translatio