Vol 8, No 1 (2016)

All articles are published under a Creative Commons Attribution 4.0 International (CC BY 4.0) license.

Vol 8, No 1 (2016)

Table of Contents


Translation of Neologisms and Culture-Bound Items Based onThe Witcher: A Sample Introductory Analysis  (PDF)

Aneta Daniel 

Abstract: The subject of the investigation is the translation of neologism and culture-bound items based on the first chapter of the third book of The Witcher Saga, entitled Baptism of Fire. The analyzed fragment abounds in neologisms and nomenclature; therefore, the processes of word formation are briefly described. Furthermore, some of Hejwowski’s ([2004] 2009, pp. 76–83) procedures are cited to present methods of dealing with the creativity resulting from word formation processes. It is shown that a translator, when translating culture-bound items, is not always able to find an equivalent in the target language and may try either to describe a certain phenomenon or to use a literal translation. The way in which neologisms are coined in a fictional novel may differ from the coinage of words in the standard language; nevertheless, the word formation processes are the same as in Standard English or Standard Polish. Moreover, there is still little evidence of what makes a borrowed word catch on in the standard language.

The Last Gender Picture Show to Closure: Buffy the Vampire Slayer  (PDF)

Sven Grampp 

Abstract: This work presents in (and especially on one) detail what it means to practice gender analysis as formal image analysis in the context of television shows. The chosen example for that is the closing scene of “Buffy the Vampire Slayer” (USA 1997-2003). This television show engages in a highly self-reflexive manner with common pop cultural representations of gender, which becomes particularly prevalent and radically condensed in the series finale.

The Fuss about the Pooh On Two Polish Translations of a Story about a Little Bear  (PDF)

Aleksandra Misior-Mroczkowska 

 Abstract: Winnie-the-Pooh, a literary work published by Alan Alexander Milne in 1926, has been appreciated by readers worldwide for nearly a century. The story about a little bear and his companions, it originally conquered the hearts of readers in the book version, then became one of Disney’s best adaptations, one that has never been forgotten by its audience. Thanks to its many translations, Winnie-the-Pooh has become known all around the world. The story is rather difficult to translate, for Milne demonstrated great creativity in naming his characters and various places. The text contains many ambiguous expressions, and the majority of the dialogues are characterized by the presence of many intentional language errors made with the aim of amusing the reader. Various neologisms, metaplasms and onomatopoeias serve as names of characters. The name of the eponymous bear, “Winnie-the-Pooh,” serves as a good example of the difficulty of translation, for Winnie, a diminutive form of Winifred, is a female name, whereas the bear is male. The Pooh part has also caused many problems for numerous translators. There are two Polish translations of the story. In 1938 Irena Tuwim published a translation entitled Kubuś Puchatek that Polish readers immediately fell in love with. In 1986 Monika Adamczyk-Garbowska published her translation of the story, Fredzia Phi-Phi. The second translation attracted many negative comments and contemptuous reactions. Many readers disliked Fredzia Phi-Phi, as it was seen as a crime against the excellent first translation – which, however, happened to contain many mistakes and strayed far from the original text. This article deals with an analysis of both Polish translations of selected names and words from Winnie-the-Pooh.

The Social Value of Public Relations in the Romanian Book Sector  (PDF)

Raluca Moise 

Abstract: The aim of the present article is to identify the social and cultural value of Public Relations in the Romanian book sector. Our approach overpasses the functionalist perspective of Public Relations as an organizational discipline and considers Public Relations as a discipline that institutionalizes relationships and discourses that are commonly practiced in the society by mutual and tacit agreement. We investigate the current communication practices used by three Romanian publishing houses in order to generate and to increase the symbolic value of the book. In order to analyze the uses and practices of Public Relations of generating literary sociability at the level of Romanian society, we analysed the communication management through owned new media (websites, blogs, Facebook) that three of the publishing houses in Romania have developed since their foundation. We analyzed the conversational competency in the online environment, using a complex methodology: starting from three Romanian publishing houses, selected on the basis of dimension, financial capacity and consumer perception of reputation, we have analyzed the content produced on the main owned-media channels used for public communication (websites, blogs, social media pages and accounts – Facebook, Twitter) between June – October 2014. We also analyzed the quality of interaction, by taking into account the number of positive reactions to a post, the number of replies and the number of comments.

 Digital Communication versus Traditional Tools.Theoretical Trends in the Study of the New Technologies in Journalism  (PDF)

Rodica Melinda Șuțu 

Abstract: The evolution of technology has gradually transformed, over the years, the media organizations worldwide. Media convergence, regarded as a new perspective in journalism, which combines profession, technology and new practices in the newsroom, brought significant changes to the activity and structure of the media organizations. This article provides a qualitative analysis of the theoretical perspectives the scientists chose to apply in their studies of the media organizations adopting and implementing convergence during the period 2003-2013. The purpose of this study is to find out whether the academia and the research community have kept up with the evolution of media technology and to discover the extent to which the transformations to the profession and to the media industry called for new conceptual approaches.