Abstract
This article presents a socio-cultural study of user-generated translation (UGT), which is increasingly gaining momentum on Chinese social media platforms and presents itself as a subculture on online communities. Using Bilibili.com as the test-ground of study, this article designs an inclusive questionnaire and conducts sociological and psychological analysis on the motivation for UGT by 17 uploaders that are selected based on their different influence and translation field. The study finds that at least six categories of motivation contribute to these user-translators’ good-will practice, both altruistically and utilitarianly. We believe our methodology and findings can pave way for further investigation into the complexities and nature of this new type of audio-visual translation by grass-roots in a digital era and participatory culture.
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