Abstract
Changes in the new media environment are radically shifting the ways audiences consume media products. The development on the latest technologies such as DVD and the Internet is changing how viewers interact with each other. For instance, fans of American TV drama and sitcoms in Korea participate in online discussions about plots and characters. They also exchange amateur subtitle translations and comment on them. This study will attempt to outline the so-called fansubbing phenomenon in Audiovisual Translation and compare and analyze examples from institutionalized subtitles (authorized translations on cable TV stations by professional translators) and fansubbed versions (fan-produced amateur translations) of the popular American sitcom 30 Rock. Upon examination, we can see that this new form of Internet subtitling by amateur translators employs more creative and individualistic strategies of translation than conventional translations done by professionals. These diverse translation techniques prove that fansubbing is a translation process in which established standards and conventions can be challenged. There are implications for the emergence of a new flourishing sector of cultural production and knowledge sharing based on the New Media Internet-based environment, and the forming of new cultural sensibilities and new cultural tastes in Korea.
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