Translation shifts in the love and lust section in the Thai version of Cosmopolitan : a systemic functional perspective
The extended reach of globalisation in the last few decades has resulted in a significant increase of western influence on countries like Thailand. Western ideologies have been disseminated through various mass media channels, including the printed media. Women's magazines from the West such as the American monthly women's magazine Cosmopolitan have been publishing their Thai version for over ten years. The focus of Cosmopolitan is on the lifestyle of liberated women and sex as its most prominent theme. This is best illustrated by its Love and Lust section, which features advice columns imparting advice on sexual relationships for the benefit of female readers. Although the stories are envisaged as pieces of educational journalism, the original American columns are often sexually explicit, both in verbal and visual terms. This can be problematic from a Thai perspective, as sex-related issues are still viewed locally as sensitive and rarely raised publicly.This research will examine the strategies employed in translating the Love and Lust section of Cosmopolitan into Thai, focusing on shifts of meaning at both the verbal and visual levels. The theoretical framework used in this study draws mainly on the Systemic
Chueasuai, Pasakara
Translation shifts in the love and lust section in the Thai version of Cosmopolitan : a systemic functional perspective. The extended reach of globalisation in the last few decades has resulted in a significant increase of western influence on countries like Thailand. Western ideologies have been disseminated through various mass media channels, including the printed media. Women's magazines from the West such as the American monthly women's magazine Cosmopolitan have been publishing their Thai version for over ten years. The focus of Cosmopolitan is on the lifestyle of liberated women and sex as its most prominent theme. This is best illustrated by its Love and Lust section, which features advice columns imparting advice on sexual relationships for the benefit of female readers. Although the stories are envisaged as pieces of educational journalism, the original American columns are often sexually explicit, both in verbal and visual terms. This can be problematic from a Thai perspective, as sex-related issues are still viewed locally as sensitive and rarely raised publicly.This research will examine the strategies employed in translating the Love and Lust section of Cosmopolitan into Thai, focusing on shifts of meaning at both the verbal and visual levels. The theoretical framework used in this study draws mainly on the Systemic
translation_shift love section thai version cosmopolitan systemic_functional perspective extend reach globalisation result significant_increase western_influence country like thailand western ideology disseminate various mass_medium channel include printed medium women magazine west american woman magazine cosmopolitan publishing thai version focus cosmopolitan lifestyle liberate woman sex prominent_theme best illustrate love section feature advice column impart advice sexual relationship benefit female reader although story envisage piece educational journalism original american column often sexually explicit verbal visual term problematic thai perspective sex_related issue still view locally sensitive rarely raise examine strategy_employ translate love section cosmopolitan thai focus shift mean verbal visual level theoretical_framework use study_draw mainly systemic