ИСТИНА

Two major trends that could depict the contemporary informational space are globalization and audiovisualization of the media landscape. Hence, the ever-growing demand from broadcasters and news agencies for the audiovisual translation which is often regarded as the most evolving and promising sector of language industry. However, extrapolating traditional translation norms and approaches to the audiovisual scope seems to be futile due to the multimodal nature of the audiovisual texts, particular media genres and specific modes of processing translation and delivering content to the recipients. Some peculiar strategies developing within the framework of audiovisual translation, such as localization or transcreation, may pose considerable challenges to translators/interpreters and requires epistemological and methodological reflection on the linguistic, para – and extralinguistic features of multimedia message.