The materiality of the letter in Seto oral culture

Multilingua ◽  
2021 ◽  
Vol 0 (0) ◽  
Author(s):  
Madis Arukask

Abstract This article focuses on the concept of letter in oral folklore. The main research material is examples from the older folk songs of Seto, where a letter, a book and other items referring to literacy are mentioned. Texts under consideration are poetical and the meaning conveyed in them is not always very clear. The term letter may be related to a message, paper, book, leaf or other material medium in the songs. The boundary between oracy and literacy is therefore thin, given that letters and writing are often imagined and conveyed in a physical context. Literacy in Seto folk songs is sometimes reflected as part of mythological knowledge and a mythological worldview. The written text or objects carrying it may have magical power. In some songs the writing can also be found on plants, which is interesting from a cross-cultural perspective. Similar motives from the folklore and beliefs of other peoples have been used comparatively to understand the content of the songs under consideration. The song of heavenly cows eating holy plants offers an opportunity to draw intercultural parallels and raises the question about the ethnogenesis of the Seto and their relatedness to different Eurasian peoples further to the east.

2007 ◽  
Vol 52 (2) ◽  
pp. 260-275 ◽  
Author(s):  
Raquel de Pedro Ricoy

Abstract A study of the translation of advertising material cannot be restricted to the analysis of language transfer, as the effectiveness of advertisements is contingent upon the successful linkage of (audio)visual elements, media of dissemination and written text. This paper analyses the cross-cultural dissemination of advertisements for the video-game industry, examining commercial arguments from a linguistic and cultural perspective. It is posited here that, in spite of their apparent disparity, the disciplines of translation theory and marketing interface to a large extent in the context of cross-cultural advertising. In the global marketplace, multinationals are faced with the choice to either internationalize or localize the promotion of their products, an issue that mirrors the long-standing debate on naturalising (or domesticating) vs. foreignizing translation strategies. The conclusion reached is that the cross-cultural dissemination of advertising material is best served by adopting an instrumental approach to translation, as described by Nord (1989).


2008 ◽  
Author(s):  
Robert M. Klassen ◽  
Mimi Bong ◽  
Ellen L. Usher ◽  
Wan Har Chong ◽  
Vivien S. Huan ◽  
...  

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