https://orcid.org/0000-0002-4712-2529
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ABSTRACT
This paper sets the premises for a translation theory, in light of the contemporary circumstances of new media, based on a concept of mediation originating in Peirce’s semiotics, as recently developed, most of all, by Lars Elleström. This view allows for defining translation as the media effects of transferring cognitive import. The approach is justified by a noticed Peirce turn in semiotics and a multimodality turn in translation studies. This view on translation and communication opposes the dominance of language-based translation theories, that regard translation as a bijective operation between two codes. By pointing out to a compatibility between biosemiotics and the multimodality framework, which comes to the fore in Elleström’s cognitive semiotic approach to media, the paper argues that an embodiment-aware approach to translation is necessary for avoiding certain pitfalls of cultural and language relativism.
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Alin Olteanu
Alin Olteanu is a Postdoctoral Researcher at the Department of Semiotics of the University of Tartu (Estonia) and Senior Researcher (part-time) at the Sustainability and Civil Society Research Group of Kaunas University of Technol-ogy (Lithuania). He is currently receiving funding from the Estonian Research Council for a project on joining construals of environmental and digital literacy in an ecosemiotic approach. He holds a PhD (2015, Roehampton University, School of Education) in semiotics of education. His research on education and multiculturalism, particularly from a semiotic perspective, informed his current interest for bridging learning and communication theories.