Departamento de
Traducción e Interpretación


Tema:   Comercial. Publicidad. Técnico. Género. Brasil.
Autor:   Brunelière, Jean-François Mathieu
Año:   2016
Título:   Glocalisation d'une multinationale: enjeux de la traduction dans la communication en ligne autour de la Peugeot 2008 au Brésil [Glocalization of a multinational corporation. Challenges of translation in online communications of Peugeot 2008 in Brazil]
Lugar:   Florianópolis (Santa Catarina)
Editorial/Revista:   Universidade Federal de Santa Catarina - UFSC
Páginas:   674
Idioma:   Francés
Tipo:   Tesis
Disponibilidad:   Acceso abierto
Resumen:   The globalization of trade and communication has consistently become more important during the second part of the 20th century and many observers admit that a new step has been taken with the advent of the Internet. However, globalization is not a fully virtual phenomenon. It depends on the very practical operation of multinational organisations. As far as multinational companies are concerned, one must admit that, although their working environment is essentially multilingual, their multilingualism issues, language management policies and translation policies are hardly discussed within University. And Translation Studies, a discipline specialized in such matters, is no exception. Beyond practical aspects (translator training and localization issues), the question of multilingualism and translation management within multinational companies has not found its place in the World of Knowledge yet. Hence the focus of our dissertation. It aims to provide an analysis of the external marketing communication of a multinational company of French origin (PSA Peugeot Citroe¨n) in a market which has been recently integrated into the automotive world map (Brazil). Using methods developed in the Descriptive branch of Translation Studies our study seeks to identify the communication models used by Peugeot Brazil to promote the local launch of the Peugeot 2008, presented as a "global car" by the company. Our analysis begins with the observation of messages broadcasted in the Brazilian market but goes on to involve many other markets. By working at different levels of observation (editorial, macroscopic and microscopic), we analyse when translation plays a key role (which is the case for certain types of press releases and the subtitling of a few videos) and in what situations the Brazilian subsidiary benefits from greater autonomy (especially in its commercial website and social networks). The models used appear to come mainly from the corporate centre (French headquarters and sometimes Peugeot Sport when news is related to competition), with clear reuse of texts originally written in French or in English, depending on the situation. We discuss the relationship between our approach, moving from texts to their production/broadcasting process, and studies within Organizational Studies that follow a complementary direction, from management to discourse. We also make a link between translation issues and concepts - from marketing – such as integrated communication and global marketing campaign. The study of a specific vehicle led us to explore a large range of questions that are specific neither to the economic sector nor the automotive sector nor to translation. The exploration, of both cultural and economic aspects can be continued in future studies, e.g. of the (synchronic and diachronic) analysis of the Internet and social media. [Source: Author]
Agradecimientos:   Record supplied by Katia Aily Franco de Camargo – (Universidade Federal do Rio Grande do Norte – UFRN).
2001-2019 Universidad de Alicante DOI: 10.14198/bitra
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