Vanessa Leonardi (Sapienza University Rome, Italy)
Unveiling Ideology: Translation and Reception of Young Adult Book Covers
An analysis of the translation and reception of young adult (YA) book covers can shed light on a frequently overlooked dimension of ideological manipulation. Young adult literature (YAL), primarily targeting readers aged between 12 and 18, has experienced a dramatic increase in popularity and cultural significance over the past few decades. YAL encompasses a diverse range of genres, including fantasy, romance, dystopian fiction, and contemporary realism, catering to the varied interests and preferences of its audience. YAL is characterised by its visually captivating book covers, which play a crucial role in attracting readers and influencing their interpretation of the material. These covers serve not only as marketing tools but also as visual representations of the themes, characters, and atmosphere, thus providing a glimpse into the narrative. Nevertheless, the significance of book cover design in YAL may extend beyond mere aesthetics to serve as a powerful medium to convey ideological messages and cultural values to young readers. Design decisions for book covers are often influenced by factors unrelated to the content, such as editorial guidelines, marketing strategies, and ideological agendas. Whether intentionally or unintentionally, the design choices made by publishers and designers can shape readers' perceptions of gender, race, and social norms, thereby influencing their interpretation of the text and their engagement with its themes. Although there is a considerable body of research on YAL within translation studies, the visual and communicative aspects of book covers remain largely unexplored. This presentation aims to address this gap by examining ideological shifts in book cover design through various case studies, with a particular focus on translation and reception. Through the exploration of these case studies, the audience will gain deeper insights into how book covers can authentically represent texts and their authors, serve as strategic marketing tools devised by publishers to enhance sales, and/or manipulate the message, content, and identity for ideological reasons, thus leaving (YA) readers lost in translation.
Michał Borodo (Kazimierz Wielki University, Poland)
Children’s Literature Translator Studies
During this talk, I’ll reflect on the concept of Children’s Literature Translation Studies (where does it come from? when was it first used?) to then suggest, by changing one word in this sequence of words, a perspective of Children’s Literature Translator Studies. The talk will initially refer to Andrew Chesterman’s concept of Translator Studies and the research in this area. I will then focus on three different stories of flesh-and-blood migrating people involved in literary translation in the twentieth and twenty-first centuries. The first one of these stories centres on Lucia Merecka Borski, who emigrated to the US at the age of 16 to later become one of the most active translators of fairy tales into English in America of the twentieth century. The second story focuses on Edith and Sidney Sulkin – emigrants from Eastern Europe and the first ever translators of the classic King Matt the First, the Polish novel most often translated into English in history. The third story is that of Marek Kazmierski, who at the age of 12 emigrated from communist Poland to England, to then move back to Poland as an adult – a writer, publisher and a pro-active translator experimenting with and publicizing his translations online. Adopting the perspective of Translator Studies, I’ll also reflect on the concepts of transcreation, translation for reading aloud, translator (in)visibility and alternative translation.