Multimodal Translation in YouTube Shorts from Spanish Football Teams

• Fernando Sánchez Rodas ^[1] ; Raquel del Río López ^[2]
  1. [1] Universidad de Málaga

     Universidad de Málaga

     Málaga, España

     
  2. [2] Universitat Autònoma de Barcelona

     Universitat Autònoma de Barcelona

     Barcelona, España

     
• Localización: Transletters.: International Journal of Translation and Interpreting, ISSN-e 2605-2954, Nº. 8, 2024
• Idioma: inglés
• Títulos paralelos:
  • La traducción multimodal en cortos de YouTube de los equipos de fútbol españoles
• Enlaces
  • Texto completo
• Dialnet Métricas: 1 Cita
• Resumen

  • YouTube Shorts (YTS) are a new type of audiovisual content akin to Instagram Reels and TikTok videos, which has gained increased popularity since its inception. This article is based on a recent dataset of 329 YTS from Real Madrid and FC Barcelona football teams (first round of LaLiga 2023-2024 season), and analyses how they employ multimodal communication and translation to create a brand image aimed at combining national and international identities. Results yield that the communicative goals are often pursued through multilingualism, but they also include overlapping semiotic codes designed to reach universal understandability and content access, such as emojis, proper names, and hashtags.