英文广告汉译策略初探

拘泥于字面"对等"的英文广告语翻译往往索然寡味,不能实现广告的预期目的.通过实证分析可以发现,较为有效的汉译策略是在熟悉原文背景的基础上,在遣词造句方面运用修辞手法对译文加以锤炼,在广告创意方面摆脱原文束缚另起炉灶,按照目的语文化的要求来重构广告用语,以激发消费者兴趣、扩大公司影响、促进产品销售.     

Feminization and Labor Vulnerability in Global Manufacturing Industries: Does Gendered Discourse Matter?

Two contested arguments persist in explaining the causes of feminization and labor vulnerability. Some scholars argue that global industries are dominated by female workers as a result of the search for cheap labor. On the other hand, some scholars claim that the primary cause of feminization and labor vulnerability is the gendered discourses of work. Drawing views from readymade garment (RMG) industries of Bangladesh, this paper argues that both economic choices of cheap labor and gendered discourses of work collaboratively contribute to feminizing the labor force. This feminization of the workforce enables the violation of labor rights and benefits capitalists.     

Towards a Discursive Analytics of Movement: On the Making and Unmaking of Movement as an Object of Knowledge

This paper takes as its point of departure the expanding scholarly interest in issues of mobility and movement. It argues that movement is not only a physical activity which is entangled in power and meaning but is fundamentally discursively constituted. Through discussions of theory and of three examples taken from the Danish media, it is shown that the study of movement cannot be separated from that of discursive power. Access to and control over physical movement is unequally distributed. However, so is access to and control over assessing which activities can meaningfully be given the label ‘movement’ in the first place. Understanding movement in this way leads us to ask how various activities are given the status of ‘movement’, as well as how they are given meaning and importance, by whom and with what consequences. This involves asking how the poles between which movement takes place are themselves identified; how the distinction and the relationship between inside and outside are designated; and how distinctions between movement and stasis inform political and cultural struggle.     

"I Think It More of a White Persons Sort of Awareness": Condoms and the Making of a White Nation in Media Representations of Safer (Hetero)sex

In recent years, both the media and the government in the UK have been increasingly preoccupied with the problem of rape involving alcohol. For example, in order to increase low conviction rates, the government proposed, yet eventually rejected, reforms equating drunkenness with incapacity to consent to sexual intercourse. Research evidence, for example studies by Benedict (1992) or Finch and Munro (2005, 2007), suggests that conviction rates are influenced by an interplay of cultural discourses and legal arrangements. This article uses discourse analysis to identify and critically examine the major discourses which are produced around rape involving alcohol in one major daily newspaper, the Daily Mail. This conservative paper disapproves of women's binge drinking and is unsympathetic to victims of rape involving alcohol. The analysis indicates that its discourses deprecate and delegitimise victims by a) reinvigorating and refashioning old rape myths, b) re-gendering rape involving alcohol as a problem of female drinking rather than male sexual violence, and c) masquerading women's responsibilities and risks as rights. These findings open up the possibility for research into the popularity of these discourses across contemporary culture and their impact on cultural consumers, including those involved in legal decision-making processes.     

Feminist Discourse and the Hegemonic Role of Mass Media

There has been a notable cultural trend in which feminist concerns are conveyed through many popular culture texts in South Korea since the early 1990s. Many different social groups and organizations have been engaged in the formation of feminist discourse in popular culture, among them the mainstream media. To broadly address the role of media in incorporating feminist discourse within the dominant ideology in specific socio-economic contexts, the research sought to identify the ways in which feminist discourse was generated and/or assimilated into the dominant ideology in newspaper content about the messages in the two television dramas Lovers (1996) and The Woman Next Door (2003) and other socio-cultural phenomena surrounding the dramas. Newspaper content became more favorable to the sexually liberated female characters and acknowledged changing gender roles as a current socio-cultural trend. However, it never questioned the nuclear family system itself—which occupies the hegemonic realm in patriarchal capitalist society.     

Is there nothing beyond postmodernism and ‘the theoretical Other’? The need for balancing universalism and diversity in social work

In his article, 'Against difference and diversity in social work: the case of human rights', Stephen Webb captures several important problems concerning the application of a postmodern human rights perspective in social work. Although accepting Webb's diagnosis, for example that the postmodern discourse neglects basic structural conditions essential for understanding social problems and thus leads to a policy of symbols and rhetoric, this article argues that Webb reifies the perspectives of diversity and universalism and misses the need for balancing these aspects in the practice of social work. Some general argumentative techniques in the postmodern discourse are identified, and it is argued that several of Webb's conclusions are reached via those argumentative techniques, particularly when it comes to his claim that the philosopher Alain Badiou could play a central role for social work. The possibility of implementing in social work general philosophical programmes such as Alain Badiou's is questioned.     

对《红楼梦》的男性话语的解构

本文针对《红楼梦》的父权制话语进行女性主义的批判 ,以阐明在这部引人注目的中国古典作品里 ,女性用自己的言语和口吻说话的空间是根本不存在的 ;并提供新的证据证明 :倘若我们不仅仅满足于男女”平等”的抽象谈论的话 ,就应该让大众听到女性的呼声或女性的内心。     

鲁迅小说的社会杂语分析

本文借用巴赫金有关长篇小说的话语理论和福柯有关话语权力的思想,对鲁迅小说作了新的解读。从整体上看,鲁迅小说以鲁镇和未庄为中心,构成了一个社会杂语的环境,其间六个层次的话语的运动,体现了世纪初处在流动、变化之中的乡土中国各个话 语集团较量的实况。其中,最引人注目的是三个话语集团：被剥夺了话语权、以他者话语为自己话语的“失语”的人们;尚未掌握话语权、只能以反常或疯狂的形式出现的代表新兴话语力量的“独语”的人们;处在传统话语与新兴话语张力中的“双语”的人们。鲁迅正是通过上述各种话语力量互相消长、互相激荡的运动的揭示,表达了对辛亥革命后局势的忧虑和对传统话语的批判。     

当代文学史写作:方法、可能与限度--以洪子诚著《中国当代文学史》为中心

<中国当代文学史>作为"重写文学史"的重要成果,有着重大的学术价值和独立的学术品格.但它作为"历史中间物"也有着缺陷和不足在叙史过程中,"当代文学"的内涵从"话语形成"到"自然时空"的转换,使其"下编"止于浮泛评述;以"一体化"的实现和解体作为叙史情节结构和文学史观,既显示出史识的洞见,又对复杂的文学情境造成了一定的遮蔽.