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Translation of semiotics into translation theory, and vice versa

2015; Volume: 1; Issue: 2 Linguagem: Inglês

10.18680/hss.2015.0019

2459-2943

Susan Petrilli,

Translation Studies and Practices

More specifically, structural linguistics dominated Europe and was trying to change the deeply rooted belief that Ferdinand de Saussure's parole or Algirdas-Julien Greimas's process or Roman Jakobson's message were not subjects worthy of scientific study.The main assumptions of structuralism and semiology (or semiotics) would be that for every process (an utterance, for instance) there is a system of underlying rules that govern it, and that the system arises contingently.And if parole is not worth studying, is the image worth studying?Can the image have rules?Roland Barthes' celebrated study La rhétorique de l'image (1964), among the first semiological studies of advertising, influenced desicively the way the scientific community approached the image.Although Barthes did not connect the image with translation, he contributed in establishing it as an object of study, next