Contents
List of Figures
List of Tables
Acknowledgement
1. Text-on-Screen
1.1 Introduction
1.1.1 Examples of Text-on-Screen
1.1.2 Emergence and Historical Development
1.1.3 Typologies of Text-on-Screen
1.1.4 Terminology
1.2 Prevalence of Text-on-Screen
1.2.1 Methodology
1.2.2 Findings: Prevalence of Text-on-Screen
1.3 Towards a Pragmatics of Text-on-Screen
2. Cognitive-Pragmatic Approaches in Translation Studies
2.1 Introduction
2.2 Relevance Theory
2.3 Relevance Theory and Translation
2.4 Relevance Theory in Translation Studies
2.5 Relevance Theory and its Application to AVT Research
2.6 Relevance and Text-on-Screen: Key Notions
2.6.1 Epistemic Vigilance and Epistemic Trust
2.6.2 Context and Audience
2.6.3 Mutual Manifestness: Cognitive and Affective Mutuality
3. Creative and Innovative Subtitling: How Viewers Process Creative Pop-up Captions on TV
3.1 Telop: Basics
3.1.1 Text-on-Screen in Entertainment Shows and Drama
3.1.2 Reaction to Impact Captions: Previous Studies
3.2 Relevance-Theoretic Analysis
3.2.1 The Role of Telop: Viewer Manipulation
3.2.2 Telop and Affective Response
3.2.3 Telop and Cognitive Mutuality
3.2.4 Telop and the Two-Dimensional Space of Intended Import
3.2.5 Conclusion
4. Text-on-Screen and Social Impact: Vigilance and Trust
4.1 Misuse of Text-on-Screen
4.2 Epistemic Vigilance and Epistemic Trust
4.3 Epistemic Vigilance and Problematic Text-on-Screen Use
4.3.1 Misuse, Vigilance, and Trust
4.3.2 Epistemic Vigilance, Attributed Thoughts, and Mockery
5. An Empirical Approach to AVT: Overview of Eye-Tracking in AVT Research
5.1 Eye-Tracking as a Research Method
5.1.1 Introduction
5.1.2 Eye-Tracking
5.2 Development of Eye-Tracking Research in AVT
5.2.1 Early Research
5.2.2 Legibility, Readability, and Strategies
5.2.3 Individual Factors and Subtitle Processing
5.2.4 Subtitles in Academic Contexts
5.3 Non-Standard Subtitling and Creative Text-on-Screen
5.3.1 Eye-Tracking Research into Innovative Titling
5.3.2 Impact Captions and Eye-Tracking
6. An Empirical Approach to AVT: A Case Study - Eye-Tracking, Ageing, and Viewing Behaviour
6.1 Viewer Needs and AVT Research
6.2 Older Viewers, TV Viewing, and Cognitive Processing
6.3 Methodology
6.3.1 Design
6.3.2 Location and Participants
6.3.3 Types of Telop and Areas of Interest
6.3.4 Questionnaires
6.4 Findings
6.4.1 Study 1
6.4.2 Study 2
6.5 Discussion
6.5.1 Overall Attention to the Programme
6.5.2 Distribution of Attention
6.5.3 The Types of Telop and Impact on Reception
6.5.4 Viewing Habits and Recall
6.6 Conclusion
7. Participatory Culture, Social Media, and Text-on-Screen: Sharing Emotions via the Use of Creative Titling
7.1 Introduction
7.2 Shared Viewing
7.2.1 Overview
7.2.2 Shared Viewing Platforms: Danmaku/Danmu (Bullet Titling) and Live Commentary
7.3 Relevance of Live Comments: A Pragmatic Analysis 190
7.3.1 Sharing Information
7.3.2 Sharing Reactions 197
7.4. Conclusion
8. Conclusion and Future Directions
Index
